Experience Mapping

Hello :)
Emma
Anna

Copyright © A. Witteman & R. van den Oever, All Rights Reserved.
• Amsterdam based company (& offices in Hong Kong, Shanghai & Toronto)
• 140 employees
• over 40 nationalities
• Either a foodie, code king, design nerd, beer brewer or unicorn
IceMobile Amsterdam

Why?
How?
Customer Insights
Data Analysts & Data Scientist
UX Lab
Data Storytellers
Who? What?
When? Where?
How many?
How often?
… What next?
RESEARCH TEAM

** MOCK DATA **

UX Lab goals

mismatch
fit the user into the processfit the user into the process

make insights stick

provide visible value

* * B I N G O * * B I N G O * * B I N G O

Goal
experience map

We want to know more about what people
currently experience with
[ service or brand ]
GOAL

… to understand what drives people,
what their ‘moments of truth’ are &
to identify opportunities.
GOAL

Data & Storytelling

Big Data

Business Value
Complexity
Analyse
Why did it happen?
Simulate
What will likely happen?
Guaranteed
Results
Monitor
What is happening now?
Report
What happened?
Predict
What might happen?
Data Maturity model
based on : Gartner / TDWI

Stories are data with a soul.

Customer Segmentation Maturity
source: http://www.slideshare.net/christyaron/segmentation-and-messaging-2014-aug

App
Store
Customer
Service
EXAMPLE: online ordering
Website
Pick-up
point
E-mail
Home
delivery

AppStore Website
Customer
Service
Pick-up
point
EXAMPLE: online ordering

Why do we create an Experience Map?
Overview of multi-channel experience
Segmentation on motivation
Moments of Truth
Differentiators
Proactive

Example
Experience Map

** MOCK DATA **

Motivation
(profile 1)
Motivation
(profile 2)
Motivation
(profile 3)
Motivation
(profile 4)
Motivation
(profile 5)
User Journeys
Opportunity 1 Opportunity 2 Opportunity 3 Opportunity 4 Opportunity 5

Carrie is a mindful shopper has trouble
getting groceries home after big
shopping trips to the supermarket.
She likes to have basic, heavy, non-fresh
products delivered, especially
when she’s having a party, but she
enjoys the physical experience of
shopping for fresh produce, so she
rarely orders those online.
Carry-less Carrie

Our groups
% of total people
that order
% of number
orders
% of total
turnover
Order Potential
Perfect Patty 9% 42% 54% ?
Discount Duo 22% 6% 6% ?
Recipes Ruben 11% 23% 15% ?
Carryless Carrie 52% 18% 22% ?
Assortment Alice 6% 11% 3% ?
** MOCK DATA **

Approach

source: Adaptive Path

Context ChatPulse UX Testing
Cultural
relevant research Interviews

Involve the team

I want to be
in control
Phone
DECONSTRUCT THE USER EXPERIENCE
Receive
freebie
Freebie
Unpack crate
Annoyed
Why am I
getting this?
Touchpoint
Actor/Artifact
Doing
Feeling
Thinking
Call customer
service
Freebie
Concerns/Motives I want to be
in control

mapping the insights on a journey

Profile 1 Profile 2 Profile 3 Profile 4 Profile 5 Profile 6

Why the process of an Experience Map?
Co-created
Power of Stories
Activating over informing
Indicating opportunities;
possibilities for ‘fitting’ solutions

thank you!
(Cattelan & Ferrari - for the awesome pictures)

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Where digital becomes human.