Customer Journey Mapping: Illustrating the Big Picture
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Customer Journey Mapping: Illustrating the Big Picture

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presented at the 2013 MIMA Summit

presented at the 2013 MIMA Summit

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Customer Journey Mapping: Illustrating the Big Picture Customer Journey Mapping: Illustrating the Big Picture Presentation Transcript

  • Customer Journey Mapping: Illustrating the Big Picture Megan Grocki MIMA Summit 2013 Minneapolis, MN October 15
  • WHAT ARE WE GOING TO LEARN TODAY? ê  Understand how journey models can be used as a component of an experience strategy to illustrate relationships with “customers” and an organization over time and across channels ê  Learn the steps in developing a journey model ê  Discover ways to socialize the journey models and make them a part of your organization’s assets #MIMASummit @megangrocki
  • WHAT IS A JOURNEY MODEL? WHAT DO THEY LOOK LIKE? HOW DO I CREATE & USE IT? #MIMASummit @megangrocki
  • PERSONAS ARE SNAPSHOTS OF PEOPLE FROZEN IN TIME #MIMASummit @megangrocki
  • PEOPLE (USUALLY) ARE NOT FROZEN IN TIME #MIMASummit @megangrocki
  • JOURNEY MAPPING (OR MODELING) IS… the process of illustrating a complete story centered on the relationship that unfolds over time between an individual and a system / service / product / brand / organization #MIMASummit @megangrocki
  • WHY DO WE NEED JOURNEY MODELS? Every day mediocre experiences are delivered Organizations do not understand our customers, and are unintentionally neglecting them Internal politics trump customer needs Put our systems/services/products in the context of people and their lives #MIMASummit @megangrocki
  • WHAT DO WE MEAN BY ENGAGEMENT? #MIMASummit @megangrocki
  • TOUCHPOINTS A point of interaction involving a specific human need in a specific time and place Comparing products Paying a bill Signing up for a service #MIMASummit @megangrocki
  • CHANNELS A medium of interaction with customers – where touchpoints occur Website Social media Phone Email #MIMASummit @megangrocki
  • CHANNELS SINGLE CHANNEL Need CAN ONLY be fulfilled via ONE channel MULTI/OMNI-CHANNEL Need CAN be fulfilled on MANY different channels CROSS-CHANNEL Need MUST be fulfilled using MORE THAN ONE channel #MIMASummit @megangrocki ≈ ≈ à à
  • EXAMPLE OF AN EXCEPTIONAL OMNI-CHANNEL EXPERIENCE? #MIMASummit @megangrocki
  • IF YOUR BRAND WERE A PERSON, WHO WOULD THEY BE? #MIMASummit @megangrocki
  • MOMENT OF TRUTH Interaction that leaves a lasting impression often at the touchpoint you can design for #MIMASummit @megangrocki
  • #MIMASummit @megangrocki
  • JOURNEY MODELING IS A KEY COMPONENT OF DEVELOPING AN ELEGANT EXPERIENCE STRATEGY #MIMASummit @megangrocki
  • OUTSIDE-IN, NOT INSIDE-OUT #MIMASummit @megangrocki
  • HOW DO THEY HELP YOUR TEAM? Create strategic vision prior to design Build consensus with stakeholders, showing opportunities across the ecosystem Identify key interactions to prototype and test #MIMASummit @megangrocki
  • WHAT IS A JOURNEY MODEL? WHAT DO THEY LOOK LIKE? HOW DO I CREATE & USE IT? #MIMASummit @megangrocki
  • #MIMASummit @megangrocki Mad*Pow
  • #MIMASummit @megangrocki Mad*Pow
  • #MIMASummit @megangrocki Mad*Pow
  • #MIMASummit @megangrocki Mad*Pow
  • #MIMASummit @megangrocki Mad*Pow
  • #MIMASummit @megangrocki Mad*Pow
  • #MIMASummit @megangrocki Mad*Pow project
  • #MIMASummit @megangrocki Mad*Pow
  • #MIMASummit @megangrocki Mad*Pow
  • SCAD student project
  • Xplane
  • EffectiveUI
  • Maya
  • Orange
  • Orange
  • Adaptive Path
  • Mark Simmons
  • Foviance
  • WHAT IS A JOURNEY MODEL? WHAT DO THEY LOOK LIKE? HOW DO I CREATE & USE IT? #MIMASummit @megangrocki
  • GATHER CONTENT DESIGN & ITERATE SOCIALIZE & USE #MIMASummit @megangrocki
  • OUR FAVORITE RESEARCH METHODS customer interviews ethnography & contextual inquiry customer surveys customer support/complaint logs web analytics social media listening competitive intelligence #MIMASummit @megangrocki
  • BUSINESS REALITIES Skepticism of User-Centered Design Stakeholder Influence Time & Budget Access to Participants #MIMASummit @megangrocki
  • RESEARCH INFORMS STRATEGY SHOW stakeholders their customers’ behavior Video Photographs Stories #MIMASummit @megangrocki
  • ACTIVITIES TO GATHER CONTENT Review research Identify timeline, touchpoint and channels Empathy map Lensed brainstorm Affinity diagram #MIMASummit @megangrocki
  • ACTIVITY #1: EMPATHY MAP #MIMASummit @megangrocki
  • #MIMASummit @megangrocki
  • ACTIVITY #2: BRAINSTORMING WITH LENSES #MIMASummit @megangrocki Inspired by The Art of Game Design: A book of lenses, by Jesse Schell
  • INFORMATIVE #MIMASummit @megangrocki
  • SOCIAL #MIMASummit @megangrocki
  • FUN #MIMASummit @megangrocki
  • ANY GOOD IDEAS? #MIMASummit @megangrocki
  • GATHER CONTENT DESIGN & ITERATE SOCIALIZE & USE #MIMASummit @megangrocki
  • MAPPING THE FUTURE EXPERIENCE Timeline Business goals User expectations/wants/needs/emotions Touchpoints & Channels Opportunities for engagement Other great ideas! #MIMASummit @megangrocki
  • ET VOILA! YOU’RE ON YOUR WAY… #MIMASummit @megangrocki
  • GATHER CONTENT DESIGN & ITERATE SOCIALIZE & USE #MIMASummit @megangrocki
  • KEEPING THE JOURNEYS ALIVE Schedule periodic reflection and research, update the journey model Continually involve key stakeholders Shout from the rooftops Display prominently in common work areas Invite the personas and their journey models to meetings #MIMASummit @megangrocki
  • SOCIALIZE & USE ê  Who is your journey owner? ê  Who is consuming it? How often? ê  How are you getting/storing feedback? ê  What is your implementation plan? ê  When and how are you going to re-evaluate? #MIMASummit @megangrocki Temkin, B. (2010) "Mapping the Customer Journey" Forrester Research
  • RECAP #MIMASummit @megangrocki
  • WHAT IS A JOURNEY MODEL? Visualizing the relationship between an individual and an organization over time #MIMASummit @megangrocki
  • WHAT DO THEY LOOK LIKE? Deliverables will vary based on stakeholder preferences Know YOUR audience #MIMASummit @megangrocki
  • HOW DO I CREATE & USE IT? Gather content Design & iterate Socialize #MIMASummit @megangrocki
  • MORE EXAMPLES & RESOURCES #MIMASummit @megangrocki http://pinterest.com/uxjam/journeys/
  • THANK YOU Megan Grocki mgrocki@madpow.net @megangrocki #MIMASummit @megangrocki