Proposal · RFP v2.1
4. Priority customer journeys
Chrysal Website 2027 · Extended draft · 19 October 2026
RFP-hoofdstuk 04
From customer question to appropriate help
Six priority journeys connect a question to knowledge, evidence, a solution and a relevant local next step.
Our response & approach
Journeys as a basis for research
The six journeys from the RFP form the starting point for our UX research. We develop them into realistic tasks, including trigger, information need, doubt, need for evidence and desired next step. This way, we design routes that align with the visitor’s work. The final sitemap follows from that analysis.
| Journey | Concrete example task | Proposed route and result |
|---|---|---|
| Help me solve a problem | A bouquet maker seeks an explanation for loss of quality during processing. | Question or challenge → practical knowledge → validated evidence → relevant solution → technical help. |
| Help me find the right solution | A florist seeks a product for a particular application. | Search or filter → solution detail → application and documentation → locally available offering. |
| I need technical information | A professional seeks an up-to-date technical document. | Search → recognisable document result → correct language and version → download or expert contact. |
| Prove that this works | A retailer wants to know what a claim is based on. | Claim → research, trial or case → method and application limits → associated proposition. |
| I want to work with Chrysal | A grower wants support in his own market. | Region and need → local specialist or distributor → appropriate contact form → confirmed follow-up. |
| I want to understand Chrysal | A potential partner investigates expertise and direction. | Company story → innovation and sustainability → integrated offering → relationship or contact. |
Testing flows with professionals
For each journey, we create a flow and a clickable prototype for the key decision points. For example, we test whether someone understands why a research result is relevant and whether the local contact route feels logical. In the Core scenario, we conduct a compact validation round with five representative professionals; in Recommended, two rounds with a total of ten participants, to be recruited with Chrysal.
Connecting ease of use and measurability
Our advantage is that UX, content and measurability come together in the same task. In the technical information journey, we test not only whether the download button can be found, but also whether the version, language and application are clear and whether downloading is measured correctly. The deliverables are six fully developed flows, the critical screens and an overview of findings and design decisions.
Five interconnected components of every customer journey
We jointly document these components for each included target audience. The elaboration of the six RFP journeys and the prototype validation remain within the agreements for the selected scenario.
- 01SEO & GEO
- Search intent, questions, themes and the reliable answers required. We connect relevant pages and expertise; visibility in search engines or AI is not guaranteed.
- 02KPIs & measurement plan
- The purpose of the journey, appropriate success indicators and measurable events. For example, we distinguish between information use, interaction with evidence and a relevant enquiry.
- 03Website-touchpoints
- Entry page, orientation, deeper exploration, evidence, download and contact. At each step, we make the connections and any friction visible.
- 04Content & evidence
- Which explanation, application, documentation, case study or research source is needed; who supplies the content and who validates claims and currency.
- 05Translation into design
- The required information hierarchy, components, imagery, interactions and next steps. The customer journey guides the design, not the other way around.
Target audience interviews: additional option
We assume the existing audience knowledge at Chrysal. Additional audience interviews are not included and are only used after separate consultation. The user tasks and prototype validation already described are a different component and remain unchanged.
“We do not design isolated pages, but a logical answer to the visitor’s next question.”
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