CX Design and Journey Mapping for Lean Thinkers

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  • bit.ly/cxdresources
  • CX Design and Journey Mapping for Lean Thinkers

    1. 1. CX DESIGN . Journey Mapping for Lean Thinkers@jkembel@mikealber#cxdesign #bsw12
    2. 2. Enterprise Software Customer Experience Social Communities http://www.publicdomainpictures.net/pictures/10000/nahled/1210-1242156850ss7a.jpg
    3. 3. @stanforddschool http://dschool.stanford.edu/
    4. 4. http://dschool.stanford.edu/student/doug-dietz/
    5. 5. http://dschool.stanford.edu/student/doug-dietz/
    6. 6. Customer ExperienceThe Value (and Impact) of Experience
    7. 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. 8. mobilesocial local
    9. 9. PURCHASE RECOMMEND 4 8SELECT 3 BUY OWN 7 MAINTAIN Market & Sell Support & Serve 1 5 2 6 RESEARCH NEED RECEIVE USE
    10. 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. 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. 12. 4. Attitudes1. Experience On Stage2. People3. Things Back Stage
    13. 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. 14. Be an Impostor Archaeologist (prioritize where to dig) http://www.stanfordalumni.org/news/magazine/2005/janfeb/features/peru.html
    15. 15. Evaluate and PrioritizeLook for problems and opportunities
    16. 16. Be an Impostor Ethnographer (seek to understand)
    17. 17. Understand & EmpathizeAsk 5 Whys. Create Empathy Maps Why? Why? Why?
    18. 18. http://dschool.stanford.edu/student/doug-dietz/
    19. 19. Reframe the ProblemCrash Course in Journey Mapping
    20. 20. Ideate, Prototype, TestCrash Course in Journey Mapping
    21. 21. Redesign ExperiencesInfluence Attitudes to Change Behaviors Influence Influence Influence
    22. 22. http://dschool.stanford.edu/student/doug-dietz/
    23. 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. 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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