Method's Customer journey framework

on

  • 2,664 views

This is a foundational tool for experience design that lets business and design audit, ideate on, and fine-tune the overall set of experiences that a customer could have with the brand or business.

This is a foundational tool for experience design that lets business and design audit, ideate on, and fine-tune the overall set of experiences that a customer could have with the brand or business.

Statistics

Views

Total Views
2,664
Views on SlideShare
2,653
Embed Views
11

Actions

Likes
21
Downloads
214
Comments
0

1 Embed 11

http://www.scoop.it 11

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Method's Customer journey framework Method's Customer journey framework Presentation Transcript

  • Experience Design A Framework for Integrating Brand, Experience, and Value Customer Journey Framework Excerpt from Section II: Tools and Frameworks Chapter 7: Customer Journey Framework P 142 By Patrick Newbery & Kevin Farnham Copyright © 2013 by Patrick Newbery, Kevin Farnham, and Method, Inc. All rights reserved. Book published by John Wiley & Sons, Inc., Hoboken, New Jersey. Available at www.amazon.com, and www.barnesandnoble.com for more information, visit www.experiencedesignthebook.com 1 Awareness 2 Consideration A customer becomes aware of a particular business, Brand, or product/service; he/she begins to realize that he/she has a need. The process of formalizing needs and weighing alternatives. This includes acting on needs but can also include the decision not to do anything. The end of product or service use, because of obsolescence, business failure, lack of interest or perceived value by customer, or changes in his/her circumstances. The process of disposing of a product and the re-engaging with a service, perhaps through a new product. The decision to buy a product or service: the final stage of the customer acting on his/her needs; usually covers the transaction process up until first use. This is the customer’s first unaided use of the product or service (some- times called the out-of-box experience), where his/her expectations meet reality. Regular ongoing use and: Emergence of new needs (through discovering features or finding gaps in value provided) and formalization of these needs into actions. Problems that prevent realization of expected value (either through defects or lack of knowledge on how to use the product or service). Sharing his/her experiences with other people through actions or words (either directly or indirectly). 3 Purchase 4 First Use 5 Ongoing Use 6 Discontinue 7 Recycle/Renew Engagement Experience Customer Perspective Needs Rational Thought Process Emotional Thought Process Influences Intended Actions Business Perspective Partners/Channels IT Systems of Engagement Marketing/Sales Support/CRM Finance/Operations Touchpoints Customer-Controlled 3rd Party-Controlled Channel-Controlled Business-Controlled Customer Goals Business Goals