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UX STRAT Europe 2019: Lisa Kleinman

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UX STRAT Europe 2019: Lisa Kleinman

  1. 1. Combining Journey & Service Maps to Drive UX Strategy Across Organizational Silos Lisa Kleinman LogMeIn, Inc. 18 June 2019
  2. 2. Let’s actually talk about kitchens first
  3. 3. KITCHEN BRIGADES & CUSTOMER JOURNEYS Image source: BBC Four – The First Master Chef https://www.bbc.co.uk/programmes/p0107wwq/p0107wjk
  4. 4. FRONT OF HOUSE Images Source: MOS Restaurant, Amsterdam - Facebook Page BACK OF HOUSE
  5. 5. FRONT OF HOUSE Images Source: MOS Restaurant, Amsterdam - Facebook Page BACK OF HOUSE MARKETING USER EXPERIENCE CUSTOMER SUCCESS PRODUCT MANAGEMENTCUSTOMER CARE SALES DEVELOPMENT QUALITY ENGINEERING
  6. 6. EXCEPTIONAL CUISINE, WORTH A SPECIAL JOURNEY *** MICHELIN STARS
  7. 7. GETTING EVERYONE INTO THE SAME MINDSET Why Kitchen Brigades Work More than knowing your role & responsibility; the brigade creates occupational socialization – how people learn the values, approaches, and ways of behaving in a work environment UX Socialization Through Journey Maps By putting in the time together, understanding metaphorical burns, scalds, and scars of a user journey – we are able to build something greater
  8. 8. So, a little bit of context
  9. 9. LogMeIn is a software-as- a-service company with a diverse range of products:
  10. 10. I lead a UX team for LogMeIn’s GoTo family of products. We are an eclectic group of designers, researchers, writers, and other creative types who work across the company to imagine and build products that people love.
  11. 11. BUT WE’RE NOT THE ONLY ONES THINKING ABOUT THE CUSTOMER WEB MARKETING USER EXPERIENCE PRODUCT MARKETING CUSTOMER SUCCESS CUSTOMER CARE Dot-com web site Product application Campaigns (ads/emails) Trainings and tutorials Call center & online support Conversion from trial Usability & delight Retention & loyalty Customer lifetime value Ticket resolution Value propositions Functionality Customer surveys Feature timelines How-to’s, knowledge articles KPI FOCUS AREA EXPERIENCE OWNED SOURCES OF INCONSISTENCY
  12. 12. HOW DO WE MAKE THIS A COHESIVE EXPERIENCE? DESKTOP APPS MOBILE APPS SUPPORT PAGES DOT COM WEBSITE BRAND CAMPAIGN
  13. 13. CALIFORNIA BOSTON GERMANY WITH GEOGRAPHICALLY DISPERSED TEAMS NO LESS REMOTE USA
  14. 14. JOURNEY MAPS FOR A UNIFIED UNDERSTANDING Product age New teams Multiple departments Competitive environment Mixture of strategies UX SOCIALIZATION Empathy with users Stakeholder initiation Interdependent mindset Actionable outcomes Aligned strategy CONTEXT NEEDS
  15. 15. Using maps as a means to socialize everyone
  16. 16. CUSTOMER JOURNEY MAP Images Source: MOS Restaurant, Amsterdam - Facebook Page SERVICE MAP/BLUEPRINT User view begins from the earliest stages when customers first become aware of the product creates an overall perspective of the emotions, motivations, pain points, & delights, resulting in a narrative Organizational view connects the organizational departments, people, and processes related to the customer journey identifies opportunities that achieve business goals and improve the experience
  17. 17. FINAL COMBINED MAP
  18. 18. THE LOGISTICS – NOT A LOT! 12 cross-functional team members 1 ½ day workshop – starting together, and then breakout groups And a simple end-to-end framework: Discover how a user would become a customer, use the product, and receive support for GoToMeeting Identify how Marketing, In-Product Experience, and Care intersect in the journey Propose pain points and opportunities for growth / delight within this journey
  19. 19. 1. FOCUS ON A DETAILED USER STORY Maria is a solopreneur musician who creates soundtracks and scores for Hollywood movies. She works from her home studio. She has become more technical over the years due to needing complex software to create compositions on her computer; but is not interested in technical details in general. She needs an online meeting tool to collaborate with other people on projects and to pitch her work to potential customers.
  20. 20. 2. DETERMINE YOUR APPROACH SIGN UP FOR A TRIAL USE THE FREE VERSION USE GOTOMEETING BUY GOTOMEETING ENCOUNTER A TECHNICAL ISSUE CHANGE SUBSCRIPTION LEARN GET PAYUSE SUPPORT PAY/SUPPORT Extending the Learn-Buy-Get-Use-Pay-Support to fit our customer journey
  21. 21. Emotion Action Frontline (Owner) Backstage (Tools) Pain Point / Barrier Other What is the customer feeling? Confused, frustrated, delighted? What is the customer doing? Using our product, search for support, etc. Why is the customer blocked or unhappy? Who are the customers interacting with? Internal people and applications that are customer facing What is our system doing? Backend systems and processes that support the experience Anything else during the experience? 3. MAPPING THE DETAILS User view Organization view
  22. 22. Learn Buy Get Use Pay Serve Actions Emotions Pain Points Frontline Backstage Other OR, MORE SIMPLY PUT
  23. 23. Applying mapping outcomes to strategy
  24. 24. User-centric decision making Puts everyone in the mindset to understand the experience from the customer’s point of view Holistic journey; not disparate pieces Identifies gaps that we often miss due to organizational silos, and helped us understand how each team thinks about the journey Brings components back to life Exposes forgotten pages, links, and content Includes interactions beyond software Also shows how different hardware or real world interactions need to interoperate with the software/digital experience SO WHAT DID WE LEARN?
  25. 25. OUTCOME 1 - MORE DOES NOT ALWAYS MEAN BETTER From 15 different ways to join a meeting to 1
  26. 26. OUTCOME 2 - FIT INTO THE USER’S WORKFLOW Integrate with calendars (where users actually want to schedule meetings)
  27. 27. OUTCOME 3 - GIVE PEOPLE A REASON TO STICK WITH US Personalize in meaningful ways, and make meetings more useful Personalized home screen showcasing one’s business Receive a transcript of your meeting
  28. 28. But wait, that all seems kind of tactical… and not very strategic FROM MAPPING OUTCOMES TO STRATEGY
  29. 29. FROM SPECIFICS INTO PRODUCT PILLARS Customer-centric to user-centric Recalibrated internal dialogue on which users were important to design and build for, and why our customer’s customer is important Focus on what we can do best Aligned priorities to focus on where users are spending their time, and not expect users to change behavior to fit our needs Be consistent across the journey Reduced the number of pathways and aligned feature descriptions between different departments
  30. 30. Online meeting products must first meet the needs of product competence. A reliable foundation is critical before other features are beneficial and trust is earned. Connecting people Our products help build business relationshipsTRUST AUTONOMY RELATEDNESS COMPETENCE Integrations, scheduling, transcripts Loyal & essential Share content on screen/desktop, share/see webcams Audio quality, simple join experience, reliable Collaboration with ease Our products make work more effective by fitting into the user’s workflow Help users meet their goals Our products make interactions more impactful; focus on the interaction not the tools Best-in-class experience Our products are the foundation of communication PRIORITIZING USER NEEDS BASED ON MAP OUTCOMES
  31. 31. Journey maps are a means to socialize UX across the organization, and provide the basis for actionable tactics that can build a strategy.

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