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UXInsight Experience Mapping workshop // 09022017

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How can you measure the quality of the experience people are having with your service or your brand? Not just on a single channel but on all channels? How do you know what drives people & what their ‘moments of truth’ are? How do you identify opportunities from that? In order to tackle these questions we use a customised version of the Adaptive Path’s Experience Mapping method. In the workshop we’ll walk you, step by step through Experience Mapping and show why it is such a useful tool for us at IceMobile. We will also exemplify Experience Mapping with a couple of different project cases in which we used this method.

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UXInsight Experience Mapping workshop // 09022017

  1. 1. Experience Mapping
  2. 2. Hello :) Emma Anna
  3. 3. Plus The Netherlands Appie (AH) The Netherlands Azbuka Russia Carrefour France Big C Thailand Alfa Mart Indonesia IceMobile: Worldwide experience with a strong focus on Loyalty & Retail
  4. 4. Why? How? Big Data Data Analysts & Data Scientist Small Data Data Storytellers Who? What? When? Where? How many? How often? … What next? RESEARCH TEAM
  5. 5. RLC 2016 - Getting Personal About machines Shows scale Big data tells you what About people Shows opportunity Small data tells you why
  6. 6. When learning about the program: Joins if she likes the rewards. MOT When learning about the program: Joins if she likes the rewards. MOT ;-) When learning about the program: Joins if the rewards are good quality. MOT When halfway to his first reward: Doubts if he will collect enough to redeem something. Will stop IF he thinks he is not going to collect enough. MOT MOT When learning about the program: Joins if he needs the rewards. MOT Midway through the program: Doubts if he will collect enough for another reward. Will stop IF he thinks he is not going to make it MOT MOT MOT When he has collected enough stamps: Checks the rewards. He stops cheerily IF he doesn’t like any of them When he has explored the entire app & program: Decides if he likes more rewards. He may become a Laid-back Luke, otherwise stops cheerily When learning about the program: Joins if there is an app. SKY-HIGH HELEN REALISTIC ROSE PLAYFUL PEGGY SWEET SUSAN LAID-BACK LUKE TECH-SAVVY TED “A whole set feels as complete.” “I want to be sure to get my reward, each time.” “It’s all about the journey.” “Giving away quality rewards makes me happy.” “Collecting should be effortless.” “Digital collecting is cool!” Realistic Rose participates because she really loves the rewards. Rose sets small goals for herself that she’s certain she can reach. She increases her collecting by visiting the retailer more frequently, increasing her basket size, buying BSO and sometimes asking people to help her. She likes to get her reward as soon as possible, so she knows that it is hers to keep. She stops collecting after she has all the products she likes. For Playful Peggy, the action of collecting is more rewarding than the products themselves. She will collect for almost anything. She is a loyal customer of the retailer and will join the program almost instinctively. Peggy has developed her own techniques to speed up collecting, like smiling at the cashier and paying attention to the program promotions. If the reward she wants sells out, she will simply settle for another reward. Sweet Susan enjoys taking care of the people she loves, so she collect for her children and grand children. She wants only the best for her family and expects the rewards to be of good quality. Susan doesn’t need the rewards herself, so she is less likely to be disappointed if the collecting goes slower than expected or the reward is unavailable. Susan knows enough people who would like to have a reward, so she keeps collecting throughout the full program. Laid-back Luke doesn’t like the activity of collecting, but he needs the rewards. He thinks collecting should be effortless and doesn’t want to think about the program too much. He doubts from time to time whether he is gonna make it but pleasant surprises motivate him to continue. If he doesn’t forget, he redeems the reward quite soon after having enough stamps. Tech-savvy Ted likes the innovative nature of digital collecting. He doesn’t care much about the rewards and won’t change his shopping behavior for it. Ted likes to be at the forefront of technology and feels good when he is one of the first people to use a new app or technology. When he first uses the app, he will explore it and start collecting to see how it works. If the products were more appealing to him, he would be a Laid-back Luke (effortless collecting). For Sky-high Helen, collecting is all or nothing. She will only participate in a program when the products are something she really likes. Her ambitions are often greater than her actual spending habits, so she will often enlist friends and family to help her reach her goal. Sky-high Helen wants the complete set or at least several items that fit together, so she will wait until she has enough points and redeem everything at once. Collecting is just OK Enjoys collecting Really enjoys collecting Really enjoys collecting The rewards are minor to the collecting itself The rewards should be good quality She collects as much as she can, and when she has enough stamps she will ask her (grand)children what they want She can change her mind about the rewards in a late stage Continues till the end “I can always make someone happy with a reward” Redeems one or multiple rewards each time Redeems one or multiple rewards each time She aims high Sets goals one by one Redeems one (maybe two) rewards at a time as soon as she has enough stamps She waits till she can redeem everything she wants She stops when she has reached her target She stops when she is satisfied, but she may never reach this point within the duration of the program She dreams about having the products at home She really wants to have the rewards Only likes the digital part of collecting, not the collecting itselfDoesn’t like collecting Doens’t like or need the rewardsNeeds the rewards Doesn’t have a goalHas a clear goal Might redeem one item to see how it works in the appRedeems one or multiple rewards at a time when he has enough stamps and remembers to redeem Looses interest after he has explored the appStops when he has reached his goal JOY REWARD GOAL REDEEM END MOTIVATION & BEHAVIOR MAP: Stamps Program What is a motivation & behavior map? This map shows the different motivations and behaviors of participants in our loyalty programs. By looking at what drives participants and what shapes their behavior we can identify opportunities and moments of truth for specific types of participants. Six collector types based on the collector’s motivations for participating in a loyalty program are identified. Collectors have different motivations and drivers that affect their participation in loyalty programs. The ideal experience for each participant will depend on why they are participating. in collecting drawn to oriented pattern when to stop Collectors behave differently during a loyalty program. The most important points for collectors during a program. How to read the diagram? The bubbles indicate the different points along the collectors’ journey. The bigger the bubble, the more important it is for the collector. By looking at the biggest bubbles for a collector you can see what matters to them. By reading the types from top to bottom the order of the actions and moments in a collector journey are explained. The points are shown from top to bottom as they occur in the collector’s journey. There are four different points in a collector journey: Size = importance to a collector Set goal Ask others to help Increase basket size Increase visit frequency Being nice to cashier Explore app Give away reward Get stamps from others Buy BSO’s COLLECT ACTION REDEEM ACTION MOMENT OF TRUTH STOP PARTICIPATION How can we use this map? This map gives insights on how to improve the loyalty program experience. We can not change the intrinsic motivation of participants, but we can shape their behavior. By targeting participants opportunities and moments of truth we can improve their experience and influence their collecting behavior. How was this map created? To uncover why and how people participate in loyalty programs we utilised various research methods. These methods include context chatting, user interviews, Pulse UX tests, app statistics and transaction data. Both paper and digital programs were studied: AH Kristalzegels (NL), AH Mes & Bestekzegels (NL), COOP Fontignac Knives (DK) and COOP Spiegelau Glasses (DK). Made by: Miika, Lauren, Ricardo, Lotte, Jan, Paul, Nikoleta, Arnoud, Ivo, Thiago, Vivienne, Jeroen de Vrind, Jeroen Westen, Rianne, Christian, Jaap, Karlijn, Jades, Reinout, Holly, Anna and Emma. COLLECTOR TYPES MOTIVATION BEHAVIOR ;-) MOT A moment of truth is a moment where a person decides to stop or continue with the program. Collect actions are points where a person performs an action toward collecting (different actions are indicated with an icon). Redeem actions show points when the collector redeems. Stop participation points are when a collector decides to stop participating. This usually happens after a MOT or a redeem action.
  7. 7. UXInsight 2017 - Experience Mapping workshop Agenda Intro - 10 min Goal Experience Mapping - 15 min Experience Mapping Process • Uncover the truth - 5 min • Chart the course - 40 min • Tell the story - 10 min • Use your map - 5 min Wrap-up & Questions - 5 min
  8. 8. Goal Experience Mapping
  9. 9. UXInsight 2017 - Experience Mapping workshop We want to know more about what people currently experience with [ service or brand ] GOAL
  10. 10. UXInsight 2017 - Experience Mapping workshop … to understand what drives people, what their ‘moments of truth’ are & to identify opportunities. GOAL
  11. 11. UXInsight 2017 - Experience Mapping workshop “Big Data is like teenage sex: everyone talks about it, nobody really knows how to do it, but everyone thinks everyone else is doing it, so everyone claims they are doing it.” - Dan Ariely
  12. 12. UXInsight 2017 - Experience Mapping workshop
  13. 13. UXInsight 2017 - Experience Mapping workshop
  14. 14. UXInsight 2017 - Experience Mapping workshop
  15. 15. The Xmap
  16. 16. UXInsight 2017 - Experience Mapping workshop Various Experience Maps When learning about the program: Joins if she likes the rewards. MOT When learning about the program: Joins if she likes the rewards. MOT ;-) When learning about the program: Joins if the rewards are good quality. MOT When halfway to his first reward: Doubts if he will collect enough to redeem something. Will stop IF he thinks he is not going to collect enough. MOT MOT When learning about the program: Joins if he needs the rewards. MOT Midway through the program: Doubts if he will collect enough for another reward. Will stop IF he thinks he is not going to make it MOT MOT MOT When he has collected enough stamps: Checks the rewards. He stops cheerily IF he doesn’t like any of them When he has explored the entire app & program: Decides if he likes more rewards. He may become a Laid-back Luke, otherwise stops cheerily When learning about the program: Joins if there is an app. SKY-HIGH HELEN REALISTIC ROSE PLAYFUL PEGGY SWEET SUSAN LAID-BACK LUKE TECH-SAVVY TED “A whole set feels as complete.” “I want to be sure to get my reward, each time.” “It’s all about the journey.” “Giving away quality rewards makes me happy.” “Collecting should be effortless.” “Digital collecting is cool!” Realistic Rose participates because she really loves the rewards. Rose sets small goals for herself that she’s certain she can reach. She increases her collecting by visiting the retailer more frequently, increasing her basket size, buying BSO and sometimes asking people to help her. She likes to get her reward as soon as possible, so she knows that it is hers to keep. She stops collecting after she has all the products she likes. For Playful Peggy, the action of collecting is more rewarding than the products themselves. She will collect for almost anything. She is a loyal customer of the retailer and will join the program almost instinctively. Peggy has developed her own techniques to speed up collecting, like smiling at the cashier and paying attention to the program promotions. If the reward she wants sells out, she will simply settle for another reward. Sweet Susan enjoys taking care of the people she loves, so she collect for her children and grand children. She wants only the best for her family and expects the rewards to be of good quality. Susan doesn’t need the rewards herself, so she is less likely to be disappointed if the collecting goes slower than expected or the reward is unavailable. Susan knows enough people who would like to have a reward, so she keeps collecting throughout the full program. Laid-back Luke doesn’t like the activity of collecting, but he needs the rewards. He thinks collecting should be effortless and doesn’t want to think about the program too much. He doubts from time to time whether he is gonna make it but pleasant surprises motivate him to continue. If he doesn’t forget, he redeems the reward quite soon after having enough stamps. Tech-savvy Ted likes the innovative nature of digital collecting. He doesn’t care much about the rewards and won’t change his shopping behavior for it. Ted likes to be at the forefront of technology and feels good when he is one of the first people to use a new app or technology. When he first uses the app, he will explore it and start collecting to see how it works. If the products were more appealing to him, he would be a Laid-back Luke (effortless collecting). For Sky-high Helen, collecting is all or nothing. She will only participate in a program when the products are something she really likes. Her ambitions are often greater than her actual spending habits, so she will often enlist friends and family to help her reach her goal. Sky-high Helen wants the complete set or at least several items that fit together, so she will wait until she has enough points and redeem everything at once. Collecting is just OK Enjoys collecting Really enjoys collecting Really enjoys collecting The rewards are minor to the collecting itself The rewards should be good quality She collects as much as she can, and when she has enoughstamps she will ask her (grand)children what they want She can change her mind about the rewards in a late stage Continues till the end “I can always make someone happy with a reward” Redeems one or multiple rewards each time Redeems one or multiple rewards each time She aims high Sets goals one by one Redeems one (maybe two) rewards at a time as soon as she has enough stamps She waits till she can redeem everything shewants She stops when she has reached her target She stops when she is satisfied, but she may never reach thispoint within the duration of the program She dreams about having the products at home She really wants to have the rewards Only likes the digital part of collecting, not the collecting itself Doesn’t like collecting Doens’t like or need the rewards Needs the rewards Doesn’t have a goal Has a clear goal Might redeem one item to see how it works in the app Redeems one or multiple rewards at a time whenhe has enough stamps and remembers to redeem Looses interest after he has explored the app Stops when he has reached his goal JOY REWARD GOAL REDEEM END MOTIVATION & BEHAVIOR MAP: Stamps ProgramWhat is a motivation & behavior map? This map shows the different motivations and behaviors of participants in our loyalty programs. By looking at what drives participants and what shapes their behavior we can identify opportunities and moments of truth for specific types of participants. Six collector types based on the collector’s motivations for participating in a loyalty program are identified. Collectors have different motivations and drivers that affect their participation in loyalty programs. The ideal experience for each participant will depend on why they are participating. in collecting drawn to oriented pattern when to stop Collectors behave differently during a loyalty program. The most important points for collectors during a program. How to read the diagram? The bubbles indicate the different points along the collectors’ journey. The bigger the bubble, the more important it is for the collector. By looking at the biggest bubbles for a collector you can see what matters to them. By reading the types from top to bottom the order of the actions and moments in a collector journey are explained. The points are shown from top to bottom as they occur in the collector’s journey. There are four different points in a collector journey: Size = importance to a collector Set goal Ask others to help Increase basket size Increase visit frequency Being nice to cashier Explore app Give away reward Get stamps from others Buy BSO’s COLLECT ACTION REDEEM ACTION MOMENT OF TRUTH STOP PARTICIPATION How can we use this map? This map gives insights on how to improve the loyalty program experience. We can not change the intrinsic motivation of participants, but we can shape their behavior. By targeting participants opportunities and moments of truth we can improve their experience and influence their collecting behavior. How was this map created? To uncover why and how people participate in loyalty programs we utilised various research methods. These methods include context chatting, user interviews, Pulse UX tests, app statistics and transaction data. Both paper and digital programs were studied: AH Kristalzegels (NL), AH Mes & Bestekzegels (NL), COOP Fontignac Knives (DK) and COOP Spiegelau Glasses (DK). Made by: Miika, Lauren, Ricardo, Lotte, Jan, Paul, Nikoleta, Arnoud, Ivo, Thiago, Vivienne, Jeroen de Vrind, Jeroen Westen, Rianne, Christian, Jaap, Karlijn, Jades, Reinout, Holly, Anna and Emma. COLLECTOR TYPES MOTIVATION BEHAVIOR ;-) MOT A moment of truth is a moment where a person decides to stop or continue with the program. Collect actions are points where a person performs an action toward collecting (different actions are indicated with an icon). Redeem actions show points when the collector redeems. Stop participation points are when a collector decides to stop participating. This usually happens after a MOT or a redeem action.
  17. 17. Anatomy of an Experience Map Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris luctus enim eu ipsum suscipit porta. Mauris turpis dolor, volutpat a dignissim sed, dignissim vel purus. Nunc posuere eu nisi eget placerat. Phasellus aliquam at lacus sit amet dignissim. Nam elementum ut erat vel tempus. Nunc egestas maximus molestie. Pellentesque vel odio hendrerit, facilisis arcu a, viverra orci. Vivamus rutrum nibh vel laoreet accumsan. Etiam vitae odio convallis, pretium diam et, luctus eros. Donec ut imperdiet est. Insight Discount DianaHealthy Hanna Efficient Emma Trendy Tim Donec ut condimentum dui, sit amet volutpat nisl. Praesent vel leo lacus. Nam neque massa, placerat quis diam at, sollicitudin dignissim lacus. Praesent porta rhoncus nisl. Maecenas dignissim in sem et rutrum. Aliquam eu egestas libero. Praesent nec lobortis nisi. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Pellentesque rhoncus nibh nibh, vel dictum tortor semper dignissim. Nulla aliquam pulvinar nisl, egestas aliquam velit gravida et. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Phasellus fringilla ac justo vel viverra. Aliquam sodales diam at tempus vulputate. Mauris mattis posuere magna vitae commodo. Ut ultrices dapibus dolor eget convallis. Duis ac vestibulum sem, nec molestie nulla. Integer id aliquet arcu. Mauris ut metus eu augue accumsan pretium. Ut tristique mi in rutrum imperdiet. Maecenas nisi mauris, sagittis sit amet placerat quis, facilisis ut dolor. Quisque porttitor at arcu eu commodo. Etiam efficitur ante nec finibus placerat. Maecenas eu nisi ac ipsum pharetra venenatis in eget lorem. Proin augue elit, euismod eu leo sed, auctor laoreet lacus. In at justo id nulla tristique convallis. Quisque commodo augue nibh. In hendrerit nulla erat, sollicitudin blandit mi varius sed. Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Insight Fusce volutpat a eros at sodales. Mauris egestas dignissim mi, at ultrices metus malesuada pellentesque. In hac habitasse platea dictumst. Donec ultricies dolor elit, a convallis lectus convallis sit amet. Fusce rhoncus, elit et fringilla suscipit, neque orci sagittis odio, sit amet fermentum ex lacus sit amet dolor. Insight Suspendisse rhoncus nec leo sed dignissim. Suspendisse dignissim erat sed dolor vulputate placerat. Mauris sagittis arcu ac lectus interdum lacinia. Donec feugiat orci quis tellus posuere eleifend. Insight Maecenas eu volutpat tortor. Vestibulum commodo sit amet ex vitae aliquet. Integer gravida felis egestas sollicitudin pharetra. Nullam in scelerisque nulla. Phasellus et velit ut lorem laoreet egestas vitae quis ligula. Maecenas congue, nisi eu tempus sollicitudin, quam erat finibus libero, eget vehicula felis ligula id libero. Insight Maecenas congue, nisi eu tempus sollicitudin, quam erat finibus libero, eget vehicula felis ligula id libero. Ut a lorem ac lectus dictum sollicitudin. Maecenas vulputate nulla eu velit tincidunt auctor. Proin fermentum commodo laoreet. C M Y CM MY CY CMY K Experience_Map_Generic.pdf 1 27/09/16 14:49 Anatomy of an Experience Map (Customer Journey 2.0)
  18. 18. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris luctus enim eu ipsum suscipit porta. Mauris turpis dolor, volutpat a dignissim sed, dignissim vel purus. Nunc posuere eu nisi eget placerat. Phasellus aliquam at lacus sit amet dignissim. Nam elementum ut erat vel tempus. Nunc egestas maximus molestie. Pellentesque vel odio hendrerit, facilisis arcu a, viverra orci. Vivamus rutrum nibh vel laoreet accumsan. Etiam vitae odio convallis, pretium diam et, luctus eros. Donec ut imperdiet est. Discount Diana Healthy Hanna Efficient Emma Trendy Tim Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Pellentesque rhoncus nibh nibh, vel dictum tortor semper dignissim. Nulla aliquam pulvinar nisl, egestas aliquam velit gravida et. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Phasellus fringilla ac justo vel viverra. Aliquam sodales diam at tempus vulputate. Mauris mattis posuere magna vitae commodo. Ut ultrices dapibus dolor eget convallis. Duis ac vestibulum sem, nec molestie nulla. Integer id aliquet arcu. Mauris ut metus eu augue accumsan pretium. Ut tristique mi in rutrum imperdiet. Maecenas nisi mauris, sagittis sit amet placerat quis, facilisis ut dolor. Quisque porttitor at arcu eu commodo. Etiam efficitur ante nec finibus placerat. Maecenas eu nisi ac ipsum pharetra venenatis in eget lorem. Proin augue elit, euismod eu leo sed, auctor laoreet lacus. In at justo id nulla tristique convallis. Quisque commodo augue nibh. In hendrerit nulla erat, sollicitudin blandit mi varius sed. 2 Stage 3 Stage 4 Stage 5 Segmentation on Motivation instead of behaviour
  19. 19. Anatomy of an Experience Map Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris luctus enim eu ipsum suscipit porta. Mauris turpis dolor, volutpat a dignissim sed, dignissim vel purus. Nunc posuere eu nisi eget placerat. Phasellus aliquam at lacus sit amet dignissim. Nam elementum ut erat vel tempus. Nunc egestas maximus molestie. Pellentesque vel odio hendrerit, facilisis arcu a, viverra orci. Vivamus rutrum nibh vel laoreet accumsan. Etiam vitae odio convallis, pretium diam et, luctus eros. Donec ut imperdiet est. Insight Discount DianaHealthy Hanna Efficient Emma Trendy Tim Donec ut condimentum dui, sit amet volutpat nisl. Praesent vel leo lacus. Nam neque massa, placerat quis diam at, sollicitudin dignissim lacus. Praesent porta rhoncus nisl. Maecenas dignissim in sem et rutrum. Aliquam eu egestas libero. Praesent nec lobortis nisi. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Pellentesque rhoncus nibh nibh, vel dictum tortor semper dignissim. Nulla aliquam pulvinar nisl, egestas aliquam velit gravida et. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Phasellus fringilla ac justo vel viverra. Aliquam sodales diam at tempus vulputate. Mauris mattis posuere magna vitae commodo. Ut ultrices dapibus dolor eget convallis. Duis ac vestibulum sem, nec molestie nulla. Integer id aliquet arcu. Mauris ut metus eu augue accumsan pretium. Ut tristique mi in rutrum imperdiet. Maecenas nisi mauris, sagittis sit amet placerat quis, facilisis ut dolor. Quisque porttitor at arcu eu commodo. Etiam efficitur ante nec finibus placerat. Maecenas eu nisi ac ipsum pharetra venenatis in eget lorem. Proin augue elit, euismod eu leo sed, auctor laoreet lacus. In at justo id nulla tristique convallis. Quisque commodo augue nibh. In hendrerit nulla erat, sollicitudin blandit mi varius sed. Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Insight Fusce volutpat a eros at sodales. Mauris egestas dignissim mi, at ultrices metus malesuada pellentesque. In hac habitasse platea dictumst. Donec ultricies dolor elit, a convallis lectus convallis sit amet. Fusce rhoncus, elit et fringilla suscipit, neque orci sagittis odio, sit amet fermentum ex lacus sit amet dolor. Insight Suspendisse rhoncus nec leo sed dignissim. Suspendisse dignissim erat sed dolor vulputate placerat. Mauris sagittis arcu ac lectus interdum lacinia. Donec feugiat orci quis tellus posuere eleifend. Insight Maecenas eu volutpat tortor. Vestibulum commodo sit amet ex vitae aliquet. Integer gravida felis egestas sollicitudin pharetra. Nullam in scelerisque nulla. Phasellus et velit ut lorem laoreet egestas vitae quis ligula. Maecenas congue, nisi eu tempus sollicitudin, quam erat finibus libero, eget vehicula felis ligula id libero. Insight Maecenas congue, nisi eu tempus sollicitudin, quam erat finibus libero, eget vehicula felis ligula id libero. Ut a lorem ac lectus dictum sollicitudin. Maecenas vulputate nulla eu velit tincidunt auctor. Proin fermentum commodo laoreet. C M Y CM MY CY CMY K Experience_Map_Generic.pdf 1 27/09/16 14:49
  20. 20. Anatomy of an Experience Map Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris luctus enim eu ipsum suscipit porta. Mauris turpis dolor, volutpat a dignissim sed, dignissim vel purus. Nunc posuere eu nisi eget placerat. Phasellus aliquam at lacus sit amet dignissim. Nam elementum ut erat vel tempus. Nunc egestas maximus molestie. Pellentesque vel odio hendrerit, facilisis arcu a, viverra orci. Vivamus rutrum nibh vel laoreet accumsan. Etiam vitae odio convallis, pretium diam et, luctus eros. Donec ut imperdiet est. Discount DianaHealthy Hanna Efficient Emma Trendy Tim Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Pellentesque rhoncus nibh nibh, vel dictum tortor semper dignissim. Nulla aliquam pulvinar nisl, egestas aliquam velit gravida et. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Phasellus fringilla ac justo vel viverra. Aliquam sodales diam at tempus vulputate. Mauris mattis posuere magna vitae commodo. Ut ultrices dapibus dolor eget convallis. Duis ac vestibulum sem, nec molestie nulla. Integer id aliquet arcu. Mauris ut metus eu augue accumsan pretium. Ut tristique mi in rutrum imperdiet. Maecenas nisi mauris, sagittis sit amet placerat quis, facilisis ut dolor. Quisque porttitor at arcu eu commodo. Etiam efficitur ante nec finibus placerat. Maecenas eu nisi ac ipsum pharetra venenatis in eget lorem. Proin augue elit, euismod eu leo sed, auctor laoreet lacus. In at justo id nulla tristique convallis. Quisque commodo augue nibh. In hendrerit nulla erat, sollicitudin blandit mi varius sed. Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 MOT & holistic customer journey
  21. 21. Anatomy of an Experience Map Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris luctus enim eu ipsum suscipit porta. Mauris turpis dolor, volutpat a dignissim sed, dignissim vel purus. Nunc posuere eu nisi eget placerat. Phasellus aliquam at lacus sit amet dignissim. Nam elementum ut erat vel tempus. Nunc egestas maximus molestie. Pellentesque vel odio hendrerit, facilisis arcu a, viverra orci. Vivamus rutrum nibh vel laoreet accumsan. Etiam vitae odio convallis, pretium diam et, luctus eros. Donec ut imperdiet est. Insight Discount DianaHealthy Hanna Efficient Emma Trendy Tim Donec ut condimentum dui, sit amet volutpat nisl. Praesent vel leo lacus. Nam neque massa, placerat quis diam at, sollicitudin dignissim lacus. Praesent porta rhoncus nisl. Maecenas dignissim in sem et rutrum. Aliquam eu egestas libero. Praesent nec lobortis nisi. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Pellentesque rhoncus nibh nibh, vel dictum tortor semper dignissim. Nulla aliquam pulvinar nisl, egestas aliquam velit gravida et. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Phasellus fringilla ac justo vel viverra. Aliquam sodales diam at tempus vulputate. Mauris mattis posuere magna vitae commodo. Ut ultrices dapibus dolor eget convallis. Duis ac vestibulum sem, nec molestie nulla. Integer id aliquet arcu. Mauris ut metus eu augue accumsan pretium. Ut tristique mi in rutrum imperdiet. Maecenas nisi mauris, sagittis sit amet placerat quis, facilisis ut dolor. Quisque porttitor at arcu eu commodo. Etiam efficitur ante nec finibus placerat. Maecenas eu nisi ac ipsum pharetra venenatis in eget lorem. Proin augue elit, euismod eu leo sed, auctor laoreet lacus. In at justo id nulla tristique convallis. Quisque commodo augue nibh. In hendrerit nulla erat, sollicitudin blandit mi varius sed. Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Insight Fusce volutpat a eros at sodales. Mauris egestas dignissim mi, at ultrices metus malesuada pellentesque. In hac habitasse platea dictumst. Donec ultricies dolor elit, a convallis lectus convallis sit amet. Fusce rhoncus, elit et fringilla suscipit, neque orci sagittis odio, sit amet fermentum ex lacus sit amet dolor. Insight Suspendisse rhoncus nec leo sed dignissim. Suspendisse dignissim erat sed dolor vulputate placerat. Mauris sagittis arcu ac lectus interdum lacinia. Donec feugiat orci quis tellus posuere eleifend. Insight Maecenas eu volutpat tortor. Vestibulum commodo sit amet ex vitae aliquet. Integer gravida felis egestas sollicitudin pharetra. Nullam in scelerisque nulla. Phasellus et velit ut lorem laoreet egestas vitae quis ligula. Maecenas congue, nisi eu tempus sollicitudin, quam erat finibus libero, eget vehicula felis ligula id libero. Insight Maecenas congue, nisi eu tempus sollicitudin, quam erat finibus libero, eget vehicula felis ligula id libero. Ut a lorem ac lectus dictum sollicitudin. Maecenas vulputate nulla eu velit tincidunt auctor. Proin fermentum commodo laoreet. C M Y CM MY CY CMY K Experience_Map_Generic.pdf 1 27/09/16 14:49
  22. 22. Insight Donec ut condimentum dui, sit amet volutpatnisl. Praesent vel leo lacus. Nam neque massa,placerat quis diam at, sollicitudin dignissimlacus. Praesent porta rhoncus nisl. Maecenasdignissim in sem et rutrum. Aliquam euegestas libero. Praesent nec lobortis nisi. Insight Fusce volutpat a eros at sodales. Maurisegestas dignissim mi, at ultrices metusmalesuada pellentesque. In hac habitasseplatea dictumst. Donec ultricies dolor elit, aconvallis lectus convallis sit amet. Fuscerhoncus, elit et fringilla suscipit, neque orcisagittis odio, sit amet fermentum ex lacus sitamet dolor. Insight Suspendisse rhoncus nec leo sed dignissim.Suspendisse dignissim erat sed dolorvulputate placerat. Mauris sagittis arcu aclectus interdum lacinia. Donec feugiat orci quistellus posuere eleifend. Insig Maecenas eu commodo sit gravida felis e Nullam in scel ut lorem laore Maecenas con quam erat finib ligula id libero. C M Y CM MY CY CMY K Opportunities focused on Moments of Truth
  23. 23. Anatomy of an Experience Map Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris luctus enim eu ipsum suscipit porta. Mauris turpis dolor, volutpat a dignissim sed, dignissim vel purus. Nunc posuere eu nisi eget placerat. Phasellus aliquam at lacus sit amet dignissim. Nam elementum ut erat vel tempus. Nunc egestas maximus molestie. Pellentesque vel odio hendrerit, facilisis arcu a, viverra orci. Vivamus rutrum nibh vel laoreet accumsan. Etiam vitae odio convallis, pretium diam et, luctus eros. Donec ut imperdiet est. Insight Discount DianaHealthy Hanna Efficient Emma Trendy Tim Donec ut condimentum dui, sit amet volutpat nisl. Praesent vel leo lacus. Nam neque massa, placerat quis diam at, sollicitudin dignissim lacus. Praesent porta rhoncus nisl. Maecenas dignissim in sem et rutrum. Aliquam eu egestas libero. Praesent nec lobortis nisi. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Pellentesque rhoncus nibh nibh, vel dictum tortor semper dignissim. Nulla aliquam pulvinar nisl, egestas aliquam velit gravida et. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Phasellus fringilla ac justo vel viverra. Aliquam sodales diam at tempus vulputate. Mauris mattis posuere magna vitae commodo. Ut ultrices dapibus dolor eget convallis. Duis ac vestibulum sem, nec molestie nulla. Integer id aliquet arcu. Mauris ut metus eu augue accumsan pretium. Ut tristique mi in rutrum imperdiet. Maecenas nisi mauris, sagittis sit amet placerat quis, facilisis ut dolor. Quisque porttitor at arcu eu commodo. Etiam efficitur ante nec finibus placerat. Maecenas eu nisi ac ipsum pharetra venenatis in eget lorem. Proin augue elit, euismod eu leo sed, auctor laoreet lacus. In at justo id nulla tristique convallis. Quisque commodo augue nibh. In hendrerit nulla erat, sollicitudin blandit mi varius sed. Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Insight Fusce volutpat a eros at sodales. Mauris egestas dignissim mi, at ultrices metus malesuada pellentesque. In hac habitasse platea dictumst. Donec ultricies dolor elit, a convallis lectus convallis sit amet. Fusce rhoncus, elit et fringilla suscipit, neque orci sagittis odio, sit amet fermentum ex lacus sit amet dolor. Insight Suspendisse rhoncus nec leo sed dignissim. Suspendisse dignissim erat sed dolor vulputate placerat. Mauris sagittis arcu ac lectus interdum lacinia. Donec feugiat orci quis tellus posuere eleifend. Insight Maecenas eu volutpat tortor. Vestibulum commodo sit amet ex vitae aliquet. Integer gravida felis egestas sollicitudin pharetra. Nullam in scelerisque nulla. Phasellus et velit ut lorem laoreet egestas vitae quis ligula. Maecenas congue, nisi eu tempus sollicitudin, quam erat finibus libero, eget vehicula felis ligula id libero. Insight Maecenas congue, nisi eu tempus sollicitudin, quam erat finibus libero, eget vehicula felis ligula id libero. Ut a lorem ac lectus dictum sollicitudin. Maecenas vulputate nulla eu velit tincidunt auctor. Proin fermentum commodo laoreet. C M Y CM MY CY CMY K Experience_Map_Generic.pdf 1 27/09/16 14:49
  24. 24. The three elements of an Experience Map 1. Segmentation on motivation instead of behaviour and demographics 2. MOT & holistic customer journey focused on the experience instead of channels 3. Leverage moments of truth with actionable opportunities
  25. 25. UXInsight 2017 - Experience Mapping workshop Various Experience Maps When learning about the program: Joins if she likes the rewards. MOT When learning about the program: Joins if she likes the rewards. MOT ;-) When learning about the program: Joins if the rewards are good quality. MOT When halfway to his first reward: Doubts if he will collect enough to redeem something. Will stop IF he thinks he is not going to collect enough. MOT MOT When learning about the program: Joins if he needs the rewards. MOT Midway through the program: Doubts if he will collect enough for another reward. Will stop IF he thinks he is not going to make it MOT MOT MOT When he has collected enough stamps: Checks the rewards. He stops cheerily IF he doesn’t like any of them When he has explored the entire app & program: Decides if he likes more rewards. He may become a Laid-back Luke, otherwise stops cheerily When learning about the program: Joins if there is an app. SKY-HIGH HELEN REALISTIC ROSE PLAYFUL PEGGY SWEET SUSAN LAID-BACK LUKE TECH-SAVVY TED “A whole set feels as complete.” “I want to be sure to get my reward, each time.” “It’s all about the journey.” “Giving away quality rewards makes me happy.” “Collecting should be effortless.” “Digital collecting is cool!” Realistic Rose participates because she really loves the rewards. Rose sets small goals for herself that she’s certain she can reach. She increases her collecting by visiting the retailer more frequently, increasing her basket size, buying BSO and sometimes asking people to help her. She likes to get her reward as soon as possible, so she knows that it is hers to keep. She stops collecting after she has all the products she likes. For Playful Peggy, the action of collecting is more rewarding than the products themselves. She will collect for almost anything. She is a loyal customer of the retailer and will join the program almost instinctively. Peggy has developed her own techniques to speed up collecting, like smiling at the cashier and paying attention to the program promotions. If the reward she wants sells out, she will simply settle for another reward. Sweet Susan enjoys taking care of the people she loves, so she collect for her children and grand children. She wants only the best for her family and expects the rewards to be of good quality. Susan doesn’t need the rewards herself, so she is less likely to be disappointed if the collecting goes slower than expected or the reward is unavailable. Susan knows enough people who would like to have a reward, so she keeps collecting throughout the full program. Laid-back Luke doesn’t like the activity of collecting, but he needs the rewards. He thinks collecting should be effortless and doesn’t want to think about the program too much. He doubts from time to time whether he is gonna make it but pleasant surprises motivate him to continue. If he doesn’t forget, he redeems the reward quite soon after having enough stamps. Tech-savvy Ted likes the innovative nature of digital collecting. He doesn’t care much about the rewards and won’t change his shopping behavior for it. Ted likes to be at the forefront of technology and feels good when he is one of the first people to use a new app or technology. When he first uses the app, he will explore it and start collecting to see how it works. If the products were more appealing to him, he would be a Laid-back Luke (effortless collecting). For Sky-high Helen, collecting is all or nothing. She will only participate in a program when the products are something she really likes. Her ambitions are often greater than her actual spending habits, so she will often enlist friends and family to help her reach her goal. Sky-high Helen wants the complete set or at least several items that fit together, so she will wait until she has enough points and redeem everything at once. Collecting is just OK Enjoys collecting Really enjoys collecting Really enjoys collecting The rewards are minor to the collecting itself The rewards should be good quality She collects as much as she can, and when she has enoughstamps she will ask her (grand)children what they want She can change her mind about the rewards in a late stage Continues till the end “I can always make someone happy with a reward” Redeems one or multiple rewards each time Redeems one or multiple rewards each time She aims high Sets goals one by one Redeems one (maybe two) rewards at a time as soon as she has enough stamps She waits till she can redeem everything shewants She stops when she has reached her target She stops when she is satisfied, but she may never reach thispoint within the duration of the program She dreams about having the products at home She really wants to have the rewards Only likes the digital part of collecting, not the collecting itself Doesn’t like collecting Doens’t like or need the rewards Needs the rewards Doesn’t have a goal Has a clear goal Might redeem one item to see how it works in the app Redeems one or multiple rewards at a time whenhe has enough stamps and remembers to redeem Looses interest after he has explored the app Stops when he has reached his goal JOY REWARD GOAL REDEEM END MOTIVATION & BEHAVIOR MAP: Stamps ProgramWhat is a motivation & behavior map? This map shows the different motivations and behaviors of participants in our loyalty programs. By looking at what drives participants and what shapes their behavior we can identify opportunities and moments of truth for specific types of participants. Six collector types based on the collector’s motivations for participating in a loyalty program are identified. Collectors have different motivations and drivers that affect their participation in loyalty programs. The ideal experience for each participant will depend on why they are participating. in collecting drawn to oriented pattern when to stop Collectors behave differently during a loyalty program. The most important points for collectors during a program. How to read the diagram? The bubbles indicate the different points along the collectors’ journey. The bigger the bubble, the more important it is for the collector. By looking at the biggest bubbles for a collector you can see what matters to them. By reading the types from top to bottom the order of the actions and moments in a collector journey are explained. The points are shown from top to bottom as they occur in the collector’s journey. There are four different points in a collector journey: Size = importance to a collector Set goal Ask others to help Increase basket size Increase visit frequency Being nice to cashier Explore app Give away reward Get stamps from others Buy BSO’s COLLECT ACTION REDEEM ACTION MOMENT OF TRUTH STOP PARTICIPATION How can we use this map? This map gives insights on how to improve the loyalty program experience. We can not change the intrinsic motivation of participants, but we can shape their behavior. By targeting participants opportunities and moments of truth we can improve their experience and influence their collecting behavior. How was this map created? To uncover why and how people participate in loyalty programs we utilised various research methods. These methods include context chatting, user interviews, Pulse UX tests, app statistics and transaction data. Both paper and digital programs were studied: AH Kristalzegels (NL), AH Mes & Bestekzegels (NL), COOP Fontignac Knives (DK) and COOP Spiegelau Glasses (DK). Made by: Miika, Lauren, Ricardo, Lotte, Jan, Paul, Nikoleta, Arnoud, Ivo, Thiago, Vivienne, Jeroen de Vrind, Jeroen Westen, Rianne, Christian, Jaap, Karlijn, Jades, Reinout, Holly, Anna and Emma. COLLECTOR TYPES MOTIVATION BEHAVIOR ;-) MOT A moment of truth is a moment where a person decides to stop or continue with the program. Collect actions are points where a person performs an action toward collecting (different actions are indicated with an icon). Redeem actions show points when the collector redeems. Stop participation points are when a collector decides to stop participating. This usually happens after a MOT or a redeem action.
  26. 26. Process
  27. 27. source: Adaptive Path 5 min 40 min 10 min 5 min
  28. 28. Context ChatPulse UX Testing Cultural relevant research Interviews
  29. 29. Involve the team
  30. 30. 4 steps of Chart the course: 1. Resonate - 20 min 2. Deconstruct - 20 min 3. Deep Dive - 10 min 4. Share insight - (skip today)
  31. 31. UXInsight 2017 - Experience Mapping workshop I want to be in control Phone 2. Deconstruct the user experienc 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
  32. 32. 3. Deep dive
  33. 33. UXInsight 2017 - Experience Mapping workshop 4. Share insights
  34. 34. 4 steps of Chart the course: 1. Resonate - 20 min 2. Deconstruct - 20 min 3. Deep Dive - 10 min 4. Share insight - (skip today)
  35. 35. Create cluster motivations
  36. 36. UXInsight 2017 - Experience Mapping workshop
  37. 37. UXInsight 2017 - Experience Mapping workshop Profile 1 Profile 2 Profile 3 Profile 4 Profile 5 Profile 6
  38. 38. describing term main motivation and/or concern opportunities expressed situations & emotions use of products & services or features optional: additions? scales? Create motivational profiles
  39. 39. visual iterations
  40. 40. Wrap-up & Questions
  41. 41. Thank you! Check our presentation at Slide Share!
  42. 42. We are hiring! send an email to: jobs@icemobile.com
  43. 43. Where digital becomes human.

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