design

1. Innovation and Rethinking a Product/Service
with User Experience Maps
Julia Coyle, Max Goldman, and Edden Kashi
FA102b Social Media
and Web Design

2. Innovation and Rethinking a Product/Service
with User Experience Maps
Julia Coyle, Max Goldman, and Edden Kashi
Customer Journey and User Experience Mapping
https://www.brandquarterly.com/rethinking-customer-journey-experience-wave
In commerce, customer experience is the product of an interaction between
an organization and a customer over the duration of their relationship
Graphics by Julia Coyle

3. Innovation and Rethinking a Product/Service
with User Experience Maps
Julia Coyle, Max Goldman, and Edden Kashi
Graphics by Julia Coyle
Experience Wave
Influenced by the role of the connected generation (C Gen)
Mobile mind shift
● users’ expectation pushed by mobile to access any information
New scenario where experiences are continually shared among people through
digital content like tweets, videos, threads, reviews, posts.
● “social atoms” that let users inform one another through sharing and P2P
(peer to peer) interactions

4. Innovation and Rethinking a Product/Service
with User Experience Maps
Julia Coyle, Max Goldman, and Edden Kashi
Graphics by Julia Coyle
Create Value from Shared Experience
Shared experiences become information experiences that impact other
users’ journeys.

5. Innovation and Rethinking a Product/Service
with User Experience Maps
Julia Coyle, Max Goldman, and Edden Kashi
The Experience Quest
Maps the behavior of people constantly looking to meet their search needs
among user-generated experiences, information and online content.
https://www.brandquarterly.com/rethinking-customer-journey-experience-wave

6. Innovation and Rethinking a Product/Service
with User Experience Maps
https://www.qualtrics.com/experience-management/customer/10-ways-to-use-customer-journey-maps/
Julia Coyle, Max Goldman, and Edden Kashi
Graphics by Julia Coyle
Improve your Current Customer Experience
1. Identify pain points and prioritize fixes.
2. Identify opportunities for feedback or
measurement.
3. Plan content and marketing communications.

7. Innovation and Rethinking a Product/Service
with User Experience Maps
Julia Coyle, Max Goldman, and Edden Kashi
Envision your Future Customer Experience
● Share the vision for your corporate strategy.
● Plan the rollout of a future product or service.
With a Day-in-the-Life Journey Map, you can:
● Identify innovation opportunities.
Graphics by Max Goldman

8. Innovation and Rethinking a Product/Service
with User Experience Maps
Julia Coyle, Max Goldman, and Edden Kashi
Drive Organizational Change
● Align your organization around the customer POV (Point of View).
● Help employees and partners develop empathy for customers.
Graphics by Max Goldman

9. Innovation and Rethinking a Product/Service
with User Experience Maps
https://www.imd.org/research-knowledge/articles/innovation-happens-elsewhere-rethinking-your-business-to-grow-and-compete/
Julia Coyle, Max Goldman, and Edden Kashi
Open Innovation
Helps to stay on top of:
● Competition
● Reduce costs
● Spread risks
● Bring new products to the market more quickly
Graphics by Max Goldman

10. Innovation and Rethinking a Product/Service
with User Experience Maps
Julia Coyle, Max Goldman, and Edden Kashi
Open Innovation
Open innovation takes place:
1. By tapping into the creativity and brainpower of
many through crowdsourcing
2. By opening up a company’s internal ideas to the
external community
Graphics by Julia Coyle

11. Innovation and Rethinking a Product/Service
with User Experience Maps
Julia Coyle, Max Goldman, and Edden Kashi
Agile & Scrum
Agile - development methodology based on iterative and
incremental approach.
Scrum - implementations of agile methodology.
- Incremental builds are delivered to the customer in
every two to three weeks' time.
- Project where the requirement is rapidly changing.
Graphics by Julia Coyle

12. Innovation and Rethinking a Product/Service
with User Experience Maps
Julia Coyle, Max Goldman, and Edden Kashi
Open Innovation & Global Competition
● Owning the customer interface is critical, particularly for B2B (business to
business) companies.
● Focus on trends
● Embedding sensors into their products, bypass the middleman
● The terms of data ownership and sharing

13. Innovation and Rethinking a Product/Service
with User Experience Maps
https://ieeexplore.ieee.org/document/8792578/metrics#metrics
Julia Coyle, Max Goldman, and Edden Kashi
Customer Experience
Every aspect of a company’s offering
● packaging, the quality of customer service, reliability, ease of use,
advertising, product and service features.
Internal and subjective response customers have to any direct or indirect contact
with an organisation.

14. Innovation and Rethinking a Product/Service
with User Experience Maps
https://ieeexplore.ieee.org/document/8792578/metrics#metrics
Julia Coyle, Max Goldman, and Edden Kashi
Customer Experience
Direct interaction generally occurs in the
- course of purchase, use, and service
- initiated by the customer
Indirect contact frequently
- unplanned interactions
- products, services, or brands
- takes the form of
- word-of-mouth recommendations, criticisms, advertising, news reports
and reviews

15. Innovation and Rethinking a Product/Service
with User Experience Maps
Julia Coyle, Max Goldman, and Edden Kashi
Thank You