1. JOURNEY MAPPING (CONNECT)
Designing a Mobile eHealth Tool for over 50s
at Risk of Cardio-Vascular Disease.
Jacqueline (Jax) Wechsler
http://stickydesignstudio.com.au
http://cocreatingchange.com

2. Talk Outline
1. Connect Project Overview"
"
2. What is Journey Mapping?"
"
3. Using Journey Maps on the Connect Project "
"
4. Why (I think) Journey Maps are cool......."

3. Project Background
Sticky Design Studio was commissioned to deliver some wire-frames for a mobile application aimed at
creating health related behavior for cardio-vascular disease patients. "
"
Target Users : Patients over 50 with low technical literacy.
A user-centred design process was followed involving design research with patients, internal workshops
with George Institute health researchers, prototype development and user validation of prototypes."
Persona
Workshop
Desk
Research
Project activities.
Design Strategy
Workshop
Design
Research
Design
& Test (users)
Specify
& Deliver

4. Journey Maps are......
Visualisations that show a person’s interaction
with a product or service over time
using multiple touch-points
(e.g. web, mobile, in-store etc.)

5. Journey Maps remind us that.....
Products or services are located in the context
of a person’s life.

6. Journey Maps remind us that......
and products / service interactions are a part of a broader
continuum of activities that occur over time....
helping us design for temporal human experience......

7. Journey Mapping

8. Journey Mapping

9. Journey Mapping

11. Journey Mapping
The Patient Journey through the QLD healthcare system!
From http://www.health.qld.gov.au/ehealth/journey.asp

12. Journey Mapping
Mapping A Path to Better Healthcare!
From http://www.good.is/posts/mapping-a-path-to-better-health-care

13. http://media.dmnews.com/images/2013/04/10/customer_journey_map_364001.png

14. Journey Mapping
http://momentumdesignlab.com/wp-content/uploads/2012/10/customerjourney.jpg

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38. http://www.servicedesigntools.org/sites/default/files/
res_images/CJM.png
http://sva.isotope221.com/mta-map-paper.html

39. Journey Maps provide
flexible frameworks for us to.....

40. Think with
cognitive maps

41. Talk with

42. Talk with
CURRENT USER JOURNEY (EPISODE)
Pre-CVD Episode Admission Treatment Info gathering Discharge Home Rehab Continued Care Lifestyle management My wish for the
LIFESTYLE
CHANGE
REHAB
NO CHANGE
IN LIFESTYLE
NO REHAB
O SMOKING O TIREDNESS
O HIGH CHOLESTEROL
O OVERWEIGHT
O CHEST PAINS
O SHORTNESS OF BREATH
WARNING SIGNS
GP
Specialist
Pharmacist
Family
Friend
Support
MEDICATION
ADVICE
LITERATURE
I was in denial
of my CV
problems.
In hindsight
I could see
myself as high
risk.
I was still in
denial –
I drove
myself to
hospital;
I took
a cab.
It was like being
in the movies
with lots of
people around
me – I was the
patient in the
scene.
I knew I was
VDIH,ZDVQ·W
worried as I we
being taken
care of.
I was given
enough
information
and
FRQÀGHQFHLQ
my treatment,
but I went
and did more
research
at home.
I was left on
my own to
take care of
myself upon
discharge
from
hospital.
I was rested
but I was bored
just watching
TV and
teleshopping.
,GLGQ·WERWKHUZLWK
rehab. It was hard to
get to and I had to wait.
I preferred to do my
own thing, so I took up
ZDONLQJ,GLGQ·WERWKHU
going to rehab and
no one called me so I
thought it was OK.
My GP takes care of the
medical side. I have to
take care of my lifestyle
EXWLW·VKDUGWRGR)DPLO
and friends moral support
is very important to help
me change and for my
well being.
I lack discipline with
my lifestyle diet and
exercise. I like food
WRRPXFKDQG,GRQ·W
have time for exercise.
I changed my eating
habits and stopped
smoking because the
episode was scary
DQG,GRQ·WZDQWWR
experience it again.
future of my health
To be healthy
in my old age
To be treated
faster
To have a
healthier heart
To be able to
achieve my goals
without pain
or worry
To have any
health problems
be addressed
promptly
To overcome
the need for
medication
OPPORTUNITIES INSIGHT JOURNEY PHASES

43. Research with
interviews/workshops

44. co-creating maps
Research with

45. Save Me
Getting started
Get me up and running, Give me what I need to get going
Vodafone Business (SME 10-100 Internal Channels) Customer Experience Journey (existing experience)
I learn about offerings Recognise my loyalty Review my situation
Customer
phases of interaction
Post
Online
Call Center
(PSM)/ Admin
VHA Lead Gen
Media
Word of mouth
I received an
offer (DM)
I looked on-line
I called the
Vodafone 1300
number
I received a call
I saw some
above the line
promotions
I was invited to a
Vodafone event
I meet an
Account
Manager
Sources of highlighted irritants include: • Churn (Project Lost) • TIO • Mapping Workshops • Reason for Call • ACCAN Feedback • Complaints and feedback from PSM, Account Managers etc. • Adhoc customer feedback from Acquistion
Keep and Renew Me
Initial Engagement
Our conversation begins
I do my due diligence
Is this solution right for me and my business?
Billing payments
How do I get my bill and how do I pay
Show me you care
Recognise me for
being a valuable customer
I am contacted or made aware I research/confirm solution meets my needs Receive delivery Activate Monitor usage Receive bill Pay my bill Resign or leave
Marketing
communications
lifecycle
Customer activities
or events
Stay or go
Do I stay or do I go
Managing my account (Convenience and Flexibility)
Receive bill
I was misled on your online capabilities (billing, self service, ordering hardware) I just
want to be able to manage everything on line.
Why is my account management structure and my key points of contact always
changing?
Why don’t you have business representatives in your stores?
Network (Transparency)
Improve coverage and keep me informed of what's going on.
My coverage expectations were not met, just be honest.
Getting set up (Make it easy)
Set me up the first time with what I need to run my business.
I don’t want to call the contact centre about roaming/barring/email set up etc.
I have no service, my number has ported and I haven’t received the sim.
I’m in porting limbo and have no service, you say call Optus and Optus say to call
Vodafone.
Products and Hardware (Make it simple and competitive)
Why do I feel I know more about telco products than you do.
Why do I have to call you to get my service credits applied?
Billing (Make it easy)
Pay at
Post Office
Receive offers on-line
My first bill doesn’t make sense.
Give me one bill for all my services that I can understand.
Educate me and manage my expectations.
Make it easy for me to see the expenditure and usage breakdown.
Lead Generation (Know your customers)
Why am I contacted by multiple telemarketing channels all representing Vodafone
(even as an existing customer)?
Account / Service Management (Be proactive)
Give me a single point of contact who knows my business and my situation
Build a two way relationship with me, own my issue and get back to me!
Provide me with relevant updates that will save me money or add value to my
business.
Manage my expectations when you know my business will be impacted.
Grow with me, be consistent and show me the love me for the life of the relationship.
Keep me and my team connected
Let me know when I can upgrade my fleet
1
5
6
7
8
Key opportunities/
customer experience focus
areas
2
3
VF Business SME Customer Service Map 201010-01-v2
My Workplace
I visited a store
In Store
I was referred by
a colleague /
friend
I filled out a
please contact
me form
Business Sales
call center
answered
I provided
personal
information
I gave my
details to the
in-store staff
I was advised a
sales rep would
call
A sales rep called
me to make an
appointment
Sales
Acquisition
VHA Account
Manager
“Are you still
keen to
proceed?”
Appointment is
made
I receive a follow-up
Sales rep comes
to my work place
We discuss my pain-points
($)
Rep qualifies my
position / needs
Get advice from business colleagues
I receive a
follow-up email
Follow up call
I do online research
(VF, competitors, whirlpool etc.)
Compare
options to my
current offer
Negotiation
I am keen to
sign up
I sign the
contract
ID check
conducted
Credit check
I receive my
hardware,
handsets / SIMs
Welcome letter
received
Handsets
distributed to
team
My hardware fund is
set-up (I receive
my pins/password)
I order my
handsets
Call 1300 # if
no. not ported
I meet my
Account Manager
Call sales
representative
if no. not ported
Monitor my usage
via call center
Receive
PDF bill
Escalate to acct
manager if
allocated
Pay by cheque
Pay via
Direct Debit
Ring Business
Care/ your PSM
135 888 if issue
Review/adjust my usage
Referred back to
Business care
Acct mgr sales rep
visit customer:
(billing)
Christmas gift /
launch gifts from
account manager
Quarterly visits by acct manager
(account check-up)
Receive renewal offer
from acct mgr
(via sales force)
I call the
call center
Call center refers
call to acct
manager/ PSM
I speak to my
account
manager
I call acct
manager in pain
I am incentivised
to stay
My issue is
resolved
manager visits to
present offer
I review competitor options
I am called by competitor
Account
I discuss competitor options with my business contacts
Sign-up
Follow-up visit /
call from
Account Manager
Do nothing
(stay on
same plan)
I go to a
competitor
Is this a
compelling
deal?
Check fails -
separate
process
I want to know
more
[ business name, current
provider,
contact details,
size and state ]
[ quote/proposal,
coverage check,
bill analysis ]
Account Manager
introduces me to PSM
Invited to events, industry
forums (email/call)
I played with
some handsets
Advised a sales
rep would be in
touch
Ask about bill
in store
Place an order Welcomed to phone/service
My AirTime account
is set-up
Agree on transfer /
activation date plan
Porting occurs
Phone
activates
Email account
and data
is set-up
I get new acct
mgr or PSM
Get Setup
Sales rep orders
my handsets
Use, optimise maximise
Help me make the most of my service
Acct manager
(handover) or
PSM changes
Acct manager
works through
problem
Advised a sales
rep would be in
touch
Catch Me
ATL/BTL/
Social Media
Receive initial offering
[ only for 50-100
numbers ]
I research handsets
[ only for 50-100
numbers ]
Negotiate Make a decision
[ only for 10-50
numbers ]
Welcome Me
Teach and Grow Me
Endear Me
Get Help (activation)
Call PSM
for help
Call Sales
Acquisition
Manager for help
Call Account
Manager for help
Acct Mgr Sales
Aqu rep visit
(provisioning,hands
ets etc.)
Receive
products offer
Get Help (billing)
A solution is
proposed
Lorum ipsim
Communication from acct mgr about my activity
(via Sales Force)
Get Help (general)
I am referred or contacted
Lorem ipsum dolor sit amet, consectetur adipisicing
Buy
Making a purchase
Sales Acquisition
Acct Mgr visit
my workplace
Pay over the
phone
135 888
Monitor my usage
via call center
Rep explains VF
offering and how VF
can help me
Network (Transparency)
Improve coverage and keep me informed of what's going on.
My coverage expectations were not met, just be honest.
4
Collaborate with

46. CURRENT USER JOURNEY (EPISODE)
Pre-CVD Episode Admission Treatment Info gathering Discharge Home Rehab Continued Care Lifestyle management My wish for the
LIFESTYLE
CHANGE
REHAB
NO CHANGE
IN LIFESTYLE
NO REHAB
O SMOKING O TIREDNESS
O HIGH CHOLESTEROL
O OVERWEIGHT
O CHEST PAINS
O SHORTNESS OF BREATH
WARNING SIGNS
GP
Specialist
Pharmacist
Family
Friend
Support
MEDICATION
ADVICE
LITERATURE
I was in denial
of my CV
problems.
In hindsight
I could see
myself as high
risk.
I was still in
denial –
I drove
myself to
hospital;
I took
a cab.
It was like being
in the movies
with lots of
people around
me – I was the
patient in the
scene.
I knew I was
VDIH,ZDVQ·W
worried as I we
being taken
care of.
I was given
enough
information
and
FRQÀGHQFHLQ
my treatment,
but I went
and did more
research
at home.
I was left on
my own to
take care of
myself upon
discharge
from
hospital.
I was rested
but I was bored
just watching
TV and
teleshopping.
,GLGQ·WERWKHUZLWK
rehab. It was hard to
get to and I had to wait.
I preferred to do my
own thing, so I took up
ZDONLQJ,GLGQ·WERWKHU
going to rehab and
no one called me so I
thought it was OK.
My GP takes care of the
medical side. I have to
take care of my lifestyle
EXWLW·VKDUGWRGR)DPLO
and friends moral support
is very important to help
me change and for my
well being.
I lack discipline with
my lifestyle diet and
exercise. I like food
WRRPXFKDQG,GRQ·W
have time for exercise.
I changed my eating
habits and stopped
smoking because the
episode was scary
DQG,GRQ·WZDQWWR
experience it again.
future of my health
To be healthy
in my old age
To be treated
faster
To have a
healthier heart
To be able to
achieve my goals
without pain
or worry
To have any
health problems
be addressed
promptly
To overcome
the need for
medication
OPPORTUNITIES INSIGHT JOURNEY PHASES
Design with
Sharing research insights
identifying opportunities

47. awareness education empowerment behaviour
Connect : Design Framework
change!!
Design with

48. Design with
co-designing future scenarios

49. Journey Maps provide frameworks
to think with
to talk with
to collaborate with
to research with
to design with.

50. Help designers and organisations to....
+ think about product/services holistically
+ help clients and designers to think from a customer-centered
perspective
+ simultaneously consider multi-touchpoint interactions their
relationships
+ helps everyone design more appropriate products and services

51. Journey maps are cool tools!

52. THANKS!
Jacqueline (Jax) Wechsler
jax@stickydesignstudio.com.au
http://cocreatingchange.com
Twitter: @jacwex
Skype: jacwex
LinkedIn: http://www.linkedin.com/in/jacquelinewechsler