Discovering hidden contexts through experience maps
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Are satisfaction surveys as honest as they should be? How to understand what's really behind? “The weakest link” defines the impression of the whole service. Use of experience maps will help to concentrate on the important aspects and not to miss any little big details. Such an approach will benefit to the whole product team: PM, UX, BA, Developers and QAs.
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Discovering hidden contexts through experience maps
- 1. Experience Mapping Discovering hidden contexts through experience maps
- 2. Personal Travel, Talk to people Discover new experiences Professional Design Thinking, Methodology, What is good design? Dmytro Svarytsevych
- 6. Best Customer Service 90% Golden Bank Quality of Service User Satisfaction for the highestquality of service in 2016.Awarded in Pulse of Business by Bankier.pl in Banks category at IX edition of the Polish Program Service Quality awarded on the basis of ratings and reviews submitted by customers 90% of customers would recommend their relatives to open accounts at OUR Bank
- 8. “ 51% of customers who left companies blamed their exits on bad online experiences” Katie Devlin, IBM https://www.ibm.com/blogs/commerce/2016/03/how-are-you- measuring-your-digital-customer-experience/
- 10. http://giphy.com
- 12. “ A chain is no stronger than its weakest link” William James American philosopher and psychologist
- 13. Methodology
- 14. Tripomatic Tripomatic helps you explore historic sites, museums, and other spots worth seeing around the world. It lets you plot out your destinations over multiple days. Tripomatic's app is very similar in concept to City Guides, Offline Maps, Stay.com apps.
- 15. Research
- 16. User tries to manage trip plan to fit all constrains. Group places by location and book hotel nearby. User don’tknow the location,have limited access to the internet, weather conditions are continuously changing. Frequently,your initial font choice is taken out of your hands;companies often specify At this phase user knows nothing aboutthe country he plans to visit. He and his friends collect all possible interesting places. Set the Scope TravelPlanExplore Follow Up User tries to manage trip plan to fit all constrains. Group places by location and book hotel nearby. User don’tknow the location,have limited access to the internet, weather conditions are continuously changing. Frequently,your initial font choice is taken out of your hands;companies often specify At this phase user knows nothing aboutthe country he plans to visit. He and his friends collect all possible interesting places.
- 18. User Interviews § What triggered start of journey? § What were his expectations? § What actions did he takes? § What did he feel at different points of time? § What was he thinking at specific moments? § What touchpoints did he interact with? § What other events were involved? § What artifacts were involved? § What locations did place take in? http://designingcx.com
- 21. Building Blocks Relationship Uber is usually used as a taxi provider Actor Friend Event Canceled Flight Expectations What do people like me choose? Do Plan vacation dates Think Can I stay one day longer for sightseeing Positive Feeling Found special restaurant with view Negative Feeling Don’t understand the booking process Stage Book flight Channel Foursquare Touchpoint Search flight Location Cafe Takeaways Easy import from other services Facts Vacation budget should be in range Insights Groups plan trip together Opportunities Social integration to grow user base
- 26. Used Apps
- 27. Identify Channels Mobile App Products Shelf Subway Station http://www.businesstoday.in/magazine/lbs-case-study/case-study-tesco-virtually-created-new-market-based-on-country-lifestyle/story/214998.html
- 29. % lost users
- 30. Amount of lost users
- 31. Time for task
- 35. § Users mostly travel in groups with family or friends, all of them take part in planning § Different sources used to find POIs, but there is no simple way to gather all of them in one place § There are different vacation preferences: sun bathes, sightseeing, parties § Web is more for planning, mobile is more for use § It is difficult to remember all the cities and facilities names, people operate better with images § People take into account not only time and distance, but also time for location and budget (entrance fees, so on) § Shit happens. Rainy days require dynamic plan change Takeaways
- 36. New Design New calendar view gives better overview of whole trip, emphasizing overloaded days. Places tags help to personalize the users experience. It suggests more content based on already selected places and other users considerations. Social networks integration will help users collaborate effectively, share ideas and review plans and benefit in growing the community by establishing more user-to- user connections.
- 37. New Design Advanced filters allow to narrow the places list by categories, visit duration, price and distance. Search field contains summary of the query. Predefined selections can be easily switched from tabs. Each place now has more details presented. Bigger square photos are more informative than round ones. Place metadata allow to scan the list and make decision faster. Swipe right will mark the place as selected.
- 38. ArchitectUX Designer Project Manager Business Analyst http://giphy.com
- 39. Workshop Prepare Room,Time, Handouts,Grid, Sticky notes, Flipchart/Wall,Cookies Set the context Short introduction to catch participants,Define objectives,goals Be organized 4-6 participants,Focus on user, Track time, Iterate Deconstruct Pull out building blocks,Sticky notes Stage Facilitator moves notes to the board Construct Find relationships,Group similarities Shape Arrange insights into a story. Takeaways https://www.flickr.com/photos/nearsoft/
- 40. § Consistent good experience § Shared reference about customer experience § Distribute key customer insights in team § Increase conversion and efficiency § Identify gaps and opportunities § Remove ineffective touchpoints § Quality Control § Prioritize next steps Benefits
- 41. Customer (User) Journey Map Experience Map Shows the journey of the user through the different touchpoints that afford and characterize his or her interactions. Service Blueprint (Process Map) Shows the nature and characteristics of interactions in enough detail for and org to verify, implement, and maintain it. Definitions
- 54. Questions?
- 55. Tools
- 56. http://mappingexperiences.com Experience Mapping Guide (Adaptive Path)
- 61. https://itunes.apple.com/us/app/journeys-customer-experience/id821605133 Journeys: The Customer Experience Mapping Tool
- 62. Tools
- 65. Email: dmytro.svarytsevych@volvo.com Mobile: +48 570 797 727 http://www.facebook.com/dmytro.svarytsevych http://linkedin.com/in/dsvarytsevych http://medium.com/@dsvaryts Dmytro Svarytsevych