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Journey Mapping 

for
Marketers & Makers
Caitlin Vlastakis Smith



Director of Digital Strategy @PointSource
@caitvsmith
@caitvsmith
My Presentation Journey
Learn Commit Prepare Present Sleep
Scale of
Emotion
@caitvsmith
“YOU’RE A GREAT LOVER.”
EXPERIENCE
@caitvsmith
“Why, thank you.”
@caitvsmith
“The CMO and CIO
relationship is
becoming one of the
most important 

C-suite collaborations
when it comes to
...
@caitvsmith
of customers will
defect after just one
bad experience
Source: McKinsey , Customer Experience Report 2016
of r...
@caitvsmith
-Sarah Gibbons, NN/G
http://www.nngroup.stfi.re/articles/design-thinking-team-building/?sf=kyaexdo#aa
Journey ...
What is a journey map?
@caitvsmith
What is beneficial about
Journey Mapping?
https://www.nngroup.com/articles/journey-mapping-ux-practitioners/
Ka...
@caitvsmith
Cultivate empathy and a shared view of customers



Build strategic alignment



Surface moments of truth



H...
Facilitator

Researcher

Interpreter

Questioner
Puncher of holes
YOU can do this!
@caitvsmith
1. State your intent
2. Bring qualitative research
3. Get the right people in the room
4. Embody the persona
5. Identify f...
People are persuaded not by
what you say, but by 

what they understand.
Pro Tip: Whiteboard, Post-Its, Paper, Cookies
“
”...
[ THE WHO]
JOURNEY MAPPING STARTER WORKSHEET
We want to understand what it’s like for
to
[ DO WHAT]
[GOAL]
This will help ...
[ THE WHO]
JOURNEY MAPPING STARTER WORKSHEET
We want to understand what it’s like for
to
[ DO WHAT]
[GOAL]
This will help ...
[ THE WHO]
JOURNEY MAPPING STARTER WORKSHEET
We want to understand what it’s like for
to
[ DO WHAT]
[GOAL]
This will help ...
[ THE WHO]
JOURNEY MAPPING STARTER WORKSHEET
We want to understand what it’s like for
to
[ DO WHAT]
[GOAL]
This will help ...
1. State your intent
2. Bring qualitative research
3. Get the right people in the room
4. Define the persona
5. Plot the ex...
A persona is a representation of a unique 

behavior profile.
Attitudes
Motivations
Pains
Preferences
Work styles
Beliefs
4...
Based on patterns and shared attributes from qualitative research
4. DEFINE THE PERSONA
Capture what’s most relevant to your team and organization.
Ask: “What will we do with this data?”
4. DEFINE THE PERSONA
Start with less.


Embrace imperfection.


Evolve as you learn.





Keep learning.
http://dastudios.com/art-com/
4. DEFIN...
MOTIVATIONS
NEEDS & PAINS
NAME, SKETCH & QUOTE
DEMOGRAPHICS
STARTER PROTO-PERSONA TEMPLATE
@caitvsmith
A picture can connect the strategic
with the tactical in a way no other
communication form possibly can.
“
”Da...
@caitvsmith
5. PLOT THE EXPERIENCE
End-to-end brand touchpoints



Specific scenario



Particular use case
Persona’s movement through time.
@caitvsmith
5. P...
@caitvsmith
Emotions
Activities
Channels
Content
Touchpoints

Devices
What you seek
to understand!
5. PLOT THE EXPERIENCE
@caitvsmith
5. PLOT THE EXPERIENCE
www.PointSource.comwww.PointSource.com
Betty’s	Journey	- Basic	Checker	Fixer	(Persona	1)
23
Spreadsheets
Paper
Part list
E...
Complete collaboratively. Make people write!
Emotions, Questions
and Activity
Critical Moments
5. PLOT THE EXPERIENCE
5. PLOT THE EXPERIENCE
Polish is nice, but 

NOT THE POINT.
1. State your intent
2. Bring qualitative research
3. Get the right people in the room
4. Define the persona
5. Plot the ex...
Find patterns.
Cluster and
categorize.


Brainstorm around
pain themes.
6. LOCATE THE PAIN
http://mariecheung.ca/giantant.html
6. LOCATE THE PAIN
@caitvsmith
Ask: How can we reduce friction?
Cognitive ease
Simplification
7. SURFACE OPPORTUNITIES
Clarification
@caitvsmith
Ask: What areas are ripe for disruption?
VR/AR experiences
Artificial Intelligence
Conversational interfaces
7...
Ask: Where can we harness customer data
@caitvsmith
to improve our services?
Personalization
Automation
7. SURFACE OPPORTU...
Ask: Where will specific content and
@caitvsmith
7. SURFACE OPPORTUNITIES
targeted messaging make an impact?
Align content ...
@caitvsmith
8. ASSIGN OWNERSHIP & ACTION
http://www.kickframe.com/blog/2015/7/29/orchestrating-the-toronto-symphony-experi...
@caitvsmith
CAPTURING OPPORTUNITIES
8. ASSIGN OWNERSHIP & ACTION
Next Step:
Owner:
KPI:
The What:
[ WHO’S GONNA OWN IT?]
[...
@caitvsmith
Prioritize opportunities



Research to validate assumptions



Roadmap updates, content, or features



Set u...
1. State your intent
2. Bring qualitative research
3. Get the right people in the room
4. Define the persona
5. Plot the ex...
Marty Neumeier, Brand Gap
Don’t be this.
@caitvsmith
Good Reads
@caitvsmith
Learn More About Digital Transformation
@caitvsmith
“Only 35 percent of
retailers strongly
agree that their users
can move...
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Journey Mapping for Marketers & Makers by Caitlin Vlastakis Smith

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Journey mapping is a strategic activity designed to bring teams together to create intentional human-centered products, services and experiences. Journey mapping is a design thinking tool, but it's not just for designers. Cait developed this presentation to guide marketers, business people and creatives who care about meeting and exceeding customer expectations through the step-by-step process of collaborative journey mapping.

This presentation was developed and presented by Caitlin Vlastakis Smith at the Triangle Marketing Club in Raleigh, NC in March 2017.

More presentations by Caitlin Vlastakis Smith here:

https://www.caitvsmith.com/publications-speaking/

Published in: Marketing
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Journey Mapping for Marketers & Makers by Caitlin Vlastakis Smith

  1. 1. Journey Mapping 
 for Marketers & Makers Caitlin Vlastakis Smith
 
 Director of Digital Strategy @PointSource @caitvsmith
  2. 2. @caitvsmith My Presentation Journey Learn Commit Prepare Present Sleep Scale of Emotion
  3. 3. @caitvsmith
  4. 4. “YOU’RE A GREAT LOVER.” EXPERIENCE @caitvsmith “Why, thank you.”
  5. 5. @caitvsmith “The CMO and CIO relationship is becoming one of the most important 
 C-suite collaborations when it comes to delivering the kind of digital experiences that customers demand.” http://www.deloittedigital.com/us/blog/the-key-to-cio-and-cmo-collaboration-be-customer-centric
  6. 6. @caitvsmith of customers will defect after just one bad experience Source: McKinsey , Customer Experience Report 2016 of respondents say their organization addresses specific user needs across all platforms, channels 
 and devices 51% Source: PointSource , Executing Digital Transformation Survey, 2017 25%
  7. 7. @caitvsmith -Sarah Gibbons, NN/G http://www.nngroup.stfi.re/articles/design-thinking-team-building/?sf=kyaexdo#aa Journey mapping 
 is a tool to help us understand a situation from someone else’s point of view.
  8. 8. What is a journey map?
  9. 9. @caitvsmith What is beneficial about Journey Mapping? https://www.nngroup.com/articles/journey-mapping-ux-practitioners/ Kate Kaplan, NN/G “Journey Mapping in Real Life: A Survey of UX Practitioners” What is frustrating about Journey Mapping? Understanding process and scope (52%) Creates common goals and vision (32%) Uncovers hidden truths (24%)
  10. 10. @caitvsmith Cultivate empathy and a shared view of customers
 
 Build strategic alignment
 
 Surface moments of truth
 
 Highlight opportunities to reduce friction Jumpstart ideas for deeper engagement and delight Why journey map?
  11. 11. Facilitator
 Researcher
 Interpreter
 Questioner Puncher of holes YOU can do this! @caitvsmith
  12. 12. 1. State your intent 2. Bring qualitative research 3. Get the right people in the room 4. Embody the persona 5. Identify friction and opportunities 6. Define moments of truth 7. Capture insights and action @caitvsmith 8Guiding Principles Prepare
  13. 13. People are persuaded not by what you say, but by 
 what they understand. Pro Tip: Whiteboard, Post-Its, Paper, Cookies “ ”John Maxwell @caitvsmith
  14. 14. [ THE WHO] JOURNEY MAPPING STARTER WORKSHEET We want to understand what it’s like for to [ DO WHAT] [GOAL] This will help us Are we using available research? Stakeholders Yes No Present? Y N What you 
 hope to learn The moment in time (i.e., the question you’re answering) Barometer of truth @caitvsmith 1. STATE YOUR INTENT The lens or POV
  15. 15. [ THE WHO] JOURNEY MAPPING STARTER WORKSHEET We want to understand what it’s like for to [ DO WHAT] [GOAL] This will help us Are we using available research? Stakeholders Yes No Present? Y N What you 
 hope to learn Stating your initial scope (i.e., the question you’re answering) Barometer of truth …to onboard as a new patient …register for an event …to submit a change order …to engage with our brand across all touchpoints @caitvsmith 1. STATE YOUR INTENT Start with reality, then envision the future
  16. 16. [ THE WHO] JOURNEY MAPPING STARTER WORKSHEET We want to understand what it’s like for to [ DO WHAT] [GOAL] This will help us Are we using available research? Stakeholders Yes No Present? Y N How you plan to apply insights 1. STATE YOUR INTENT @caitvsmith
  17. 17. [ THE WHO] JOURNEY MAPPING STARTER WORKSHEET We want to understand what it’s like for to [ DO WHAT] [GOAL] This will help us Are we using available research? Stakeholders Yes No Present? Y N Barometer of truth Consensus tracker 2. BRING QUALITATIVE
 
 
 3. GET THE RIGHT PEOPLE IN @caitvsmith RESEARCH
 THE ROOM
  18. 18. 1. State your intent 2. Bring qualitative research 3. Get the right people in the room 4. Define the persona 5. Plot the experience @caitvsmith 8Guiding Principles Prepare Map
  19. 19. A persona is a representation of a unique 
 behavior profile. Attitudes Motivations Pains Preferences Work styles Beliefs 4. DEFINE THE PERSONA
  20. 20. Based on patterns and shared attributes from qualitative research 4. DEFINE THE PERSONA
  21. 21. Capture what’s most relevant to your team and organization. Ask: “What will we do with this data?” 4. DEFINE THE PERSONA
  22. 22. Start with less. 
 Embrace imperfection. 
 Evolve as you learn.
 
 
 Keep learning. http://dastudios.com/art-com/ 4. DEFINE THE PERSONA
  23. 23. MOTIVATIONS NEEDS & PAINS NAME, SKETCH & QUOTE DEMOGRAPHICS STARTER PROTO-PERSONA TEMPLATE
  24. 24. @caitvsmith A picture can connect the strategic with the tactical in a way no other communication form possibly can. “ ”Dave Gray 5. PLOT THE EXPERIENCE
  25. 25. @caitvsmith 5. PLOT THE EXPERIENCE
  26. 26. End-to-end brand touchpoints
 
 Specific scenario
 
 Particular use case Persona’s movement through time. @caitvsmith 5. PLOT THE EXPERIENCE WIDE vs. NARROW
  27. 27. @caitvsmith Emotions Activities Channels Content Touchpoints
 Devices What you seek to understand! 5. PLOT THE EXPERIENCE
  28. 28. @caitvsmith 5. PLOT THE EXPERIENCE
  29. 29. www.PointSource.comwww.PointSource.com Betty’s Journey - Basic Checker Fixer (Persona 1) 23 Spreadsheets Paper Part list Email group Self-query Ongoing projects Backlog Phase Touchpoints Initiation Understanding Getting Data Doing Closure Betty Procurement Specialist AGE 54 DEVICES Based on: Brian, Pat, Kris, Lonnie, Matt, Scott, Paula, Mark, Jennifer EXPERIENCE 18 yrs Waiting In-person asking Phone call Searching WC or Sharepoint Email Infopath Clovis Negotiating w/ supplier Sharepoint Creo WC Proprietary system Email Sharepoint Spreadsheet Infopath Clicking “complete” Paper / stickies Release Challenges Clear directive? What is priority? Waiting Processing time? Analyzing Fixing Get more data? (<-) Outgoing notification What is priority? Task management What task is ready? Communicating “stalled” progress status No source of truth Problems and Methods See the spreadsheet readout from the “Painstorm” for more pain points. “We use an Outlook group to keep track of projects.” Sharepoint Creo WC Proprietary system Pen and Paper “I use my paper notebook all the time to jot down part numbers I need to enter.” “My steps are 2a-2d on this project screen. You can see my steps here. [proprietary tool]” “The search returns too many results sometimes to easily find what I’m looking for.” “Sometimes I’m missing the information I need. I have to hunt it down.” “I just let the team know when I’m done. They get an email or I tell them.” Different maps.
 Different focus. 5. PLOT THE EXPERIENCE
  30. 30. Complete collaboratively. Make people write! Emotions, Questions and Activity Critical Moments 5. PLOT THE EXPERIENCE
  31. 31. 5. PLOT THE EXPERIENCE Polish is nice, but 
 NOT THE POINT.
  32. 32. 1. State your intent 2. Bring qualitative research 3. Get the right people in the room 4. Define the persona 5. Plot the experience 6. Locate the pain 7. Surface opportunities 8. Assign action and ownership @caitvsmith 8Guiding Principles Prepare Map Act
  33. 33. Find patterns. Cluster and categorize. 
 Brainstorm around pain themes. 6. LOCATE THE PAIN
  34. 34. http://mariecheung.ca/giantant.html 6. LOCATE THE PAIN
  35. 35. @caitvsmith Ask: How can we reduce friction? Cognitive ease Simplification 7. SURFACE OPPORTUNITIES Clarification
  36. 36. @caitvsmith Ask: What areas are ripe for disruption? VR/AR experiences Artificial Intelligence Conversational interfaces 7. SURFACE OPPORTUNITIES
  37. 37. Ask: Where can we harness customer data @caitvsmith to improve our services? Personalization Automation 7. SURFACE OPPORTUNITIES
  38. 38. Ask: Where will specific content and @caitvsmith 7. SURFACE OPPORTUNITIES targeted messaging make an impact? Align content to pain points
 Customize calls-to-action Content placement in context Focus on moments of truth
  39. 39. @caitvsmith 8. ASSIGN OWNERSHIP & ACTION http://www.kickframe.com/blog/2015/7/29/orchestrating-the-toronto-symphony-experience
  40. 40. @caitvsmith CAPTURING OPPORTUNITIES 8. ASSIGN OWNERSHIP & ACTION Next Step: Owner: KPI: The What: [ WHO’S GONNA OWN IT?] [ MOVE IT FORWARD] [WHAT THE BUSINESS CARES ABOUT!] [ DESCRIPTION]
  41. 41. @caitvsmith Prioritize opportunities
 
 Research to validate assumptions
 
 Roadmap updates, content, or features
 
 Set up tests/experiments AFTER THE JOURNEY MAPPING ACTIVITY…….
  42. 42. 1. State your intent 2. Bring qualitative research 3. Get the right people in the room 4. Define the persona 5. Plot the experience 6. Locate the pain 7. Surface opportunities 8. Assign action and ownership @caitvsmith 8Guiding Principles Prepare Act Map
  43. 43. Marty Neumeier, Brand Gap Don’t be this. @caitvsmith
  44. 44. Good Reads @caitvsmith
  45. 45. Learn More About Digital Transformation @caitvsmith “Only 35 percent of retailers strongly agree that their users can move easily and seamlessly across devices.” www.PointSource.com/Executing-Digital-Transformation-Study

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