Customer Journey Mapping - An Introduction

1. Aditya Kulkarni Designing Experience Journeys An Introduction

2. Why User/ Customer Experience Journeys? The Journey Mapping Framework Key Decisions and How to’s? Our Journey Today…

3. 1) Based on key Assumptions that there is no alternative to the Product/ Service being used 2) There are no distractions to usage 3) User is on-boarded successfully in a single attempt Realistic 1) Experience Journeys should emulate user’s/ customer’s real-life behavioral patterns 2) They should consider the scenarios, Encounters in the real-life of the user/ customer 3) Frame-work should Learn, adapt & evolve based on real-world validation and domain best-practices Realistic Conventional Task Flows/ User Flows Experience Journeys Understanding Experience Journeys

4. Six Components of Human Beings

5. Customer Thoughts/ Emotional Response Journey Phases Journey Steps Estimated Impact (KPIs) Customer Expectations Root Cause of Pain Experience Opportunities Persona Scenario The Journey Mapping Framework Channels & Touch-points

7. Awareness Transactional Journey Phases

8. Product Push (First time Use) Back to default Lured to come back Adoption Journey Phases Create a ‘Hook’ Back to default (With Interest Generated) Fresh Stimulus to Pull back Pull back for the ‘Hook’ Create a habit based on the ‘Hook’ Replace to be the new Default

9. Planning Organizing Studying Information Gathering Evaluation Validation Decision Making Day-in-the Life of Journey Phases

11. Discovery phase Step 1 (Identify Initial Consideration set of brands) Step 2 (Identify available Touch-points to research upon) Step 3 (Identify available Touch-points to research upon) Step 4 (Research Offerings/ Value Props of Brand 1) Step 5 (Research Offerings/ Value Props of competing Brand 2 Transaction phase Step 1 (Identify Value to Receive) Step 2 (Modify the Value to suit personal need) Step 3 (Aggregate Value all-together) Step 4 (Receive Value) Step-wise break-down of each Journey Phase

13. Touch-pointsChannels Specific Interaction point between the brand and the client Medium of Interaction Website Smartphone App Wearable App Print Media Advert Social Media Channels Email Channel Brick&Mortar

15. Example - “Buying a TV” Emotion Graph Empathy Map

18. Frustrations Emotional Discomfort Un-met Needs Irritation Hassle Pains = Friction Points in the Journey

20. Explicit Expectations Implicit Expectations Static-performance Expectation Dynamic-performance Expectation Inter-personal Expectations

21. Explicit Expectations

22. Implicit Expectations

24. Peak-end Rule PIG (Pain-is-good) Strategy

26. Customer Thoughts/ Emotional Response Journey Phases Journey Steps Estimated Impact (UX KPIs) Customer Expectations Root Cause of Pain Experience Opportunities Persona Scenario The Journey Mapping Framework Channels & Touch-points

27. Quantitative UX KPIs Interaction flow success rate Time to complete a sub-journey Use of Search vs. Navigation User error rate Qualitative UX KPIs Reported expectations and performance Overall satisfaction

28. What kind of journey do you want to map? Current (as-is) vs. Future (to-be) Hypothesis vs. Research Low-fidelity vs. High-fidelity Before beginning any mapping effort 3 decisions must be made

29. What we have worked upon so far… Current (as-is) + Future (to-be) Hypothesis Low-fidelity

30. 5 Key phases to Map Experience Journeys

31. Thank you Thank You!

Customer Journey Mapping - An Introduction

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