Chromebook Purchase Journey

I am constantly in awe of how great strategists approach data, the ability they have to turn massive amounts of numbers into whole systems of consumer insights and actionables. This very dense purchase journey story needed to provide both the birds-eye view and get down in the weeds. The ultimate approach was to break the journey into distinct stages, and then show how each of three market segments reacted differently along their paths to various marketing messages. As a designer, it was imperative that I create visual journey paths that clearly and obviously communicated the nuances. I also used color, pull-quotes and hero stats, and careful iconography to make a long report more scannable.