Customers get lost between the website, messaging and the store

Follow one customer mission from first contact to fulfilment and return. Map customer actions to staff and system work. Test a channel transition: choices, agreements and status should carry over without creating duplicates.

RA LAB practical guide · based on the library’s GRI / GTM sources.

GOAL

Find a cross-channel gap and verify that customers can continue without repeating their request.

VALUABLE FINAL DELIVERABLE

A journey and context-handoff map, a gap list and an end-to-end test record for one scenario.

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A scenario matrix helps choose tests; it does not establish that every integration is possible or working. For the selected handoff, verify system capabilities, access rights, permissible data transfers and error recovery.

GRI and GRI AI in plain language →

From problem to decision

1. Choose a customer mission

Choose a concrete situation and intended customer outcome. Gather observations and interviews, including abandoned journeys. Mark the start, channel transitions, fulfilment and return. Use de-identified descriptions.

Mission → context → intended outcome → channel path → friction → observation source.

Step deliverable: A map of one customer mission.

2. Connect the journey to system work

For each step, describe the customer action, staff action, system, context passed and accountable role. Define a shared request or order identifier. Do not enter contact details or real identifiers in this worksheet. Transfer only necessary data on an agreed basis.

Step → customer action → employee → system → context passed → owner → receipt confirmation.

Step deliverable: A map of staff actions, systems and context handoffs.

3. Run an end-to-end test

Follow a test path through first contact, handoff, continuation, payment when relevant, fulfilment and return. Check context recovery, duplicate prevention and consistent status. Include a repeated event, an error and a retry. This is a test protocol, not an integration with your systems.

Scenario → expected behaviour → actual behaviour → evidence → gap → accountable role.

Step deliverable: An end-to-end test record with actual results.

4. Fix one gap and verify the effect

Choose one gap and an observable customer outcome: fewer repeated explanations, faster continuation or more completed tasks. Record the baseline, change, duration and limitations. Repeat the test and record a decision.

Gap → change → customer outcome → business metric → before / after → limitations → next action.

Step deliverable: A tested change and a next-step decision.

How to judge whether it helped

You should leave with a document that supports a decision and a next action. Completing steps does not guarantee a commercial result. Measure the chosen change separately over an agreed period. If evidence is missing, state that and plan how to collect it.

  • The test customer continues with context preserved and consistent status.
  • Repeated events, errors, retries and duplicate prevention have been tested.

How this differs from S01–S13

This is a user route for a specific problem. The GRI AI research stages S01–S13 and the 13-week programme remain in the library as separate methodological work. This route is not a validated GRI diagnostic scale.

Your route0 / 4 · 0%

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Next action: Choose a customer missionThe percentage measures completed steps, not proven business growth.

Choose a customer mission

Choose a concrete situation and intended customer outcome. Gather observations and interviews, including abandoned journeys. Mark the start, channel transitions, fulfilment and return. Use de-identified descriptions.

Step deliverable: A map of one customer mission.

No names, contacts, client secrets or sensitive details. Saving happens only when you press the button.

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Data & privacy

Matching works without saving your query. Practice answers remain in this tab until you enable saving. Do not enter names, contacts, client secrets or sensitive information.

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Sources and supporting materials

Author-provided materials: Lab: the omnichannel map, journey checklist and HONOR Living Lab Reading Roadmap 90 days.

Methodological references. Links lead to original materials; worksheet examples are not research findings.

Continuous Discovery Habits ↗Teresa Torres · Connects desired outcomes, opportunities, solutions and assumption tests in a weekly cadence.Recognizing Your Customer’s Purpose Is Key to Growth ↗Gene Cornfield / Harvard Business Review · Uses customer purpose as the endpoint that organizes journeys and measurement.Trustworthy Online Controlled Experiments ↗Kohavi, Tang & Xu · A rigorous foundation for experiment design, metrics, statistics and organizational culture.Design for a Better World ↗Don Norman · Extends human-centered design toward societal systems, sustainability and long-horizon responsibility.Open the full source catalog →
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