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MAP THE EXPERIENCE.
CHANGE THE MACHINE.
Jean-Sébastien Chouinard, M.Sc.
Team Lead – Web Strategy
HAVE YOU EVER SAID OR HEARD?
“Yeah, it’s our website, it’s old and ugly; we are still
waiting for the budget to revamp it....
OR WORST:

“It’s not the role of my
department”
24 months or 36
months?
Added or
Cancelled?

WTF?
BAD SERVICE OFFER = NO MONEY
64% of customers switch because of bad customer
service
It’s more important than price (57%)
...
CLIENT IS DEAD, LONG LIVE THE
USER
Companies must give a significant experience at
every touch point. From acquisition to ...
Purchase
Purchase

Usage
Purchase

Usage

Integration
HOW DO WE BECOME USERCENTRIC?
BEING CONTEXT-AWARE
Where?
When?

How?

From Which
Support?

On Which
Network?
18
BEING LOCATION-AWARE
Where?
• Is the person in a secure, nosy or dark place?
• Is she in public or in private?
• Is she on...
BEING TIME-AWARE
When?
• Is she planning an activity?
• Is she in the action or she has time to think?

20
BEING FEELING-AWARE
How?
•
•
•
•

Does she want to be entertained or relaxed?
What does she want to fulfill?
Is she under ...
BEING CHANNEL-AWARE
From Which Support?
• What device does she uses?
• What are its components?

22
BEING NETWORK-AWARE
On Which Network?
• Does she need an Internet connection to
accomplish her tasks?
• Can she accomplish...
ILLUSTRATE SIGNIFICATIVE USER
EXPERIENCE
Define users needs and
aspirations

=

Personas

Identify touch points and
detect...
PERSONAS + USER JOURNEY MAP
“What makes a customer journey map much more
powerful than simply delivering personas and
scen...
USER JOURNEY MAP?
It’s like creating a quest.
USER JOURNEY MAP?
Illustrates and structures the interconnections
between:
• User’s needs
• Touch points
• Lifecycle
• Tas...
1. DEFINE
• Each stage of the journey
• The user’s needs at each stage, and time
necessary to fulfill them.
• The stakehol...
2. PLAN
• Different paths that the user can choose
• Activities required to meet the demands
(what, when, where)
3. IDENTIFY
• The difference between the users’ expectation
and the actual service you provide
• Adjustments that have to ...
Market Research

Insight Research

10 users

100 users

10 truths

100 insights
User Attitude
User
Mindset
Trigger

Journey
Goal
Persona description

Journey map

Opportunity
WHY ARE WE DOING THIS?
• To have a better understanding of the user’s
state of mind at each interaction with a touch
point...
Customer
Custome
Service
r Service

Finance
Finance

Sales

Mktg
Mktg

IT
IT

Products
Product
EXAMPLE : STRAVA
IN A NUTSHELL
3 PRINCIPLES OF BRAND
DIFFERENTIATION WITH USER
EXPERIENCE

• Building on user needs before features
• Strengthen the bran...
MERCI!
Jean-Sebastien Chouinard, M.Sc
Team Lead Web Strategy
Adviso.ca
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl
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Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl

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Discover different user-centric methods like context-aware design and user journey mapping.

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Product Camp Montreal | Map The Experience. Change The Machine. Save The World. #pcamppmtl

  1. 1. MAP THE EXPERIENCE. CHANGE THE MACHINE. Jean-Sébastien Chouinard, M.Sc. Team Lead – Web Strategy
  2. 2. HAVE YOU EVER SAID OR HEARD? “Yeah, it’s our website, it’s old and ugly; we are still waiting for the budget to revamp it.” “Don’t trust what’s written on the website, it’s outdated, call the customer service instead.” “In store promotions are not applicable online.”
  3. 3. OR WORST: “It’s not the role of my department”
  4. 4. 24 months or 36 months? Added or Cancelled? WTF?
  5. 5. BAD SERVICE OFFER = NO MONEY 64% of customers switch because of bad customer service It’s more important than price (57%) $4,000 loss per customer Source: Accenture, « High Performance in the Age of Customer Centricity », 2008
  6. 6. CLIENT IS DEAD, LONG LIVE THE USER Companies must give a significant experience at every touch point. From acquisition to the support phase. It is not a MARKCOMM project, it’s a corporate vision.
  7. 7. Purchase
  8. 8. Purchase Usage
  9. 9. Purchase Usage Integration
  10. 10. HOW DO WE BECOME USERCENTRIC?
  11. 11. BEING CONTEXT-AWARE Where? When? How? From Which Support? On Which Network? 18
  12. 12. BEING LOCATION-AWARE Where? • Is the person in a secure, nosy or dark place? • Is she in public or in private? • Is she on the move? 19
  13. 13. BEING TIME-AWARE When? • Is she planning an activity? • Is she in the action or she has time to think? 20
  14. 14. BEING FEELING-AWARE How? • • • • Does she want to be entertained or relaxed? What does she want to fulfill? Is she under pressure, is it an emergency? Is she in control? 21
  15. 15. BEING CHANNEL-AWARE From Which Support? • What device does she uses? • What are its components? 22
  16. 16. BEING NETWORK-AWARE On Which Network? • Does she need an Internet connection to accomplish her tasks? • Can she accomplish her tasks locally? 23
  17. 17. ILLUSTRATE SIGNIFICATIVE USER EXPERIENCE Define users needs and aspirations = Personas Identify touch points and detect weakness = User Journey Map
  18. 18. PERSONAS + USER JOURNEY MAP “What makes a customer journey map much more powerful than simply delivering personas and scenarios is its ability to highlight the flow of the customer experience…” Source: Flom J., « The Value of Customer Journey Maps: A UX Designer’s Personal Journey », 2011
  19. 19. USER JOURNEY MAP? It’s like creating a quest.
  20. 20. USER JOURNEY MAP? Illustrates and structures the interconnections between: • User’s needs • Touch points • Lifecycle • Tasks
  21. 21. 1. DEFINE • Each stage of the journey • The user’s needs at each stage, and time necessary to fulfill them. • The stakeholders involved: departments, channels, individuals
  22. 22. 2. PLAN • Different paths that the user can choose • Activities required to meet the demands (what, when, where)
  23. 23. 3. IDENTIFY • The difference between the users’ expectation and the actual service you provide • Adjustments that have to be done, including cost and schedule • Key Performance Indicators
  24. 24. Market Research Insight Research 10 users 100 users 10 truths 100 insights
  25. 25. User Attitude User Mindset Trigger Journey Goal
  26. 26. Persona description Journey map Opportunity
  27. 27. WHY ARE WE DOING THIS? • To have a better understanding of the user’s state of mind at each interaction with a touch point • To improve collaboration between channels and departments • To present an holistic view of the user across channels and departments • To identify weakness and inconsistencies
  28. 28. Customer Custome Service r Service Finance Finance Sales Mktg Mktg IT IT Products Product
  29. 29. EXAMPLE : STRAVA
  30. 30. IN A NUTSHELL
  31. 31. 3 PRINCIPLES OF BRAND DIFFERENTIATION WITH USER EXPERIENCE • Building on user needs before features • Strengthen the brand with every interaction, not just communication and advertising • Consider user experience as a competence, not a function of the company Source: Temkin, « The Customer Experience Journey », Forrester, September 2008
  32. 32. MERCI! Jean-Sebastien Chouinard, M.Sc Team Lead Web Strategy Adviso.ca

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