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CX Design and Journey Mapping for Social Thinkers

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CX Design and Journey Mapping for Social Thinkers

  1. 1. CX DESIGN . Journey Mapping for Social Thinkers@jkembel@mikealber#cxdesign #bsw12
  2. 2. Map of our Conversation JourneySocial. Experience. Design.10. From Social to Customer Experience Design15. Crash Course in Customer Journey Mapping05. Opportunities (Obligations) for Social Thinkers30. Discussion
  3. 3. Enterprise Software Customer Experience Social Communities http://www.publicdomainpictures.net/pictures/10000/nahled/1210-1242156850ss7a.jpg
  4. 4. mobilesocial local
  5. 5. cus·tom·er ex·pe·ri·enceThe sum of all experiences a consumer has with asupplier of goods or services, over the duration of theirrelationship with that supplier. http://en.wikipedia.org/wiki/Customer_experience
  6. 6. Who owns customer experience?
  7. 7. PURCHASE RECOMMEND 4 8SELECT 3 BUY OWN 7 MAINTAIN Market & Sell Support & Serve 1 5 2 6 RESEARCH NEED RECEIVE USE
  8. 8. ex·pe·ri·ence de·signThe practice of designing products, processes, services, events, andenvironments with a focus placed on the quality of the userexperience and culturally relevant solutions, with less emphasisplaced on increasing and improving functionality of the design. http://en.wikipedia.org/wiki/Experience_design
  9. 9. @stanforddschool http://dschool.stanford.edu/
  10. 10. @stanforddschool http://dschool.stanford.edu/
  11. 11. http://dschool.stanford.edu/student/doug-dietz/
  12. 12. http://dschool.stanford.edu/student/doug-dietz/
  13. 13. Crash Course in CX Journey MappingMap journeys as part of a design process1. Map & Evaluate • Map a journey from the customer’s perspective • Map the surrounding “ecosystem” (people + process + technology) • Identify problem (opportunity) areas, prioritize2. Understand & Empathize • Ask 5 whys, Create empathy maps3. Reframe the Problem • Point of View: User + Need + Insight4. Redesign the Experience • Ideate, Prototype, Test http://ideathon.net/ideasatplay/wp-content/uploads/2010/10/slide31.jpg
  14. 14. Crash Course in CX Journey MappingSimply Start Mapping 1. Start mapping from a specific customer’s perspective 2. Then map the surrounding ecosystem (people + process + technology) 3. Identify problems (opportunities) and prioritize
  15. 15. Tips and HacksCrash Course in CX Journey Mapping • Identify a specific customer (prospects, frustrated customers, extreme users…) • Keep it collaborative (use post-it notes, life-size artifacts) • Use appropriate detail (start lo-res) • Work from point A to B (map upstream and down) • Map “on stage” & “back stage” • Start with assumptions then validate
  16. 16. Crash Course in CX Journey MappingEnd-to-end Example: The MRI Experience
  17. 17. Be an Impostor Archaeologist (prioritize where to dig) http://www.stanfordalumni.org/news/magazine/2005/janfeb/features/peru.html
  18. 18. Evaluate and PrioritizeLook for problems and opportunities
  19. 19. Be an Impostor Ethnographer (seek to understand)
  20. 20. Understand & EmpathizeAsk 5 Whys. Create Empathy Maps Why? Why? Why?
  21. 21. http://dschool.stanford.edu/student/doug-dietz/
  22. 22. Reframe the ProblemCrash Course in Journey Mapping
  23. 23. Ideate, Prototype, TestCrash Course in Journey Mapping
  24. 24. Redesign ExperiencesInfluence Attitudes to Change Behaviors Influence Influence Influence
  25. 25. http://dschool.stanford.edu/student/doug-dietz/
  26. 26. Taking it Home Strategic Opportunities (and Obligations) for Social ThinkersSituation Opportunities• Community managers are often closest to • Help document customer insight (empathy customers maps, profiles, personas, points of view)• Social experiences and conversations are by • Use journey maps to solve for social and definition customer journeys connect to the right areas of your business• Social (and mobile) touchpoints will continue • Focus on principled approaches & technology to proliferate, impacting business broadly foundations, and be flexible at the edges• Journeys are measurable (but hard to see) • Understand the economics of experience and incorporate measures of activity and impact
  27. 27. Our Favorite CX Design Resources @jkembel @mikealber #cxdesign #bsw12 • Stanford d.school • This is Service Design • Dave GrayWe’ve provided links to our favorite resources here: Gamestorming for Service Designbit.ly/cxdresources • Agile rallydev.com/agileblog • The Lean Startup Eric Ries. theleanstartup.com • Kerry Bodine’s Blog blogs.forrester.com/kerry_bodine

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