1.
Customer Experience
Mapping
@leisa @polaroidgrrl @uxtuesday
Seedcamp, September 2011

2.
the workshop we almost
did.... to help communicate
value proposition

3.
design the box
http://www.airbnb.com/obamaos

4.
Customer Experience
Mapping
@leisa @polaroidgrrl @uxtuesday
Seedcamp, September 2011

5.
If you want to be a brand, you have to work from the inside out
A great logo isn’t going to make a shitty product any less shitty,
any more than a hard worker is going to make
a bad boss a compelling leader.’
Christopher Simmons - http://www.aiga.org/content.cfm/what-design-cant-do

6.
what are you
trying to achieve? 1. mission (business purpose)
business
strategy
2. business strategy
value proposition
customer experience strategy
what’s target audience
the
plan? business model
customer
3. customer journey/value map
experience personas
strategy
design principles
tactics: KPIs & metrics
how do
we
execute
the
4. prioritisation
plan? strategy led design
strategy driven
tactical execution design evaluation
methodology

7.
what are you
trying to achieve? 1. mission (business purpose)
business
strategy
2. business strategy
value proposition
customer experience strategy
what’s target audience
the
plan? business model
customer
3. customer journey/value map
experience personas
strategy
design principles
tactics: KPIs & metrics
how do
we
execute
the
4. prioritisation
plan? strategy led design
strategy driven
tactical execution design evaluation
methodology

8.
“user scented”
or
user centred
http://undercoverux.com/manifesto.php

9.
there are lots of
ways to do this.
(there’s no template, yet)

10.
http://www.servicedesigntools.org/tools/8

11.
http://www.servicedesigntools.org/tools/8

12.
http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/

13.
http://www.thosepeskyusers.com

14.
http://www.shmula.com/dont-waste-the-customers-time/128/

15.
Indi Young, Mental Models

16.
create the picture

17.
add data
‘put a number on it’

18.
use it to maintain focus
& make decisions

19.
make a different one of these for
each very different customer
eg. consumers vs b2b

20.
maintain alignment
customer value = business value

21.
create the picture
- what is the customer lifecycle you’re aiming for?
- what is the ‘story’ of being your customer (from
first hearing of you to becoming an evangelist)
- what are the key journeys through your site/app?
(add screenshots/flows)
- how can/does the customer engage with you
across various channels/platforms?
- where is money made and money lost
(or not made?)
- what messages are you sending to your
customers (inc. potential)

22.
add data / measurements
What do you know about your customers?
What behaviour do you want to encourage?
How can you measure it?
- Cost & Value of Customers
- Customer segment value/growth
- Email open rates/conversions
- Funnel analysis for signup
- Onboarding measurements (engagement)
- ‘Voice of the Customer’ sentiment (various
sources, add verbatim quote)
- Customer service feedback
- User Research findings

23.
make this big.
put it on a wall.
stand in front of it, together,
regularly to make decisions.

24.
this is a design challenge.
you won’t crack it in an hour

25.
your turn.
uxtuesday.com/seedcampmap

26.
show and tell

27.
Q&A

28.
thank you.
@leisa @polaroidgrrl @uxtuesday