The client (a power sports company) was seeking to better understand their customer's vehicle ownership cycle. Based on input from many subject matter experts, third party research studies, and first hand experience as a motorcycle owner, I created a variety of communication aids to help various business members better understand both the company's product ecosystem as well as a representative purchase funnel and ownership cycle.
A large piece of this work was to illustrate how the shopping and ownership process was both complex (and average of 21 interaction points just pre-purchase) and omni-channel in nature (customers used online, in-store, third party resources, and other owner's input to inform decisions).
By customizing a traditional sales funnel and including an ownership "pyramid" it was much easier to illustrate the various point customers begin their shopping as well as how owners are pushed to become either brand detractors or advocates.