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Cx journey mapping workshop

Design Thinking: Your Customer Journey Mapping

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Cx journey mapping workshop

  1. 1. CX Journey Mapping Workshop Oracle & GovLoop. Washington DC, September 6th 2012Oracle . CX Strategy & Design Workshop. http://designingcx.com
  2. 2. The New Experience Economy mobile social localOracle . CX Strategy & Design Workshop. http://designingcx.com
  3. 3. Fundamentals of a new approachOracle . CX Strategy & Design Workshop. http://designingcx.com
  4. 4. { Workshop Agenda } Crash Course in Journey Mapping • What is a journey map? • When to use journey maps? • Why is it important? • How to map a journey • Where to start redesigning an experienceOracle . CX Strategy & Design Workshop. http://designingcx.com
  5. 5. cus·tom·er jour·ney map …visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organizationOracle . CX Strategy & Design Workshop. http://designingcx.com http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/
  6. 6. PURCHASE RECOMMEND 4 8 SELECT 3 BUY OWN 7 MAINTAIN Market & Sell Support & Serve 1 5 2 6 RESEARCH NEED RECEIVE USEOracle . CX Strategy & Design Workshop. http://designingcx.com
  7. 7. Oracle . CX Strategy & Design Workshop. http://designingcx.com
  8. 8. Oracle . CX Strategy & Design Workshop. http://designingcx.com
  9. 9. Oracle . CX Strategy & Design Workshop. http://designingcx.com
  10. 10. When Can Journey Mapping Be Used? • Understanding & diagnosing experiences • Designing experiences (redesign existing, create new) • Implementing (as blue prints) • Communicating (align, train, orient)Oracle . CX Strategy & Design Workshop. http://designingcx.com
  11. 11. Oracle . CX Strategy & Design Workshop. http://designingcx.com http://dschool.stanford.edu/student/doug-dietz/
  12. 12. Oracle . CX Strategy & Design Workshop. http://designingcx.com http://dschool.stanford.edu/student/doug-dietz/
  13. 13. Oracle . CX Strategy & Design Workshop. http://designingcx.com
  14. 14. { The Experience } Understanding & Reimaging the Patient ExperienceOracle . CX Strategy & Design Workshop. http://designingcx.com
  15. 15. 4. Attitudes1. Actions On Stage2. People3. Things Back StageOracle . CX Strategy & Design Workshop. http://designingcx.com
  16. 16. Evaluate and Prioritize Look for problems and opportunitiesOracle . CX Strategy & Design Workshop. http://designingcx.com
  17. 17. Understand & Empathize Ask 5 Whys. Create Empathy Maps Why? Why? Why?Oracle . CX Strategy & Design Workshop. http://designingcx.com
  18. 18. Oracle . CX Strategy & Design Workshop. http://designingcx.com http://dschool.stanford.edu/student/doug-dietz/
  19. 19. Reframe the Problem Use a deep understanding of needsOracle . CX Strategy & Design Workshop. http://designingcx.com
  20. 20. Ideate, Prototype, Test Reimaging and redesign the experienceOracle . CX Strategy & Design Workshop. http://designingcx.com
  21. 21. Redesign Experiences Influence Attitudes to Change Behaviors Influence Influence InfluenceOracle . CX Strategy & Design Workshop. http://designingcx.com
  22. 22. Oracle . CX Strategy & Design Workshop. http://designingcx.com http://dschool.stanford.edu/student/doug-dietz/
  23. 23. Crash Course in Journey MappingOracle . CX Strategy & Design Workshop. http://designingcx.com
  24. 24. How To Map a Customer’s Journey 1. Select a specific customer to map 4. Add customer attitudes and needs 2. Map a customer’s step-by-step experience 3. Map touch points & systems “on stage” and “back stage” 5. Identify issues & opportunities and dig inOracle . CX Strategy & Design Workshop. http://designingcx.com
  25. 25. CX Journey Mapping Tips Getting started… Identify a specific customer (prospects, frustrated customers, extreme users…) Identify key brand attributes (interactions, offerings, promises) Work from point A to B (map upstream and down) Keep it collaborative (use post-it notes, life-size artifacts) Start with assumptions (then validate and gather more data) Focus on moments that matter (start lo-res, use appropriate detail)Oracle . CX Strategy & Design Workshop. http://designingcx.com
  26. 26. Act on what you discover Routinely reimagine, redesign, redeploy experiences Identify & evaluate areas of opportunity Identify needs & attitudes, challenges, points of action and decision Prioritize experiences worth addressing moments that matter, value exchanges, points of leverage Deploy Prioritize Journey Design experiences around journey needs Mapping design on stage & back stage, influence attitudes to change behaviors Test and validate new experiences confirm new experiences work as expected before scaling them Test Design Deploy and measure against objectives align and equip people processes, and technology in measurable waysOracle . CX Strategy & Design Workshop. http://designingcx.com
  27. 27. { Discussion } More journey mapping resources at our new blog: DesigningCX.comOracle . CX Strategy & Design Workshop. http://designingcx.com
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Design Thinking: Your Customer Journey Mapping

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