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Customer 
journey 
mapping 
Jboye 
Aarhus, 
November 
2014. 
Ina 
Rosen 
ir@operate.dk 
Tel 
+45 
40 
33 
41 
50
WWW.OPERATE.DK 
Agenda 
What 
Why 
CX to UX Case Workshop Avoid Questions 
See you 
later
WWW.OPERATE.DK 
| 
SIDE 
3 
Example 
found 
online
WWW.OPERATE.DK 
| 
SIDE 
4 
Example 
found 
online
WWW.OPERATE.DK 
6
Blankt 
layout 
Why 
is 
mapping 
good 
for 
business?
WWW.OPERATE.DK 
McKinsey 
| 
SIDE 
8 
In 
a 
world 
where 
physical 
and 
virtual 
environments 
are 
rapidly 
converging,...
WWW.OPERATE.DK 
9 
In 
all 
touch 
points! 
Yikes 
L
WWW.OPERATE.DK
Blankt 
layout 
What 
is 
UX 
to 
CX?
WWW.OPERATE.DK 
Blankt 
layout 
CX 
≠ 
UX 
User 
experience 
Customer 
experience 
Forrester 
http://blogs.forrester.com/k...
WWW.OPERATE.DK 
Blankt 
layout 
| 
SIDE 
13 
How 
does 
mapping 
fit 
in? 
Business 
strategy 
Analysis 
(as 
is) 
ObjecSv...
14 
Number of consumers more likely 
to recommend a brand because 
it provides simpler experiences 
and communications 
WW...
15 
WWW.OPERATE.DK 
What 
makes 
a 
brand 
simple? 
Remarkably 
clear 
and 
unexpectedly 
fresh 
experiences 
(http://www....
16 
WWW.OPERATE.DK 
(http://www.rankingthebrands.com/PDF/Global%20Brand%20Simplicity%20Index%202013,%20Siegel%20plus%20Gal...
WWW.OPERATE.DK 
Blankt 
layout 
Down 
stream 
UX 
Users 
seek 
opHmal 
output 
with 
minimum 
investment 
Investment 
is 
...
Blankt 
layout 
Customer 
journey 
mapping 
shows 
a 
way
WWW.OPERATE.DK 
How to 
① Persona 
/ 
scenario 
descripSon 
② Step 
by 
step 
journey 
③ Service 
requirements 
④ Quotes 
...
WWW.OPERATE.DK 
Blankt 
layout 
Miniworkshop: 
Shopping 
for 
books 
online
WWW.OPERATE.DK 
Journey mapping 
10-15 minutes 
AcHons 
When 
Where 
With 
whom 
Why 
How 
EmoHonal 
Factors 
Thoughts 
Fe...
Blankt 
layout 
Avoid 
my 
mistakes
WWW.OPERATE.DK 
Blankt 
layout 
28 
Some 
kind 
of 
linearity 
© Copyright 
05/1 
1/14
WWWWWW..OOPPEERRAATTEE..DDKK 
Deciding 
what 
to 
map 
High 
level 
Low 
experience 
High 
degree 
of 
generalizaHon 
Low ...
WWW.OPERATE.DK 
Blankt 
layout 
Examples 
of 
level 
of 
detail 
Awareness 
-­‐ 
Research 
-­‐ 
Engaging 
-­‐ 
Buying 
– 
...
32 
WWW.OPERATE.DK 
shoes? 
Whose 
http://mshanna.edublogs.org/files/2012/05/DSC01073-1miwn3f.jpg
WWW.OPERATE.DK 
Blankt 
layout 
Tool 
or 
artefact 
Example 
blurred 
for 
confidenSality
WWW.OPERATE.DK 
Research Analysis 
Involve organisation 
Ideation Prototyping Test 
Involve organisation 
MAPPING 
PRODUCT...
QuesSons 
or 
comments?
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Customer journey mapping

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Customer journey mapping

  1. 1. Customer journey mapping Jboye Aarhus, November 2014. Ina Rosen ir@operate.dk Tel +45 40 33 41 50
  2. 2. WWW.OPERATE.DK Agenda What Why CX to UX Case Workshop Avoid Questions See you later
  3. 3. WWW.OPERATE.DK | SIDE 3 Example found online
  4. 4. WWW.OPERATE.DK | SIDE 4 Example found online
  5. 5. WWW.OPERATE.DK 6
  6. 6. Blankt layout Why is mapping good for business?
  7. 7. WWW.OPERATE.DK McKinsey | SIDE 8 In a world where physical and virtual environments are rapidly converging, companies need to meet customer needs anyHme, anywhere.
  8. 8. WWW.OPERATE.DK 9 In all touch points! Yikes L
  9. 9. WWW.OPERATE.DK
  10. 10. Blankt layout What is UX to CX?
  11. 11. WWW.OPERATE.DK Blankt layout CX ≠ UX User experience Customer experience Forrester http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux
  12. 12. WWW.OPERATE.DK Blankt layout | SIDE 13 How does mapping fit in? Business strategy Analysis (as is) ObjecSves (to be) CX strategy Service design Service design Tracking change AcHviHes Target groups OrganisaSon AcSviSes Gap analysis Target groups OrganisaSon AcSviSes Assessments CX vision Plan CJM Road map UX
  13. 13. 14 Number of consumers more likely to recommend a brand because it provides simpler experiences and communications WWW.OPERATE.DK 75% (http://www.rankingthebrands.com/PDF/Global%20Brand%20Simplicity%20Index%202013,%20Siegel%20plus%20Gale.pdf)
  14. 14. 15 WWW.OPERATE.DK What makes a brand simple? Remarkably clear and unexpectedly fresh experiences (http://www.rankingthebrands.com/PDF/Global%20Brand%20Simplicity%20Index%202013,%20Siegel%20plus%20Gale.pdf)
  15. 15. 16 WWW.OPERATE.DK (http://www.rankingthebrands.com/PDF/Global%20Brand%20Simplicity%20Index%202013,%20Siegel%20plus%20Gale.pdf)
  16. 16. WWW.OPERATE.DK Blankt layout Down stream UX Users seek opHmal output with minimum investment Investment is an emoHonal balance of monitary, temporal, physical and mental expense in relaSon to anHcipated output Lazy User Model of Solution Selection (Collan, M. and Tetard, F., 2007, Lazy User Theory of Solution Selection)
  17. 17. Blankt layout Customer journey mapping shows a way
  18. 18. WWW.OPERATE.DK How to ① Persona / scenario descripSon ② Step by step journey ③ Service requirements ④ Quotes ⑤ Stages ⑥ Service level ⑦ Challenges ⑧ Pain points ⑨ Gaps ⑩ OpportuniSes The Social Browser Child and adult set time aside with each other in order to create a wish list for an upcoming event. 7KHUHLVQRGLUHFWSXUFKDVHLQWHQWLQYROYHGLQWKLVMRXUQHEXWWKHREMHFWLYHLVWRVHOHFWLWHPVWKDWDUHVSHFLÀFHQRXJKIRURWKHUVWRDFWXSRQ6RPHDPRXQWRIWLPHLVQHHGHG²QRLQWHQGHGSXUFKDVH Important to create actionable and realistic list for distribution. Child gathers inspiration (ongoing) Awareness of the birthday Adult prepares session Child and parent selects exhibition window Child and adult visits train section Child browses alone, scans items Child indicates items for wish list Child wants adult to explain an item Adult screens item Adult dismisses item because of age group $GXOW·VKDGRZV·FKLOG and takes notes Zoom out. Look at full exhibition window Child selects unknown item Both take a closer look Evaluation of product together $GXOWDGGVSDUHQWDOÀOWHU Item is added to wish list Full wish list is produced Adult reviews wish list. Marks most important items Distribution of wish list 6HQWLPHQW Low Medium High 6HUYLFHJDS 'LIÀFXOWWROLPLW search results “Oh no - way too many toys” “Mom - I need your help to browse through the site” TRIGGER RESEARCH AWARENESS DECISION Phases of the journey Information need from shop Perceived digital servicelevel “How can I possibly overview all these items at once?” “I wish I had some-where to save the best options” Child alone-browsing is not facilitated Unadequate facilitation for overviewing many products Wish list is not found/not used “I need to prepare IRUPFKLOG·V birthday” TRIGGER A classic occasion like Christmas or a birthday is the common trigger. Digital opportunities Collect user data to drive e-marketing relevant to occasion. RESEARCH The goal is to locate a number of products within certain limits e.g. in terms of expense or age group. The child must be able to explore without adult help, whereas the adult monitors and ensures that acceptable wishes are noted. Digital challenges There is a need to reduce the number of presented items to conform to given limits. Within these limits, the child must be able to explore and mark wishes. Digital opportunities 0DNHÀOWHUVDYDLODEOHDQGFRQVLVWHQWLQRUGHUWRFUHDWHSURGXFWRYHUYLHZV that conform to appropriate limits. UHDWHVSHFLÀFPHWDGHVFULSWLRQVDQGWLWOHVIRUNHSDJHVDQGNHZRUGV 6LPSOHFKLOGRULHQWHGOLNHVDYHIRUODWHULQWHUDFWLRQ AWARENESS Child and adult have viewed a number of products and wish to get an over-view of all the products and compare them and possibly also view related products. Digital challenges List of products that have been viewed and presentation of products related to these. Digital opportunities 6LPSOHFKLOGRULHQWHGOLNHVDYHIRUODWHULQWHUDFWLRQ Track history of current visit. Relevant suggestions in conjunction with the above. DECISION The adult creates a wish list based on what they have viewed. Digital challenges Users are unaware of wish list functionality. Digital opportunities )DFLOLWDWHVLPSOHFKLOGRULHQWHGOLNHVDYHIRUODWHULQWHUDFWLRQWKDWFDQEH easily viewed, shared and edited. Design for multiple access points for wish list. Wish list possibly reconceptualised as favourites. Opportunity: Facilitate inspiration e.g. by email with recommendations 1 2 3 4 5 7 8 6 9 10 A channel is an artefact. A touch point is an interaction that takes place at a point in time.
  19. 19. WWW.OPERATE.DK Blankt layout Miniworkshop: Shopping for books online
  20. 20. WWW.OPERATE.DK Journey mapping 10-15 minutes AcHons When Where With whom Why How EmoHonal Factors Thoughts Feelings ExpectaSons MoSvaSon A channel is an artefact. A touch point is an interacHon that takes place at a point in Hme. 1. Step by step: Map what you actually do, when browsing for a book online. DETAILS!! 2. Step by step: Note your experiences. Sequence 3. Note which touch points (interactions) you have at each stage, ie. outdoor ad or newspaper editorial.
  21. 21. Blankt layout Avoid my mistakes
  22. 22. WWW.OPERATE.DK Blankt layout 28 Some kind of linearity © Copyright 05/1 1/14
  23. 23. WWWWWW..OOPPEERRAATTEE..DDKK Deciding what to map High level Low experience High degree of generalizaHon Low level High experience Low degree of generalizaHon
  24. 24. WWW.OPERATE.DK Blankt layout Examples of level of detail Awareness -­‐ Research -­‐ Engaging -­‐ Buying – Delivery – Use – Support -­‐ Sharing Research Sees outdoor ad – checks online for specifications – discusses with peers – goes back online for price comparison – choses cheapest outlet – goes to any outlet store for showrooming – goes back online at cheapest outlet – compares prices goes back online at cheapest outlet Enters url – navigates via top – unable to locate product – tries search – unable to locate product – googles shop url and product name – finds product page – product no not identical to physical store – double checks on google – back to site, ads to basket, goes through check out …. goes through check out Clicks basket - sees product in basket - is distracted by alternate product – reconsiders - decides on original - goes to address form - discovers unexpected shipping costs – abandons - purchases in physical store
  25. 25. 32 WWW.OPERATE.DK shoes? Whose http://mshanna.edublogs.org/files/2012/05/DSC01073-1miwn3f.jpg
  26. 26. WWW.OPERATE.DK Blankt layout Tool or artefact Example blurred for confidenSality
  27. 27. WWW.OPERATE.DK Research Analysis Involve organisation Ideation Prototyping Test Involve organisation MAPPING PRODUCT DEVELOPMENT
  28. 28. QuesSons or comments?

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