MindTouch was looking to illustrate the customer journey through 3 stages: Research, Buy, and Succeed. I was asked to conceptualize a visual metaphor to communicate the role that a company’s product and help content plays in assisting customers in all stages of the journey.
The concept started with the notion of product content as a “center of gravity” for awareness of your brand online — if your documentation could be found online easily, it created a pull towards your brand.
With this in mind, I created a series of graphics depicting the customer as a space traveller being pulled into orbit by the strength of your online content. I then created a deck that showed the various stages of the customer throughout the journey.
In addition, I created mini-case studies for the deck that depicted how our current customers benefited from using MindTouch at all 3 stages.