Mapping user journeys for greater impact

Leading content design for DIRECTV’s existing customers, I mapped the company’s system of email notifications to increase engagement and quality of service.

Year
2022

Company
DIRECTV

The Challenge

DIRECTV had a big challenge on its hands: an outdated and fragmented system of behavior-triggered emails. With hundreds of messages in play, many weren’t hitting the mark. Customers were getting inconsistent experiences: the content wasn’t always up-to-date and the strategy for triggering emails wasn’t always clear.

We needed to reimagine the entire system so emails felt timely, relevant, and helpful—all while driving real results.

My Role

As the Content Lead for DIRECTV’s existing customer communications, I took the reins on this overhaul. From analyzing how things worked (or didn’t) to building a fresh strategy, I led the charge in creating a more effective, user-friendly email ecosystem.

What I Did

  1. Discovery: Understanding the User
    To build a product that truly served users, I began by gathering insights:

    • Conducted interviews with stakeholders across the business to understand customer needs.

    • Utilized consumer research on customer needs conducted by an outside agency.

    • Developed three buyer personas—Service-Led, Industry-Led, and Issues-Led Buyers—to guide both website content and supporting digital strategies.

  2. Strategy: Putting Customers First
    With the problems clear, it was time to build a smarter system:

    • Designed an improved email journey, which prioritized sending the right message at the right time.

    • Created clear rules for when emails should go out to avoid overload or confusion.

    • Re-developed content to correctly address specific needs like onboarding, account management, or exclusive offers.

  3. Execution: Bringing the Plan to Life

    • Refreshed hundreds of email templates to ensure they looked great, sounded consistent, and kept customers engaged.

The Results

The results of the overhaul spoke for themselves:

  • Higher open and clickthrough rates, thanks to emails that felt more relevant and useful.

  • A smoother customer experience, with redundant messaging removed and clearer communication overall.

  • A more efficient, scalable email system that was ready to grow with the business.

Why It Matters

By focusing on customer needs and creating a more thoughtful approach, we made sure every email added value, whether it was solving a problem or offering something new.