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Meetup TestingUY 2018 - Customer Experience Journey Mapping

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Expositor: Félix Maximiliano Obes
Resumen:
Cómo aplicar una técnica de relevamiento súper versátil para alinear las actividades del equipo a través de la metodología del Design Thinking. Repaso de la técnica y su adaptación para actividades de Testing.

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Meetup TestingUY 2018 - Customer Experience Journey Mapping

  1. 1. Felx M Obes 2018 + Slides de CXJM Oracle 2016 Customer Experience Journey Mapping
  2. 2. Mission To provide exceptional airport and commercial services that exceed the expectations of our clients and partners through specialized human resources, cutting edge infrastructure and technology, safety, ongoing innovation and strong commitment to the country’s development. Vision Be the model airport in the region due to our positioning as a connections hub, excellence in providing innovative services and contributions to the development of the country.
  3. 3. NECESITAR RECIBIR El ciclo de vida del cliente COMPRAR RECOMENDAR MANTENER INVESTIGAR USAR 1 2 3 4 5 6 7 8 ELEGIR Comprar Ser Dueño Soportar & ServirMercadear & Vender
  4. 4. Transformación e innovación centrada en el cliente. El proceso para liderar el cambio cultural y organizacional.
  5. 5. CXJM Empuja a una Transformación CC El proceso dirige a un cambio cultural y organizacional TransformaciónCC Educar & Organizar Identificar & Innovar Probar Aplicar Identificar Comprender & Empatizar Testear & Prototipar Validar & Escalar CXMetodologías Escenario ejemplo para aprender la metodología. Aprender Elegir una PERSONNA de ejemplo y hacer el viaje con ella. Diseñar Metodología de testeo y validación disciplinada. Ejecutar
  6. 6. Los fundamentos de un Nuevo acercamiento
  7. 7. { Objetivos} CX Journey Mapping Identificar las cuatro “I”es (en Inglés) • Insights – Entendimiento de las necesidades de los clientes • Impacto – Foco en el valor de negocio • Issues/Opportunities – Que puede ser mejorado para encajar con las expectativas del cliente • Innovación – Diseñar soluciones con valor para el cliente tanto como para la organización
  8. 8. Oracle . CX Journey Mapping Workshop . designingcx.com Objetivos estratégicos del negocio Adquisición Retención Eficacia IMPACTO ISSUES / OPPORTUNITIES Necesidades del cliente Momento Emocional Viaje INNOVACION INSIGHTS (Conocimiento) Tendencias & Aceleradores Tendencias Tecnológicas, Comportamentales y de Negocio CX Strategy Design Approach
  9. 9. http://dschool.stanford.edu/student/doug-dietz/ Un gran ingeniero •Doug Dietz
  10. 10. Un gran producto The new GE Optima MR360 is well suited for a wide range of MR scanning needs – with the ease of operation to help make a clinician’s staff more productive. For streamlining routine scans, the Optima MR360 incorporates an express exam approach to MR. It includes many intuitive and automated functions that help increase patient comfort, operator confidence, image consistency, and professional satisfaction of MR staff.
  11. 11. Sofia Edad 6½
  12. 12. { La Experiencia } Journey Mapping La experiencia del cliente
  13. 13. Va al primer doctor Llega al hospital Check In Entra a imagenolog ia Ve la maquina MRI Llora y se resiste Ve entrar al doctor Es sedada Pasa por la maquina ……… De verdad estoy enferma? Eso asusta Me va a doler? Mama no puede ayudar? NO! NO! Por favor NO! Estoy muy nerviosa Quisiera estar en la escuela Copywrite r Admin Sistemas Gerente del hospital DOUG Equipo de seguridad del paciente Imagenolo gia Sistema de contacto interno Sistema de gestión del paciente Sistema de reservas Imagenolo gia Cuarto de Farmacos Comportamiento Actitudes Gente Cosas ON STAG E Experi encia Gente Cosas BACK STAGE Soport e Elegir una persona específica para el mapa DOCTOR Mama CHECKIN Enfermer a Imagenolo gía Madre DOCTOR Anestesis ta. Imagenolo gia Escritorio & Compu. Ficha de paciente Auto Documento s del paciente Scanner MRI Aguja & Drogas Enfermer a Gasas Scanner MRI
  14. 14. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS DRUGGED GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE NEEDLE & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM NURS E TISSUES IMPACT EVALUAR & PRIORITIZAR Identificar los momentos que le importan al cliente y a la organización
  15. 15. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS DRUGGED GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE NEEDLE & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM TISSU ES NURS E Sentirse Segura Escanears e NECESIDADES Explorar las necesidades del cliente Entender las necesidades funcionales y emocionales
  16. 16. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS DRUGGED GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE NEEDLE & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM NURSE Sentirse Segura Escanear TISSUESPosi cion ar paci ente Tomar imagen Revelar imagenRoles & Procesos Evaluar y enmarcar Examinar las capacidades para entender las posibilidades
  17. 17. Evaluar y enmarcar Re-examinar el problema u oportunidad basado en un conocimiento más profundo
  18. 18. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS DRUGGED GOES THROUGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE NEEDLE & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’ L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM Diseñar nuevas experiencias Innovar para influir en las actitudes y emociones. TISSUES NURSE Sentirse Segura IDEA: Acampemos
  19. 19. The new GE Optima MR360 is well suited for a wide range of MR scanning needs – with the ease of operation to help make a clinician’s staff more productive. For streamlining routine scans, the Optima MR360 incorporates an express exam approach to MR. It includes many intuitive and automated functions that help increase patient comfort, operator confidence, image consistency, and professional satisfaction of MR staff.Una gran experiencia
  20. 20. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESIS TS SEES DOCT OR ENTER GOES THRO UGH MRI ……… DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM IMAGING TECH MRI MACHINE DESK & COMPUT. CHARTCAR TAKE- HOME PACKET MRI MACHINE De verdad estoy enferma? THAT LOOKS SCARY! WILL IT HURT ME?! MUM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’ L BLDG MGR DOUG IMAGING TECH PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM IDEA: Guia de camping WOW, Una fogata! Me siento que estoy acampand o Esto no está tan mal No estuvo tan mal Este lugar es lindo Esto podría ser divertido LAYS DOWN IN MACHINE LISTENS TO FOREST SOUNDS … Testear las nuevas experiencias Nuevas actitudes, nuevos comportamientos, nuevos resultados NURS E HAS MRI SCAN IDEA: Campament o IDEA: CAMP BACKPK
  21. 21. Resultados Experiencias influencían Actitudes provocan Comportamienteo Conducen a SOFIA
  22. 22. http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/ Journey MAP …Ilustra visualmente los procesos, necesidades y percepciones durante la interacción y relaciones con la organización… • Comprender y diagnosticar experiencias • Diseñar experiencias (rediseñar o crear nuevas) • Implementar (con un plan) • Comunicar (orientar, entrenar)
  23. 23. CHARACTER MAP • LEISURE TRAVELLER – Foreign visiting Uruguay – Family traveling abroad • BUSINESS TRAVELLER – Foreign Frequent – Local business • TRANSIT TRAVELLER – Regional – Overseas Diego -Short Flights -Frequent Traveller -Has DutyFree Points Card -Higher Management Level -Bussiness Savy -Values good service quality -Long waiting times -Travel Fast -Travel Secure -Arrange Travel Details easily -Uses apps and websites from several market players -Only uses Airport App Infrequently • NON-TRAVELLER – Traveller family – Air Craft Spotter – Airport Commnity
  24. 24. Using Customer Experience Journey Mapping to catalyze transformation into a Customer Centric Organization Understand & Empathize Educate & Align Identify & Innovate Test & Pilot Validate & Scale CustomerCentric Transformation Try Apply Identify JourneyMapping Methodologies Generic Scenario to learn basic methodology Learn Sample persona used on a portion of your lifecycle Design
  25. 25. Airport Experience Journey Mapping (Mapping) The design of the new experience will start by the exploration of the current services offered to the identified passenger and the creation of the initial customer journey map that describes the experience as detailed as possible.
  26. 26. Trip ConcludesParkingCustomsIndulgence TimeClearanceBoardingIndulgence Time Indulgence TimeClearanceCheck InParkingTrip Planning ON STAGE BACKST AGE BEHAVI OR ON STAGE BACKST AGE BEHAVI OR Business Traveller Journey Map (Character: Diego) Arrives to the Airport Receives Parking Ticket Finds a parking place to his convenience Leaves car and Arrives to the Terminal Go straight to Airline kiosk Makes the line at POC (Point of Control) of the Boarding Pass. Notices that the flight is on time on the FIDS screens. Performs checkin in kiosk and receives Boarding Pass Makes line at Security Check Goes through security Check Makes line at Border Control Exits Border Control Enters Duty Free Shop and does a purchase. Exits Duty Free Shop Haves snack while checking e-mail Buys a Souvenir Goes through gate control and boards plane Notices the flight is boarding on FIDS Gets off the plane Follows the path to Border Control Makes the line at border control Exits Border Control Enters Duty Free Shop and makes a purchase Pays parking ticket Exits to public area Goes through customs control Walks to the car Ticket control is OK and barrier is lifted. Exits the airport Barrier, LPR (License Plate Recognition) Scanner Signage and Advertisement CUSS / Boarding Pass Printer FIDS Skidata Automated Parking System Communications Department / Maintenance GDS (Global Distribution System) TAMS Airport Staff Boarding Pass Scanner IntelliPOC PAN (National Airport police) Staff X-Ray Scanner DNM (Migrations Officer) RAMM Bio Blacklists Duty Free Staff Duty Free Billing Retail and Food and Beverages Staff Snacks and drinks Airline Staff Gate Scanner GDS / DCS Signage and Advertisement DNM (Migrations Officer) RAMM Bio Duty Free Staff Duty Free Billing Customs Officer X-Ray Scanner ATM Skidata Skidata Barrier, LPR and Ticket reader Blacklists I hope the flight dose not get delayed This airport looks so nice even from distance I’d like get a VIP membership. Glad there is no forms to fill Maybe I could do a preorder? Good I can check my e- mails That´s my flight I should go to the gate. I want so bad to be home now This was faster on the way out Cant forget my preorder. WIFI Checks in FIDS if the flight is delayed or on time. FIDS TAMS FIDS TAMS I am getting my Fast Pass some day soon. Looks up the traffic and weather in MVD and BUE using mobile. Decides to use the car since it’s a short trip. Plans business meeting in Buenos Aires iPhone Apps / Mobile Books travel, and accommodation on travel site and gets confirmation. Boss Gets a new account assigned and needs to travel Web Page / Computer DEPARTURE ARRIVAL Drives home and arrives quickly. Home sweet home. Diego Global Distribution System (GDS) I hope the same hotel I went last time is available. Goes through finger into plane Airplane
  27. 27. ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Trip Planning) Diego DEPARTURE Checks local traffic conditions and weather at destination using mobile. Decides to use the car since it’s a short trip. Plans business meeting in Buenos Aires iPhone Apps / Mobile Books travel, and accommodation on travel site and gets confirmation. Boss Gets a new account assigned and needs to travel Web Page / Computer Airlines Global Distribution System (GDS) I hope the same hotel I went last time is available. Documentation check Luggage Preparation
  28. 28. ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Parking) Diego DEPARTURE Arrives to the Airport Receives Parking Ticket Finds a parking place at his convenience Leaves car and Arrives to the Terminal Barrier, LPR (License Plate Recognition) Scanner Signage and Advertisement Skidata Automated Parking System MKT Department / PKG Department This airport looks so nice even from distance I hope the flight does not get delayed My car is dirty I can’t remember where AR departure is
  29. 29. ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Check In) Diego DEPARTURE Go straight to Airline kiosk Notices that the flight is on time on the FIDS screens. Performs checkin in kiosk and receives Boarding Pass CUSS / Boarding Pass Printer FIDS GDS (Global Distribution System) TAMS Checks in FIDS if the flight is delayed or on time. FIDS TAMS I love self- service Looks for Airline Departure Area Signaling MKT Department
  30. 30. ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Clearance) Diego DEPARTURE Makes the line at POC (Point of Control) of the Boarding Pass. Makes line at Security Check Goes through security Check Makes line at Border Control Airport Staff / Outsourced Security / Customer Service Boarding Pass Scanner IntelliPOC / TAMs PAN (National Airport Police) Staff X-Ray Scanner DNM (Migrations Officer) RAMM Bio Blacklists I’d like to get a VIP membership. Glad there is no forms to fill
  31. 31. ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Indulgence Time) Diego DEPARTURE Enters Duty Free Shop and does a purchase. Exits Duty Free Shop Duty Free Staff Duty Free Billing Maybe I could do a preorder? Haves snack while checking e-mail Buys a Souvenir Notices the flight is boarding on FIDS Retail and Food and Beverages Staff Snacks and drinks Good I can check my e-mails WIFI FIDS TAMS
  32. 32. ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Boarding) Diego DEPARTURE Goes through gate control and boards plane Airline Staff Gate Scanner GDS / DCS That´s my flight I should go to the gate. Goes through finger into plane Airplane Looks for the Gate and go straight to the Boarding Queue Signaling MKT Department
  33. 33. ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Clearance) Diego ARRIVAL Gets off the plane Follows the path to Border Control Makes the line at border control Signage and Advertisement DNM (Migrations Officer) RAMM Bio Blacklists I want so bad to be at home This was faster on the way out I am getting my Fast Pass some day soon. MKT Department Airport Staff Exits Border Control
  34. 34. ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Indulgence Time) Diego ARRIVAL Enters Duty Free Shop and makes a purchase Duty Free Staff Duty Free Billing Cant forget my preorder. Exits Duty Free Shop
  35. 35. ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Customs + Parking) Diego ARRIVAL Exits to public area Goes through customs control Customs Officer X-Ray Scanner Pays parking ticket Walks to the car Ticket control is OK and barrier is lifted. Exits the airport ATM Skidata Skidata Barrier, LPR and Ticket reader Next time I have to remember to get the car wash!
  36. 36. ONSTAGEBACKSTAGEBEHAVIORBusiness Traveller Journey Map (Trip Conclusion) Diego ARRIVAL Drives home and arrives quickly. Home sweet home.
  37. 37. ON STAGE BACKST AGE BEHAVI OR ON STAGE BACKST AGE BEHAVI OR Business Traveller Journey Map (VIP) Arrives to the Airport Receives Parking Ticket Finds a parking place to his convenience Arrives to the Terminal Go straight to Airline kiosk Makes the line at POC (Point of Control) of the Boarding Pass. Notices that the flight is on time using Airport APP Performs checkin in kiosk and receives Boarding Pass Makes line at Security Check Goes through security Check Makes line at Border Control Exits Border Control Enters Duty Free Shop Exits Duty Free Shop Haves snack while checking e-mail Buys a Souvenir Goes through gate control and boards plane Get boarding notification from APP Gets off the plane Follows the path to Border Control Makes the line at border control Exits Border Control Enters Duty Free Shop and makes a purchase Pays parking ticket Exits to public area Goes through customs control Walks to the car Ticket control is OK and barrier is lifted. Exits the airport Barrier, LPR (License Plate Recognition) Scanner Signage and Publicity CUTE / Boarding Pass Printer Airport App Skidata Automated Parking System Communications Department / Maintenance GDS (Global Distribution System) TAMS Airport Staff Boarding Pass Scanner IntelliPOC PAN (National Airport police) Staff X-Ray Scanner DNM (Migrations Officer) RAMM Bio Blacklists Duty Free Staff Duty Free Billing Retail and Food and Beverages Staff Food and Stuff Airline Staff Gate Scanner GDS / DCS Signage and Publicity DNM (Migrations Officer) RAMM Bio Duty Free Staff Duty Free Billing Customs Officer X-Ray Scanner ATM Skidata Skidata Barrier, LPR and Ticket reader Blacklists I hope the flight dose not get delayed This airport looks so nice even from distance I should get a VIP membership. Glad there is no forms to fill Maybe I could do a preorder? Good I can check my e- mails That´s my flight I want so bad to be home now This was faster on the way out Cant forget my preorder. Uses Valet Parking at VIP Service VIP checkin Cuts security line through FastPass VIP Cuts Boarder control line through FastPass Channel Enters VIP Club Exits VIP Club Access to VIP Club Services Cuts the line using Fast Pass VIP Gets Luggage from VIP Assistant Exits to VIP Area Pays parking fees and gets car keys from Valet Service Picks car at VIP Parking Goes straight to VIP POC WIFI Check in Airport APP that the flight is on time Airport APP TAMS/ Android Play Store Airport App TAMS I am getting my Fast Pass some day soon. Check In BoardingDEPARTURES ARRIVALS
  38. 38. Leisure Traveller Journey Map (TX) Arrives to the Airport Receives Parking Ticket Finds a parking place to his convenience Arrives to the Terminal Finds the airline checkin counter using FIDS Makes the line at POC (Point of Control) of the Boarding Pass. Notices that the flight is on time and decides to use Airport Services Receives Bag Tag Performs checkin in kiosk and receives Boarding Pass Goes to the ckeckin counter to Drop Bags Makes line at Security Check Goes through security Check Makes line at Border Control Exits Border Control Enters Duty Free Shop Exits Duty Free Shop Haves Lunch Buys a Souvenir Goes through gate control and boards plane Hears boarding call Gets off the plane Follows the path to Border Control Makes the line at border control Exits Border Control Enters Duty Free Shop and makes a purchase Pays parking ticket Is greeted by family Exits to public area Collects baggage from carousel Goes through customs control Walks to the car Ticket control is OK and barrier is lifted. Exits the airport DEPARTURES ARRIVALS Airline Personnel Barrier, LPR (License Plate Recognition) Scanner Signage and Publicity FIDS CUTE / Boarding Pass Printer DCS (Departure Control System)/ BHS (Baggage Handling System) FIDS Skidata Automated Parking System Communications Department / Maintenance TAMS GDS (Global Distribution System) GDS (Global Distribution System) TAMS Airport Staff Boarding Pass Scanner IntelliPOC PAN (National Airport police) Staff X-Ray Scanner DNM (Migrations Officer) RAMM Bio Blacklists Duty Free Personnel Duty Free Billing Retail and Food and Beverages Staff Food and Stuff Airline Personnel Gate Scanner GDS / DCS Signage and Publicity DNM (Migrations Officer) RAMM Bio Duty Free Personnel Duty Free Billing FIDS Customs Officer X-Ray Scanner ATM Skidata Skidata Barrier, LPR and Ticket reader Blacklists TAMS I am so excited I am finally going to vacation This airport looks so nice even from distance I am so glad this is a cute small airport and I don’t have to walk. I wish the bag drop was also automated No hurry, nice to enjoy the scenary Should I throw anything away? Hope the line goes fast. Glad there no forms to fill This place is no nice and packed, should I buy anything? No need to hurry. Just a while and we´re off That´s my flight I want so bad to be home now This was faster on the way out One last shop I am so anxious, where´s my bag? I hope all my stuff get through So nice to be here Hope I can return soon WIFI Check In Boarding ON STAGE BACKST AGE BEHAVI OR ON STAGE BACKST AGE BEHAVI OR Home Looks up the Airport location in Google Maps Calculates distance and asks family member to get him there. Plans vacation using destinico.com Planning Clearance Retail ClearanceRetail
  39. 39. Leisure Traveller Journey Map (Check In) DEPARTURES Arrives to the Airport Receives Parking Ticket Finds a parking place to his convenience Arrives to the Terminal Finds the airline checkin counter using FIDS Notices that the flight is on time and decides to use Airport Services Receives Bag Tag Performs checkin in kiosk and receives Boarding Pass Goes to the ckeckin counter to Drop Bags Airline Staff Barrier, LPR (License Plate Recognition) Scanner Signage and Publicity FIDS / Flight Information Display System CUTE / CUSS Boarding Pass Printer DCS (Departure Control System)/ BHS (Baggage Handling System) Skidata Automated Parking System Communicatio ns Department / Maintenance TAMS / Total Airport Management System GDS (Global Distribution System) GDS (Global Distribution System) TAMS / Total Airport Management System I am so excited I am finally going to vacation This airport looks so nice even from distance I am so glad this is a cute small airport and I don’t have to walk. I wish the bag drop was also automated No hurry, nice to enjoy the scenary ONSTAGEBACKSTAGEBEHAVIOR FIDS / Flight Information Display System
  40. 40. ONSTAGEBACKSTAGEBEHAVIORLeisure Traveller Journey Map (Boarding) Makes the line at POC (Point of Control) of the Boarding Pass. Makes line at Security Check Goes through security Check Makes line at Border Control Exits Border Control Enters Duty Free Shop Exits Duty Free Shop Haves Lunch Buys a Souvenir Goes through gate control and boards plane Hears boarding call Airport Staff Boarding Pass Scanner IntelliPOC PAN (National Airport police) Staff X-Ray Scanner DNM (Migrations Officer) RAMM Bio Blacklists Duty Free Staff Duty Free Billing Retail and Food and Beverages Staff Food and Stuff Airline Staff Gate Scanner GDS / DCS Should I throw anything away? Hope the line goes fast. Glad there no forms to fill This place is so nice and packed, should I buy anything? No need to hurry. Just a while and we´re off That´s my flight WIFI DEPARTURES
  41. 41. ONSTAGEBACKSTAGEBEHAVIOR Gets off the plane Follows the path to Border Control Makes the line at border control Exits Border Control Enters Duty Free Shop and makes a purchase Pays parking ticket Is greeted by family Exits to public area Collects baggage from carousel Goes through customs control Walks to the car Ticket control is OK and barrier is lifted. Exits the airport Signage and Publicity DNM (Migrations Officer) RAMM Bio Duty Free Staff Duty Free Billing FIDS/ Carousel Customs Officer X-Ray Scanner ATM Skidata Skidata Barrier, LPR and Ticket reader Blacklists TAMS I want so bad to be home now This was faster on the way out One last shop I am so anxious, where´s my bag? I hope all my stuff get through So nice to be here Hope I can return soon Leisure Traveller Journey Map (Arrivals) ARRIVALS
  42. 42. Airport Experience Journey Mapping (Evaluation) The evaluation phase will help discover which parts of the experience we need to focus on by determining the impact delivered by the evaluated attitudes and behaviours focusing on the moments that matter.
  43. 43. Oracle . CX Journey Mapping Workshop . designingcx.com Evaluar Actitudes Que: puntuar positivamente (verde) y negativamente (rojo) las actitudes Porque: visualmente ilustra los puntos emocionales altos y bajos durante el recorrido
  44. 44. Oracle . CX Journey Mapping Workshop . designingcx.com Wow Priorizar el Foco Momentos que importan Wow Wow Wow Wow Wow Wow Wow Boom! Boom!
  45. 45. Reducir tiempos de espera Determinar Impacto Que: Elegir la métrica financiera que será impactada Porque: Determina el impacto de entregar la nueva capacidad Aumento en las Ventas de Permisionarios en el área estéril
  46. 46. Stress Level for traveller
  47. 47. Business Traveller Journey Map – (TX) Al terminar el Journey Map Actual lo pegamos aquí completo para luego diseccionar. En las subsiguientes slides diseccionadas se hace la priorización de foco junto con la evaluación de las emociones.
  48. 48. Trip ConcludesParkingClearanceIndulgence TimeClearanceBoardingIndulgence Time Indulgence TimeClearanceCheck InParkingTrip Planning ON STAGE BACKST AGE BEHAVI OR ON STAGE BACKST AGE BEHAVI OR Business Traveller Journey Map (Character: Diego) Arrives to the Airport Receives Parking Ticket Finds a parking place to his convenience Leaves car and Arrives to the Terminal Go straight to Airline kiosk Makes the line at POC (Point of Control) of the Boarding Pass. Notices that the flight is on time on the FIDS screens. Performs checkin in kiosk and receives Boarding Pass Makes line at Security Check Goes through security Check Makes line at Border Control Exits Border Control Enters Duty Free Shop and does a purchase. Exits Duty Free Shop Haves snack while checking e-mail Buys a Souvenir Goes through gate control and boards plane Notices the flight is boarding on FIDS Gets off the plane Follows the path to Border Control Makes the line at border control Exits Border Control Enters Duty Free Shop and makes a purchase Pays parking ticket Exits to public area Goes through customs control Walks to the car Ticket control is OK and barrier is lifted. Exits the airport Barrier, LPR (License Plate Recognition) Scanner Signage and Advertisement CUSS / Boarding Pass Printer FIDS Skidata Automated Parking System Communications Department / Maintenance GDS (Global Distribution System) TAMS Airport Staff Boarding Pass Scanner IntelliPOC PAN (National Airport police) Staff X-Ray Scanner DNM (Migrations Officer) RAMM Bio Blacklists Duty Free Staff Duty Free Billing Retail and Food and Beverages Staff Snacks and drinks Airline Staff Gate Scanner GDS / DCS Signage and Advertisement DNM (Migrations Officer) RAMM Bio Duty Free Staff Duty Free Billing Customs Officer X-Ray Scanner ATM Skidata Skidata Barrier, LPR and Ticket reader Blacklists I hope the flight dose not get delayed This airport looks so nice even from distance I’d like get a VIP membership. Glad there is no forms to fill Maybe I could do a preorder? Good I can check my e- mails That´s my flight I should go to the gate. I want so bad to be home now This was faster on the way out Cant forget my preorder. WIFI Checks in FIDS if the flight is delayed or on time. FIDS TAMS FIDS TAMS I am getting my Fast Pass some day soon. Looks up the traffic and weather in MVD and BUE using mobile. Decides to use the car since it’s a short trip. Plans business meeting in Buenos Aires iPhone Apps / Mobile Books travel, and accommodation on travel site and gets confirmation. Boss Gets a new account assigned and needs to travel Web Page / Computer DEPARTURE ARRIVAL Drives home and arrives quickly. Home sweet home. Diego Global Distribution System (GDS) I hope the same hotel I went last time is available. Goes through finger into plane Airplane
  49. 49. Airport Experience Journey Mapping (Exploration) The exploration phase will clarify the emotional and momento needs that the customers can have during the journey. Exploring the processes and capabilities can let us know where we can deliver impact.
  50. 50. Que: necesidades relevantes al momento y a la persona Porque: resolver necesidades emocionales es empoderante Brainstorming de necesidades emocionales y del momento Necesidad Emocional: Sentir que el viaje abra posibilidades
  51. 51. Oracle . CX Journey Mapping Workshop . designingcx.com Que: Elegir las necesidades del cliente al momento Why: Identificar necesidades que valga la pena enfocar Elegir necesidades Necesidad Emocional: Sentir que el viaje abra posibilidades
  52. 52. Oracle . CX Journey Mapping Workshop . designingcx.com Definir roles y procesos Que: descubrir los roles y procesos intencionales de los actores Porque: describir el estado actual de los procesos y actors Onstage y Backstage
  53. 53. Oracle . CX Journey Mapping Workshop . designingcx.com Que: Fueron ejecutados los roles y procesos de acuerdo a las necesidades de JEN? Why: Identifica problemas u oportunidades dignas de perseguir Evaluar Roles y Procesos
  54. 54. Trip ConcludesParkingClearanceIndulgence TimeClearanceBoardingIndulgence Time Indulgence TimeClearanceCheck InParkingTrip Planning ON STAGE BACKST AGE BEHAVI OR ON STAGE BACKST AGE BEHAVI OR Business Traveller Journey Map (Character: Diego) Arrives to the Airport Receives Parking Ticket Finds a parking place to his convenience Leaves car and Arrives to the Terminal Go straight to Airline kiosk Makes the line at POC (Point of Control) of the Boarding Pass. Notices that the flight is on time on the FIDS screens. Performs checkin in kiosk and receives Boarding Pass Makes line at Security Check Goes through security Check Makes line at Border Control Exits Border Control Enters Duty Free Shop and does a purchase. Exits Duty Free Shop Haves snack while checking e-mail Buys a Souvenir Goes through gate control and boards plane Notices the flight is boarding on FIDS Gets off the plane Follows the path to Border Control Makes the line at border control Exits Border Control Enters Duty Free Shop and makes a purchase Pays parking ticket Exits to public area Goes through customs control Walks to the car Ticket control is OK and barrier is lifted. Exits the airport Barrier, LPR (License Plate Recognition) Scanner Signage and Advertisement CUSS / Boarding Pass Printer FIDS Skidata Automated Parking System Communications Department / Maintenance GDS (Global Distribution System) TAMS Airport Staff Boarding Pass Scanner IntelliPOC PAN (National Airport police) Staff X-Ray Scanner DNM (Migrations Officer) RAMM Bio Blacklists Duty Free Staff Duty Free Billing Retail and Food and Beverages Staff Snacks and drinks Airline Staff Gate Scanner GDS / DCS Signage and Advertisement DNM (Migrations Officer) RAMM Bio Duty Free Staff Duty Free Billing Customs Officer X-Ray Scanner ATM Skidata Skidata Barrier, LPR and Ticket reader Blacklists I hope the flight dose not get delayed This airport looks so nice even from distance I’d like get a VIP membership. Glad there is no forms to fill Maybe I could do a preorder? Good I can check my e- mails That´s my flight I should go to the gate. I want so bad to be home now This was faster on the way out Cant forget my preorder. WIFI Checks in FIDS if the flight is delayed or on time. FIDS TAMS FIDS TAMS I am getting my Fast Pass some day soon. Looks up the traffic and weather in MVD and BUE using mobile. Decides to use the car since it’s a short trip. Plans business meeting in Buenos Aires iPhone Apps / Mobile Books travel, and accommodation on travel site and gets confirmation. Boss Gets a new account assigned and needs to travel Web Page / Computer DEPARTURE ARRIVAL Drives home and arrives quickly. Home sweet home. Diego Global Distribution System (GDS) I hope the same hotel I went last time is available. Goes through finger into plane Airplane
  55. 55. Airport Experience Journey Mapping (Brainstorming) The brainstorming activities will allow the emergence of ideas that can be organized into themes, helping visualize the customer experience canvas in a new light and proceed with the design of the hypothesis.
  56. 56. Oracle . CX Journey Mapping Workshop . designingcx.com Que: imaginar las actitudes que surgirán del cambio y como va a afectar los comportamientos del cliente Porque: Para entender el impacto de la operación Nuevas actitudes y comportamientos deseados
  57. 57. Oracle . CX Journey Mapping Workshop . designingcx.com CX Lienzo de Estrategia Que: Sumariza y enmarca las 4 ies que queremos atacar. Porque: Organiza los detalles del problema o la oportunidad de manera resumida
  58. 58. Oracle . CX Journey Mapping Workshop . designingcx.com CX Lienzo estratégico Que: Sumariza y enmarca las 4 ies que queremos atacar. Porque: Organiza los detalles del problema o la oportunidad de manera resumida y fácil de presentar Mejor ar
  59. 59. Oracle . CX Journey Mapping Workshop . designingcx.com Que: brainstorming de nuevas oportunidades tomando en cuenta los problemas a resolver Porque: generar volumen de ideas que encajen con los momentos que identificamos Descuento instantaneo por incidentes Brainstorming de Inovación
  60. 60. Trip ConcludesParkingClearanceIndulgence TimeClearanceBoardingIndulgence Time Indulgence TimeClearanceCheck InParkingTrip Planning ON STAGE BACKST AGE BEHAVI OR ON STAGE BACKST AGE BEHAVI OR Business Traveller Journey Map (Character: Diego) Arrives to the Airport Receives Parking Ticket Finds a parking place to his convenience Leaves car and Arrives to the Terminal Go straight to Airline kiosk Makes the line at POC (Point of Control) of the Boarding Pass. Notices that the flight is on time on the FIDS screens. Performs checkin in kiosk and receives Boarding Pass Makes line at Security Check Goes through security Check Makes line at Border Control Exits Border Control Enters Duty Free Shop and does a purchase. Exits Duty Free Shop Haves snack while checking e-mail Buys a Souvenir Goes through gate control and boards plane Notices the flight is boarding on FIDS Gets off the plane Follows the path to Border Control Makes the line at border control Exits Border Control Enters Duty Free Shop and makes a purchase Pays parking ticket Exits to public area Goes through customs control Walks to the car Ticket control is OK and barrier is lifted. Exits the airport Barrier, LPR (License Plate Recognition) Scanner Signage and Advertisement CUSS / Boarding Pass Printer FIDS Skidata Automated Parking System Communications Department / Maintenance GDS (Global Distribution System) TAMS Airport Staff Boarding Pass Scanner IntelliPOC PAN (National Airport police) Staff X-Ray Scanner DNM (Migrations Officer) RAMM Bio Blacklists Duty Free Staff Duty Free Billing Retail and Food and Beverages Staff Snacks and drinks Airline Staff Gate Scanner GDS / DCS Signage and Advertisement DNM (Migrations Officer) RAMM Bio Duty Free Staff Duty Free Billing Customs Officer X-Ray Scanner ATM Skidata Skidata Barrier, LPR and Ticket reader Blacklists I hope the flight dose not get delayed This airport looks so nice even from distance I’d like get a VIP membership. Glad there is no forms to fill Maybe I could do a preorder? Good I can check my e- mails That´s my flight I should go to the gate. I want so bad to be home now This was faster on the way out Cant forget my preorder. WIFI Checks in FIDS if the flight is delayed or on time. FIDS TAMS FIDS TAMS I am getting my Fast Pass some day soon. Looks up the traffic and weather in MVD and BUE using mobile. Decides to use the car since it’s a short trip. Plans business meeting in Buenos Aires iPhone Apps / Mobile Books travel, and accommodation on travel site and gets confirmation. Boss Gets a new account assigned and needs to travel Web Page / Computer DEPARTURE ARRIVAL Drives home and arrives quickly. Home sweet home. Diego Global Distribution System (GDS) I hope the same hotel I went last time is available. Goes through finger into plane Airplane
  61. 61. Airport Experience Journey Mapping (Designing) The design of the new experience is the last phase of the Journey Mapping process and will deliver the ideas that passed the filter and that compose the most relevant hypothesis the have emerged from the experience redesign.
  62. 62. Oracle . CX Journey Mapping Workshop . designingcx.com Reality Check Que: considerar si las innovaciones pasan los tests de Viabilidad, Asequibilidad y Deseabilidad Porque: Filtrar las innovaciones que no son viables o no agregan valor Valor de la solución Gente, Procesos, & Technología Diseño de la Solución Valor de negocio Diferenciacion, Adquisicion, Retencion & Eficacia Diseño de negocio Valor de Consumidor Interacciones, Metas, Emociones Diseño de la experiencia
  63. 63. Que: considerar si las innovaciones agregan utilidad, facilidad o significado Porque: (Watermark, 2006-2014) muestra que estas son las dimensiones relevantes Reality Check • Alineamiento con los atributos de la marca Cuanto valor tienen las experiencias a nivel emocional Cuan facil es accede a la organización y sus ofertas Que product o servicio entrega la funcionalidad a los clientes UTIL Disponible localmente USABLE Click y reservar Significativo Socialmente responsable
  64. 64. Oracle . CX Journey Mapping Workshop . designingcx.com Que: elegir una idea o varias relacionadas, prototipar y testear Porque: para construir una hipótesis a testear Elegir la inovación Descuento instantaneo por incidentes
  65. 65. Creemos {descripción de la nueva experiencia} Resolverá {necesidad del cliente y oportunidad/problema de la org} Posibilitado { Solución completa: gente + procesos + tecnología } resultando Hará con que los viajeros VIP recomienden el servicio como valor adicional a la membresia aumentando asi los miembros en 50% {nueva actitud / comportamiento / resultado } Que un relacionamiento directo con los clients a traves del crm Facilitará la experiencia, en tiempos y comodidad de los miembros de AVC Conectando el Sistema CRM con el Sistema de cobranzas y la plataforma de comunicacion Nombrar la nueva experiencia Que procesos son parte de la solución
  66. 66. Trip ConcludesParkingClearanceIndulgence TimeClearanceBoardingIndulgence Time Indulgence TimeClearanceCheck InParkingTrip Planning ON STAGE BACKST AGE BEHAVI OR ON STAGE BACKST AGE BEHAVI OR Business Traveller Journey Map (Character: Diego) Arrives to the Airport Receives Parking Ticket Finds a parking place to his convenience Leaves car and Arrives to the Terminal Go straight to Airline kiosk Makes the line at POC (Point of Control) of the Boarding Pass. Notices that the flight is on time on the FIDS screens. Performs checkin in kiosk and receives Boarding Pass Makes line at Security Check Goes through security Check Makes line at Border Control Exits Border Control Enters Duty Free Shop and does a purchase. Exits Duty Free Shop Haves snack while checking e-mail Buys a Souvenir Goes through gate control and boards plane Notices the flight is boarding on FIDS Gets off the plane Follows the path to Border Control Makes the line at border control Exits Border Control Enters Duty Free Shop and makes a purchase Pays parking ticket Exits to public area Goes through customs control Walks to the car Ticket control is OK and barrier is lifted. Exits the airport Barrier, LPR (License Plate Recognition) Scanner Signage and Advertisement CUSS / Boarding Pass Printer FIDS Skidata Automated Parking System Communications Department / Maintenance GDS (Global Distribution System) TAMS Airport Staff Boarding Pass Scanner IntelliPOC PAN (National Airport police) Staff X-Ray Scanner DNM (Migrations Officer) RAMM Bio Blacklists Duty Free Staff Duty Free Billing Retail and Food and Beverages Staff Snacks and drinks Airline Staff Gate Scanner GDS / DCS Signage and Advertisement DNM (Migrations Officer) RAMM Bio Duty Free Staff Duty Free Billing Customs Officer X-Ray Scanner ATM Skidata Skidata Barrier, LPR and Ticket reader Blacklists I hope the flight dose not get delayed This airport looks so nice even from distance I’d like get a VIP membership. Glad there is no forms to fill Maybe I could do a preorder? Good I can check my e- mails That´s my flight I should go to the gate. I want so bad to be home now This was faster on the way out Cant forget my preorder. WIFI Checks in FIDS if the flight is delayed or on time. FIDS TAMS FIDS TAMS I am getting my Fast Pass some day soon. Looks up the traffic and weather in MVD and BUE using mobile. Decides to use the car since it’s a short trip. Plans business meeting in Buenos Aires iPhone Apps / Mobile Books travel, and accommodation on travel site and gets confirmation. Boss Gets a new account assigned and needs to travel Web Page / Computer DEPARTURE ARRIVAL Drives home and arrives quickly. Home sweet home. Diego Global Distribution System (GDS) I hope the same hotel I went last time is available. Goes through finger into plane Airplane
  67. 67. Airport Experience Journey Mapping Project Phases
  68. 68. Workshop - Retrospective No fue tan raro no?
  69. 69. Oracle . CX Journey Mapping Workshop . designingcx.com Evaluar Actitudes Que: puntuar positivamente (verde) y negativamente (rojo) las actitudes Porque: visualmente ilustra los puntos emocionales altos y bajos durante el recorrido
  70. 70. Oracle . CX Journey Mapping Workshop . designingcx.com Wow Priorizar el Foco Momentos que importan Wow Wow Wow Wow Wow Wow Wow Boom! Boom!
  71. 71. Generic Traveller Journey Map (DEP) Arrives to the Airport Receives Parking Ticket Finds a parking place to his convenience Arrives to the Terminal Finds the airline checkin counter using FIDS Makes the line at POC (Point of Control) of the Boarding Pass. Notices that the flight is on time and decides to use Airport Services Receives Bag Tag Performs checkin in kiosk and receives Boarding Pass Goes to the ckeckin counter to Drop Bags Makes line at Security Check Goes through security Check Makes line at Border Control Exits Border Control Enters Duty Free Shop Exits Duty Free Shop Haves Lunch DEPARTURES Airline Personnel Barrier, LPR (License Plate Recognition) Scanner Signage and Publicity FIDS CUTE / CUSS / Boarding Pass Printer DCS (Departure Control System)/ BHS (Baggage Handling System) FIDS Skidata Automated Parking System Communications Department / Maintenance TAMS GDS (Global Distribution System) GDS (Global Distribution System) TAMS Airport Staff Boarding Pass Scanner IntelliPOC PAN (National Airport police) Staff X-Ray Scanner DNM (Migrations Officer) RAMM Bio Blacklists Duty Free Personnel Duty Free Billing Retail and Food and Beverages Staff Food and Stuff I am so excited I am finally going to vacation This airport looks so nice even from distance I am so glad this is a cute small airport and I don’t have to walk. I wish the bag drop was also automated No hurry, nice to enjoy the scenary Should I throw anything away? Hope the line goes fast. Glad there no forms to fill This place is no nice and packed, should I buy anything? No need to hurry. Just a while and we´re off WIFI Check In Boarding ON STAGE BACKST AGE BEHAVI OR Looks up the Airport location in Google Maps Calculates distance and asks family member to get him there. Plans vacation using destinico.com Planning PoC RetailRetail CUSS 3.5m + CUTE ? PAN MIGRACIONES Medición CCO Medición Automática Facturación Llegada al Aeropuerto Facturación tiendas públicas / Pax Retail *No se cuenta con información para la medición exacta Tiempo de Espera Tiempo de Proceso Hora de Llegada Hora de Ingreso a Fila CheckIn Hora de CheckIn Hora de Salida de CheckIn Ingreso al laberinto PoC Ingreso al laberinto PAN Pasaje por PoC Pasaje por control PAN Ingreso laberinto Migraciones Pasaje por migraciones Inicio de Fila Boarding Pasaje por el gate Facturación tiendas estériles/ Pax Tiempo de Espera Tiempo de Proceso CUSS 3.5m o CUTE ? CUSS ? CUTE ? PoC 0-60s PoC 5s PAN 20s PAN 20s MIG xs MIG 70s Boarding 70s Boarding 70s Puntaje Medición Ingresos Medición Satisfacción Mediciones Tiempos Salida de CheckIn Salida de Migraciones Buys a Souvenir Goes through gate control and boards plane Hears boarding call Airline Personnel Gate Scanner GDS / DCS That´s my flight, right on time!
  72. 72. Generic Traveller Journey Map (ARR) Gets off the plane Follows the path to Border Control Makes the line at border control Exits Border Control Enters Duty Free Shop and makes a purchase Pays parking ticket Is greeted by family Exits to public area Collects baggage from carousel Goes through customs control Walks to the car Ticket control is OK and barrier is lifted. Exits the airport ARRIVALS Signage and Publicity DNM (Migrations Officer) RAMM Bio Duty Free Personnel Duty Free Billing FIDS Customs Officer X-Ray Scanner ATM Skidata Skidata Barrier, LPR and Ticket reader Blacklists TAMS I want so bad to be home now This was faster on the way out! One last shop I am so anxious, where´s my bag? I hope all my stuff gets through So nice to be here Hope I can return soon ON STAGE BACKST AGE BEHAVI OR CasaAduanas/MSPRetailMIGRACIONESDesembarque Equipaje* Parking/Taxi CUSS 3.5m + CUTE ? Medición CCO Medición Automática Facturación Llegada al Aeropuerto Facturación tiendas estériles / Pax *No se cuenta con información para la medición exacta Tiempo de Espera Tiempo de Proceso Hora de Llegada Hora de Ingreso a Fila Migra Salida de Migra Pasaje por FreeShop Ingreso a Zona Carousel Ingreso a Fila DNA Bag PickUP Pasaje por control DNA Salida a Área Pública Inicio Pago de Parking Salida del Parking Facturación tiendas estériles/ Pax Tiempo de Espera Tiempo de Proceso CUSS 3.5m o CUTE ? CUSS ? CUTE ? PoC 0-60s PoC 5s PAN 20s PAN 20s MIG xs MIG 70s Boarding 70s Boarding 70s Puntaje Medición Ingresos Medición Satisfacción Mediciones Tiempos Salida de Migra Salida de DNA
  73. 73. Reducir tiempos de espera Determinar Impacto Que: Elegir la métrica financiera que será impactada Porque: Determina el impacto de entregar la nueva capacidad Aumento en las Ventas de Permisionarios en el área estéril
  74. 74. Generic Traveller Journey Map (DEP) Arrives to the Airport Receives Parking Ticket Finds a parking place to his convenience Arrives to the Terminal Finds the airline checkin counter using FIDS Makes the line at POC (Point of Control) of the Boarding Pass. Notices that the flight is on time and decides to use Airport Services Receives Bag Tag Performs checkin in kiosk and receives Boarding Pass Goes to the ckeckin counter to Drop Bags Makes line at Security Check Goes through security Check Makes line at Border Control Exits Border Control Enters Duty Free Shop Exits Duty Free Shop Haves Lunch DEPARTURES Airline Personnel Barrier, LPR (License Plate Recognition) Scanner Signage and Publicity FIDS CUTE / CUSS / Boarding Pass Printer DCS (Departure Control System)/ BHS (Baggage Handling System) FIDS Skidata Automated Parking System Communications Department / Maintenance TAMS GDS (Global Distribution System) GDS (Global Distribution System) TAMS Airport Staff Boarding Pass Scanner IntelliPOC PAN (National Airport police) Staff X-Ray Scanner DNM (Migrations Officer) RAMM Bio Blacklists Duty Free Personnel Duty Free Billing Retail and Food and Beverages Staff Food and Stuff I am so excited I am finally going to vacation This airport looks so nice even from distance I am so glad this is a cute small airport and I don’t have to walk. I wish the bag drop was also automated No hurry, nice to enjoy the scenary Should I throw anything away? Hope the line goes fast. Glad there no forms to fill This place is no nice and packed, should I buy anything? No need to hurry. Just a while and we´re off WIFI Check In Boarding ON STAGE BACKST AGE BEHAVI OR Looks up the Airport location in Google Maps Calculates distance and asks family member to get him there. Plans vacation using destinico.com Planning PoC RetailRetail CUSS 3.5m + CUTE ? PAN MIGRACIONES Medición CCO Medición Automática Facturación Llegada al Aeropuerto Facturación tiendas públicas / Pax Retail *No se cuenta con información para la medición exacta Tiempo de Espera Tiempo de Proceso Hora de Llegada Hora de Ingreso a Fila CheckIn Hora de CheckIn Hora de Salida de CheckIn Ingreso al laberinto PoC Ingreso al laberinto PAN Pasaje por PoC Pasaje por control PAN Ingreso laberinto Migraciones Pasaje por migraciones Inicio de Fila Boarding Pasaje por el gate Facturación tiendas estériles/ Pax Tiempo de Espera Tiempo de Proceso CUSS 3.5m o CUTE ? CUSS ? CUTE ? PoC 0-60s PoC 5s PAN 20s PAN 20s MIG xs MIG 70s Boarding 70s Boarding 70s Puntaje Medición Ingresos Medición Satisfacción Mediciones Tiempos Salida de CheckIn Salida de Migraciones Buys a Souvenir Goes through gate control and boards plane Hears boarding call Airline Personnel Gate Scanner GDS / DCS That´s my flight, right on time! Necesidad Emocional: Sentirse hacienda un Buena compra
  75. 75. Generic Traveller Journey Map (ARR) Gets off the plane Follows the path to Border Control Makes the line at border control Exits Border Control Enters Duty Free Shop and makes a purchase Pays parking ticket Is greeted by family Exits to public area Collects baggage from carousel Goes through customs control Walks to the car Ticket control is OK and barrier is lifted. Exits the airport ARRIVALS Signage and Publicity DNM (Migrations Officer) RAMM Bio Duty Free Personnel Duty Free Billing FIDS Customs Officer X-Ray Scanner ATM Skidata Skidata Barrier, LPR and Ticket reader Blacklists TAMS I want so bad to be home now This was faster on the way out! One last shop I am so anxious, where´s my bag? I hope all my stuff gets through So nice to be here Hope I can return soon ON STAGE BACKST AGE BEHAVI OR CasaAduanas/MSPRetailMIGRACIONESDesembarque Equipaje* Parking/Taxi CUSS 3.5m + CUTE ? Medición CCO Medición Automática Facturación Llegada al Aeropuerto Facturación tiendas estériles / Pax *No se cuenta con información para la medición exacta Tiempo de Espera Tiempo de Proceso Hora de Llegada Hora de Ingreso a Fila Migra Salida de Migra Pasaje por FreeShop Ingreso a Zona Carousel Ingreso a Fila DNA Bag PickUP Pasaje por control DNA Salida a Área Pública Inicio Pago de Parking Salida del Parking Facturación tiendas estériles/ Pax Tiempo de Espera Tiempo de Proceso CUSS 3.5m o CUTE ? CUSS ? CUTE ? PoC 0-60s PoC 5s PAN 20s PAN 20s MIG xs MIG 70s Boarding 70s Boarding 70s Puntaje Medición Ingresos Medición Satisfacción Mediciones Tiempos Salida de Migra Salida de DNA Necesidad Emocional: Sentirse hacienda un Buena compra
  76. 76. Que: necesidades relevantes al momento y a la persona Porque: resolver necesidades emocionales es empoderante Brainstorming de necesidades emocionales y del momento Necesidad Emocional: Sentirse hacienda un Buena compra
  77. 77. Oracle . CX Journey Mapping Workshop . designingcx.com Que: Elegir las necesidades del cliente al momento Why: Identificar necesidades que valga la pena enfocar Elegir necesidades Necesidad Emocional: Sentirse hacienda un Buena compra
  78. 78. Generic Traveller Journey Map (DEP) Arrives to the Airport Receives Parking Ticket Finds a parking place to his convenience Arrives to the Terminal Finds the airline checkin counter using FIDS Makes the line at POC (Point of Control) of the Boarding Pass. Notices that the flight is on time and decides to use Airport Services Receives Bag Tag Performs checkin in kiosk and receives Boarding Pass Goes to the ckeckin counter to Drop Bags Makes line at Security Check Goes through security Check Makes line at Border Control Exits Border Control Enters Duty Free Shop Exits Duty Free Shop Haves Lunch DEPARTURES Airline Personnel Barrier, LPR (License Plate Recognition) Scanner Signage and Publicity FIDS CUTE / CUSS / Boarding Pass Printer DCS (Departure Control System)/ BHS (Baggage Handling System) FIDS Skidata Automated Parking System Communications Department / Maintenance TAMS GDS (Global Distribution System) GDS (Global Distribution System) TAMS Airport Staff Boarding Pass Scanner IntelliPOC PAN (National Airport police) Staff X-Ray Scanner DNM (Migrations Officer) RAMM Bio Blacklists Duty Free Personnel Duty Free Billing Retail and Food and Beverages Staff Food and Stuff I am so excited I am finally going to vacation This airport looks so nice even from distance I am so glad this is a cute small airport and I don’t have to walk. I wish the bag drop was also automated No hurry, nice to enjoy the scenary Should I throw anything away? Hope the line goes fast. Glad there no forms to fill This place is no nice and packed, should I buy anything? No need to hurry. Just a while and we´re off WIFI Check In Boarding ON STAGE BACKST AGE BEHAVI OR Looks up the Airport location in Google Maps Calculates distance and asks family member to get him there. Plans vacation using destinico.com Planning PoC RetailRetail CUSS 3.5m + CUTE ? PAN MIGRACIONES Medición CCO Medición Automática Facturación Llegada al Aeropuerto Facturación tiendas públicas / Pax Retail *No se cuenta con información para la medición exacta Tiempo de Espera Tiempo de Proceso Hora de Llegada Hora de Ingreso a Fila CheckIn Hora de CheckIn Hora de Salida de CheckIn Ingreso al laberinto PoC Ingreso al laberinto PAN Pasaje por PoC Pasaje por control PAN Ingreso laberinto Migraciones Pasaje por migraciones Inicio de Fila Boarding Pasaje por el gate Facturación tiendas estériles/ Pax Tiempo de Espera Tiempo de Proceso CUSS 3.5m o CUTE ? CUSS ? CUTE ? PoC 0-60s PoC 5s PAN 20s PAN 20s MIG xs MIG 70s Boarding 70s Boarding 70s Puntaje Medición Ingresos Medición Satisfacción Mediciones Tiempos Salida de CheckIn Salida de Migraciones Buys a Souvenir Goes through gate control and boards plane Hears boarding call Airline Personnel Gate Scanner GDS / DCS That´s my flight, right on time! Necesidad Emocional: Sentirse hacienda un Buena compra
  79. 79. Generic Traveller Journey Map (ARR) Gets off the plane Follows the path to Border Control Makes the line at border control Exits Border Control Enters Duty Free Shop and makes a purchase Pays parking ticket Is greeted by family Exits to public area Collects baggage from carousel Goes through customs control Walks to the car Ticket control is OK and barrier is lifted. Exits the airport ARRIVALS Signage and Publicity DNM (Migrations Officer) RAMM Bio Duty Free Personnel Duty Free Billing FIDS Customs Officer X-Ray Scanner ATM Skidata Skidata Barrier, LPR and Ticket reader Blacklists TAMS I want so bad to be home now This was faster on the way out! One last shop I am so anxious, where´s my bag? I hope all my stuff gets through So nice to be here Hope I can return soon ON STAGE BACKST AGE BEHAVI OR CasaAduanas/MSPRetailMIGRACIONESDesembarque Equipaje* Parking/Taxi CUSS 3.5m + CUTE ? Medición CCO Medición Automática Facturación Llegada al Aeropuerto Facturación tiendas estériles / Pax *No se cuenta con información para la medición exacta Tiempo de Espera Tiempo de Proceso Hora de Llegada Hora de Ingreso a Fila Migra Salida de Migra Pasaje por FreeShop Ingreso a Zona Carousel Ingreso a Fila DNA Bag PickUP Pasaje por control DNA Salida a Área Pública Inicio Pago de Parking Salida del Parking Facturación tiendas estériles/ Pax Tiempo de Espera Tiempo de Proceso CUSS 3.5m o CUTE ? CUSS ? CUTE ? PoC 0-60s PoC 5s PAN 20s PAN 20s MIG xs MIG 70s Boarding 70s Boarding 70s Puntaje Medición Ingresos Medición Satisfacción Mediciones Tiempos Salida de Migra Salida de DNA Necesidad Emocional: Sentirse hacienda un Buena compra
  80. 80. Oracle . CX Journey Mapping Workshop . designingcx.com Que: Fueron ejecutados los roles y procesos de acuerdo a las necesidades del C? Why: Identifica problemas u oportunidades dignas de perseguir Evaluar Roles y Procesos
  81. 81. Oracle . CX Journey Mapping Workshop . designingcx.com Que: imaginar las actitudes que surgirán del cambio y como va a afectar los comportamientos del cliente Porque: Para entender el impacto de la operación Nuevas actitudes y comportamientos deseados Aumento en las Ventas de Permisionarios en el área estéril
  82. 82. Oracle . CX Journey Mapping Workshop . designingcx.com CX Lienzo de Estrategia Que: Sumariza y enmarca las 4 ies que queremos atacar. Porque: Organiza los detalles del problema o la oportunidad de manera resumida Aumento en las Ventas de Permisionari os en el área estéril
  83. 83. Oracle . CX Journey Mapping Workshop . designingcx.com Reality Check Que: considerer si las innovaciones pasan los tests de Viabilidad, Asequibilidad y Deseabilidad Porque: Filtrar las innovaciones que no son viables o no agregan valor Valor de la solución Gente, Procesos, & Technología Diseño de la Solución Valor de negocio Diferenciacion, Adquisicion, Retencion & Eficacia Diseño de negocio Valor de Consumidor Interacciones, Metas, Emociones Diseño de la experiencia
  84. 84. Que: considerar si las innovaciones agregan utilidad, facilidad o significado Porque: (Watermark, 2006-2014) muestra que estas son las dimensiones relevantes Reality Check • Alineamiento con los atributos de la marca Cuanto valor tienen las experiencias a nivel emocional Cuan facil es accede a la organización y sus ofertas Que product o servicio entrega la funcionalidad a los clientes UTIL Disponible localmente USABLE Click y reservar Significativo Socialmente responsable
  85. 85. Oracle . CX Journey Mapping Workshop . designingcx.com Que: elegir una idea o varias relacionadas, prototipar y testear Porque: para construer una hipótesis a testear Elegir la inovación Agilizar todos los puntos de control mediante biometría
  86. 86. Creemos {descripción de la nueva experiencia} Resolverá {necesidad del cliente y oportunidad/problema de la org} Posibilitado { Solución completa: gente + procesos + technología } resultando {nueva actitud / comportamiento / resultado } Nombrar la nueva experiencia Que procesos son parte de la solución

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