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Customer Journey Mapping: Mapping the university admissions experience across Australia

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In this talk Donna and Clarissa showed how to conduct journey mapping workshops with actual customers and use this as a basis for service design to improve the customer experience. They took us through a case study from a nationwide research project Peak undertook in 2017 for the Australian Government Department of Education and Training to research the needs and experience of prospective higher education students.

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Customer Journey Mapping: Mapping the university admissions experience across Australia

  1. 1. www.peakxd.com.au Mapping the university admissions experience across Australia Clarissa Keil and Donna Bonde Customer Journey Mapping eXperience Design Brisbane - 21st February 2018
  2. 2. Overview 1. What is Customer Journey Mapping (CJM)? 2. Why do it? 3. How we do it at PeakXD: a case study 4. Some common pitfalls 5. Key take-aways http://alphastockimages.com/
  3. 3. Visualisation of the typical journey that customers go through in order to accomplish a goal. What is a journey map? 3
  4. 4. Customer journey maps – building blocks The customer Persona(s) Stages / phases Actions -Doing Information Thinking Feeling/motivations Pain points / Issues Their context/ environment Location Channels/Ecosystem Touchpoints Sources Their technology Devices (used or preferred) (Digital) opportunities
  5. 5. 2. Guide the design process Why do CJM? 1. Improve customer experience (CX) 3. Shift the culture
  6. 6. Department of Education and Training Higher Education Admissions Platform
  7. 7. Project objectives …in order to develop service design options for a National Higher Education Admissions Information Platform (HEAP) Institutions Courses Admissions Application pathways Examine how prospective students use current services to obtain information about the following…
  8. 8. Our approach 12 interviews with prospective & recently commenced students 6 workshops with prospective & recently commenced students
  9. 9. Key question… “Tell me all the information you needed in order to make a decision about what courses/institutions to apply for”
  10. 10. Separate workshops with school leavers and non-school leavers as different journeys 6 journey mapping workshops with customers
  11. 11. Separate workshops with school leavers and non-school leavers as different journey 6 journey mapping workshops with customers
  12. 12. Example outputs Personas, empathy maps, journey maps and user requirements
  13. 13. To collaboratively work through the ideal customer experience Future state journey mapping workshop with DET
  14. 14. Some common pitfalls 1. Basing a journey map on quantitative data only 2. Recruiting the wrong customers for the research 3. Too little focus on stakeholder input and buy-in 4. Skipping the prototyping and ideation phases to test ideas 5. Absence of visualisation and storytelling (https://pixabay.com/da/sort-hul-kunst-optisk-sort-hvid-2942914/)
  15. 15. Key take-aways 1. Base it on real customers 2. Involve the stakeholders 3. Use stories and visuals 4. Prototype, test and ideate
  16. 16. Clarissa Keil clarissak@peakxd.com.au Donna Bonde donnab@peakxd.com.au www.peakxd.com.au Follow us: @PeakXD #peakxd18

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