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Mapping the customer journey, ISITE Design 2011
 

Mapping the customer journey, ISITE Design 2011

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WebVisions 2011

WebVisions 2011
Mapping the Customer Journey

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  • A customer journey is a visual way of describing the everyday experience that your customers have when they do business with you. er journey mapping builds a mirror and enables us to question why we do the things we do. It makes things visible, which might have been right in front of us, but were so familiar we did not notice them or question them. It never occurred to us we could change them. It brings knowledge, already embedded in the organisation, to the surface and makes explicit what is implicitly already there.
  • Http://www.flickr.com/photos/tahini/4048806970/At its heart, customer journey maps are data visualizations that show the aggregate experience of a certain type of customer for a business. Journey maps illustrate how someone does business with you. As a framework for modelling and redesigning services and interactions. • To reveal the real and informal touchpoints of a service. • In order to identify and design-out non-value adding steps and duplications of effort etc. • To design-in better process interfaces with the right people, resources and organisations• To unlock opportunities for people to help themselves when appropriate. • As an approachable user-engagement technique that helps people to structure their thinking about their experiences. • An insight tool for managers and as a counterpoint to the familiar operational process maps that they use. • An audit tool from which user experience metrics (MyMetrics) can be developed. • A planning and training solution as part of service production (or delivery)
  • Mapping journeys is one of the simplest and most useful approaches to understand services, gaps in service, and to identify and design opportunities for improvement and innovation. Edutexthttp://www.edutxt.co.uk/preloginjsp/edutxt/customer_journey.jsp
  • Mapping journeys is one of the simplest and most useful approaches to understand services, gaps in service, and to identify and design opportunities for improvement and innovation. Edutexthttp://www.edutxt.co.uk/preloginjsp/edutxt/customer_journey.jsp
  • http://www.getallyourducksinarow.com/images/customer-journey.png
  • Mapping journeys is one of the simplest and most useful approaches to understand services, gaps in service, and to identify and design opportunities for improvement and innovation. Edutexthttp://www.edutxt.co.uk/preloginjsp/edutxt/customer_journey.jsp
  • Customer’s words; their emotions, their language and taxonomy, their passions.
  • Capture emotions, the customer’s moments of truth, when decisions are made.
  • Jason Hobbshttp://www.boxesandarrows.com/person/122-jasonhobbs
  • Actions: What is the customer doing at each stage? What actions are they taking to move themselves on to the next stage? (Don't list what your company or partners such as retailers are doing here. That will come later when we look at touchpoints)Motivations: Why is the customer motivated to keep going to the next stage? What emotions are they feeling? Why do they care?Jason Hobbshttp://www.boxesandarrows.com/person/122-jasonhobbsKent K. Barnes / kentkb" and link the credit towww.kentkb.com.Identify and describe customer needs across the full lifecycleIdentify all current activityIdentify gaps Evaluate the success of current touch points Map business needs (repeat steps 3 and 4)Assess transitions between gapsFill the gaps Design for cross channel experiencesCommunicate across “landscape”Measure effectiveness
  • Focus on a single personaJourneys occur over timeAlign real-life activities with business Document real-life behaviors, regardless of channel.Http://www.flickr.com/photos/tahini/4048806970/At its heart, customer journey maps are data visualizations that show the aggregate experience of a certain type of customer for a business. Journey maps illustrate how someone does business with you. As a framework for modelling and redesigning services and interactions. • To reveal the real and informal touchpoints of a service. • In order to identify and design-out non-value adding steps and duplications of effort etc. • To design-in better process interfaces with the right people, resources and organisations• To unlock opportunities for people to help themselves when appropriate. • As an approachable user-engagement technique that helps people to structure their thinking about their experiences. • An insight tool for managers and as a counterpoint to the familiar operational process maps that they use. • An audit tool from which user experience metrics (MyMetrics) can be developed. • A planning and training solution as part of service production (or delivery)
  • Jason Furnell
  • Jason Hobbshttp://www.boxesandarrows.com/person/122-jasonhobbsKent K. Barnes / kentkb" and link the credit towww.kentkb.com.http://www.flickr.com/photos/gnuckx/4694547235/http://www.flickr.com/photos/laughingsquid/3666838524/"Scott Beale / Laughing Squid" and link the credit to laughingsquid.com.

Mapping the customer journey, ISITE Design 2011 Mapping the customer journey, ISITE Design 2011 Presentation Transcript

  • Mapping the Customer Journey
  • Intersection points
  • 1: Data Visualization
    http://www.flickr.com/photos/tahini/4048806970/
  • Transit System : Passenger
    London Underground
  • Group: Group
    http://www.edutxt.co.uk/preloginjsp/edutxt/customer_journey.jsp
  • Personas
    Comcast experience map, nForm
  • Website Flow
    http://www.edutxt.co.uk/preloginjsp/edutxt/customer_journey.jsp
  • Platform
    Nick Finck, BlinkUX
  • Multi-Channel Marketing
    getallyourducksinarow.com
  • Consistency
    http://www.awardentries.net/groundswell/campaign.htm
  • 2: Data Collection
    African cave painting
  • Customer’s Words
  • Capture Emotions
  • Decisions, Sequence, Sources
  • Prioritization
  • Customer journeys identify where you can deliver value.
    What do you get?
    © Robert Schwartz
  • Time
    Characteristics
  • How: Visualize
    http://jasonfurnell.wordpress.com/2010/08/04/customer-journey-sketchboards/
    • One question per journey
    • Ask open-ended question, “How do/did you…?”
    • 15 : 15 draw/describe
    • Use open/closed questions to fill in
    • Record session
    How: Collect Data
  • How did you choose your college?
    How did you choose your doctor?
    How did you end up in web design?
    Your Turn
    Scott Beale / Laughing Squid www.laughingsquid.com
  • Bruce Temkinhttp://experiencematters.wordpress.com/2009/03/03/legos-building-block-for-good-experiences/
    Jason Hobbs http://www.boxesandarrows.com/person/122-jasonhobbs
    Boxes and Arrows http://www.boxesandarrows.com/view/journeys_needs
    The Yard Creativehttp://www.theyardcreative.com/bandqhongkong.html
    Engine Group http://www.enginegroup.co.uk/service_design/m_page/customer_journey_mapping
    Adam Richardson http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html
    Joyce Hostynhttp://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/
    People and Participation.net http://www.peopleandparticipation.net/display/Methods/Customer+Journey+Mapping
    References
  • bholmes@isitedesign.com @volleyballbarb
    Thank you!