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Why Journey Mapping is Essential for Digital Products

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Presented at FITC Toronto 2017
More info at http://fitc.ca/event/to17/

presented by Lee Dale, Say Yeah!

Overview
How to improve customer engagement and service delivery in the connected age.

Digital transformation is not a buzzword. It’s the promise that your organization can reach new heights by leveraging digital to provide a superior customer experience and optimize your team’s efforts in doing so. At the same time, there are a vast amount of organizations who believe a digital presence alone is enough to meet customer expectations and keep your organization at the forefront of the connected economy. The general approach is typically to just make sure deliverables exist: we have a responsive website; we listen to customers on our social channels and help lines. But this approach does not ask the right questions of how you can drive consumer engagement and retention, and make sure your team is focused on solving the right problems in the most effective manner.

To do so, every organization needs to align their digital ecosystem with their customer journey. This talk will introduce the process for and key benefits of aligning your digital ecosystem and team efforts to your customer’s journey, including highlighting how you’ll find new business and growth opportunities, while finding those key insights in how to better connect and provide value to your customers.

Objective

To prove the benefits of aligning your digital ecosystem and efforts with your customer’s journey in order to drive customer engagement and improve service delivery across your organization.

Target Audience

You’re working on one or more digital products, or responsible for marketing to consumers to get them to engage with a digital property and would like to see how you can be even more effective at driving engagement and value to your consumer and for your organization.

Five Things Audience Members Will Learn

How to discover new business opportunities by focusing on customer needs
How to better understand the value of your current marketing, sales, product, service and customer support efforts
Why every organization should be mapping their customer’s journey
The key elements of the customer journey, including how you align marketing, sales, product, service, and customer support efforts along the journey
How to combine a customer journey map with business goals and organizational capabilities to define the most effective digital and service delivery strategy for your organization

Published in: Internet
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Why Journey Mapping is Essential for Digital Products

  1. 1. Why journey mapping is essential for digital products 
 #systemstrategy at
 #fitctoronto
 @smack416 at @yousayyeah and a whole lot more 
 systems thinking
  2. 2. Designers. Developers. Product owners. Business leaders.
  3. 3. 1. Problem 2. Foundation 3. Solution 4. Outcomes
  4. 4. 1. Problem We think in terms of products instead of systems. @smack416 #systemstrategy
  5. 5. Design for people.
  6. 6. So many UX research and validation methods are focused on individual or existing products.
  7. 7. Improve engagement. Optimize funnels. Measure adoption. Test usability.
  8. 8. Survey. Interview. Workshop. Prototype.
  9. 9. Outcomes, not features.
  10. 10. We’ve learned to be lean and sprint.
  11. 11. How do we choose which product to focus on? Is this an outcome that will improve adoption or engagement? How do we improve the experience of this product?
  12. 12. Despite our best efforts of designing for people, we’re failing them.
  13. 13. People use multiple devices and channels to accomplish any number of goals.
  14. 14. People also make decisions and are influenced by factors unrelated to your business.
  15. 15. Organizations are complex systems unto themselves.
  16. 16. Focusing on one product 
 or solution at a time is not enough.
  17. 17. We need to take a 
 wider view in order to increase the impact and value of our work.
  18. 18. Powers of Ten (1977) From product view. To system view.
  19. 19. 2. Foundation You need to understand 
 the systems you’re designing for. @smack416 #systemstrategy
  20. 20. Consider who you’re designing for.
  21. 21. You’re designing for people.
  22. 22. You’re designing for a business or organization.
  23. 23. You need to balance the needs of people with organizational goals and capabilities.
  24. 24. Individually, both the 
 people and organizations you design for operate in complex systems.
  25. 25. The relationship between the two groups becomes even more complicated, and symbiotic.
  26. 26. Organizations consist of a variety of people with varying responsibilities, capabilities, and motivations.
  27. 27. The people the organizations serve have their own needs and motivations, independent 
 of the organization.
  28. 28. Both organizations & people want to generate value for themselves.
  29. 29. The winning mindset: Organizations exist to 
 serve people.
  30. 30. So you have two complex systems, each deriving more value from one another the closer they align.
  31. 31. The better you understand these systems, the closer you can align them.
  32. 32. 3. Solution Map the system and 
 you’ll have a treasure 
 map to success. @smack416 #systemstrategy
  33. 33. The topographic foundation of your treasure map: The customer journey map.
  34. 34. The customer journey is the path a person takes to solve a problem or reach a goal.
  35. 35. For your organization, you likely want that path to include purchasing and using your product or service.
  36. 36. But customers won’t necessarily interact with your organization.
  37. 37. Organizations who map only the touchpoints they control are not doing their job.
  38. 38. So how do we map a customer journey effectively.
  39. 39. Your customer’s journey will vary based on how they choose between your organization or any alternative ways of meeting their needs.
  40. 40. Your job is to identify that selection process and those key decision-making stages.
  41. 41. How do you do this? Research.
  42. 42. Interviews. Observation. Any other tactics to help you determine your customer’s decision-making process.
  43. 43. Talk to your customers. Talk to your sales and support staff. Talk to people who have purchased related products.
  44. 44. Ask people how they identify and solve the problem your organization 
 is looking to solve.
  45. 45. Example stages of a customer journey. Parent Care Customer Journey for Adult Children Problem Identification Define Need—1-2 weeks Search and Share—2-4 weeks Stages User Tasks Problem Analysis Internal Discussion of Options External Res Planning funeral Attending specialist’s appointments Spending time at the hospital Consulting with government funded services Search for resources (offline, internet) Speak to experts or family/friends who have gone through the experience Consult with loved one Setting up supports to assist with activities of daily living Work with publicly available supports (e.g. CCAC coverage) Hire home care or family take on care/daily responsibilities. Explore long-term options: i. retirement home living ii. make home senior friendly iii. hire home care provider Conduct Goog Seek out word Seek out referra service provide psychological, fi Work with publ (e.g. CCAC cove
  46. 46. Your customer’s stages will be different.
  47. 47. If you have various types of customers, each of them may even follow different stages.
  48. 48. What the user is trying to accomplish. What tasks they’ll perform to get there. Their state of mind at the time.
  49. 49. Parent Care Customer Journey for Adult Children Problem Identification Define Need—1-2 weeks Ask our experts Blog Resources Social channels Advertising PR Search locations Share locations Shortlists Comparitive view of locations Share location shortlists Tour booking & confirmation Advisors Partnerships Advisors Partnerships Advertising SEO FAQ Resource Content SEO Awareness Search and Share—2-4 weeks Final Review—2-3 weeks Commit—1 -2 weeks Moving into home Living at home Stages Relevance User Tasks Players Media Tactics User Thoughts User Feelings Problem Analysis Internal Discussion of Options External Research Comparison of Options Purchase Decision Post-purchaseTours & Interviews Ask our experts Blog Resources Ask our experts Blog Resources I’m afraid for my parent’s safety. Will my parents be able to meet needs of their daily living? It’s taking too much time to organize interim solutions while planning for the future. How serious is it? How safe is it to live at home? How long will the problem last? What supports exist in my community? How much money do we have to put towards the problem? How long can the family take on care/daily responsibility? Will my parent(s)/other family members be able to come to a decision together? Do we want to move the parent out of their home? Should we sell the home or renovate it? I don’t know where to begin. I don’t have enough time to dedicate hours of research and making calls can be difficult at work. I’m letting things drop at work and with my other responsibilities. Both home-care and retirement living are expensive. If I sell the house, I have to deal with all of the downgrading and moving Will my parent be able to live here until RIP? What are my parents needs versus their wants? Are the people that live here happy? How do I continue to care give once my parent moves in? Are there social activities available? Is the food tasty? Is it clean? Is there access to transportation? Do the staff care about the residents? What’s included in the rental price and what is extra? I have to plan to pay more for care on top of the costs of monthly rent. Is my parent going to be with people that are s icker than them? Planning funeral Attending specialist’s appointments Spending time at the hospital Consulting with government funded services Search for resources (offline, internet) Speak to experts or family/friends who have gone through the experience Consult with loved one Setting up supports to assist with activities of daily living Work with publicly available supports (e.g. CCAC coverage) Hire home care or family take on care/daily responsibilities. Explore long-term options: i. retirement home living ii. make home senior friendly iii. hire home care provider Conduct Google search Seek out word of mouth referrals Seek out referral to resources by service providers (legal, medical, psychological, financial, workplace) Work with publicly available supports (e.g. CCAC coverage) Service providers (care staff at hospital or rehabilitation clinics) Immediate family members and close friends Low Medium Medium High Service providers (Seniors transportation providers, grocery delivery, pharmacy, Our Business) Immediate family members and close friends Trusted advisors (HR, workplace support programs, lawyers, financial advisors) Service providers (real estate agents, government assistsance—ie, CCAC worker, Our Business) Immediate family members and close friends Trusted advisors (lawyers, financial advisors) Adult children Service providers (retirement home sales staff, home-care providers, Our Business) Resource providers Workplace supports/HR department Social Workers Family Service providers (retirment home sales staff, Our Business) Resource providers Family Service providers (retirment commmunity staff, Our Business) Resource providers Select homes to short-list (~4) Compare options (rental price, care type, location) Share information with stakeholders Complete needs analysis of homes based on parent needs/wants Panic Crisis mode Reacting to immediate needs Stress around how time consuming caring for their parent is Grief Helplessness Fear for their parent Ambiguity around the unknown Guilt that you have to change the course of their parent’s life Guilt and sadness Worry about making the right decision Confusion/helplessness around where to go for resources, Fear that their loved one is socially isolated because they’re losing independence Overwhelmed Guilty Shock Who is running the tour, where is it, what time is it, how far is it from the next tour? What if the people at the home seem a lot older than my parent? What kinds of social programs are around? Book tours M-F during working hours or aft Coordinate times with other stakeholders Schedule life around tours Go on actual tour High Ambiguity around what to expect from retirement homes Fear that their parent will “break down” at any point Shock at wait-list information (if applicable, usually only in urban areas) Stress managing the tour information Family Service providers (retirment commmunity staff, Our Business) Resource providers Trusted advisors (lawyers, financial advisors) Service providers (downgrading company, moving company, real-estate agents, auction houses) This process is taking over my life and I want the decision to be made What is my parent’s monthly allowance? How much can we get from the sale of the house? Do I have to supplement costs? Will the costs rise as they need more care? Looking at finances/sale of the house Discuss with stakeholders Review whether the home meets parent’s needs and wants Discuss with parents Pack up the old home Downsize belongings Sell old belongings Prepare parents for move, make sure new apartment is set-up (painted, carpets changed) Shift from being a caregiver to being an advocate Visiting parents to check in and spend time together Medium Moderate Low Guilt regarding the feelings of burden this is causing them Stress because they are dropping other work/family responsibilities Tension communicating with parent(s) around shifting their lifestyle Overwhelmed because juggling real-estate conversations around sale of the house and figuring out monthly allowance for living + care costs Relief around making a decision Worry about making the best No looking back now What belongings do me/my family members keep and what do we sell? Do we need to set up any other services for the retirement home? E.g. transportation, CCAC care coming to the home Sadness to be giving up the old family home/belongings Tension organizing everything with parents Overwhelmed because juggling multiple service providers Family (immediate) New friends made at the retirement home Service providers (retirement community operational staff, care providers) How can I make my parent know that I care about them? How can I become involved with my parent at the retirement home? Do my parents need any additional support that I have to pay for? Life is returning to normal Important date notificationsCustomer followup Relief but also guilt about not visiting parents enough Overwhelmed at the variables to be considered Frustrated by the lack of consolidated/ comparable information Confused as to the various care options Guilt/fear towards choosing the wrong place Anxious once they realize the costs associated Frustrated because information online requires calling resources Upset imagining their parent living at a home Choose Retirement Living Choose Other High Select from: Home care Renovations Social supports Family support Resource for when living at home is no longer an option Support caregiver through useful dialog or information Support caregiver through retirement calculator Medium Service providers (banks and institutions, Our Business) Trusted advisors (lawyers, financial advisors) Resource providers Social Workers Family If more information or options are required. When you have your journey mapped out you’ll have something like this.
  50. 50. “The importance of customer journey maps exceeds their prevalence.” @chrisrisdon Capital One (2011)
  51. 51. But the system isn’t just about customers.
  52. 52. Organizational models and capabilities are equally important.
  53. 53. Opportunity must be weighed against risk.
  54. 54. Business goals. Potential impact of organizational effort. Resources, both required and available.
  55. 55. So how does this translate to something actionable?
  56. 56. By understanding the customer journey and the organizational model and capabilities, we can begin to align the organization to the customer journey.
  57. 57. Take the customer journey.
  58. 58. And the organizational capabilities. Take the customer journey.
  59. 59. Align the two.
  60. 60. And you can prioritize based on impact and capability.
  61. 61. 4. Outcomes System strategy uncovers previously unknowable opportunities & efficiencies. @smack416 #systemstrategy
  62. 62. Make decisions confidently. Uncover new opportunities. Focus efforts where they have the most impact.
  63. 63. Increased engagement. Better customer service. More productive teams.
  64. 64. Ultimately, a framework 
 to achieve these outcomes on an ongoing basis.
  65. 65. 1. Problem 2. Foundation 3. Solution 4. Outcomes
  66. 66. @smack416 #systemstrategy 1. Problem We spend too much time thinking in terms of products instead of systems.
  67. 67. @smack416 #systemstrategy 2. Foundation We need to understand 
 the people and organizational systems we design for.
  68. 68. 3. Solution Mapping this symbiotic system will define a roadmap to success. @smack416 #systemstrategy
  69. 69. 4. Outcomes This system strategy process continually uncovers opportunities & efficiencies. @smack416 #systemstrategy
  70. 70. And now for some 
 practical examples.
  71. 71. Map the customer journey from the customer’s point of view, not yours.
  72. 72. Parent Care Customer Journey for Adult Children Problem Identification Define Need—1-2 weeks Ask our experts Blog Resources Social channels Advertising PR Search locations Share locations Shortlists Comparitive view of locations Share location shortlists Tour booking & confirmation Advisors Partnerships Advisors Partnerships Advertising SEO FAQ Resource Content SEO Awareness Search and Share—2-4 weeks Final Review—2-3 weeks Commit—1 -2 weeks Moving into home Living at home Stages Relevance User Tasks Players Media Tactics User Thoughts User Feelings Problem Analysis Internal Discussion of Options External Research Comparison of Options Purchase Decision Post-purchaseTours & Interviews Ask our experts Blog Resources Ask our experts Blog Resources I’m afraid for my parent’s safety. Will my parents be able to meet needs of their daily living? It’s taking too much time to organize interim solutions while planning for the future. How serious is it? How safe is it to live at home? How long will the problem last? What supports exist in my community? How much money do we have to put towards the problem? How long can the family take on care/daily responsibility? Will my parent(s)/other family members be able to come to a decision together? Do we want to move the parent out of their home? Should we sell the home or renovate it? I don’t know where to begin. I don’t have enough time to dedicate hours of research and making calls can be difficult at work. I’m letting things drop at work and with my other responsibilities. Both home-care and retirement living are expensive. If I sell the house, I have to deal with all of the downgrading and moving Will my parent be able to live here until RIP? What are my parents needs versus their wants? Are the people that live here happy? How do I continue to care give once my parent moves in? Are there social activities available? Is the food tasty? Is it clean? Is there access to transportation? Do the staff care about the residents? What’s included in the rental price and what is extra? I have to plan to pay more for care on top of the costs of monthly rent. Is my parent going to be with people that are s icker than them? Planning funeral Attending specialist’s appointments Spending time at the hospital Consulting with government funded services Search for resources (offline, internet) Speak to experts or family/friends who have gone through the experience Consult with loved one Setting up supports to assist with activities of daily living Work with publicly available supports (e.g. CCAC coverage) Hire home care or family take on care/daily responsibilities. Explore long-term options: i. retirement home living ii. make home senior friendly iii. hire home care provider Conduct Google search Seek out word of mouth referrals Seek out referral to resources by service providers (legal, medical, psychological, financial, workplace) Work with publicly available supports (e.g. CCAC coverage) Service providers (care staff at hospital or rehabilitation clinics) Immediate family members and close friends Low Medium Medium High Service providers (Seniors transportation providers, grocery delivery, pharmacy, Our Business) Immediate family members and close friends Trusted advisors (HR, workplace support programs, lawyers, financial advisors) Service providers (real estate agents, government assistsance—ie, CCAC worker, Our Business) Immediate family members and close friends Trusted advisors (lawyers, financial advisors) Adult children Service providers (retirement home sales staff, home-care providers, Our Business) Resource providers Workplace supports/HR department Social Workers Family Service providers (retirment home sales staff, Our Business) Resource providers Family Service providers (retirment commmunity staff, Our Business) Resource providers Select homes to short-list (~4) Compare options (rental price, care type, location) Share information with stakeholders Complete needs analysis of homes based on parent needs/wants Panic Crisis mode Reacting to immediate needs Stress around how time consuming caring for their parent is Grief Helplessness Fear for their parent Ambiguity around the unknown Guilt that you have to change the course of their parent’s life Guilt and sadness Worry about making the right decision Confusion/helplessness around where to go for resources, Fear that their loved one is socially isolated because they’re losing independence Overwhelmed Guilty Shock Who is running the tour, where is it, what time is it, how far is it from the next tour? What if the people at the home seem a lot older than my parent? What kinds of social programs are around? Book tours M-F during working hours or aft Coordinate times with other stakeholders Schedule life around tours Go on actual tour High Ambiguity around what to expect from retirement homes Fear that their parent will “break down” at any point Shock at wait-list information (if applicable, usually only in urban areas) Stress managing the tour information Family Service providers (retirment commmunity staff, Our Business) Resource providers Trusted advisors (lawyers, financial advisors) Service providers (downgrading company, moving company, real-estate agents, auction houses) This process is taking over my life and I want the decision to be made What is my parent’s monthly allowance? How much can we get from the sale of the house? Do I have to supplement costs? Will the costs rise as they need more care? Looking at finances/sale of the house Discuss with stakeholders Review whether the home meets parent’s needs and wants Discuss with parents Pack up the old home Downsize belongings Sell old belongings Prepare parents for move, make sure new apartment is set-up (painted, carpets changed) Shift from being a caregiver to being an advocate Visiting parents to check in and spend time together Medium Moderate Low Guilt regarding the feelings of burden this is causing them Stress because they are dropping other work/family responsibilities Tension communicating with parent(s) around shifting their lifestyle Overwhelmed because juggling real-estate conversations around sale of the house and figuring out monthly allowance for living + care costs Relief around making a decision Worry about making the best No looking back now What belongings do me/my family members keep and what do we sell? Do we need to set up any other services for the retirement home? E.g. transportation, CCAC care coming to the home Sadness to be giving up the old family home/belongings Tension organizing everything with parents Overwhelmed because juggling multiple service providers Family (immediate) New friends made at the retirement home Service providers (retirement community operational staff, care providers) How can I make my parent know that I care about them? How can I become involved with my parent at the retirement home? Do my parents need any additional support that I have to pay for? Life is returning to normal Important date notificationsCustomer followup Relief but also guilt about not visiting parents enough Overwhelmed at the variables to be considered Frustrated by the lack of consolidated/ comparable information Confused as to the various care options Guilt/fear towards choosing the wrong place Anxious once they realize the costs associated Frustrated because information online requires calling resources Upset imagining their parent living at a home Choose Retirement Living Choose Other High Select from: Home care Renovations Social supports Family support Resource for when living at home is no longer an option Support caregiver through useful dialog or information Support caregiver through retirement calculator Medium Service providers (banks and institutions, Our Business) Trusted advisors (lawyers, financial advisors) Resource providers Social Workers Family If more information or options are required. Here’s a journey map for a company that helps people find retirement homes.
  73. 73. Comparison of Options Family Service providers (retirment home sales staff, Select homes to short-list (~4) Compare options (rental price, care type, location) Share information with stakeholders Complete needs analysis of homes based on parent needs/wants Choose Retirement Living Choose Other Select from: Home care Renovations Social supports Family support Service providers (banks and institutions, Our Business) Trusted advisors (lawyers, There are a number of options in addition to retirement homes.
  74. 74. Retirement home providers + Home care providers + Home renovation providers
  75. 75. “The railroads are in trouble today because they were railroad oriented instead of transportation oriented.” Theodore Levitt (1960)
  76. 76. “They were product oriented instead of customer oriented.” Theodore Levitt (1960)
  77. 77. Let’s consider 
 another example.
  78. 78. Factory machines. Machine operators. Factory managers.
  79. 79. Dumb filters don’t have 
 a way of saying something’s wrong.
  80. 80. The smart filter introduced capabilities that benefitted both the customer and the organization.
  81. 81. DAILY ROUTINE NOT OK FILTRATION SYSTEM OK UPDATE PLANT STATUS REPORT (PRODIGY-D/M) CHECK MAINTENANCE SCHEDULE (PRODIGY-D/M) CONDUCT PRODIGY-D PRESCRIBED MAINTENANCE (filtration system/plant) EXIT FACILITY UPDATE PLANT STATUS REPORT (PRODIGY-D/M) PLANT STATUS REPORT HAND-OFF (PRODIGY-D/M) SIGN OUT (PRODIGY-D/M) FILTRATIO RESPONSIBIL DAILY ROUTINE ENTER FACILITY SIGN IN (PRODIGY-D) RECEIVE INITIAL PLANT STATUS REPORT HAND-OFF (PRODIGY-D) START INSPECTION (PRODIGY-D/M, LED indicators, walk-around) START SAMPLE (retrieve kit, draw, submit sample) FLUID ISSUE MECHANICAL ISSUE (leak) FILTER ISSUE VERIFY FIX (sight, PRODIGY-M) CORRECTIVE ACTION (check connections, by-pass filter, shut down system, disassemble, diagnose, repair, reassemble restart system) VERIFY FIX (sight, PRODIGY-M) NOT O PROCES (PRODIGY REPLACE FILTER (by-pass filter, shut down system, disassemble, install, reassemble restart system) PROCES (PRODIGY CONDITION BASED DISPOSE OF CONSUMABLES (proper disposal, logging disposal - PRODIGY-D/M) ACQUIRE CORRECT FILTER FOR REPLACEMENT (PRODIGY-M) CONTACT IT TEAM (PRODIGY-M) PRODIGY COMMUNICATION (disconnected) CORRECTIVE ACTION (restore power, replace Prodigy module, replace gateway) REVIEW WITH PROCESS ENGINEER (phone, text, in person, PRODIGY-D/M) VERIFY FIX ( PRODIGY-M) NOT O PROCES (PRODIGY So where does the customer journey map come in?
  82. 82. Mapping the responsibilities of people within a system helps shape product requirements.
  83. 83. Find immediate, actionable insights, don’t just look at long term strategies.
  84. 84. Uncover new business opportunities. Shape the product. Find immediate insights.
  85. 85. Say Yeah!
 sayyeah.com
 @yousayyeah sayyeahto Lee Dale
 lee@sayyeah.com
 @smack416 #systemstrategy

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