Breaking Silos: How a Customer Journey Expo Unified 10+ Product Teams

AutoScout24 Customer Journey Expo 

The Challenge

Silos were breaking the user experience

AutoScout24 was facing a scaling challenge common to large marketplaces: organizational silos. Numerous project teams were working in isolation, optimizing specific features without seeing the bigger picture.

We lacked a "single source of truth" regarding the customer. This disconnection resulted in duplicated efforts, fragmented user experiences, and underutilized opportunities in the purchase journey. The goal was clear: align the entire company around the user’s actual struggle, not just our internal goals.

My Role

Leading the shift from PowerPoints to Immersive Insights.

I led this research initiative end-to-end. My focus was not just on gathering data, but on democratizing research. I moved the organization away from the "PowerPoint—look once and forget" culture toward a visceral, immersive understanding of our users.

I was responsible for:

• Research Strategy: Designing the study and recruiting for in-home contextual sessions.
  
• Execution: Moderating interviews to uncover the emotional "moments that matter."
  
• Synthesis Leadership: Facilitating workshops to distill complex qualitative data into actionable insights. 

the process 

Deep Dive & Rigorous Synthesis

To understand the complex emotional decision-making behind buying a car, surveys weren't enough.

• Contextual Inquiry: We went into users' homes to observe their genuine process, unrelated to our internal assumptions.
• Collaborative Synthesis: I led a series of workshops to process the qualitative data. We used empathy mapping and competitor analysis to filter the noise and pinpoint key friction points.
• Mapping the Ecosystem: We created an "ideal future state" journey, identifying exactly where our service was failing to meet user needs.

the solution

The Customer Empathy War Room

Instead of sending out a PDF report that no one would read, I built an experience. In just ten days, we constructed the Customer Journey Expo—a physical, interactive installation in the office.

This "War Room" physically walked internal stakeholders through the customer's journey, from the initial trigger to the final purchase. It forced designers, developers, and managers to step out of their silos and physically inhabit the user's world, sparking immediate empathy and ideation.