Experience Mapping case study for SDNSF


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A case study looking at user experiences during student onboarding

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Experience Mapping case study for SDNSF

  1. 1. Experience Mapping Case Study: myBerkeleyApplication Service Design Network San Francisco 4/8/14 Bernadette Geuy CalCentral Product Mgr UC Berkeley
  2. 2. Agenda Case study: Designing for the customer experience new admits student Discussion / critique
  3. 3. Context... New portal solution (my project) Aging “onboarding” solution Campus IT moving to ITIL service model Student Information System (SIS) replacement project starting soon
  4. 4. Outside In Inside Out Customer Journey Delight Easy Meets Needs Tools - Experience Mapping - Service Blueprints - …... SERVICE DESIGN ITIL Service Management Touchpoint Service Measures - SLAs - Metrics - …... Process mappings
  5. 5. Perspectives Research Questions Student Experience ❏ Student satisfaction? ❏ Gaps or unmet needs? ❏ Service “hot spots”? ❏ Improvement opportunities? Technology (mBA replacement) ❏ Functional requirements? ❏ Interfaces / integration requirements? ❏ Replacement options? Functional Ownership ❏ Will Admissions continue to be the functional owner? ❏ Who owns the overall “student experience”? ❏ How can we extended to include the 4-year experience? w o r k s h o p
  6. 6. Preparation Research ● 15 x student Interviews Review ● Functional map of mBA Workshop Share interview data Build the Map ● Post-it notes ● Map - doing, thinking & feeling Student experience? ● Satisfaction? ● Gaps and needs? ● “Hot Spots” - emotional highs and lows ● Opportunities? Analysis & Report Out Map Analysis ● Synthesized map with “Hot Spot” examples ● Estimate happiness Opportunities ● Service improvement opportunities
  7. 7. Functional view of myBerkeleyApp
  8. 8. DRAFT Synthesized Experience Map
  9. 9. Emotional “Hot Spots” ● Receiving their Acceptance Notification ● Securing Housing ● Understanding Financial Aid ● Confusion about the Spring Admit and Summer Bridge programs ● Attending CalSO orientation and the Class Enrollment process ● Making friends and finding community
  10. 10. Experience Mapping A useful method for: ● Learning about and looking “horizontally” at journeys ● Learning from colleagues ● Problem-solving across units ● Doing a qualitative exploration of improvement opportunities ● Extrapolating some quantitative data
  11. 11. Communications ● Many opportunities to clarify programs, set better expectations, explain options, etc. mBA Checklists ● Make sure required vs. optional tasks are clearly identified ● Integrate with Housing system, currently a link ● Get the “what” but need to know more about “how” Housing ● More personalized help with escalation support
  12. 12. Financial Aid ● Financial literacy training ● More communications on how it works and how to pay my bill CalSO and Class Enrollment ● More time for class planning and to get questions answered ● Major mapping, students want to plan for multiple semesters Mentorship ● 1:1 person to connect with to help navigate campus
  13. 13. ● myBerkeleyApp continues to function well and is valued by newly admitted students ● No gaps or unmet service needs were found ● myBerkeleyApp helps to orchestrate numerous onboarding services but only a handful of these were referenced in students interviews as “hot spots” ● A number of onboarding opportunities were identified to improve student experiences
  14. 14. Source: Adaptive Path’s mappingexperiences.com