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Mapping Experiences and
Orchestrating Touchpoints

Chris Risdon & Patrick Quattlebaum
@chrisrisdon
#xmap

@ptquattlebaum
Welcome!
#xmap

@chrisrisdon
@ptquattlebaum
What are we doing
today?
1. What’s Experience Mapping?
Guiding principles for engaging with people across time and space.

2. Science Before Advent...
Meet your group...
What’s Experience Mapping?
First, about that label...
Service
Customer
Experience
User
System
Touchpoint

Blueprint
Map
Journey
Ecosystem
Story
Matrix
Service
Customer
Experience
User
System
Touchpoint

Blueprint
Map
Journey
Ecosystem
Story
Matrix
Why experience maps over
customer journey maps?
Customer Journey Map

A specific archetype journey

Experience Map

A generalized experience
actually, we user either term...
What’s experience
mapping?
When you think
about experience
mapping, think
about Indiana Jones.
Tell the story with depth
and richness around
the human experience.
Your organization should
feel what it’s like to
experience every touchpoint.
Outside in
vs.

Inside Out
Inside-out
Inside-out
I describe how a service works.
I show the nature and characteristics of
interactions in enough detail for an o...
Rail Europe Experience Map

Outside-in

Guiding Principles

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Sho...
Outside-in
Experience Map
I describe how a service is experienced.
I show the journey of the user through
the different to...
Wait a minute...

What’s a touchpoint?
Touchpoint ≠ Channel
Channel:
A medium of interaction
with customers or users.
Channels define the
opportunity or the constraint
around the touchpoint.
Mobile constraint: small screen
Mobile opportunit...
Touchpoint (UX version):
A point of interaction
involving a specific
human need in a specific
time and place.
Touchpoints are enabled by
channels but are not ultimately
defined by them.
Touchpoints

research products

Channel

store check out

(i.e. web)

print return label
Channels

environment

Touchpoint

email
mobile
Touchpoint:
Computer
validation
Channels:
Website and
Phone or
Text or
Email
Touchpoint:
Purchase Groceries
Channels:
Retail (Station?)
and Mobile Phone

Korea’s Home Plus
virtual grocery stores
Why Touchpoints?
Touchpoints = Features, but better reflect the importance of the
interaction to the person
Can be articul...
We want to orchestrate
our touchpoints.

What is each instrument doing?
How and when are they doing it?
How do you do experience
mapping successfully?
1

Discovery
Uncovering and
understanding all the ways
your company interacts or
communicates with your
customers/users, p...
This is not a solo adventure...
It’s about the verb, not the noun.
It’s about the verb, not the noun.
It’s about the activity, not the artifact.
Everyone should be involved
at a deep level.
You need a process that takes a whole
team or organization along.
“Work with stakeholders until
they know the story so well
they are constantly telling
and retelling it themselves.”
— Dane...
Science Before Adventure
You need to tell an
engaging story.
But make sure you are
telling a true story.
Experience mapping requires
a certain amount of rigor
to be meaningful.
This guy is not
possible...
This guy is not
possible...

...without this
guy first.
What are the key inputs
you need to gather?
Experiences are complex.
One simple way to get a well-rounded
view of experiences...
Feeling, thinking, doing.
Feeling, thinking, doing.
Motivations

Framing Behaviors
It’s not just pieces and actions.
You need to understand motivations.
Experiences happen
across touchpoints.
-

enjoyment

+

person

organization
-

enjoyment

+

person

organization
Visualize the intangible.
Experience mapping
must address:
- Feeling
- Thinking
- Doing
- Time
- Place (Context)
Time to put the “work” in
“workshop”...
Exercise 1: Research
Interview two participants about a time he
or she stayed at a hotel on vacation from the
moment they ...
Steps:
1. Determine roles and who will be interviewed. (5 min)
2. Conduct the first interview. (10 min)
3. Reorganize for ...
Listen for:
What triggered his or her visit to the hotel?
What were his or her expectations?
What actions did he or she ta...
Cartography 101
You have your inputs and
insights, now what?
a story of a

Pleasant Trip by Rail.
a story of a

pleasant trip by rail.
qualitative research

customers’ journeys
POST-TRAVEL

add more pictures to faceb

ook

TRAVEL

8 weeks in Europe

el
STOR...
Service Design

Rail Europe
As Inspiration
Not very important

As a Resource
Not delivering

As a Representative
Not deliv...
Touchpoint Inventory
Rail Europe Touchpoints by Channel
Research
Stage & Planning

Shopping

Booking

Pre-Travel
(Document...
Rail Europe Experience Map
Guiding Principles

People choose rail travel because it is
convenient, easy, and flexible.

Rai...
Rail Europe Experience Map
Guiding Principles

People choose rail travel because it is
convenient, easy, and flexible.

Rai...
What components make
up a map?
Key Components:
- Lens
- Journey Model
- Takeaways

(and #4, cite the sources!)
Lens

Journey

Takeaways
Lens
Sets up and frames the journey
Gauge how successful any given phase or moment is by
measuring through the lens

-

Pe...
Rail Europe Experience Map
Guiding Principles

People choose rail travel because it is
convenient, easy, and flexible.

Rai...
Takeaways
Summarizes key findings from the process
Should tie directly to initiatives map will catalyze
So what/Now what?
...
Rail Europe Experience Map
Guiding Principles

Customer Journey
STAGES

PLANNING, SHOPPING, BOOKING

Research & Planning

...
The Journey
Models the journey across time and place
Built by qualitative and quantitative data
Captures feeling, thinking...
Rail Europe Experience Map
Guiding Principles

the model

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopp...
Building Blocks
Time

Troop Strength

Temperature

Location

Direction
Building Blocks
Feeling

Thinking

Doing

Actors

Relationships

Touchpoints

Places

Time

Stages
Building Blocks
Feeling

Thinking

Doing

Actors

Relationships

Touchpoints

Places

Time

Stages

Principles

Data

Oppo...
Journey
reflects

Journey
captures

Feeling

Actors

Relationships

Thinking

Places

Time

Doing

Stages

Touchpoints

Th...
Web

Rail Europe Experience Map
Guiding Principles

STAGES

Research & Planning

G

RAIL EUROPE

Research destinations, ro...
nForm

qualitative insight
thinking & feeling
Rail Europe Experience Map
Guiding Principles

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopping

Enter ...
Select pass(es)
Destination
pages

options

options

confirm

Look up
time tables

Change
plans

Check ticket
status

Live ...
Let’s do some mapping...
Where do you get started?
Experience maps can start simple and
evolve as you research and gain insights.
Exercise 2: Mapping
It is time to start analyzing and
synthesizing your data into a journey model.
The Journey
As a team, begin turning your notes into a visual
journey that addresses the following:
Stages
Doing (Actions)
Thinking
Fe...
Stage

Stage

Stage

Stage

Stage
Stage
Web
Hotel
Mobile
Phone

Stage

Stage

Stage
Stage
Happy

Sad

Stage

Stage

Stage
Seamless, self managed check in.
Stage

Checkin
Getting Room
Key
Using touch
screen

Kiosk

Feeling

I’m tired

Touchpoint...
Seamless, self managed check in.
Checkin
Getting Room
Key

Using touch
screen

I’m tired

Mobile
How do I
make special
req...
Storytelling & Narrative
Rail Europe Experience Map
Guiding Principles

People choose rail travel because it is
convenient, easy, and flexible.

Rai...
Experience Map

experience

channels

feeling

thinking

doing

identify needs

find products

evaluate products

enroll

u...
Choose a facet to tell drive your story
Feeling

Thinking

Doing

Actors

Relationships

Touchpoints

Places

Time

Stages
Feeling
I’M FEELING
I NEED

I’M DOING

plan

search

find it!

orchestrate moving

move in

Feeling

new life
I’M FEELING
I NEED

I’M DOING

plan

search

find it!

orchestrate moving

move in

Feeling

new life
Touchpoints
Doing
Time for some storytelling...
Exercise 3: Tell a Story
Now that you have basic components of your
journey model defined, you can take it to a
higher lev...
Lens

Journey

Takeaways
As a team:
Explore different ways to communicate the most
important insights and present opportunities for
improvements or...
Have Map, Will Travel
What do you do with the
map once you have it?
A catalyst, not a conclusion
A good mapping endeavor
produces understanding
that influences strategy
and tactics.
Rail Europe Experience Map
Guiding Principles

Customer Journey
STAGES

PLANNING, SHOPPING, BOOKING

Research & Planning

...
It starts at inception.
Deliverables with no explicit intent defined

Rot on the vine.
5 Why’s
Peel back the layers: why is
this artifact needed? (or is it?)
Root uses for experience mapping:
- Organizational planning
- Surface and prioritize initiatives
- Provides guiding princi...
Better understand your
touchpoints
Describe
Characterize
Measure
Discreet touchpoints,
but with the DNA of
the whole journey.
Touchpoints should be:
Appropriate context + culture
Relevant meeting needs/functional
Meaningful importance/purpose
Endea...
Understand channel context
Multi-channel
Same need met by different channels
Single Channel (Exclusive)
Can only happen in...
Orchestrating touchpoints
Defining their characteristics
Exclusive

Critical

Enhancement

Sequential

(directly supports ...
Password recovery

Repair/Recovery

Product returns
Exclusive

Text message Red Cross
Sequential

Required

Computer validation
Enhancement

Free try-on
Peter Morville
http://www.slideshare.net/morville/ubiquitous-ia-crosschannel-strategy

Samantha Starmer

http://www.slides...
Key Takeaways
1. Science before adventure
It shows the research and surfaces the evidence.

2. Experiences and touchpoints
It gives insi...
Thank you!
Mapping Experiences and
Orchestrating Touchpoints
Chris Risdon & Patrick Quattlebaum
@chrisrisdon
#xmap

@ptqua...
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
Customer Journey Map A specific
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Published on

Customer Journey Map

A specific archetype journey

Experience Map

A generalized experience
actually, we user either term, depending on context.

Published in: Design, Technology, Education

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