IA Summit 2012: Mapping the Experience

Mapping the
Experience
Chris Risdon
@chrisrisdon
#ExperienceMapping
#xmap

Service
Customer
Experience
User
System
Touchpoint

Blueprint
Map
Journey
Ecosystem
Story
Matrix

Why experience maps over
customer journey maps?

Shorter.

experience map
customer journey map

actually, I user either term, depending on context.

When you think
about experience
mapping, think
about Indiana Jones.

IA Summit 2012: Mapping the Experience

Tell the story with depth
and richness around
the human experience.

Your organization should
feel what it’s like to
experience every touchpoint.

Inside-out
I describe how a service works.
I show the nature and characteristics of
interactions in enough detail for an org
to verify, implement, and maintain it.

Rail Europe Experience Map

Outside-in

Guiding Principles

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopping

Enter trips

Research destinations, routes and products

Destination
pages

Review fares

Select pass(es)

Confirm
itinerary

Post-Booking, Pre-Travel

Delivery
options

Payment
options

Review &
confirm

Change
plans

Map itinerary
(finding pass)

Print e-tickets
at home

Web

FEELING

Check ticket
status

Google
searches

• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?

• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.

E-ticket Print
at Station

View
maps
Paper tickets
arrive in mail

Look up
timetables

Research
hotels

• I want to get the best price, but I’m willing to pay a

little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?

• It’s hard to trust Trip Advisor. Everyone is

so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?

Follow-up on refunds for booking changes

Share
photos
Get stamp
for refund

Web

Share
experience
(reviews)

Buy additional
tickets

Kayak,
compare
airfare

Blogs &
Travel sites

Share experience

Activities, unexpected changes

May call if
difficulties
occur

Talk with
friends

Post Travel

Live chat for
questions

DOING

THINKING

Travel

Wait for paper tickets to arrive

Look up
time tables

raileurope.com
Plan with
interactive map

Booking

• Do I have everything I need?
• Rail Europe website was easy and friendly, but

• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?

web/
apps

Arrange
travel

Plan/
confirm
activities

Request
refunds

• I just figured we could grab a train but there are

• Trying to return ticket I was not able to use. Not

when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?

• Stressed that I’m about to leave the country

• Website experience is easy and friendly!
• Frustrated to not know sooner about which

not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?

• I am feeling vulnerable to be in an unknown place in

• Excited to share my vacation story with

• Stressed that the train won’t arrive on time for my

• A bit annoyed to be dealing with ticket refund

and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!

tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.

sure if I’ll get a refund or not.

• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

the middle of the night.

my friends.

connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.

issues when I just got home.

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Relevance of Rail Europe






Helpfulness of Rail Europe

EXPERIENCE

Mail tickets
for refund






Opportunities
GLOBAL

PLANNING, SHOPPING, BOOKING

POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value
proposition.

Help people get the help they
need.

Support people in creating their
own solutions.

Enable people to plan over time.

Visualize the trip for planning
and booking.

Arm customers with information
for making decisions.

Improve the paper ticket
experience.

Accommodate planning and
booking in Europe too.

STAGE: Initial visit

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping


STAGES: Shopping, Booking

STAGES: Post-Booking, Travel, Post-Travel

STAGE: Traveling

Make your customers into better,
more savvy travelers.

Engage in social media with
explicit purposes.

Connect planning, shopping and
booking on the web.

Aggregate shipping with a
reasonable timeline.

Proactively help people deal
with change.

Communicate status clearly at
all times.

STAGES: Global

STAGES: Global

STAGES: Planning, Shopping, Booking

STAGE: Booking

STAGES: Post-Booking, Traveling

STAGES: Post-Booking, Post Travel

Information
sources

Stakeholder interviews
Cognitive walkthroughs

Customer Experience Survey
Existing Rail Europe Documentation

Ongoing,
non-linear

Linear
process

Non-linear, but
time based

Experience Map for Rail Europe | August 2011

Outside-in
Experience Map
I describe how a service is experienced.
I show the journey of the user through
the different touchpoints that afford and
characterize his or her interactions.

Guiding Principles

Customer Journey
STAGES

RAIL EUROPE

Research & Planning

Shopping


Destination
pages

Enter trips

Review fares

Select pass(es)

Confirm
itinerary


Delivery
options

Payment
options

Review &
confirm

Map itinerary
(finding pass)

Change
plans

Post Travel


Check ticket
status

E-ticket Print
at Station

Live chat for
questions

Kayak,
compare
airfare

Print e-tickets
at home

View
maps
Paper tickets

Share experience

Share
photos
Get stamp
for refund

Buy additional
tickets

May call if
difficulties
occur

DOING
Blogs &
Travel sites

Travel


Look up
time tables

raileurope.com
Plan with
interactive map

Booking

web/
apps
Plan/

Web

Share
experience
(reviews)

How do you do experience
mapping successfully?

Channel:
A medium of interaction
with customers or users.

Touchpoint (UX version):
A point of interaction
involving a speciﬁc
human need in a speciﬁc
time and place.

Touchpoints take place in
channels but are not ultimately
defined by them.

research products

Channel

store check out

(i.e. web)
print return label

environment

Touchpoint

email
mobile

Touchpoint:
Computer
validation
Channels:
Website and
Phone or
Text or
Email

Touchpoint:
Purchase Groceries
Channels:
Retail (Station?)
and Mobile Phone

Korea’s Home Plus
virtual grocery stores

Touchpoints = Features
Touchpoints better reflect the importance of the interaction
to the person
Pliable, discrete “things” to orchestrate the whole experience
Information objects (IA) wrapped in interactions (IxD)

Touchpoints should be orchestrated*
What is each instrument doing; how and when are they doing it.

*you can never have too many metaphors!

You need to tell an
engaging story.

But make sure you are
telling a true story.

Experience mapping requires
a certain amount of rigor
to be meaningful.

This guy is not
possible...

...without this
guy first.

2. Experiences and touchpoints

One simple way to
get a well-rounded view
of experiences...

Feeling, thinking, doing.
Motivations

Framing Behaviors

It’s not just pieces and actions.
You need to understand motivations.

Experiences happen
across touchpoints.

-

enjoyment

+

person

organization

Journey mapping must address:
- Feeling
- Thinking
- Doing
- Time
- Place (Context)

Everyone should be involved
at a deep level.

“Work with stakeholders until
they know the story so well
they are constantly telling
and retelling it themselves.”
— Dane Howard, eBay

You need a process that
takes a whole team or
organization along.

A good mapping endeavor
produces understanding
that influences strategy
and tactics.

Deliverables with no explicit intent

Rot on the vine.

5 Why’s
Peel back the layers: why is
this artifact needed? (or is it?)

Root uses for experience mapping:
- Organizational planning
- Surface and prioritize initiatives
- Provides guiding principles that
informs design

a story of a

Pleasant Trip by Rail.

a story of a

pleasant trip by rail.

qualitative research

customers’ journeys
POST-TRAVEL

add more pictures to faceb

ook

TRAVEL

8 weeks in Europe

el
STORY OF YOUR TRIP: Laur
A bunch of friends living in

Paris
Arrived in Charles Degaules,

Parents made this trip

no smart phone in Europe
a laptop but difficult to get
an internet connection

PRE-TRAVEL
SHOPPING

RESEARCH & PLANNING

Friends going to the
Cannes film festival
Looking into it more:
maps & guide books
Summer break

Florence to Paris
fly out to NY

Europe

to Europe
A month after book, head

ites.

Look up plane fare on webs

s too:

Pass arrived in the mail

fare:

Booked the reservations onlin
y
them mailed separately--eas

friend
Going to France, see other
make sure a place to stay
plane
Looking for good price on
looking for best price
google search-->

BOOKING

e and got

ite, that
Read on RailEurope webs
ns
trains would require reservatio

Flexible dates for flying

One or 2 etickets

st: a lot of
Train travel in Europe easie
and
train stations with flexible times
dates

ns booked
Second batch of reservatio
e in US
in the US, shipped to my hous
ecting it
and then sent to France --exp
to be an eTicket

Know about Eurail
est by
Heard about RailEurope, sugg
also
mother …friend in German
suggested
Skymiles: Delta
NY-> France
Flights and then Eurail Pass

ets
* Couldn't be booked as eTick
rman
because some were Italian/Ge
able to print
Frustrated about not being
able to do
eTicked but not much to be
about it
reserve
Overnight trains, wanted to
couchette

,
tried calling Rail Europe once
call got disconnected
t options on
calling abou
etickets before paying $50
frustrated, not a lot of time,
not
with everything else to do,
time to be on hold again
about emailing websites,
wary
wanted to talk to a person
nothing I can do about this
now
talk to a person to make sure,
ing
before committing to shipp
e
and then sending to Franc
Mom fedex tickets to me,
RailEurope would not send
tickets to France, tried to put
my friends address but they
wouldn't

Cannes
get itinerary together
Paris: stayed for a long time,
friends invited to stay
Jet
Look up cheap flights Easy
rmation number
E-ticket for the flight with confi

one guide book: Rick
Steves guide book, general
Europe Through the
Backdoor
not very helpful in
Switzerland

Munich

Amsterdam
decided to go to the UK in

Paris

day trips:
Venice, Rome

Florence
late missed connectio
Zurich: connection in Milan
difficult don't speak Italian
an expensive city
difficult to find a hotel in
prices
woman had a map with hotel

Luxembourg

n

train in the US before

dn't arrive on
stressful when trains woul
ections
both
time, when there were conn
Brussels, Luxembourg --we
fly:
on the
had the passes so just got
on the train, a
fly to Brussels
Scotland,
Italy: nicest trains, maps
train
STORY OF YOUR TRIP: Joseph
h
bit like being on a flight
flew into London Edinburg
,
traveled with AT&T iPad, every country has it's own
online experience was good
chip -- find the places that sell the
plan with daughter: 14issue
10 day global flexipassstayed for two
chip in each country --closed on sundays and also
Eurail pass
middle of the day when the right
easy friendly, but when
on
bus to London
shut down
investment
days
other trains: hoping you are things
k to
d to
9 hours,
came up I wanteplacespea together was a good
make a list of
to see
y terrible, very long bus ride,
prett
p and easy
a person and I couldn't with a friend, see places
cheaalso: iPhone, but iPad is all you need train
we saw a whole lot more
that local
a thinks idea and a fast train to Pariscramped with no stops, but
all
took
overnight trains friendgood
is pay trade speaking English with seeing the unique are
rathercool --on price to have
-booked round trip
notion of off the grid
ating
sights
Germany also easy for navig
shipped--5
3 days
a good bargain
the tickets
train pass: no driving, no getting lost
reservations shipped to me
rented scooters and bikes

book trains

tour de france at the same time
with good connections

planning
Stayed with friends and in
Thomas Cook books, a great map, big map with rail
routes, big readable
talk with people who have visited Europe, word of mouth
the books too

RE: paris pass, museums, catacombs
hostels us a break on the
got
Louvre, Picasso

off the grid: maps app, shows you where you are
good to have a sim card in every place

+ iPad maps, find sim card store: orange
+ find the next route
+ on google a lot
start 15 day pass
Friends knew I was going
+ train schedules on the rail europe website:
airline/hotel rewards -- extended to 3 weeks
Geneva to uploading pictures from London + other sites too
ged status,Lucern
home
traded miles with friend
+ using electronic ticket machine: wouldn't take our
me, internet connection, chan
ing in touch with people at
Laptop with
credit card doesn't have the chip
le in Europe, internet for keep
2 months before going start planning
g to peop
in it
International phone for talkin
+ France is frustrating
Lucern
book hotels the month before
connected to
overnight
tickets to Venice
marriot hotel rewards
train to Venice
rail passes: month before
went on Rail Europe website, kind of traveler selection
Global Pass, a little more, first class
odd, reservation issue, cost of reservations 20EU here
and there --pay
for 2nd class sometimes
could have done a hard booking ahead of time

bungie jumping
pass
Lucarno
just figured we
could grab a train
out but there was
not trains

booking trips, no availability for our discounted tickets
bed and breakfast barcelona: website
missed trains, difficult to get a place in the middle of

last train out to get
us to a main line

the night

Euro-cheapo: web site: ways to save money
see what people are saying: travel site
passes came in the main: titus, metro pass, maps,
Global Pass,
it was really clear
made reservations in London, Rail Europe office: only
saw one
office….expected to see them in all the stations
RE is like expedia, didn't realize how many different
train there where
Expected Rail Europe station agent: because of website
expected it to
be good

another train to
Lake Comounexpected but
very nice -beautiful

were heading to
Venice
maybe should
have booked first
few trains

at the tracks, we
were fresh and
new --got on the
wrong train to
Milan 1.5 hours
took Muni to main
station
backpack stolen
on the Muni/metro
talked to security/
police

3 week trip

RE office in
Geneva:
not so great
crowded

talking to a person at the beginning
make sure i was getting the right price
phone: people were very helpful
no attitude
booking: 3 times to get the one i wanted

had hotel
bookings in the
larger cities
determined

timeline on the trains
was a stumbling points
if we could have booked
online in Europe we
would have
all of our trips were
booked in Europe
next time:
explore routes and
availability
got a car when couldn't
take a train

Skype and email
eventually used the phone
daughter is social media person
Tour de France was a main reason to go

Service Design

Rail Europe
As Inspiration
Not very important

As a Resource
Not delivering

As a Representative
Not delivering

100%

100%

100%

75%

75%

75%

50%

50%

50%

25%

25%

25%

0%

0%

0%

Important? RE Successful?

No
Somewhat
Yes



Touchpoint Inventory
Rail Europe Touchpoints by Channel
Research
Stage & Planning

Shopping

Booking

Pre-Travel
(Documents)

Travel

Post-Travel

Channels
Website

Maps

Schedule look-up

Web booking funnel

Test intineraries

Price look-up

- Pass

Timetables

Multi-city look-up

- Trips

Destination Pages

Pass comparison

- Multiple Trips

- home print e-ticket

Site navigation help

Automated booking payment

Call re: ticket options

Planning (Products)

Cust. Rep booking

Request ticket mailed

Schedules

Site navigation help

Reslove problems (info, payment, etc.)

FAQ

Select document option (from
available options)

Contact page for email or phone

- station e-ticket
- mail ticket

General product
& site exploration

Call Center

Order brochure

General questions

Mobile

Trip ideas

Schedules

Mobile trip booking

Call with questions regarding
tickets
General calls re: schedules,
strikes, documents

Access itinerary
Look up schedules
Buy additional tickets

Communication
Channels (social
media, email, chat)

Chat for web nav help

FB Comparator

Chat for booking support

Email conﬁrmations

Email questions

Email for general help

Chat for website nav help

Ask questions or resolve problems re: schedules and tickets

Hold ticket

Customer Relations

Non-REI Channels

Survey

Request for refund, escelation
from call center.

Trip Advisor

Airline comparison

Travel blogs
Social Media

Travel Blogs

Trip Advisor

Kayak

Direct rail sites

Review sites

Direct rail sites

Google searches

Facebook

General Google
searching
Non-linear, no time
restrictions

Complaints or compliments

Linear process

Non-linear, but
time based

Expedia

Guiding Principles

People choose rail travel because it is
convenient, easy, and flexible.

Rail booking is only one part of people’s larger
travel process.

People build their travel plans over time.

People value service that is respectful, effective
and personable.

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopping

Enter trips


Destination
pages

Review fares

Select pass(es)

Confirm
itinerary


Delivery
options

Payment
options

Review &
confirm

Change
plans

Map itinerary
(finding pass)

Print e-tickets
at home

Web

FEELING

Check ticket
status

Google
searches



E-ticket Print
at Station

View
maps
Paper tickets
arrive in mail

Look up
timetables

Research
hotels


trade-offs?


so negative.
is confusing.


Share
photos
Get stamp
for refund

Web

Share
experience
(reviews)

Buy additional
tickets

Kayak,
compare
airfare

Blogs &
Travel sites

Share experience


May call if
difficulties
occur

Talk with
friends

Post Travel

Live chat for
questions

DOING

THINKING

Travel


Look up
time tables

raileurope.com
Plan with
interactive map

Booking


shipping?

web/
apps

Arrange
travel

Plan/
confirm
activities

Request
refunds






do that?





to Europe.



more carefully.


my friends.

connection.


Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability








EXPERIENCE

Mail tickets
for refund






Opportunities
GLOBAL



proposition.

need.

own solutions.


and booking.


experience.



STAGES: Global

STAGES: Global





STAGE: Traveling


explicit purposes.

booking on the web.


with change.

all times.

STAGES: Global

STAGES: Global


STAGE: Booking



Information
sources



Ongoing,
non-linear

Linear
process

Non-linear, but
time based


Guiding Principles


travel process.


and personable.

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopping

Enter trips


Destination
pages

Review fares

Select pass(es)

Confirm
itinerary


Delivery
options

Payment
options

Review &
confirm

Change
plans

Share experience


Check ticket
status

E-ticket Print
at Station

Live chat for
questions

Map itinerary
(finding pass)


Share
photos

Kayak,
compare
airfare

Print e-tickets
at home

Web

Talk with
friends

Google
searches



View
maps

Paper tickets
arrive in mail

Look up
timetables

Research
hotels


trade-offs?


so negative.
is confusing.

Get stamp
for refund


shipping?

web/
apps

Arrange
travel

Plan/
confirm
activities

Request
refunds


Mail tickets
for refund





do that?





to Europe.



more carefully.


my friends.

connection.


Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability

Enjoyability








EXPERIENCE

Web

Share
experience
(reviews)

Buy additional
tickets

May call if
difficulties
occur

Blogs &
Travel sites

FEELING

Post Travel

Doesn’t just
communicate insight,
it reveals the process.
Plan with
interactive map

THINKING

Travel


Look up
time tables

raileurope.com

DOING

Booking






Opportunities
GLOBAL



proposition.

need.

own solutions.


and booking.


experience.



STAGES: Global

STAGES: Global





STAGE: Traveling


explicit purposes.

booking on the web.


with change.

all times.

STAGES: Global

STAGES: Global


STAGE: Booking



Information
sources



Ongoing,
non-linear

Linear
process

Non-linear, but
time based


Five components:
- Lens
- Journey Model
- Qualitative insight
- Quantitative information
- Takeaways
(and #6, cite the sources!)

Guiding Principles


travel process.


Customer Journey
Research & Planning

STAGES

RAIL EUROPE

Shopping

Booking

Enter trips


Destination
pages

p

Look up
time tables


the lens
Confirm
itinerary

Delivery
options

pe Experience Map
Rail Euro
Plan with
interactive map

se it is
oose rail travel becau
People ch
xible.
venient, easy, and fle
con
Google
searches

THINKING


iples

Customer Journey
Shoppi
ng

FEELING


STAGES
Enjoyability
EXPERIENCE

cts

p

trade-offs?


so negative.
is confusing.

Booking
g
Research & Plannin
Enjoyability


Enter trips


shipping?



Research & Plan
ning

STAGES: Global


explicit purposes.

STAGES: Global

Live chat forGlobal
STAGES:
questions

E-ticket Print
at Station

Arrange
travel

Get stamp
for refund

Web

Share
experience
(reviews)

Plan/
confirm
activities







to Europe.




more carefully.

Booking


Confirm
itinerary




my friends.

connection.

Enjoyability

STAGES: Global

Mail tickets
for refund


Enjoyability


Request
refunds

do that?

Enjoyability

own solutions.

Shopping

Share
photos


Post-Booking, Pre-Trav
Rail booking is on
el
ly one part of peo
ple’sReview er s
larg fare
travel process.
Enter trips

Destination
pages


web/
apps

Look up
timetables


Select pass(es)
Wait for paper tickets to
arrive

ney

need.

Paper tickets
arrive in mail

Shopping

Review faresHelpfulness of Rail Europe
Confirm
Delivery
Payment
Select pass(es)
itinch destinations,ns utes and productsReview &
optio ro
ar erary
Rese
options
confirm
Opportunities
RAIL EUROPE
GLOBAL

proposition.

Check ticket
status

View
maps

Print e-tickets
at home

Research
hotels


Share experience



le’s larger
only one part of peop
Rail booking is
Peopel buildeths.ir travel
travle proc s e
plans over time.

Kayak,
compare
airfare

Blogs &
Travel sites


Post Travel

Buy additional
tickets

May call if
difficulties
occur

Web

Talk with
friends

Review &
confirm

Travel

Live chat for
questions

Map itinerary
(finding pass)

Guiding Principles

Payment
options

Change
plans

raileurope.com

DOING

Review fares

Select pass(es)

ope Experience
Ma

y
)

and personable.


Enjoyability
Travel

Review &
confirm

Paym t
Relevance
Delivery of Rail Europe en
optio
Helpfulness
options of Rail Europe ns


Activities, unexpected ch

and booking.


experience.





STAGE: Traveling

booking on the web.



STAGE: Booking

ang


Look up
time tables

raileurope.com
Information
Map itinerary sources
ions, routes and pr
Enter trips
oducts an with
Rev pa fa
Pl
(finding iewss)res
e map
interactiv
Select pass(es)

BooLive g at for
kin ch

Change
plans

Proactively
Check ticket help people deal
with change.
status

Ongoing,
non-linear

Confirm
itinerary

Delivery
options

E-ticket Print
at Station


Post-Booking, P
re

questions

Research destinat

all times.

Payment

Linear
process

May call if
difficulties

-Travelst
Get
Non-linear, but
time based

for ref


Review &

Guiding Principles

the model

Customer Journey
STAGES

Research & Planning

RAIL EUROPE

Shopping

Booking

Enter trips


Review fares

Select pass(es)

Confirm
itinerary


Delivery
options

Payment
options

Review &
confirm

Change
plans

Map itinerary
(finding pass)

Plan with
interactive map

Check ticket
status

Kayak,
compare
airfare

Blogs &
Travel sites

Print e-tickets
at home

Web

THINKING

Google
searches



trade-offs?


so negative.
is confusing.

FEELING
esearch & Planning

Shopping

Enjoyability

Enjoyability




EXPERIENCE

View
maps
Paper tickets
arrive in mail

Look up
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photos
Get stamp
for refund

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Share
experience
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Buy additional
tickets

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compare
airfare

Blogs &
Travel sites

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status

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all times.

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sources

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booking on the web.

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status

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searches

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arrive in mail

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timetables

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hotels

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trade-offs?

so negative.
is confusing.


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Enjoyability

Web




to Europe.


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with

Share
experience
(reviews)

STAGE

Arrange
travel

Plan/
confirm
activities

Request
refunds


Mail tickets
for refund


do that?


more carefully.

the takeaways


Enjoyability

shipping?

STAGE




Get stamp
for refund

web/
apps


Share
photos

Buy additional
tickets

Web

Talk with
friends

at Station

May call if
difficulties
STAGE: Booking


E-ticket Print

Change
plans

Impr
expe

Share experience


occur
Kayak,
compare
airfare

Blogs &
Travel sites

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raileurope.com
Plan with
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POST
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my friends.

connection.


Enjoyability

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Enjoyability











Opportunities
GLOBAL



proposition.

need.

own solutions.


and booking.


experience.



STAGES: Global

STAGES: Global





STAGE: Traveling


explicit purposes.

booking on the web.


with change.

all times.

STAGES: Global

STAGES: Global


STAGE: Booking



Information
sources



Ongoing,
non-linear

Linear
process

Non-linear, but
time based


Remember!

Catalyst, not a conclusion

Better understand your
touchpoints
Describe
Characterize
Measure

Understand channel context
Multi-channel
Same need met by diﬀerent channels
Single Channel Exclusive
Can only happen in one channel
Cross Channel
Need met spanning multiple channels

Orchestrating touchpoints
Defining their characteristics
Exclusive

Critical

Enhancement

Sequential

(directly supports value prop)

Continuing

Repair/Recovery

Required (by user)

Frequent

Password recovery

Repair/Recovery

Product returns

Exclusive

Text message Red Cross

Sequential

Required

Computer validation

Touchpoints should be:
Appropriate context + culture
Relevant meeting needs/functional
Meaningful importance/purpose
Endearing subtle, playful, delight
Connected available, seamless

1. Science before adventure
It shows the research and surfaces the evidence.

2. Experiences and touchpoints
It gives insight to experiences customers have
with your touchpoints

3. Take everyone with you
It’s a process that takes the whole team along.

4. Compel action
It’s designed to be a catalyst. It influences strategy
and tactics.

Peter Morville
http://www.slideshare.net/morville/ubiquitous-ia-crosschannel-strategy

Samantha Starmer

http://www.slideshare.net/sstarmer/ia-summit-cross-channel-workshop

Thank you!
Mapping the Experience
Chris Risdon
@chrisrisdon
#ExperienceMapping

IA Summit 2012: Mapping the Experience

IA Summit 2012: Mapping the Experience

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