Oracle . CX Strategy & Design Workshop . DesigningCX.com
CX Journey Mapping Workshop
Oracle :: CX Strategy & Design
Oracle . CX Strategy & Design Workshop . DesigningCX.com
cus·tom·er ex·pe·ri·ence
The sum of all experiences a consumer ha...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
The Customer Lifecycle
PURCHASE RECOMMEND
MAINTAIN
RESEARCH NEED ...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Fundamentals of Learning a New Approach
One Step at a Time
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ Goals }
Learn a hands-on approach to identify the “Four Eyes”:
...
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://dschool.stanford.edu/student/doug-dietz/
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ The Experience }
Journey Mapping the Patient Experience
Oracle . CX Strategy & Design Workshop . DesigningCX.com
CREATE INITIAL MAP
Attitudes, Behaviors and Experiences
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Select a specific customer
persona to map
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
BEHAVIORS
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://dschool.stanford.edu/student/doug-dietz/
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO
INITIAL
DOCTOR
RIDES
TO
HOSPIT’L
CHECKS
IN
WALKS
TO MRI
R...
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-e...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@jkembel
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ Part 1 }
Finding a car
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Jen 28 years old New York City Doesn’t own a car
Fashion blogger ...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
RECEIVES
WEDDING
INVITATION
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
LEARNS THEY
HAVE SPORTY
ELECTRIC CARS
CALCULATES IT
WILL BE LESS
...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
CREATES A
ZOOMGO
ACCOUNT
DOWNLOADS AND
OPENS ZOOMGO
MOBILE APP ON...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
SELECTS A
SPORTY
ELECTRIC CAR
(MATCHES HER DRESS)
Oracle . CX Strategy & Design Workshop . DesigningCX.com
FINDS ONE
HALF MILE
FROM HER
APARTMENT
RECEIVES
CONFIRMATION
E-MA...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ Part 2 }
Getting to the wedding
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ Part 3 }
Seeking a return
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@jkembel
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Journey Mapping Activity
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Design New
Experiences
Brainstorm Innovation
Consider Brand Attri...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Design New
Experiences
Brainstorm Innovation
Consider Brand Attri...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
ROADSIDE
SERVICE
MECHANIC
ZOOMGO
CAR
ON STAGE EXPERIENCE
What: pe...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
results
Oracle . CX Strategy & Design Workshop . DesigningCX.com
resultsbehaviors deliver
Oracle . CX Strategy & Design Workshop . DesigningCX.com
resultsattitudes drive behaviors deliver
Oracle . CX Strategy & Design Workshop . DesigningCX.com
experiences
influence
resultsattitudes drive behaviors deliver
Oracle . CX Strategy & Design Workshop . DesigningCX.com
THIS IS REALY
FRIGHTENING.
I’M STRANDED
& DRESSED UP.
ATTITUDES
W...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
FLEET
MANAGER
INCIDENT
RECORD
SYSTEM
BACKSTAGE SUPPORT
What: supp...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Design New
Experiences
Brainstorm Innovation
Consider Brand Attri...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
EVALUATE ATTITUDES
What: rate positive (green) and negative (red)...
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wo...
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wo...
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wo...
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wo...
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wo...
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wo...
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wo...
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wo...
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wo...
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wo...
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wo...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Business Impact Area influenced by a Moment
Driving Revenue (Simp...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Net Sales $ 2,292,149 1.1% $ 2,397,924 1.1% $ 2,478,936 1.1%
(Cos...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
INCREASE
REFFERAL
RATE
DETERMINE IMPACT
What: chose financial met...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@jkembel
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Design New
Experiences
Brainstorm Innovation
Consider Brand Attri...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
“I want to buy a digital
camera”
“So I can capture and share
spec...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
BRAINSTORM MOMENT AND EMOTIONAL NEEDS
What: needs at the moment t...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
TRENDS & ACCELERATORS
Political
Economic
Social
Technology
Legal
...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
DEFINE ROLES & PROCESSES
What: uncover the intended role & proces...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@jkembel
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Design New
Experiences
Brainstorm Innovation
Consider Brand Attri...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
EVALUATE NEEDS
What: were the customer’s needs met at this moment...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
EVALUATE ROLES & PROCESSES
What: were roles / processes performed...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
STRATEGIC
BUSINESS OBJECTIVES
Acquisition
Retention
Efficiency
IM...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@jkembel
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Design New
Experiences
Brainstorm Innovation
Consider Brand Attri...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
BRAINSTORM INNOVATION
What: brainstorm new experiences to meet cu...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Consider Your Organization’s Brand Attributes
Useful (function) U...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
SELECT INNOVATION
What: select one idea (or several related ideas...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
DETERMINE NEW ATTITUDES AND BEHAVIORS
What: imagine what the cust...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{custo...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{custo...
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@jkembel
Oracle . CX Strategy & Design Workshop . DesigningCX.com
DESIGNINGCX.COM
Oracle . CX Strategy & Design Workshop . DesigningCX.com
I LIKE
_______
HOW TO
_______
Workshop Retrospective
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@jkembel
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Cx Journey Mapping Workshop - Intro & Activity 20130920

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This is the deck used to deliver Customer Experience Journey Mapping Workshops. If you are interested in running your own workshops, this deck and all supporting materials are located at http://designingcx.com/cx-journey-mapping-toolkit/

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Cx Journey Mapping Workshop - Intro & Activity 20130920

  1. 1. Oracle . CX Strategy & Design Workshop . DesigningCX.com CX Journey Mapping Workshop Oracle :: CX Strategy & Design
  2. 2. Oracle . CX Strategy & Design Workshop . DesigningCX.com cus·tom·er ex·pe·ri·ence The sum of all experiences a consumer has with a supplier of goods or services, over the duration of their relationship with that supplier. http://en.wikipedia.org/wiki/Customer_experience
  3. 3. Oracle . CX Strategy & Design Workshop . DesigningCX.com The Customer Lifecycle PURCHASE RECOMMEND MAINTAIN RESEARCH NEED RECEIVE USE 1 2 3 4 5 6 7 8 SELECT BUY OWN Support & ServeMarket & Sell
  4. 4. Oracle . CX Strategy & Design Workshop . DesigningCX.com Fundamentals of Learning a New Approach One Step at a Time
  5. 5. Oracle . CX Strategy & Design Workshop . DesigningCX.com { Goals } Learn a hands-on approach to identify the “Four Eyes”: Insights – clear understanding of customer needs Impact – clear focus on the resulting business value Issues/Opportunities – what’s getting in the way, or could be improved, in order to meet customer needs Innovate – design solutions that deliver both customer and organizational value CX Journey Mapping
  6. 6. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://dschool.stanford.edu/student/doug-dietz/
  7. 7. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  8. 8. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  9. 9. Oracle . CX Strategy & Design Workshop . DesigningCX.com { The Experience } Journey Mapping the Patient Experience
  10. 10. Oracle . CX Strategy & Design Workshop . DesigningCX.com CREATE INITIAL MAP Attitudes, Behaviors and Experiences
  11. 11. Oracle . CX Strategy & Design Workshop . DesigningCX.com Select a specific customer persona to map
  12. 12. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  13. 13. Oracle . CX Strategy & Design Workshop . DesigningCX.com BEHAVIORS
  14. 14. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ………
  15. 15. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… PEOPLE THINGS ONSTAGE EXPERIENCE
  16. 16. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS NURSE TISSUES
  17. 17. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… ATTITUDES DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS NURSE TISSUES
  18. 18. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS NURSE TISSUES
  19. 19. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL PEOPLE THINGS BACKSTAGE SUPPORT DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS NURSE TISSUES
  20. 20. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS NURSE TISSUES
  21. 21. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization NURSE TISSUES
  22. 22. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization NURSE TISSUES
  23. 23. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization NURSE TISSUES
  24. 24. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization NURSE TISSUES IMPACT
  25. 25. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization NURSE TISSUES IMPACT MORE STAFF COST OF DRUGS IMAGING TIME SIDE EFFECTS
  26. 26. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM TISSUES NURSE ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled
  27. 27. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM TISSUES NURSE ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled NEEDS
  28. 28. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM TISSUES NURSE ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled FEEL SAFE FEEL BETTER NEEDS
  29. 29. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM TISSUES NURSE ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled FEEL SAFE FEEL BETTER NEEDS Roles & Processes
  30. 30. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM TISSUES NURSE ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled FEEL SAFE FEEL BETTER NEEDS Roles & Processes
  31. 31. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM TISSUES NURSE ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled FEEL SAFE FEEL BETTER TAKE IMAGE DEVELOP IMAGE NEEDS Roles & Processes POSITION PATIENT
  32. 32. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM EVALUATE & FRAME ISSUE OR OPPORTUNITY Based on deep customer understanding NURSE FEEL SAFE FEEL BETTER TISSUES
  33. 33. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM EVALUATE & FRAME ISSUE OR OPPORTUNITY Based on deep customer understanding NURSE FEEL SAFE FEEL BETTER TISSUES POSITION PATIENT TAKE IMAGE DEVELOP IMAGE
  34. 34. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://dschool.stanford.edu/student/doug-dietz/
  35. 35. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM DESIGN NEW EXPERIENCES Influence attitudes to change behaviors TISSUES NURSE FEEL SAFE
  36. 36. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM DESIGN NEW EXPERIENCES Influence attitudes to change behaviors TISSUES NURSE FEEL SAFE IDEA: LETS GO CAMPING
  37. 37. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  38. 38. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG IMAGING TECH PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM … TEST NEW EXPERIENCES New attitudes, new behaviors….different result NURSE
  39. 39. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG IMAGING TECH PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM IDEA: CAMP GUIDE … TEST NEW EXPERIENCES New attitudes, new behaviors….different result NURSE IDEA: CAMPING SITE IDEA: CAMP BACKPK
  40. 40. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG IMAGING TECH PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM IDEA: CAMP GUIDE WOW, A CAMP- FIRE! FEELS LIKE I’M CAMPING THIS ISN’T TOO BAD THIS PLACE IS NEAT! TODAY COULD BE FUN … TEST NEW EXPERIENCES New attitudes, new behaviors….different result NURSE IDEA: CAMPING SITE IDEA: CAMP BACKPK
  41. 41. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG IMAGING TECH PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM IDEA: CAMP GUIDE WOW, A CAMP- FIRE! FEELS LIKE I’M CAMPING THIS ISN’T TOO BAD THIS PLACE IS NEAT! TODAY COULD BE FUN LAYS DOWN IN MACHINE LISTENS TO CRICKETS … TEST NEW EXPERIENCES New attitudes, new behaviors….different result NURSE IDEA: CAMPING SITE IDEA: CAMP BACKPK
  42. 42. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG IMAGING TECH PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM IDEA: CAMP GUIDE WOW, A CAMP- FIRE! FEELS LIKE I’M CAMPING THIS ISN’T TOO BAD THIS PLACE IS NEAT! TODAY COULD BE FUN LAYS DOWN IN MACHINE LISTENS TO CRICKETS … TEST NEW EXPERIENCES New attitudes, new behaviors….different result NURSE HAS MRI SCAN IDEA: CAMPING SITE IDEA: CAMP BACKPK
  43. 43. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG IMAGING TECH PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM IDEA: CAMP GUIDE WOW, A CAMP- FIRE! FEELS LIKE I’M CAMPING THIS ISN’T TOO BAD CAN WE DO IT AGAIN?? THIS PLACE IS NEAT! TODAY COULD BE FUN LAYS DOWN IN MACHINE LISTENS TO CRICKETS … TEST NEW EXPERIENCES New attitudes, new behaviors….different result NURSE HAS MRI SCAN IDEA: CAMPING SITE IDEA: CAMP BACKPK
  44. 44. Oracle . CX Strategy & Design Workshop . DesigningCX.com GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG IMAGING TECH PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM IDEA: CAMP GUIDE WOW, A CAMP- FIRE! FEELS LIKE I’M CAMPING THIS ISN’T TOO BAD CAN WE DO IT AGAIN?? THIS PLACE IS NEAT! TODAY COULD BE FUN LAYS DOWN IN MACHINE LISTENS TO CRICKETS … TEST NEW EXPERIENCES New attitudes, new behaviors….different result NURSE HAS MRI SCAN IDEA: CAMPING SITE IDEA: CAMP BACKPK FEWER STAFF NO DRUGS IMAGING TIME ↓ ↓ SIDE EFFECTS
  45. 45. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/ cus·tom·er jour·ney map …visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organization Understanding & diagnosing experiences Designing experiences (redesign existing, create new) Implementing (as blue prints) Communicating (orient, train)
  46. 46. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  47. 47. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  48. 48. Oracle . CX Strategy & Design Workshop . DesigningCX.com @jkembel
  49. 49. Oracle . CX Strategy & Design Workshop . DesigningCX.com { Part 1 } Finding a car
  50. 50. Oracle . CX Strategy & Design Workshop . DesigningCX.com Jen 28 years old New York City Doesn’t own a car Fashion blogger Budget conscious Environmentally minded
  51. 51. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  52. 52. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  53. 53. Oracle . CX Strategy & Design Workshop . DesigningCX.com RECEIVES WEDDING INVITATION
  54. 54. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  55. 55. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  56. 56. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  57. 57. Oracle . CX Strategy & Design Workshop . DesigningCX.com LEARNS THEY HAVE SPORTY ELECTRIC CARS CALCULATES IT WILL BE LESS EXPENSIVE THAN RENTING
  58. 58. Oracle . CX Strategy & Design Workshop . DesigningCX.com CREATES A ZOOMGO ACCOUNT DOWNLOADS AND OPENS ZOOMGO MOBILE APP ON HER PHONE
  59. 59. Oracle . CX Strategy & Design Workshop . DesigningCX.com SELECTS A SPORTY ELECTRIC CAR (MATCHES HER DRESS)
  60. 60. Oracle . CX Strategy & Design Workshop . DesigningCX.com FINDS ONE HALF MILE FROM HER APARTMENT RECEIVES CONFIRMATION E-MAIL
  61. 61. Oracle . CX Strategy & Design Workshop . DesigningCX.com { Part 2 } Getting to the wedding
  62. 62. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  63. 63. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  64. 64. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  65. 65. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  66. 66. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  67. 67. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  68. 68. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  69. 69. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  70. 70. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  71. 71. Oracle . CX Strategy & Design Workshop . DesigningCX.com { Part 3 } Seeking a return
  72. 72. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  73. 73. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  74. 74. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  75. 75. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  76. 76. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  77. 77. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  78. 78. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  79. 79. Oracle . CX Strategy & Design Workshop . DesigningCX.com @jkembel
  80. 80. Oracle . CX Strategy & Design Workshop . DesigningCX.com Journey Mapping Activity
  81. 81. Oracle . CX Strategy & Design Workshop . DesigningCX.com Design New Experiences Brainstorm Innovation Consider Brand Attributes Select Innovation New Attitude & Behavior CX Hypothesis Evaluate & Prioritize Evaluate Attitudes Prioritize Focus Determine Impact Readout Create Initial Map Create Persona Map Behavior On Stage Experience Attitudes Back Stage Support CX Journey Mapping Process Drop “line of focus” string “We focused here, because….” Add Detail to Understand Brainstorm Needs Consider Trends Define Roles & Processes Evaluate & Frame Issue or Opportunity Evaluate Needs Evaluate Issue / Opportunity Build CX Design Canvas INSTANT REBATE DUE TO BREAKDOWNS
  82. 82. Oracle . CX Strategy & Design Workshop . DesigningCX.com Design New Experiences Brainstorm Innovation Consider Brand Attributes Select Innovation New Attitude & Behavior CX Hypothesis Evaluate & Prioritize Evaluate Attitudes Prioritize Focus Determine Impact Readout Create Initial Map Create Persona Map Behavior On Stage Experience Attitudes Back Stage Support CX Journey Mapping Process Add Detail to Understand Brainstorm Needs Consider Trends Define Roles & Processes Evaluate & Frame Issue or Opportunity Evaluate Needs Evaluate Issue / Opportunity Build CX Design Canvas
  83. 83. Oracle . CX Strategy & Design Workshop . DesigningCX.com ROADSIDE SERVICE MECHANIC ZOOMGO CAR ON STAGE EXPERIENCE What: people & things customer comes into direct contact with along the journey Why: gain view of whom & what directly influences the experience
  84. 84. Oracle . CX Strategy & Design Workshop . DesigningCX.com results
  85. 85. Oracle . CX Strategy & Design Workshop . DesigningCX.com resultsbehaviors deliver
  86. 86. Oracle . CX Strategy & Design Workshop . DesigningCX.com resultsattitudes drive behaviors deliver
  87. 87. Oracle . CX Strategy & Design Workshop . DesigningCX.com experiences influence resultsattitudes drive behaviors deliver
  88. 88. Oracle . CX Strategy & Design Workshop . DesigningCX.com THIS IS REALY FRIGHTENING. I’M STRANDED & DRESSED UP. ATTITUDES What: what the customer is thinking during each moment in their own words Why: begin to understand met and unmet needs via their feelings & emotions
  89. 89. Oracle . CX Strategy & Design Workshop . DesigningCX.com FLEET MANAGER INCIDENT RECORD SYSTEM BACKSTAGE SUPPORT What: supporting people & things customer doesn’t interact with along the journey Why: understand the ecosystem supporting the On Stage experience
  90. 90. Oracle . CX Strategy & Design Workshop . DesigningCX.com
  91. 91. Oracle . CX Strategy & Design Workshop . DesigningCX.com Design New Experiences Brainstorm Innovation Consider Brand Attributes Select Innovation New Attitude & Behavior CX Hypothesis Evaluate & Prioritize Evaluate Attitudes Prioritize Focus Determine Impact Readout Create Initial Map Create Persona Map Behavior On Stage Experience Attitudes Back Stage Support CX Journey Mapping Process Add Detail to Understand Brainstorm Needs Consider Trends Define Roles & Processes Evaluate & Frame Issue or Opportunity Evaluate Needs Evaluate Issue / Opportunity Build CX Design Canvas
  92. 92. Oracle . CX Strategy & Design Workshop . DesigningCX.com EVALUATE ATTITUDES What: rate positive (green) and negative (red) attitudes Why: visually illustrates the emotional highs and lows during journey
  93. 93. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02- boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/ PRIORITIZE FOCUS The Moments that Matter
  94. 94. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02- boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/ PRIORITIZE FOCUS The Moments that Matter
  95. 95. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02- boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/ PRIORITIZE FOCUS The Moments that Matter
  96. 96. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02- boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/ PRIORITIZE FOCUS The Moments that Matter
  97. 97. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02- boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/ PRIORITIZE FOCUS The Moments that Matter
  98. 98. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02- boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/ PRIORITIZE FOCUS The Moments that Matter
  99. 99. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02- boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/ PRIORITIZE FOCUS The Moments that Matter
  100. 100. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02- boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/ PRIORITIZE FOCUS The Moments that Matter
  101. 101. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02- boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/ PRIORITIZE FOCUS The Moments that Matter
  102. 102. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02- boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/ PRIORITIZE FOCUS The Moments that Matter
  103. 103. Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02- boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/ PRIORITIZE FOCUS The Moments that Matter
  104. 104. Oracle . CX Strategy & Design Workshop . DesigningCX.com Business Impact Area influenced by a Moment Driving Revenue (Simple formula) Traffic x Conversion rate = # of Customers # of Customers x Frequency = Purchases per Year Units per Transaction (UPT) x Average Selling Price (ASP) = Average Order Value (AOV) Purchases per Year x Average Order Value (AOV) = Gross Revenue Gross Revenue - Returns+ Cost of Loyalty Program (Discount) = Net Revenue
  105. 105. Oracle . CX Strategy & Design Workshop . DesigningCX.com Net Sales $ 2,292,149 1.1% $ 2,397,924 1.1% $ 2,478,936 1.1% (Cost of Good Sold) $ 884,769 0.8% $ 916,434 0.8% $ 940,499 0.8% Gross Income $ 1,407,379 1.4% $ 1,481,489 1.4% $ 1,538,437 1.4% Selling Expenses (COS&A) $ - 0.0% $ - 0.0% $ - 0.0% General (COR) $ - 0.0% $ - 0.0% $ - 0.0% Administrative $ - 0.0% $ - 0.0% $ - 0.0% Delta Income Statement Year 1 Year 2 Year3 Operating Income / Profit $ 1,407,379 3.7% $ 1,481,489 3.5% $ 1,538,437 3.4% 9.00% 9.00% 9.00%Unit Return Rate % 9.00% 10.00% 10.00% 10.00%Unit Return Rate % 10.00%Current State Future State What could be the Impact if the Experience changes ?
  106. 106. Oracle . CX Strategy & Design Workshop . DesigningCX.com INCREASE REFFERAL RATE DETERMINE IMPACT What: chose financial metric that could be influenced at this moment Why: determines Impact of delivering new experience ?
  107. 107. Oracle . CX Strategy & Design Workshop . DesigningCX.com @jkembel
  108. 108. Oracle . CX Strategy & Design Workshop . DesigningCX.com Design New Experiences Brainstorm Innovation Consider Brand Attributes Select Innovation New Attitude & Behavior CX Hypothesis Evaluate & Prioritize Evaluate Attitudes Prioritize Focus Determine Impact Readout Create Initial Map Create Persona Map Behavior On Stage Experience Attitudes Back Stage Support CX Journey Mapping Process Drop “line of focus” string “We focused here, because….” Add Detail to Understand Brainstorm Needs Consider Trends Define Roles & Processes Evaluate & Frame Issue or Opportunity Evaluate Needs Evaluate Issue / Opportunity Build CX Design Canvas
  109. 109. Oracle . CX Strategy & Design Workshop . DesigningCX.com “I want to buy a digital camera” “So I can capture and share special moments” “Because I fear that I will lose them forever” “I want to make the right choice between these two cameras” (Select) Emotional Need What motivates me Moment (s) Need (s) What task am I trying to complete now Journey Need What am I trying to get done overall “So I don’t make a bad decision I will regret” “..and look stupid to my friends”Why ? Why ? Why ? Why ? “Because they are growing so quick and will leave me soon”Why ? “..and feel inferior to them ” Why ?        BRAINSTORM NEEDS Getting to Emotional Needs
  110. 110. Oracle . CX Strategy & Design Workshop . DesigningCX.com BRAINSTORM MOMENT AND EMOTIONAL NEEDS What: needs at the moment that matters and emotional relevance Why: solving for emotional needs is powerful
  111. 111. Oracle . CX Strategy & Design Workshop . DesigningCX.com TRENDS & ACCELERATORS Political Economic Social Technology Legal Environmental What: macro factors outside company’s control Why: awareness of inhibiting/supporting factors
  112. 112. Oracle . CX Strategy & Design Workshop . DesigningCX.com DEFINE ROLES & PROCESSES What: uncover the intended role & processes of the people & things Why: describes current state of onstage & backstage roles & processes
  113. 113. Oracle . CX Strategy & Design Workshop . DesigningCX.com @jkembel
  114. 114. Oracle . CX Strategy & Design Workshop . DesigningCX.com Design New Experiences Brainstorm Innovation Consider Brand Attributes Select Innovation New Attitude & Behavior CX Hypothesis Evaluate & Prioritize Evaluate Attitudes Prioritize Focus Determine Impact Readout Create Initial Map Create Persona Map Behavior On Stage Experience Attitudes Back Stage Support CX Journey Mapping Process Add Detail to Understand Brainstorm Needs Consider Trends Define Roles & Processes Evaluate & Frame Issue or Opportunity Evaluate Needs Evaluate Issue / Opportunity Build CX Design Canvas
  115. 115. Oracle . CX Strategy & Design Workshop . DesigningCX.com EVALUATE NEEDS What: were the customer’s needs met at this moment? Why: identifies needs worth fulfilling
  116. 116. Oracle . CX Strategy & Design Workshop . DesigningCX.com EVALUATE ROLES & PROCESSES What: were roles / processes performed properly to meet Jen’s needs? Why: identifies Issue or Opportunity areas worth solving
  117. 117. Oracle . CX Strategy & Design Workshop . DesigningCX.com STRATEGIC BUSINESS OBJECTIVES Acquisition Retention Efficiency IMPACT ISSUES / OPPORTUNITIES CUSTOMER NEEDS Emotional Journey Moment INNOVATION INSIGHTS TRENDS & ACCELERATORS Technology, Behavioral, Business Trends CX Strategy Design Approach
  118. 118. Oracle . CX Strategy & Design Workshop . DesigningCX.com @jkembel
  119. 119. Oracle . CX Strategy & Design Workshop . DesigningCX.com Design New Experiences Brainstorm Innovation Consider Brand Attributes Select Innovation New Attitude & Behavior CX Hypothesis Evaluate & Prioritize Evaluate Attitudes Prioritize Focus Determine Impact Readout Create Initial Map Create Persona Map Behavior On Stage Experience Attitudes Back Stage Support CX Journey Mapping Process Add Detail to Understand Brainstorm Needs Consider Trends Define Roles & Processes Evaluate & Frame Issue or Opportunity Evaluate Needs Evaluate Issue / Opportunity Build CX Design Canvas
  120. 120. Oracle . CX Strategy & Design Workshop . DesigningCX.com BRAINSTORM INNOVATION What: brainstorm new experiences to meet customer needs, considering current issue or opportunity Why: volume of ideas that fulfill needs at the moment that matters INSTANT REBATE DUE TO BREAKDOWNS
  121. 121. Oracle . CX Strategy & Design Workshop . DesigningCX.com Consider Your Organization’s Brand Attributes Useful (function) Usable (effort) Meaningful (emotion) • Features • Price • Selection • Convenient • Easy • Intuitive • Stylish • Reputable • Trusted What a product / service offers customers functionally How easy is it to engage an organization and it’s offerings How meaningful experiences are at an emotional level Desirable experiences are made up of 3 categories of attributes
  122. 122. Oracle . CX Strategy & Design Workshop . DesigningCX.com SELECT INNOVATION What: select one idea (or several related ideas) to prototype and test Why: to build a hypothesis to test for more Insight INSTANT REBATE DUE TO BREAKDOWNS
  123. 123. Oracle . CX Strategy & Design Workshop . DesigningCX.com DETERMINE NEW ATTITUDES AND BEHAVIORS What: imagine what the customer would say after your new experience and the expected behaviors that would follow Why: to understand your expected Impact of Innovation
  124. 124. Oracle . CX Strategy & Design Workshop . DesigningCX.com WE BELIEVE {description of the new experience } WILL SOLVE {customer needs & organization’s issue/opportunity } ENABLED BY { full solution: people + processes + technology } RESULTING IN {new attitude/ behavior / result } INSTANT REBATE DUE TO BREAKDOWNS IMMEDIATE TEXT TO CUSTOMER (M) GET REFUND FROM THE LATE FEE & RESERVATION
  125. 125. Oracle . CX Strategy & Design Workshop . DesigningCX.com WE BELIEVE {description of the new experience } WILL SOLVE {customer needs & organization’s issue/opportunity } ENABLED BY { full solution: people + processes + technology } RESULTING IN {new attitude/ behavior / result } That an Instant Refund program due to breakdowns Jen believing that we are a company that solves our mistakes quickly resulting in Jen renting from us again, producing higher retention by 10 basis points = $1.45 M incremental revenue Jen’s need for timely refunds and not feeling like being taken advantage of by our inability to process refunds Connecting the Field Service database and the billing system to proactively identify when a refund is appropriate and sending a text to the customer immediately INSTANT REBATE DUE TO BREAKDOWNS IMMEDIATE TEXT TO CUSTOMER (M) GET REFUND FROM THE LATE FEE & RESERVATION
  126. 126. Oracle . CX Strategy & Design Workshop . DesigningCX.com @jkembel
  127. 127. Oracle . CX Strategy & Design Workshop . DesigningCX.com DESIGNINGCX.COM
  128. 128. Oracle . CX Strategy & Design Workshop . DesigningCX.com I LIKE _______ HOW TO _______ Workshop Retrospective
  129. 129. Oracle . CX Strategy & Design Workshop . DesigningCX.com @jkembel
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