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Seedcamp Customer Experience (CX) Workshop

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Slides supporting the Customer Experience Mapping workshop we ran at Seedcamp in September 2011

Slides supporting the Customer Experience Mapping workshop we ran at Seedcamp in September 2011

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    Seedcamp Customer Experience (CX) Workshop Seedcamp Customer Experience (CX) Workshop Presentation Transcript

    • Customer Experience Mapping @leisa @polaroidgrrl @uxtuesday Seedcamp, September 2011
    • the workshop we almostdid.... to help communicate value proposition
    • design the boxhttp://www.airbnb.com/obamaos
    • Customer Experience Mapping @leisa @polaroidgrrl @uxtuesday Seedcamp, September 2011
    • If you want to be a brand, you have to work from the inside out A great logo isn’t going to make a shitty product any less shitty, any more than a hard worker is going to make a bad boss a compelling leader.’ Christopher Simmons - http://www.aiga.org/content.cfm/what-design-cant-do
    • what are you trying to achieve? 1. mission (business purpose) business strategy 2. business strategy value proposition customer experience strategywhat’s target audience theplan? business model customer 3. customer journey/value map experience personas strategy design principlestactics: KPIs & metricshow do weexecute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
    • what are you trying to achieve? 1. mission (business purpose) business strategy 2. business strategy value proposition customer experience strategywhat’s target audience theplan? business model customer 3. customer journey/value map experience personas strategy design principlestactics: KPIs & metricshow do weexecute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
    • “user scented” or user centredhttp://undercoverux.com/manifesto.php
    • there are lots of ways to do this.(there’s no template, yet)
    • http://www.servicedesigntools.org/tools/8
    • http://www.servicedesigntools.org/tools/8
    • http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/
    • http://www.thosepeskyusers.com
    • http://www.shmula.com/dont-waste-the-customers-time/128/
    • Indi Young, Mental Models
    • create the picture
    • add data‘put a number on it’
    • use it to maintain focus & make decisions
    • make a different one of these for each very different customer eg. consumers vs b2b
    • maintain alignmentcustomer value = business value
    • create the picture - what is the customer lifecycle you’re aiming for? - what is the ‘story’ of being your customer (from first hearing of you to becoming an evangelist)- what are the key journeys through your site/app? (add screenshots/flows) - how can/does the customer engage with you across various channels/platforms? - where is money made and money lost (or not made?) - what messages are you sending to your customers (inc. potential)
    • add data / measurementsWhat do you know about your customers?What behaviour do you want to encourage? How can you measure it? - Cost & Value of Customers - Customer segment value/growth - Email open rates/conversions - Funnel analysis for signup - Onboarding measurements (engagement)- ‘Voice of the Customer’ sentiment (various sources, add verbatim quote) - Customer service feedback - User Research findings
    • make this big. put it on a wall.stand in front of it, together,regularly to make decisions.
    • this is a design challenge.you won’t crack it in an hour
    • your turn.uxtuesday.com/seedcampmap
    • show and tell
    • Q&A
    • thank you.@leisa @polaroidgrrl @uxtuesday