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A talk Marc gave at the UI20 conference in Boston, November the 3rd, 2015.
Smaply: www.smaply.com
ExperienceFellow: www.experiencefellow.com
This is Service Design Thinking: www.thisisservicedesignthinking.com
This is Service Design Doing: www.thisisservicedesigndoing.com
Content:
1. The typology of journey maps
2. Customer experience research
3. Prototyping services
4. Service design and start-ups
A talk Marc gave at the UI20 conference in Boston, November the 3rd, 2015.
Smaply: www.smaply.com
ExperienceFellow: www.experiencefellow.com
This is Service Design Thinking: www.thisisservicedesignthinking.com
This is Service Design Doing: www.thisisservicedesigndoing.com
Content:
1. The typology of journey maps
2. Customer experience research
3. Prototyping services
4. Service design and start-ups
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
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
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
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
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
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
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
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
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
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
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
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