4. Team 5: Liam Keller, Jayda Davis, Xintong Li, Iain Sunday
Customer Experience/
Journey Map
Tells the story of a customers experience by identifying key
interactions
https://business.linkedin.com/marketing-solutions/blog/sales-and-marketing/2018/customer-journey-map-definition-benefits-examples
Awareness
&
Research
Consider
ation
Proposal
Implemen
tation
Purchase Bonding
1 21 3 4 5 6
5. Team 5: Liam Keller, Jayda Davis, Xintong Li, Iain Sunday
Confirmation Bias
Seeking information that
confirms rather than
contradicts our views
6. Team 5: Liam Keller, Jayda Davis, Xintong Li, Iain Sunday
Authority Bias
Tendency to attribute
greater accuracy to the
opinion of an authority figure
7. ● Tendency to seek
information even when it
cannot affect action
● Always on the lookout
for more data
Team 5: Liam Keller, Jayda Davis, Xintong Li, Iain Sunday
Information Bias
https://www.b2bmarketing.net/en/resources/blog/10-behavioural-biases-mess-your-customer-journey-mapping
8. Team 5: Liam Keller, Jayda Davis, Xintong Li, Iain Sunday
Bandwagon Effect
● People will often
imitate each other to
try fit in rather than
seem different.
● This can skew data
when trying to create a
customer journey map
9. Team 5: Liam Keller, Jayda Davis, Xintong Li, Iain Sunday
Not Invented Here Bias
● The inclination to not
look a ideas created
outside of a group
● Businesses may be
wary of outside options
that may be better than
their own
10. Team 5: Liam Keller, Jayda Davis, Xintong Li, Iain Sunday
Naming Convention Bias
● Names are often given
to stereotypical
personalities which
can affect how people
are perceived if they
are referred to by
these names
11. ● Choice of what
images to use or not
use to represent a
story and shape
viewers opinions
● Even the filter can
evoke certain
emotions and bias
Team 5: Liam Keller, Jayda Davis, Xintong Li, Iain Sunday
Imagery Bias
https://www.bentley.edu/centers/user-experience-center/beware-persona-bias
12. Team 5: Liam Keller, Jayda Davis, Xintong Li, Iain Sunday
Accessibility Bias
Without firsthand experience
with a disability, many
people may not take
disabilities into account
when thinking about target
users.
13. Team 5: Liam Keller, Jayda Davis, Xintong Li, Iain Sunday
Bias Aren’t Necessarily Bad
https://film-grab.com/2013/03/03/manhattan/#bwg1141/70756
14. Team 5: Liam Keller, Jayda Davis, Xintong Li, Iain Sunday
Thank You
Editor's Notes
Our topic was all about being critical of bias in customer experience maps. We used several sources, including B2B marketing, Bentley University, Vision Critical, as well as several others.
A bias is a tendency, inclination, or prejudice toward or against something or someone. Bias is often characterized as stereotypes about people based on the group to which they belong and/or based on a physical characteristic they possess, such as their sexuality or race. These bias are negative, so keeping them in mind during customer experience map is helpful.
A customer experience journey map is a good way to visualize how a customer views/interacts with a business/product, and can help better deliver on their expectations
Biases need to be taken into account when making a customer experience journey map so the map is not skewed
Constantly challenge yourself and the group by asking what are reasons our assumptions can be wrong. By acknowledging your assumptions, you can think past them and avoid just confirming your existing individual beliefs.
To avoid this bias, you must create conditions and situations where everyone of all power can meaninfgully contribute. When all voices are heard, no ideas are lost because of a in-balance of power.
Be aware of how much data you are using. Adding limitations on your research phase, and focusing on relvant information, allows you to avoid distraction by interesting but useless data.
If people seem to be agreeing with each other to just fit in and avoid conflict, bring it up to the group/team to eliminate it before making/while making a customer experience map
Businesses may not want to use outside ideas or outside products - part of an in-group
Remember to show how you plan to use outside research and explain its value to help people buy into it and reduce any friction as the project goes on
If names to characterize a group are going to be used, make sure they are not too specific in terms of gender, age, etc. It should strike a balance between being generic and unique.
“Busy Betty” is bad example, as it suggests older women when a name should instead be generic enough to refer to a larger group of people
Use images with minimal detail to best mitigate unintended connections.
Try an action image over a stationary headshot for stronger, emphasized attributes.
Black and white images can minimize the potential influence of race and culture.
The more abstraction, the better. An abstract visual can feel more universal and inclusive (just be careful of over-generalizing).
When creators design things and personas, they need to think about people with disabilities at the forefront rather than as an afterthought. They need to keep in mind users abilities throughout the whole user experience process
Bias isn’t inherently bad. Understanding them allows you to better understand how customers think, allowing for a more accurate representation of a customer’s journey when making decisions. Ignore bias motivated by hate or hostility. Remember that it’s not just about checking boxes off this list. It’s about knowing your users, understanding what their challenges and accessibility are, and adjusting your research and design accordingly.
Whether it is keeping in mind how somebody with bad vision will interact with your site, or how somebody will view your black and white image compared to if was in color, to know your customer, you most understand their biases.
Bias isn’t inherently bad. Understanding them allows you to better understand how customers think, allowing for a more accurate representation of a customer’s journey when making decisions. Ignore bias motivated by hate or hostility. Remember that it’s not just about checking boxes off this list. It’s about knowing your users, understanding what their challenges and accessibility are, and adjusting your research and design accordingly.
Whether it is keeping in mind how somebody with bad vision will interact with your sight, or how somebody
