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Journey mapping – building on user insight to deliver results By: Ina Rosen

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Journey mapping – building on user insight to deliver results By: Ina Rosen

  1. 1. Customer journey mapping Why, what, how? Jboye Philadelphia May 2014
  2. 2. 2 Get in touch: Twitter @inarosen linkedin.com/in/inarosen ” Determine what your customers need and work backwards, even if it requires learning new skills (Jeff Bezos, CEO Amazon)
  3. 3. 7 CJMs tell a story and build empathy <3
  4. 4. 8 Relevance
  5. 5. 9 Three reasons why user journeys are good for business How customer journey maps help Case Try it out What I’ve learned (don’t make my mistakes!) Agenda boye
  6. 6. 10 Customer experience is the largest predictor of loyalty Digital self-service is a customer experience differentiator Journey mapping can help create better self-service flows 3 reasons to map the customer journey
  7. 7. 11
  8. 8. 12IT PAYS! ” Customer Experience as a business discipine is a source of value both in terms of increased efficiency and profit. Outside In: The Power of Putting Customers at the Center of Your Business. Harley Manning & Kerry Bodine (Forrester)  
  9. 9. 13 CX is business For most companies, customer experience is the single greatest predictor of whether customers will return or defect to a competitor.
  10. 10. 14 Emotionally engaging experiences drive value
  11. 11. 15 Digital self-service is a customer experience differentiator
  12. 12. 16 Digital self-service is a customer experience differentiator
  13. 13. 17 Track and trace
  14. 14. 18 What customers can’t see affects the journey Adjust line of visibility to let users self service Formal touch points Back stage influences customer experience Janus Orders product for child Receives confirma- tion Notices billing mistake Calls customer service Talks to service agent Tweets in frustration Web shop E-mail PhoneWeb shop ERP E-com platform Tracking ERP CRM Call center IT Procedures Commun- ications dept. Category managers etc. E-com managers
  15. 15. 19 HTTP://WWW.RETAILCUSTOMEREXPERIENCE.COM/ARTICLE/208941/THE-SHIFTING-SELF-SERVICE-PARADIGM Customer service inquiries Preference Person Self-service 60 % prefer to make a company's website the first stop when attempting to solve an issue
  16. 16. 20 Users simply want to get something done – track a package, change a flight or fix a problem - and get on with their lives
  17. 17. 21 Journey mapping can help create better self-service flows
  18. 18. 22 (http://www.rankingthebrands.com/PDF/Global%20Brand%20Simplicity%20Index%202013,%20Siegel%20plus%20Gale.pdf)
  19. 19. 23 Simpler experience and communications (http://www.rankingthebrands.com/PDF/Global%20Brand%20Simplicity%20Index%202013,%20Siegel%20plus%20Gale.pdf) Number of consumers more likely to recommend a brand because it provides simpler experiences and communications 75%
  20. 20. 24 What makes a brand simple? (http://www.rankingthebrands.com/PDF/Global%20Brand%20Simplicity%20Index%202013,%20Siegel%20plus%20Gale.pdf) Remarkably clear and unexpectedly fresh experiences
  21. 21. 25 Create convenient UX Users seek optimal output with minimum investment Investment is an emotional balance of monitary, temporal, physical and mental expense in relation to anticipated output Lazy User Model of Solution Selection (Collan, M. and Tetard, F., 2007, Lazy User Theory of Solution Selection)
  22. 22. 26 Convenience = delight! Rose Cameron’s slide – quote from HBR
  23. 23. 27 Design principle for self-service CX Quick and efficient resolution
  24. 24. 28 Hygiene factor: Users expect services that take their context into consideration
  25. 25. 29 Customer experience is the largest predictor of loyalty Digital self-service is a customer experience differentiator Journey mapping can help create better self-service flows … and create helpful, relevant and convenient UX Why Journey maps rock
  26. 26. 30 How can mapping help us create better UX Research & map Focus Ideate Test Refine Test Measure Implement Develop Refine
  27. 27. 31
  28. 28. 32 Two approaches Customer moment mapping Customer journey mapping Customers’ actual lives Relation How might we help? Service as-is Service to-be Gaps Good for business development Good for defined services
  29. 29. 38 ①  Persona / scenario description ②  Step by step journey ③  Service requirements ④  Quotes ⑤  Stages ⑥  Service level ⑦  Challenges ⑧  Pain points ⑨  Gaps ⑩  Opportunities How to The Social Browser Child and adult set time aside with each other in order to create a wish list for an upcoming event. Important to create actionable and realistic list for distribution. Childgathersinspiration (ongoing) Awarenessofthe birthday Adultpreparessession Childandparentselects exhibitionwindow Childandadultvisits trainsection Childbrowsesalone, scansitems Childindicates itemsforwishlist Childwantsadultto explainanitem Adultscreensitem Adultdismissesitem becauseofagegroup andtakesnotes Zoomout.Lookatfull exhibitionwindow Childselects unknownitem Bothtakeacloserlook Evaluationofproduct together Itemisaddedtowishlist Fullwishlistisproduced Adultreviewswishlist. Marksmostimportant items Distributionofwishlist HighMediumLow search results “Oh no - way too many toys” “Mom - I need your help to browse through the site” TRIGGER RESEARCH DECISIONAWARENESS Phasesofthejourney Informationneedfromshop Perceiveddigitalservicelevel “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 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 that conform to appropriate limits. 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 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 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.
  30. 30. 39 Exercise: Book shopping (groups of 2-3)
  31. 31. 40 Journey mapping 10-15 minutes Actions When Where With whom Why How Emotional Factors Thoughts Feelings Expectations Motivation Tools: Brown paper Post-its / cards Pens Research & empathy Sequence 1. Step by step: Map what you actually do, when browsing for a book online. DETAILS!! 2. Step by step: Note your experiences. 3. Note which touch points (interactions) you have at each stage, ie. outdoor ad or newspaper editorial.
  32. 32. 41 What do you need to know?
  33. 33. 42 Some kind of linearity 07/0 5/14 © Copyright42
  34. 34. 43 The stages of learning to home improve Unconscious incompetence Conscious incompetence Conscious competence Unconscious competence I do not recognize that I have a problem I recognize that I have a problem and start looking for solutions I am (involved in) solving my problem I live with my solution and can advocate it to others Awareness Interest Action Advocacy Building project Desire
  35. 35. 44 Deciding what to map High level Low experience High degree of generalization Low level High experience Low degree of generalization
  36. 36. 45 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
  37. 37. 46 Whose shoes? http://mshanna.edublogs.org/files/2012/05/DSC01073-1miwn3f.jpg
  38. 38. 48 Proces Research Analyses Involve organization Ideation Prototyping Test Involve organization MAPPING PRODUCT DEVELOPMENT
  39. 39. 49 Whom do you involve?
  40. 40. 50 Customer experience is the largest predictor of loyalty Digital self-service is a customer experience differentiator Journey mapping is one way to understand how to create better self-service flows And great UX Why journey map boye
  41. 41. Get started on journey mapping Quick guide Ina Rosen
  42. 42. 52 Journey mapping Actions When Where With whom Why How Emotional Factors Thoughts Feelings Expectations Motivation Tools: Brown paper Post-its / cards Pens Research & empathy Sequence
  43. 43. 53JOURNEY, EMOTIONAL STATE, SERVICE GAPS ServicegapHighMediumLow - Phase - - Trigger Challenges Opportunities
  44. 44. 54 Journey mapping Actions When Where With whom Why How Emotional Factors Thoughts Feelings Expectations Motivation Sequence
  45. 45. 55 Questions & feedback on how to improve usabililty of method

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