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ADVANCING USER-CENTEREDNESS, SOLVING PAIN POINTS, AND DRIVING INNOVATION:
LESSONS LEARNED FROM
MAPPING THE CUSTOMER
EXPERI...
Emily Bowman @awesomania
Emily Bowman @awesomania
80%of businesses stated that
they offered a superior
customer experience
8%of customers felt the ...
Emily Bowman @awesomania
Emily Bowman @awesomania
WHEN IN DOUBT, MAP IT OUT
Emily Bowman @awesomania
EXPERIENCE MAPS
JOURNEY MAPS
LIFECYCLE MAPS
SERVICE BLUEPRINTS
Emily Bowman @awesomania
a visual artifact that outlines
CUSTOMER INTERACTIONS
with products and/or services
at a specific...
Emily Bowman @awesomania
TELL ME WHERE IT HURTS
Emily Bowman @awesomania
GOING GLOBAL
GLOBAL
Comments
§ 3rd party automo ve sites
do not exist for local
markets
§ Paid se...
Emily Bowman @awesomania
“If you are working
on something
exciting that you
really care about,
you don’t have to be
pushed...
Emily Bowman @awesomania
OUR VISION
Understand and address
customer pain points, needs, and
desires to “Go Further” in ste...
Emily Bowman @awesomania
Emily Bowman @awesomania
WHERE DID I
PUT THAT THING
AGAIN?
Emily Bowman @awesomania
Never forget the ultimate undisputed UX maxim:
YOU ARE NOT YOUR USERS.
Emily Bowman @awesomania
Conduct
Primary
Research
Gather
Secondary
Research
Aggregate &
Analyze
Findings
Update
Documentat...
Emily Bowman @awesomania
MAPPED LOTS OF
EXPERIENCES
EVALUATED OUR
COMPETITORS
EXPERIMENTED WITH
DOCUMENTATION
ANALYZED MAR...
Emily Bowman @awesomania
“Nice wallpaper.”
CHANGE MANAGEMENT MODEL
Make the
Case
Develop a
Vision
Communicate
Remove
Barriers
Acknowledge
Progress
Reinforce
Change
E...
Emily Bowman @awesomania
Emily Bowman @awesomania
1. DEFINE A VISION
2. MANAGE YOUR KNOWLEDGE
3. CUSTOMERS > STAKEHOLDERS
4. BE PROUD, SAY IT LOUD
...
No-one should have to suffer
through products and services that
get in their way.
People should not be made to feel
stupid...
Emily Bowman @awesomania
YOU CAN HELP STEER
THE SHIP
Emily Bowman @awesomania
THANKS!
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Advancing User-Centeredness, Solving Pain Points, and Driving Innovation: Lessons Learned from Mapping the Customer Experience

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While the practice of user experience strategy is gaining ground, political and operational struggles crop up when trying to incorporate these new tools and techniques. Organizational legacies don't disappear and not everyone understands the value of such efforts. To help newcomers to the strategy table identify where to focus your efforts and what battles are worth the fight, we'll explore the lessons learned mapping the customer experience and operationalizing a customer-centered strategic framework for a large automotive client.

Published in: Business
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Advancing User-Centeredness, Solving Pain Points, and Driving Innovation: Lessons Learned from Mapping the Customer Experience

  1. 1. ADVANCING USER-CENTEREDNESS, SOLVING PAIN POINTS, AND DRIVING INNOVATION: LESSONS LEARNED FROM MAPPING THE CUSTOMER EXPERIENCE Emily Bowman @awesomania
  2. 2. Emily Bowman @awesomania
  3. 3. Emily Bowman @awesomania 80%of businesses stated that they offered a superior customer experience 8%of customers felt the same James Allen, 2005
  4. 4. Emily Bowman @awesomania
  5. 5. Emily Bowman @awesomania WHEN IN DOUBT, MAP IT OUT
  6. 6. Emily Bowman @awesomania EXPERIENCE MAPS JOURNEY MAPS LIFECYCLE MAPS SERVICE BLUEPRINTS
  7. 7. Emily Bowman @awesomania a visual artifact that outlines CUSTOMER INTERACTIONS with products and/or services at a specific level of detail
  8. 8. Emily Bowman @awesomania TELL ME WHERE IT HURTS
  9. 9. Emily Bowman @awesomania GOING GLOBAL GLOBAL Comments § 3rd party automo ve sites do not exist for local markets § Paid search including conquest § Leads - Request a quote - Request a brochure - Request a test drive - Keep me informed § eBrochures § No Build and Price - No dealer alignment[FME, PR] - Vehicles come in Pre Configured Vehicles(PCV)[SK] - Culture of nego a on [FME, SSA] § Inventory search challenge - gaining dealer agreement to many Dealer Management Systems Comment § No Ford Credit § Use World Trade Financial limited services(WTF) § No retail financing Comments § Owner Site is being developed - SYNC informa on - Online Manuals - Difficult To Use (DTU) vehicle educa on videos - Dealer phone number/ email included on dealer locator § Welcome package is limited to a le er § Early Owner eDM - 1st and 2nd year anniversary Comments § No social media hub § Each region has a Ford Facebook / Twi er / YouTube / Instagram - not vehicle specific § Unique regional specific social media ex. ME2Day [SK] § Engagement content hub Comments § Twice a year Newsle ers § MyFord/Lincoln Magazine[SK] - Created by the Region Comments § B2B Motorcra site § Plans for B2C Motorcra site § Owner receives service reminder quarterly § Enhanced Quick Parts/ Quick Lanes locator in the owner sec on of the sites § Call center [ME] - Limited to service and not how to use your vehicle Comments § Engagement Content Hub [ME] § Reten on EDM § All CRM is delivered Electronically Comments § Dealer locator links to dealer sites § Unconfirmed that dealers are pos ng inventory on their dealer site Planning / Par al Doing Not Available Comment § Current incen ves are highlighted on sites in hotdeals page/ hotspots[PR,SK,FME] Region Key § ME - Middle East § SK - South Korea § PR - Puerto Rico § SSA - Sub-Saharan Africa § AP – Asia Pacific § CCA - Central America § CAR – Caribbean Complexi es applies to all regions § Bidirec onal [ME] § Double Byte Characters [SK] § Different languages § Country Select page [ME,SSA,AP,CCA,CAR] § LHD / RHD § Cultural Differences EUROPE ASIA PACIFIC LATIN AMERICA MIDDLE EAST & AFRICA
  10. 10. Emily Bowman @awesomania “If you are working on something exciting that you really care about, you don’t have to be pushed. The vision pulls you.”
  11. 11. Emily Bowman @awesomania OUR VISION Understand and address customer pain points, needs, and desires to “Go Further” in steering the Ford customer experience.
  12. 12. Emily Bowman @awesomania
  13. 13. Emily Bowman @awesomania WHERE DID I PUT THAT THING AGAIN?
  14. 14. Emily Bowman @awesomania Never forget the ultimate undisputed UX maxim: YOU ARE NOT YOUR USERS.
  15. 15. Emily Bowman @awesomania Conduct Primary Research Gather Secondary Research Aggregate & Analyze Findings Update Documentation Conduct Internal & Stakeholder Meetings Update Documentation & Identify Gaps OUR PROCESS
  16. 16. Emily Bowman @awesomania MAPPED LOTS OF EXPERIENCES EVALUATED OUR COMPETITORS EXPERIMENTED WITH DOCUMENTATION ANALYZED MARKET & CONSUMER TRENDS DESIGNED STRATEGIES & MODELS SOCIALIZED OUR LEARNINGS
  17. 17. Emily Bowman @awesomania “Nice wallpaper.”
  18. 18. CHANGE MANAGEMENT MODEL Make the Case Develop a Vision Communicate Remove Barriers Acknowledge Progress Reinforce Change Emily Bowman @awesomania
  19. 19. Emily Bowman @awesomania
  20. 20. Emily Bowman @awesomania 1. DEFINE A VISION 2. MANAGE YOUR KNOWLEDGE 3. CUSTOMERS > STAKEHOLDERS 4. BE PROUD, SAY IT LOUD 5. FIND A CHAMPION
  21. 21. No-one should have to suffer through products and services that get in their way. People should not be made to feel stupid by technology. Emily Bowman @awesomania
  22. 22. Emily Bowman @awesomania YOU CAN HELP STEER THE SHIP
  23. 23. Emily Bowman @awesomania THANKS!

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