Customer Journey Mapping and CX Research

Marc Stickdorn
Marc StickdornCEO at More Than Metrics
2015 Customer Journey Mapping & CX Research
Marc Stickdorn
UI20 – Boston, MA 2–4 November 2015
89% of companies expect to compete mostly on the basis of customer
experience by 2016 – vs. 36% four years ago.
*
Gartner Research, 2015
Poor customer experiences result in an estimated $83 Billion loss by
US enterprises each year because of defections and abandoned purchases.
Forbes, 2013
Customer power has grown, as 73% of firms trust recommendations
from friends and family, while only 19% trust direct communication.
Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012
86% of consumers will pay more for a
better customer experience.
RightNow Customer Experience Impact Report, 2011
“CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”*
Customer Journey Mapping & CX Research
UI20, Boston @MrStickdorn
AGENDA
◊1.	 TYPOLOGY OF JOURNEY MAPS
◊2.	CX RESEARCH
◊3.	PROTOTYPING
◊4.	 SOMETHING DIFFERENT …
Customer Journey Mapping & CX Research
UI20, Boston @MrStickdorn
01. TYPOLOGY OF A
CUSTOMER JOURNEY MAP
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
MY EXAMPLE JOURNEY MAP FROM 2014 …
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
The story of Jake and his old TV set …
A TV set is a product, right?
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
JAKE
1 That old TV set
breaks down
1
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
JAKE
2 Reading advertisements
in print media
1 2
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
JAKE
3 Looking for offers
online
2 31
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
JAKE
4 Reading
online reviews
42 31
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
42 3
JAKE
5 Collecting information
in store
5
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
43 5
JAKE
6 Comparing prices
on mobile device
6
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
4 5 6
JAKE
7 Buying new TV set
in store
7
P R E - S E R V I C E P E R I O D S E R V I C E
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
5 6 7
JAKE
8 Transportation
home
8
P R E - S E R V I C E P E R I O D S E R V I C E
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
6 7 8
JAKE
9 Setting up
the new TV set
9
P R E - S E R V I C E P E R I O D S E R V I C E
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
7 8 9
JAKE
10 Using TV set for
the first time
10
S E R V I C E
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
8 9 10
JAKE
11 Writing a review
online
11
S E R V I C E
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
9 10
JAKE
12 Using TV set
after a month
S E R V I C E
11 12
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
10 11 12
JAKE
13 Using TV set
after a year
S E R V I C E
13
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
11 12 13
JAKE
14 Recommending
friends
S E R V I C E
14
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
42 3 5
11 12 13 14
6 7 8 9 10
1
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
1. TYPE OF JOURNEY MAP
A FEW THINGS TO CONSIDER
2. MAIN ACTOR
3. SCOPE AND SCALE
4. PERSPECTIVES AND
LEVEL OF DEPTH
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
1. TYPE OF JOURNEY MAP
CURRENT STATE
(AS-IS)
TARGET STATE
(ASPIRATIONAL MAP)
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
2. MAIN ACTOR
CONSIDER
PERSONAS,
TARGET GROUPS,
ROLES,
JOBS-TO-BE-DONE,
ETC.
CUSTOMER
JOURNEY MAPPING
EMPLOYEE
JOURNEY MAPPING
STAKEHOLDER
JOURNEY MAPPING
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
3. SCOPE AND SCALE
WHAT IS THE
TIME FRAME? IS THIS REALLY
THE END?
IS THIS REALLY
THE START?
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
A HIGH-LEVEL JOURNEY MAP …
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
9
UNPACKINGARRANGING
GETTING RID OF OLD STUFF
SETTING UP CHANNELS
TIDY UP LIVING ROOM
CONNECT TO WIFI
SOFTWARE UPDATE
SET UP CABLES
… VS. A MORE DETAILLED JOURNEY MAP
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
4. PERSPECTIVES AND
LEVEL OF DEPTH
WHICH ADDITIONAL
VISUALIZATIONSDO YOU NEED?
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Customer Journey Mapping and CX Research
Customer Journey Mapping and CX Research
Customer Journey Mapping and CX Research
Customer Journey Mapping and CX Research
Customer Journey Mapping and CX Research
Customer Journey Mapping and CX Research
78.4 % ARE SATISFIED
WITH YOUR PRODUCT.
YEAH, NUMBERS.
NOW WHAT?
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKE
When do you measure
customer satisfaction?
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKE
9
78.4 % OF OUR CUSTOMERS
RATE OUR SERVICE: “VERY GOOD”.
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
TALK TO YOUR
F***ING CUSTOMER.
REALLY.
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
EMOTIONAL JOURNEY …
DRAMATIC ARC?
EMOTIONAL JOURNEY …
Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
MULTIPLE PERSONAS
IN ONE JOURNEY MAP
FOR EXAMPLE:
FRONTSTAGE
AND BACKSTAGE
EXPERIENCE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Customer Journey Mapping and CX Research
VISUALIZE
CROSS-CHANNEL
EXPERIENCE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
A SWIMLANE DIAGRAM FOR
UNDERSTANDING CHANNELS
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
A SWIMLANE DIAGRAM FOR
UNDERSTANDING CHANNELS
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
A SWIMLANE DIAGRAM FOR
UNDERSTANDING CHANNELS
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
ASSUMPTION
BASED
RESEARCH
BASED
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
CONSIDER: WHO IS IN THE ROOM? WHO FACILITATES?
DID YOU CREATE A SAFE SPACE?
WORKSHOP
◊1.	 CHOOSE A MAIN ACTOR.
◊2.	 DEFINE THE SCOPE.
◊3.	 MAP OUT THE STEPS OF THE JOURNEY.
◊4.	 ITERATE AND REFINE.
◊5.	 ADD MORE VISUALISATIONS AS USEFUL.
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
CHALLENGE
YOUR F***ING
ASSUMPTIONS!
DO RESEARCH!
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
2. CX RESEARCH
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
BASE YOUR
CUSTOMER
JOURNEY
ON F***ING
RESEARCH!Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
QUALITATIVE
 
QUANTITATIVE
 
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
 
QUANTITATIVE
 
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
SURVEYS
photo credit
shutterstock / mama_mia
QUANTITATIVE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
CONVERSION ANALYSIS
QUANTITATIVE
photo credit
shutterstock / GaudiLab
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
FOCUS GROUPS
photo credit
shutterstock / wavebreakmedia
QUALITATIVE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
CONTEXTUAL INTERVIEWS
QUALITATIVE
photo credit
shutterstock / af8images
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
NON-PARTICIPANT OBSERVATION
QUALITATIVE
photo credit
shutterstock / Yiulia Grigoryeva
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
PARTICIPANT OBSERVATION
QUALITATIVE
photo credit
shutterstock / Monkey Business Images
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
CULTURAL PROBES
QUALITATIVE
photo credit
shutterstock / Bartosz Budrewicz
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
WORK-ALONG
QUALITATIVE
photo credit
shutterstock / Num Skyman
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
photo credit
shutterstock / Kzenon
SELF-DOCUMENTATION
QUALITATIVE
AUTO-ETHNOGRAPHY
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
 
QUANTITATIVE
 
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
 
QUANTITATIVE
 
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
methods, data types, researchers
1.	TRIANGULATE!
2.	TRIANGULATE!
3.	TRIANGULATE!
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
… AND MANY MORE
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
QUALITATIVE
 
QUANTITATIVE
 
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Mobile EthnographyWELCOME THE
NEW CREW MEMBER
since 2008
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
SELF-CONDUCTED
DESIGN RESARCH
Mobile Ethnography
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Free smartphone app for participants
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
How to use the ExperienceFellow smartphone app
VIMEO.COM/34160910
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Real-time Visualization as journey map
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Advanced filtering techniques
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Advanced filtering techniques
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Location-based visualization with clustering
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Location-based visualization with clustering
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
High-resolution PDF export for large format prints
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
www.experiencefellow.com
DISCOUNT VOUCHER
100 EURO
VALUE
CODE
ui20
VALID UNTIL
31 December 2015
Just sign up on our website and use this code.
Vouchers can only be used once.
Please see our website for terms and conditions.
JOHN, IT IS
UN-BE-LIE-VABLE!
IF YOU CALL RIGHT
NOW, YOU GET
THIS VOUCHER
FOR FREE!
COMMERCIAL PRESENTATION MODE ON
COMMERCIAL PRESENTATION MODE OFF
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
(ACTUALLY ALSO RESEARCH)
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
3. PROTOTYPING
PROTOTYPING
CONSIDER …
◊1.	 DECIDE WHAT YOU PROTOTYPE
◊2.	 CHOSE HOW YOU PROTOTYPE
◊3.	 SET THE FIDELITY OF YOUR PROTOTYPE
◊4.	 KEEP A LIST OF YOUR IDEAS/BUGS/WHAT-IF’S
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
1. DECIDE WHAT YOU PROTOTYPE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
2. CHOSE HOW YOU PROTOTYPE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
JOURNEY MAPS
PROTOTYPE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
ADVERTISEMENTS
PROTOTYPE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
DESKTOP WALKTHROUGH
PROTOTYPE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
PHYSICAL PROTOTYPES
PAPER/CARDBOARD/LEGO
PROTOTYPE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
WIREFRAME/DUMMY
PAPER/SOFTWARE DUMMY
PROTOTYPE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
IMPROV THEATER
PROTOTYPE
Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
PRETOTYPING
PROTOTYPE
photo credit
shutterstock photobank.ch
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
BUSINESS MODEL
PROTOTYPE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
3. SET THE FIDELITY
OF YOUR PROTOTYPE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP
#WIN#FAIL
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Development	 12 hours
Testing	 20 hours
Discussion	 26 hours
Insights	 04
Iterations	 02
Development	 20 mins
Testing	 20 mins
Discussion	 02 hours
Insights	 31
Iterations	 27
HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
4. KEEP A LIST OF YOUR IDEAS/
BUGS/WHAT-IF’S
… TO REFINE YOUR JOURNEY MAP.
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
A JOURNEY
MAP IS NOT A
F***ING
DELIVARABLE!
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
AND NOWCustomer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
TO SOMETHING
COMPLETELY DIFFERENT.
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
SERVICE DESIGN
START-UPS
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
LEAN UX
LEAN STARTUP
DESIGN THINKING
SERVICE DESIGN
AGILE DEVELOPMENT
… AND MANY MORECustomer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
ITERATIVE PROCESS
LEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT
IT’S ALL ABOUT THE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
VISUALIZE
CUSTOMER
EXPERIENCE
RESEARCH
CUSTOMER
EXPERIENCE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
WE USE SERVICE DESIGN
TO BUILD
SERVICE DESIGN TOOLS
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
WE USE SERVICE DESIGN
TO BUILD
SERVICE DESIGN TOOLSSINCE 2008
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
AND THIS
WORKS
AWESEOME!SOMETIMES.
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
 DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION 
REQUIREMENTS
PROTOTYPING 
DEVELOPMENT
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
 DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION 
REQUIREMENTS
PROTOTYPING 
DEVELOPMENT
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
 DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION 
REQUIREMENTS
PROTOTYPING 
DEVELOPMENT
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
START HERE!
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
 DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION 
REQUIREMENTS
PROTOTYPING 
DEVELOPMENT
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
THE IDEA PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
FEASIBILITY HARDEASY
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
THE IDEA PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
FEASIBILITY HARDEASY
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
FEASIBILITY HARDEASY
THE IDEA PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
START HERE!
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
 DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION 
REQUIREMENTS
PROTOTYPING 
DEVELOPMENT
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
 DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION 
REQUIREMENTS
PROTOTYPING 
DEVELOPMENT
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
A picture says more than thousand words.
A prototype says more than thousand concepts.
PROTOTYPING
IDEATION 
REQUIREMENTS
PROTOTYPING 
DEVELOPMENT
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Manage complexity in service design.
INCREASEOFCOMPLEXITY
EFFORT FOR PLANNING/PROTOTYPING/ITERATING
HAZARD ZONE
GETTING LOST
WASTING TIME
BURNING MONEY

TRACER BULLET DEVELOPMENT
EARLY FEEDBACK
IMPLEMENT FAST
WORKING RESULTS
FEATURE / EPIC / JTBD
“THE BIGGER PICTURE”
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
 DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION 
REQUIREMENTS
PROTOTYPING 
DEVELOPMENT
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
 DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION 
REQUIREMENTS
PROTOTYPING 
DEVELOPMENT
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
WISELY
THE FORCE
YOU MUST USE.
photo Credit
shutterstock / CTR Photos
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
Marc Stickdorn
Jakob Schneider
@MrStickdorn
@jakobliesTHANK YOU!
OUT 2016
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
5 BASIC PRINCIPLES
#servicedesign
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
1 USER-CENTRED
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
2 CO-CREATIVE
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
3 SEQUENCING
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
4 EVIDENCING
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
5 HOLISTIC
Customer Journey Mapping  CX Research
UI20, Boston @MrStickdorn
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