Customer Journey Mapping
Jon Kolko
Professor, Austin Center for Design
Customer Journey Map
A synthesis tool that organizes ideas and
suggests opportunities based on a holistic
understanding of...
Customer Journey Map
A synthesis tool that organizes ideas and
suggests opportunities based on a holistic
understanding of...
Customer Journey Map
A synthesis tool that organizes ideas and
suggests opportunities based on a holistic
understanding of...
Customer Journey Map
A synthesis tool that organizes ideas and
suggests opportunities based on a holistic
understanding of...
Customer Journey Map
A synthesis tool that organizes ideas and
suggests opportunities based on a holistic
understanding of...
Customer Journey Maps: An Emphasis on Time

A Customer Journey Map emphasizes the following qualities:
•

People involved
...
Customer Journey Maps: An Emphasis on Time

People
Involved

Processes
Used

Technology
Used

Major Decisions
Encountered
...
Customer Journey Maps: An Emphasis on Time
No Diagnosis

New Patient

Normal Care

Deviant Case

People
Involved

Processe...
Customer Journey Maps: An Emphasis on Time
No Diagnosis
People
Involved

Over-the-counter
medicine, internet
research

Maj...
Customer Journey Maps: An Emphasis on Time
No Diagnosis

New Patient

People
Involved

Loved ones, no-one
(potentially hid...
Customer Journey Maps: An Emphasis on Time
No Diagnosis

New Patient

Normal Care

People
Involved

Loved ones, no-one
(po...
Customer Journey Maps: An Emphasis on Time
No Diagnosis

New Patient

Normal Care

Deviant Case

People
Involved

Loved on...
Customer Journey Maps: An Emphasis on Time
No Diagnosis

New Patient

Normal Care

Deviant Case

People
Involved

Loved on...
Customer Journey Maps: An Emphasis on Time
No Diagnosis

New Patient

Normal Care

Deviant Case

People
Involved

Loved on...
How to Create a Customer Journey Map

1. Plot the y-axis facets.
Select the aspects of the experience that have emerged, t...
How to Create a Customer Journey Map

2. Plot the x-axis facets.
Select the phases of the experience that have emerged. Co...
How to Create a Customer Journey Map

3. Position content on the map, such as products, services, interactions,
messages, ...
How to Create a Customer Journey Map

4. Consider what happens at each stage, and in the transitions in between
Think abou...
How to Create a Customer Journey Map

5. Determine whether to create alternate maps for different segments,
archetypes, th...
Customer Journey Map, Recap
A synthesis tool that organizes ideas and
suggests opportunities based on a holistic
understan...
Jon Kolko
Director, Austin Center for Design
jkolko@ac4d.com

Download our free book,
Wicked Problems: Problems Worth Solv...
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AC4D design library customer journey map

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Austin Center for Design is an
educational institution in Austin, Texas,
teaching Interaction Design and Social Entrepreneurship
- See more at: http://www.ac4d.com/home/news/#sthash.SYjQ5U6H.dpuf

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AC4D design library customer journey map

  1. 1. Customer Journey Mapping Jon Kolko Professor, Austin Center for Design
  2. 2. Customer Journey Map A synthesis tool that organizes ideas and suggests opportunities based on a holistic understanding of the customer experience.
  3. 3. Customer Journey Map A synthesis tool that organizes ideas and suggests opportunities based on a holistic understanding of the customer experience.
  4. 4. Customer Journey Map A synthesis tool that organizes ideas and suggests opportunities based on a holistic understanding of the customer experience.
  5. 5. Customer Journey Map A synthesis tool that organizes ideas and suggests opportunities based on a holistic understanding of the customer experience.
  6. 6. Customer Journey Map A synthesis tool that organizes ideas and suggests opportunities based on a holistic understanding of the customer experience. A CUSTOMER JOURNEY MAP/ 1. 2. 3. 4. 5. 6. Is user-centered Different from how clients view the world Versatile and can synthesize behavioral insights, needs, changes over time, ideas Looks at facets of the holistic experience (stages, transitions, components, variations) Can be used to describe the current experience. It typically occurs early in synthesis. Can be used to describe the potential experience, suggesting opportunities and conceptual ideas. This typically occurs later in synthesis.
  7. 7. Customer Journey Maps: An Emphasis on Time A Customer Journey Map emphasizes the following qualities: • People involved • Processes involved • Technology Used • How an experience unfolds across time • Touchpoints, between people, object, interfaces, and systems • Areas where there are unmet needs • Opportunities for design led changes 7
  8. 8. Customer Journey Maps: An Emphasis on Time People Involved Processes Used Technology Used Major Decisions Encountered Primary Emotions Evoked 8
  9. 9. Customer Journey Maps: An Emphasis on Time No Diagnosis New Patient Normal Care Deviant Case People Involved Processes Used Technology Used Major Decisions Encountered Primary Emotions Evoked 9
  10. 10. Customer Journey Maps: An Emphasis on Time No Diagnosis People Involved Over-the-counter medicine, internet research Major Decisions Encountered To visit the doctor, potential costs incurred, better not knowing Primary Emotions Evoked Deviant Case None, self-care Technology Used Normal Care Loved ones, no-one (potentially hidden) Processes Used New Patient Scared, anxiety, annoyance 10
  11. 11. Customer Journey Maps: An Emphasis on Time No Diagnosis New Patient People Involved Loved ones, no-one (potentially hidden) Doctor, nurse, loved ones, insurance company Processes Used None, self-care MRI, blood test Technology Used Over-the-counter medicine, internet research Over-the-counter medicine, internet research Major Decisions Encountered To visit the doctor, potential costs incurred, better not knowing To begin treatment, drug benefits vs. side effects tradeoff Primary Emotions Evoked Scared, anxiety, annoyance Normal Care Deviant Case Scared, anxiety 11
  12. 12. Customer Journey Maps: An Emphasis on Time No Diagnosis New Patient Normal Care People Involved Loved ones, no-one (potentially hidden) Doctor, nurse, loved ones, insurance company Doctor, nurse, loved ones Processes Used None, self-care MRI, blood test Daily pill regiment, physical therapy, treatment diary Technology Used Over-the-counter medicine, internet research Over-the-counter medicine, internet research Calendar, pills Major Decisions Encountered To visit the doctor, potential costs incurred, better not knowing To begin treatment, drug benefits vs. side effects tradeoff To continue treatment, how to pay, how to treat symptoms Primary Emotions Evoked Scared, anxiety, annoyance Scared, anxiety Deviant Case Resigned, tedious 12
  13. 13. Customer Journey Maps: An Emphasis on Time No Diagnosis New Patient Normal Care Deviant Case People Involved Loved ones, no-one (potentially hidden) Doctor, nurse, loved ones, insurance company Doctor, nurse, loved ones Doctor, nurse, loved ones Processes Used None, self-care MRI, blood test Daily pill regiment, physical therapy, treatment diary Emergency service Technology Used Over-the-counter medicine, internet research Over-the-counter medicine, internet research Calendar, pills Ambulance, IV Major Decisions Encountered To visit the doctor, potential costs incurred, better not knowing To begin treatment, drug benefits vs. side effects tradeoff To continue treatment, how to pay, how to treat symptoms Future avoidance, cost and payment, insurance premiums Primary Emotions Evoked Scared, anxiety, annoyance Scared, anxiety Resigned, tedious Scared, embarrassed 13
  14. 14. Customer Journey Maps: An Emphasis on Time No Diagnosis New Patient Normal Care Deviant Case People Involved Loved ones, no-one (potentially hidden) Doctor, nurse, loved ones, insurance company Doctor, nurse, loved ones Doctor, nurse, loved ones Processes Used None, self-care MRI, blood test Daily pill regiment, physical therapy, treatment diary Emergency service Calendar, pills Ambulance, IV Technology Used Facets are variable, and Over-the-counter Over-the-counter depend on the situation; use medicine, internet medicine, internet your research to determine the research research appropriate y-axis. Major Decisions Encountered To visit the doctor, potential costs incurred, better not knowing To begin treatment, drug benefits vs. side effects tradeoff To continue treatment, how to pay, how to treat symptoms Future avoidance, cost and payment, insurance premiums Primary Emotions Evoked Scared, anxiety, annoyance Scared, anxiety Resigned, tedious Scared, embarrassed 14
  15. 15. Customer Journey Maps: An Emphasis on Time No Diagnosis New Patient Normal Care Deviant Case People Involved Loved ones, no-one (potentially hidden) Doctor, nurse, loved ones, insurance company Doctor, nurse, loved ones Doctor, nurse, loved ones Processes Used None, self-care MRI, blood test Daily pill regiment, Emergency service Technology Used Over-the-counter medicine, internet research Stages are alsophysical therapy, variable, and treatment diary depend on the situation. Use your research toCalendar, pills the determine Over-the-counter medicine, internet x-axis. Ambulance, IV research Major Decisions Encountered To visit the doctor, potential costs incurred, better not knowing To begin treatment, drug benefits vs. side effects tradeoff To continue treatment, how to pay, how to treat symptoms Future avoidance, cost and payment, insurance premiums Primary Emotions Evoked Scared, anxiety, annoyance Scared, anxiety Resigned, tedious Scared, embarrassed 15
  16. 16. How to Create a Customer Journey Map 1. Plot the y-axis facets. Select the aspects of the experience that have emerged, through research, as being “central” or “pivotal.” These typically include things like: • People Involved • Processes Used • Technology Used • Major Decisions Encountered • Primary Emotions Evoked • Handoffs Between Individuals • Policies Constraining Activities • Organizational Constaints 16
  17. 17. How to Create a Customer Journey Map 2. Plot the x-axis facets. Select the phases of the experience that have emerged. Consider how an experience starts, evolves, and ends. Pay attention to the sequence of events, and consider what happens extremely early or late in the process. 17
  18. 18. How to Create a Customer Journey Map 3. Position content on the map, such as products, services, interactions, messages, and settings. Start with a single phase, and begin to fill out the various aspects of the customer journey map. If you don’t know what to put in a specific area, skip it and return to it later. You may need to conduct more research in order to appropriately determine phasing and sequencing. 18
  19. 19. How to Create a Customer Journey Map 4. Consider what happens at each stage, and in the transitions in between Think about how stages evolve. Stages are usually fluid and fuzzy – rarely do phases have a succinct beginning or ending moment. Try to identify the feelings, attitudes, and human relationships that cause or are affected by a change in phase. 19
  20. 20. How to Create a Customer Journey Map 5. Determine whether to create alternate maps for different segments, archetypes, themes, or platforms You can create a customer journey map for the ideal case, the existing case, or a future alternative state. You can also create a number of different views of the same map, showing different persona archectypes. 20
  21. 21. Customer Journey Map, Recap A synthesis tool that organizes ideas and suggests opportunities based on a holistic understanding of the customer experience. A CUSTOMER JOURNEY MAP/ HOW TO MAKE IT/ 1. 2. 3. 1. 2. 3. 4. 5. 6. Is user-centered Different from how clients view the world Versatile and can synthesize behavioral insights, needs, changes over time, ideas Looks at facets of the holistic experience (stages, transitions, components, variations) Can be used to describe the current experience. It typically occurs early in synthesis. Can be used to describe the potential experience, suggesting opportunities and conceptual ideas. This typically occurs later in synthesis. 4. 5. Plot the y-axis facets Plot stages on the x-axis Position content on the map, such as products, services, interactions, messages, and settings Consider what happens at each stage and in the transitions in between Determine whether to create alternate maps for different segments, archetypes, themes, or platforms
  22. 22. Jon Kolko Director, Austin Center for Design jkolko@ac4d.com Download our free book, Wicked Problems: Problems Worth Solving, at http://www.wickedproblems.com
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