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Seedcamp Customer Experience (CX) Workshop
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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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  • 1. Customer Experience Mapping @leisa @polaroidgrrl @uxtuesday Seedcamp, September 2011
  • 2. the workshop we almostdid.... to help communicate value proposition
  • 3. design the boxhttp://www.airbnb.com/obamaos
  • 4. Customer Experience Mapping @leisa @polaroidgrrl @uxtuesday Seedcamp, September 2011
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. “user scented” or user centredhttp://undercoverux.com/manifesto.php
  • 9. there are lots of ways to do this.(there’s no template, yet)
  • 10. http://www.servicedesigntools.org/tools/8
  • 11. http://www.servicedesigntools.org/tools/8
  • 12. http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/
  • 13. http://www.thosepeskyusers.com
  • 14. http://www.shmula.com/dont-waste-the-customers-time/128/
  • 15. Indi Young, Mental Models
  • 16. create the picture
  • 17. add data‘put a number on it’
  • 18. use it to maintain focus & make decisions
  • 19. make a different one of these for each very different customer eg. consumers vs b2b
  • 20. maintain alignmentcustomer value = business value
  • 21. 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)
  • 22. 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
  • 23. make this big. put it on a wall.stand in front of it, together,regularly to make decisions.
  • 24. this is a design challenge.you won’t crack it in an hour
  • 25. your turn.uxtuesday.com/seedcampmap
  • 26. show and tell
  • 27. Q&A
  • 28. thank you.@leisa @polaroidgrrl @uxtuesday