A quick guide to Customer Journey Maps

1. Customer Journey Based UX
UserExpired.com @zagaynikov
Łukasz Szadkowski
4Developers
20.04.2015, Warszawa

2. This is the client organization structure
UserExpired.com @zagaynikov https://www.flickr.com/photos/jmsmytaste/90648278/sizes/l

3. Where is UX?
UserExpired.com @zagaynikov https://www.flickr.com/photos/jmsmytaste/90648278/sizes/l
Business
IT
Marketing

4. Right here watching you
UserExpired.com @zagaynikov https://www.flickr.com/photos/heyitsarnold/13920627814/sizes/l

5. What are the products of UX?
UserExpired.com @zagaynikov
UX
strategy
Stakeholders
needs
Customer
Journey
Maps
Information
Architecture
Content
strategy
Wireframes
Graphic
Designs
User
research

6. How the concept is created?
UserExpired.com @zagaynikov http://lithespeed.com/lean-ux-dont-part-1-3-2/

7. What is a Customer Journey Map?
UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l

8. What is a Customer Journey Map?
UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l
It’s a customer path through your products and services

9. How is it constructed?
UserExpired.com @zagaynikov
Step 1 Step 2 Step 3
MotivationSolution

10. How is it constructed?
UserExpired.com @zagaynikov
MotivationSolution
Step 1 Step 2 Step 3
Initial concerns,
doubts and motors

11. How is it constructed?
UserExpired.com @zagaynikov
Step 1 Step 2 Step 3
Initial concerns,
doubts and motors
Your first answers
to the issues above
MotivationSolution

12. How is it constructed?
UserExpired.com @zagaynikov
Step 1 Step 2 Step 3
Initial concerns,
doubts and motors
Your first answers
to the issues above
New concerns
connected to the
solutions in step 1
MotivationSolution

13. How is it constructed?
UserExpired.com @zagaynikov
Step 1 Step 2 Step 3
Initial concerns,
doubts and motors
Your first answers
to the issues above
New concerns
connected to the
solutions in step 1
MotivationSolution

14. How is it constructed?
UserExpired.com @zagaynikov
Solution
Step 1 Step 2 Step 3
Initial concerns,
doubts and motors
Your first answers
to the issues above
New concerns
connected to the
solutions in step 1
Your answers to the
issues above
New concerns
connected to the
solutions in step 2
Your answers to the
issues above
Motivation

15. How to read CJM?
UserExpired.com @zagaynikov
Solution
Step 1 Step 2 Step 3
Motivation

16. How to read CJM?
UserExpired.com @zagaynikov
Solution
Step 1 Step 2 Step 3
Motivation

17. How to read CJM?
UserExpired.com @zagaynikov
Solution
Step 1 Step 2 Step 3
Motivation

18. Why do you need CJMs?
UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l
It explains the business environment to the stakeholders.

19. Why do you need CJMs?
UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l
It’s one of the sources for:
• Business Requirments
• Backlog
• Information architecture
• Prototypes

20. CJM structure
UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l
Ok, so what is the starting point?

21. CJM structure: Starting point
UserExpired.com @zagaynikov https://www.flickr.com/photos/bigtallguy/182641756/sizes/l
I want to buy a photo camera!

22. CJM structure: Starting point
UserExpired.com @zagaynikov https://www.flickr.com/photos/bigtallguy/182641756/sizes/l
I want to buy a photo camera!
NO!

23. CJM structure: Starting point
UserExpired.com @zagaynikov https://www.flickr.com/photos/rjaquino/4237347350/sizes/l
I’ve got to buy a birthday present for my wife.
Why not a photo camera?
She loves photography.

24. CJM structure: Starting point
UserExpired.com @zagaynikov https://www.flickr.com/photos/rjaquino/4237347350/sizes/l
I’ve got to buy a birthday present for my wife.
Why not a photo camera?
She loves photography.
NO!

25. CJM structure: Starting point
UserExpired.com @zagaynikov https://www.flickr.com/photos/lost__in__spain/4227393678/sizes/l
My wife has a birthday in one week.
What am I gonna do?

26. CJM structure: Starting point
UserExpired.com @zagaynikov
Birthday
Present
Dinner
A Trip

27. CJM Example: Vacations
UserExpired.com @zagaynikov https://www.flickr.com/photos/33104187@N04/11771380925/sizes/l

28. CJM Example: Vacations
UserExpired.com @zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l
I am planning my vacations.
Where would I like to go?
Some exotic and warm place would be nice

29. CJM Example: Vacations
UserExpired.com @zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l
I am planning my vacations.
Where would I like to go?
Some exotic and warm place would be nice
It’s going to be expensive!
I am affraird of flights!

30. CJM Example: Vacations
UserExpired.com @zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l
It’s going to be expensive!
I am affraird of flights!

31. CJM Example: Vacations
UserExpired.com @zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l
We have promotions for you!
We are safe and we have the best crew!
It’s going to be expensive!
I am affraird of flights!

32. CJM Example: Vacations
UserExpired.com @zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l
I wanna fly
away!
Explore the
offers
Browse possible
destinations
Book a flight

33. CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
MotivationSolution

34. CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
MotivationSolution
I want to travel to exotic
places
But I want to save some
money this year

35. CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
MotivationSolution
I want to travel to exotic
places
But I want to save some
money this year
Seasonal promotion
Low-budget flights

36. CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
MotivationSolution
Seasonal promotion
Low-budget flights

37. CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
MotivationSolution
Seasonal promotion
Low-budget flights
It’s going to be a long
journey. Is the destination
really worth seeing?
What am I going to do
there beside sightseeing?

38. CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
MotivationSolution
It’s going to be a long
journey. Is the destination
really worth seeing?
What am I going to do
there beside sightseeing?

39. CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
MotivationSolution
It’s going to be a long
journey. Is the destination
really worth seeing?
What am I going to do
there beside sightseeing?
On-line guide
Animations and
attractions on-place

40. CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
MotivationSolution
I want to travel to exotic
places
But I want to save some
money this year
Seasonal promotion
Low-budget flights
It’s going to be a long
journey. Is the destination
really worth seeing?
What am I going to do
there beside sightseeing?
On-line guide
Animations and
attractions on-place
I want a short booking
experience
Boredome kills me at the
airport and during the
flight
Short booking experience
Construct another CJM for
Preflight -> During Flight >
At the destination

41. CJM Example: Vacations
UserExpired.com @zagaynikov
Route to
the airport
Check-in
Before the
flight
During the
flight
At the
airport
Travel to
the
destination
Explore the
destination

42. Challenge
UserExpired.com @zagaynikov

43. Build a CJM
UserExpired.com @zagaynikov
Build a CJM for a individual banking Client.

44. Build a CJM
UserExpired.com @zagaynikov
Build a CJM for a Insurance Company Client.

45. Build a CJM
UserExpired.com @zagaynikov
Build a CJM for a person whose Telco commitment
is about to expire.

46. Remember the structure
UserExpired.com @zagaynikov
1. Banking
2. Insurance
3. Telco
Plan Explore Purchase
MotivationSolution

47. Thank you
UserExpired.com
@zagaynikov