Arctic as a journey.

The Customer Journey, The ARCTIC.

For a long time, I have been trying to find an acronym or model that explains the change that people go through when they become a user or a consumer of a product or brand. Before, they might have been just a regular person without any connection to the product, but now they have absorbed and somehow internalised it. Having a background in neuroscience and working in the fields of user experience design and product development and am interested in understanding this change and how it happens.

ARCTIC: Awareness, Research, Curiosity, Trial, Investment, Commitment

These are the steps that customers, consumers, or users go through as they become familiar with and invested in a brand or service.

1. Awareness: The first step in the process is for individuals to become aware of the brand, service, or product. Without knowledge of its existence, there is no easy opportunity for interaction.
2. Research: Once individuals are aware of the brand, service, or product, they may be motivated to explore and research it in greater detail. This can involve looking at product descriptions, reading reviews, and seeking out additional information. The goal is to gain a clear understanding of the benefits and offerings of the brand or product.
3. Curiosity: When individuals see a fit between their needs, desires, and the unique selling points of the brand or product, they may become curious and want to know more. They may start asking questions and seeking out additional information to further understand how the brand or product can meet their needs.
4. Trial: In the trial stage, individuals convert their interest into intent by testing and experiencing the product. This can involve making a purchase, signing up for a free trial, or otherwise trying out the product in some capacity. This stage can be crucial in their journey as it can solidify their decision to use the product.
5. Investment: Committing to pay or purchase the product is the investment stage. At this point, individuals have made a commitment to the brand and expect the story and experience to match their expectations. They are placing trust in the brand and hope that the product will deliver on its promises.
6. Commitment: Finally, the internalisation of the brand or service results in a committed relationship. Individuals become ambassadors for the brand and feel a sense of pride and ownership over the product. They are likely to recommend it to others and remain loyal customers for years to come.

Service design and experience design are vital in shaping the customer journey, as they aim to create experiences that are both memorable and significant. It is essential to take into account the emotional connection and commitment that individuals have to brands and services, as this drives their behaviour and choices. A strong emotional connection can fuel internal motivation, which can significantly impact ones decisions and actions.

Storytelling is a way to handhold people, navigate them on the mental journey from A to B. This process takes time, as people desire familiarity and predictability yet also find excitement in being pushed out of their comfort zones. Comfort can be enjoyable, but true growth and progress come from movement and taking calculated risks. By leaning in one direction, individuals can set into motion a series of events that can lead to significant change.

It’s important to note that most people do not deeply care about their purchases. While they may believe they do, the reality is that they are easily replaceable. For example, when buying a sandwich, they may care in the moment, but if that particular sandwich isn’t available, they will simply choose another. The same applies to buying a house, choosing a movie, forming relationships, and making most of their purchases in life. While they may believe they are making the best choice, their brain has the power to justify and convince them that a different choice was actually better. We care, but we don’t. We always fall back to what we feel is “number 1”, aka, the best choice based on the sample and selection criteria we have put in place.

Designing the experience journey using ARCTIC

So, what is this hand holding journey that you need to keep in mind? I call this the awareness of the ARCTIC. Everyone goes through some form of this journey. Awareness, Research, Curiosity, Trial, Investment, Commitment.

Let’s start at the beginning. Awareness, I need to know your brand, your service, your product, your name, your logo. Our paths need to cross, if they don’t I cannot “reach” your product. To design for the awareness stage, you can use effective and creative advertising campaigns that reach your target audience. This could include using social media, influencer marketing, and other channels to get your brand in front of the right people. You can also create eye-catching packaging and product displays that are easy to spot and memorable.

Next up, during Research, there needs to be some kind of willingness for me to explore, there needs to be something that catches my eye, what is it, why is this here, is this for me? The design for the research stage is all about content and accessibility. Where do people find your content you can create a website and digital presence that is easy to navigate and provides information about your products and services. You can also use customer reviews and testimonials to build trust and credibility with potential customers.

Then once I have established if I like this restaurant, this pair of shoes, this book, this holiday destination, this whatever, I need to feel a pull. There is something here for me, a fit between USP and my needs/desires/wishes/hopes… This pull is the Curious stage. If you reach this, all that matters afterwards is product and marketing. This is the hook. “I got you”. To design for the curious stage, you can highlight the unique selling points of your product or service and create engaging and interactive experiences that allow customers to explore and experience your brand. This could include virtual product demonstrations, interactive product displays, and interactive advertisements.

From Curious we go to Trial, so now we get the translation of the “interest” into the “intent”. Even when a trial is free, or a sample, or something, it takes my time, and “exclusiveness” every second I’m busy with you, I’m not busy with another brand/opportunity. In that trial phase you need to convince me “you are worth it”, (if you are or not, doesn’t matter at this stage). All I need to to be convinced to want more, leave me hanging, make me eager, tease me to the point I’m convinced. You can think of ways to support this by creating a seamless and enjoyable onboarding experience. This could include offering free trials, providing a convenient and hassle-free return policy, and ensuring that customer service is top-notch.

Then we have the Investment stage. Now I need to commit, pay, subscribe, buy, book, whatever it is it ends with a button and an exchange of goods. I give you something (money) you give me to something (product or experience). Now, the initial storytelling needs to match what I “feel” now. This is the moment where what I wanted has become mine. In the sense of “you are what you eat”, more like “you’ll become what you experience”. To design for the investment stage, you can focus on creating a memorable and emotional experience that exceeds customer expectations. This could include using storytelling and emotional appeals to create an emotional connection with customers, as well as providing a high-quality and consistent product experience.

Once this is you, this has “become a part of you”, we reach the last stage, Commitment. I now “am” this product, I now “live” this service, to some extent I’m even an ambassador, because it has become part of my new normal. What was alien, and far removed from my core, now internalised. To design for the commitment stage, you can create opportunities for customers to engage with your brand and become part of the community. This could include offering loyalty programs, creating customer forums and communities, and offering personalised customer experiences. Additionally, you can continue to innovate and improve your products and services to keep customers engaged and committed to your brand.

Like the northern lights come and go, the snow falls and melts. These stages are transitory and different for each individual. However, we all, to some extend, pass through them. We all go through the ARCTIC: Awareness, Research, Curious, Trial, Investment, Commitment.