Omnichannel sales north star
Navigating fragmented entry points to define a scalable, intent-driven growth strategy across channels
“A scalable servicing model that preserves customer context across touchpoints, reducing repetition while supporting more personalized and efficient experiences.”
Adapted for confidentiality
Overview
Scope
Sales cross-channel ecosystem
Focus
• Aligning stakeholders around shared customer outcomes
• Synthesizing insights from earlier discovery efforts and servicing initiatives
• Expanding experience principles to support both acquisition and servicing
• Developing a North Star framework for omnichannel sales experiences
Role
UX Strategist
Partnered with CX Strategy and senior leadership to unify multiple omnichannel initiatives into a shared enterprise North Star. Through research synthesis, ecosystem analysis, and future-state storytelling, we created a vision that connected customer outcomes, business priorities, and enabling capabilities. I led the development of the storyboard narrative, translating complex strategic concepts into an accessible experience story that helped stakeholders align around a common future direction.
Team
Collaborated with senior leadership and CX strategy partners to unify multiple future-state initiatives into a single enterprise omnichannel vision.
Our challenge
Multiple teams had independently developed North Star concepts for different portions of the shopping journey. While each effort addressed specific opportunities, there was no shared vision connecting the end-to-end omnichannel experience.
Leadership needed a cohesive view of how customers could move seamlessly across channels, products, and touchpoints while understanding the organizational and technical capabilities required to support that future state.
The challenge was to align diverse stakeholders around a common vision that could inform strategic planning and future investments.
Growth was constrained by channel fragmentation:
Multiple entry and exit points from all channels operated independently
Legacy systems impact customer experiences
Current
North Star
Our opportunity
As the organization continued to evolve its omnichannel ecosystem, multiple teams were pursuing initiatives that contributed to the future customer experience. While these efforts addressed important opportunities, stakeholders lacked a shared vision that connected the end-to-end journey across channels.
This created an opportunity to align leaders around a common future-state experience, helping teams understand how their individual initiatives contributed to a larger omnichannel strategy while establishing a shared direction for future investment and execution.
Our process
Establishing a shared customer perspective
The team synthesized existing research, strategic initiatives, and customer insights to establish a common understanding of the customer needs the North Star was intended to address.
This created a consistent foundation for evaluating opportunities and ensuring the vision remained customer-centered throughout development.
Because the initiative focused on a future-state experience, the team developed an aspirational persona that reflected both current customer needs and emerging expectations.
The persona provided a narrative anchor for the storyboard and ensuring the vision remained centered on customer outcomes while illustrating how omnichannel experiences could evolve across touchpoints.
We reviewed existing omnichannel initiatives, future-state explorations, and strategic work occurring across different parts of the organization to identify common themes, overlaps, and dependencies.
This helped reveal opportunities to connect previously independent efforts into a cohesive ecosystem narrative.
Connecting independent strategic efforts
Customer journey
Customer journey
Advisor journey
Shared journey
Translating strategy into story
To help stakeholders visualize the future-state experience, I led the development of the storyboard narrative that translated strategic concepts into a tangible customer journey.
The storyboard was intentionally designed to communicate enough of the future-state experience to create alignment without prescribing specific solutions. It demonstrated how customers could move seamlessly across channels while highlighting the collaboration, capabilities, and organizational coordination required to realize the vision.
Supporting voiceover and narrative elements were developed to reinforce key moments, clarify strategic intent, and guide leadership discussions.
Our outcome
The resulting North Star provided a shared reference point for leaders across business, product, experience, and technology teams.
By illustrating how omnichannel experiences could work together within a connected ecosystem, the vision helped align stakeholders around common customer outcomes and fostered more coordinated discussions around future priorities, investments, and roadmap planning.
The work also created a framework for discussing future capabilities and organizational dependencies, helping teams understand how individual initiatives contributed to a broader enterprise vision.