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CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
CX Design and Journey Mapping for Lean Thinkers
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CX Design and Journey Mapping for Lean Thinkers

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  • bit.ly/cxdresources
  • Transcript

    • 1. CX DESIGN . Journey Mapping for Lean Thinkers@jkembel@mikealber#cxdesign #bsw12
    • 2. Enterprise Software Customer Experience Social Communities http://www.publicdomainpictures.net/pictures/10000/nahled/1210-1242156850ss7a.jpg
    • 3. @stanforddschool http://dschool.stanford.edu/
    • 4. http://dschool.stanford.edu/student/doug-dietz/
    • 5. http://dschool.stanford.edu/student/doug-dietz/
    • 6. Customer ExperienceThe Value (and Impact) of Experience
    • 7. cus·tom·er ex·pe·ri·enceThe sum of all experiences a consumer has with asupplier of goods or services, over the duration of theirrelationship with that supplier. http://en.wikipedia.org/wiki/Customer_experience
    • 8. mobilesocial local
    • 9. PURCHASE RECOMMEND 4 8SELECT 3 BUY OWN 7 MAINTAIN Market & Sell Support & Serve 1 5 2 6 RESEARCH NEED RECEIVE USE
    • 10. Crash Course in CX Journey MappingMap journeys as part of a design process1. Map & Evaluate • Map a journey from the customer’s perspective • Map the surrounding “ecosystem” (people + process + technology) • Identify problem & opportunity areas, prioritize2. Understand & Empathize • Ask 5 whys, Create empathy maps3. Reframe the Problem • Point of View: User + Need + Insight4. Redesign the Experience • Ideate, Prototype, Test http://ideathon.net/ideasatplay/wp-content/uploads/2010/10/slide31.jpg
    • 11. Crash Course in CX Journey MappingSimply Start Mapping 1. Start mapping from a specific customer’s perspective 2. Then map the surrounding ecosystem (people + process + technology) 3. Identify problems & opportunities and prioritize
    • 12. 4. Attitudes1. Experience On Stage2. People3. Things Back Stage
    • 13. Tips and HacksCrash Course in CX Journey Mapping • Identify a specific customer (prospects, frustrated customers, extreme users…) • Keep it collaborative (use post-it notes, life-size artifacts) • Use appropriate detail (start lo-res) • Work from point A to B (map upstream and down) • Map “on stage” & “back stage” • Start with assumptions then validate
    • 14. Be an Impostor Archaeologist (prioritize where to dig) http://www.stanfordalumni.org/news/magazine/2005/janfeb/features/peru.html
    • 15. Evaluate and PrioritizeLook for problems and opportunities
    • 16. Be an Impostor Ethnographer (seek to understand)
    • 17. Understand & EmpathizeAsk 5 Whys. Create Empathy Maps Why? Why? Why?
    • 18. http://dschool.stanford.edu/student/doug-dietz/
    • 19. Reframe the ProblemCrash Course in Journey Mapping
    • 20. Ideate, Prototype, TestCrash Course in Journey Mapping
    • 21. Redesign ExperiencesInfluence Attitudes to Change Behaviors Influence Influence Influence
    • 22. http://dschool.stanford.edu/student/doug-dietz/
    • 23. Taking it Home Strategic Opportunities (and Obligations) for Lean ThinkersSituation Opportunities• Experiences set the stage for products and • Solve for the value of customer experiences services that surround your offering as well• Social and mobile touchpoints will continue • Use journey maps to identify areas of leverage to proliferate that amplify value• Journeys are measurable (but hard to see) • Understand the economics of experience and incorporate measures of activity and impact
    • 24. Our Favorite CX Design Resources @jkembel @mikealber #cxdesign #bsw12 • Stanford d.school • This is Service Design • Dave GrayWe’ve provided links to our favorite resources here: Gamestorming for Service Designbit.ly/cxdresources • Agile rallydev.com/agileblog • The Lean Startup Eric Ries. theleanstartup.com • Kerry Bodine’s Blog blogs.forrester.com/kerry_bodine

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