Customer Journey Mapping
From Inside-Out to Outside-In
Pordenone - Italy, 16th December 2017

@lucamonfredo

@maraspin
https://pixabay.com/en/scotland-landscape-scenic-mountains-1761292/

We Fork For

In projects like...

In projects like...

In projects like...

https://pixabay.com/en/man-pointing-finger-boy-face-hand-407083/
WHAT ABOUT YOU?

Who works in...
Management
Marketing
Product Development
Software Development
Graphic Design
Others (?)

https://pixabay.com/en/working-workers-construction-1056583/
A FEW YEARS AGO

https://pixabay.com/en/laptop-code-programming-computer-2557586/
TODAY

SPORTS ANYONE?

https://pixabay.com/en/girls-gym-fitness-emotion-beauty-2281978/
PEOPLE AT THE GYM

https://pixabay.com/en/abs-six-pack-chest-six-fit-2746478/
YOU LOOK AROUND YOU

https://pixabay.com/en/run-runner-athlete-fitness-1749410/
RUNNING IS BETTER!

https://pixabay.com/en/sports-indoor-cycling-fitness-gym-1962574/
PERFECT EQUIPMENT
YET NO CUSTOMERS

https://pixabay.com/en/stones-pebble-bank-background-2208032/
WE START DOING THINGS...

https://pixabay.com/en/children-play-stone-s-throw-water-1519458/
ONLY TO FIND OUT...

https://pixabay.com/en/heavy-hard-work-hard-work-young-934552/
OUR ASSUMPTIONS WERE WRONG!

https://pixabay.com/en/horses-tourism-horse-heads-1268691/

https://pixabay.com/en/smartphone-photo-phone-mobile-623722/
DIGITAL BEAUTY
IS IMMEDIATE FEEDBACK

https://pixabay.com/en/cold-ice-iceberg-mountain-ocean-1842622/
BUT UX IS AN ICEBERG

J.J. Garret - The Elements of User Experience - http://www.jjg.net/elements/

USER NEEDS
PRODUCT OBJECTIVES

USER NEEDS
PRODUCT OBJECTIVES
INTERACTION

USER NEEDS
PRODUCT OBJECTIVES
INTERACTION DESIGN

https://pixabay.com/en/desktop-computer-monitor-screen-2558186/
ONCE WE HAD ONE SCREEN

https://pixabay.com/en/girl-sending-app-smartphone-female-2954368/
NOWADAYS

https://pixabay.com/en/nokia-lumia-microsoft-woman-bar-623939/
EXPERIENCES

https://pixabay.com/en/navigation-car-drive-road-gps-1048294/
MOVE

https://pixabay.com/en/phone-travel-together-wanderlust-2859646/
WITH US

EVERYWHERE

https://pixabay.com/en/toys-shop-sale-stock-2938508/
WE HAVE EVERYTHING

INTERACTION TAKEN FOR GRANTED

https://pixabay.com/en/whiteboard-man-presentation-write-849812/
NOT ONLY BOXES

https://pixabay.com/en/arrows-direction-production-planning-1577985/
ARROWS ARE IMPORTANT

https://pixabay.com/en/skyscraper-skyscrapers-building-1893201/
JUST LIKE A CITY

https://pixabay.com/en/mud-street-sidewalks-city-clean-up-616481/
WHICH NEEDS ROADS

https://pixabay.com/en/man-board-drawing-muscles-strong-2037255/
BEWARE OF
EXPECTATIONS
WE
CREATE

IMPACT
OF SOCIAL MEDIA
THINK ABOUT

https://pixabay.com/en/agreement-beard-beverage-2365811/
IMPROVING EFFICIENCY
WITHIN OUR COMPANY

https://pixabay.com/en/orchestra-music-musical-concert-2817188/
SYNCHRONIZATION

Service Design
Service design is the activity of planning and
organizing people, infrastructure, communication
and material components of aservice in order to
improve its quality and the interaction between the
service provider and its customers.

Service Design
Service Design: From Insight to Implementation - A. Polaine, L-. Løvlie

USER NEEDS
BUSINESS OBJECTIVES

USER NEEDS
BUSINESS OBJECTIVES
SERVICE DESIGN

Spain won the game
Spain won the game. People were happy
and people celebrated on the streets
honking their horns and sporting red and
yellow flags from their cars.

Spain Won
https://www.flickr.com/photos/clydeorama/6839880243/

Importance of Diagrams
Much quicker to convey
information.

USERS
BUSINESS
ALIGNMENT
Alignment Diagrams

https://en.wikipedia.org/wiki/Service_blueprint

CUSTOMER
JOURNEY
MAPPING
https://pixabay.com/en/maze-labyrinth-glendurgan-garden-511153/

CUSTOMER JOURNEY MAP
A diagram that illustrates the steps your
customer(s) go through in engaging with your
company, whether it be a product, an online
experience, retail experience, or a service, or any
combination.
-- https://hbr.org/2010/11/using-customer-journey-maps-to

WHERE TO START?
http://3.bp.blogspot.com/-aqdDk7hN6gI/VCWNehkem7I/AAAAAAAAB6o/6Na3Bh6KTqY/s1600/nexusae0_C-Rex-1920x1280.png

Online/Offline
CJMs map the entire experience of your
customers, helping you understand where the
points of friction are and what kind of
feelings they are experiencing at each step
of the “journey”.

JOURNEY
AS A STORY

LET’S GO!
http://www.eteachblog.com/wp-content/uploads/2017/07/First-Steps.jpg

https://pixabay.com/en/dining-entertaining-lifestyle-1809845/
SCENARIO

SCENARIO
• What we are trying to examine, the “what”.
• Should be focused on a business goal
• Best scenarios are the ones that describe a
sequence of events
• Could be an existing journey or a to-be experience
that doesn’t exist yet

https://teamworkiq.com/wp-content/uploads/2017/09/checklists-for-project-and-process.jpg
HOW CAN WE
IMPROVE?

YOU DO WANT, BUT…
WHAT DO YOU HAVE?
More often than not, we think for users we
would like to have, rather than the ones we
actually have.

http://community.mystar12.com/wp-content/uploads/2017/03/GettyImages-507984405.jpg
PERSONAS

PERSONAS
Realistic and reliable
representations of your target
audience, the “actors” of your story.

PERSONAS
Realistic and reliable
representations of your target
audience, the “actors” of your story.
as good as the research
behind them → Do the
homework first!

PROTOPERSONAS
When we don’t have data yet,
a protopersona is better than nothing at all!

https://www.extension.harvard.edu/professional-development/sites/extension.harvard.edu.professional-development/files/field/i
mage/PDP_goal-setting-hero.jpg
GOALS/EXPECTATIONS

GOALS/EXPECTATIONS
• What is the persona trying to achieve and why?
• What are her inner desires?
• Keep personas real, no fairy tales!

https://metrouk2.files.wordpress.com/2016/11/ad_225950362.jpg?quality=80&strip=all
LET’S GET TO WORK!

CJM Recipe - pt.1
Persona
Scenario
Goals
The Lens

https://seealternativeswellness.com/wp-content/uploads/2017/02/spiral-clock.jpg

TIMELINE/ACTIONS
• Represent what the user is doing
throughout the journey
• Data points should be based on qualitative
research
• Granularity can vary on purpose of the map
(evaluate a design vs. mapping a complete
cycle)

http://4.bp.blogspot.com/-MJ0JTIQ7Ql0/TgwS2Z2w1lI/AAAAAAAAAjY/I4UgTw5O1TY/s1600/touchmichelangelo.jpg

TOUCHPOINTS
• Any interaction the user has with your
business, product or brand
• Identify “moments of truth” and points of
friction

Static
Packaging / shipping material
Invoices
Ads
Marketing emails
Interactive
Website
Mobile applications
Chat
Calls
Human
Agents
Shop Assistants
Brand loyalists

THOUGHTS
https://s-i.huffpost.com/gen/2082320/images/o-WOMAN-THINKING-facebook.jpg

• What’s our user thinking as she tries to reach
her goals?
THOUGHTS

FEELINGS

• How is the user feeling when pursuing her goal?
• Rollercoaster of feelings (peaks/valleys)
• Find strengths and weaknesses in the process
• Different personas could perceive opposite things!
• Emotions lead
FEELINGS

• How the user is feeling when pursuing her goal
• Rollercoaster of feelings (peaks/valleys)
• Find strengths and weaknesses in the process
• Different personas could perceive opposite
things!
• Emotions lead
FEELINGS
Kurt Vonnegut
“The shape of Stories”

http://www.weatherinthehud.com/wordpress/wp-content/uploads/2016/10/Roller-coaster.jpg
FEELINGS

CJM Recipe - pt.2
Timeline
Touchpoints
Feelings
The Experience

https://metrouk2.files.wordpress.com/2016/11/ad_225950362.jpg?quality=80&strip=all
REVIEW TIME!

Peak End Rule

https://cdn.lynda.com/course/460440/460440-636274412330917926-16x9.jpg
OPPORTUNITIES

• What we can do to improve the customer
experience or product
• Identify pain points
• Organize efforts inside the company
OPPORTUNITIES

• Prioritization
• Find who or what is responsible in your
company or product about a specific
touchpoint
• Lack of ownership?
• Create alignment and clarity between
customer needs and our organization
INTERNAL OWNERSHIP

CJM Recipe - pt.3
Opportunities
Internal
ownership
The Insights

EXPERIENCE
LENS
Persona Scenario Goals/Expectations
Touchpoints Thoughts Feelings
INSIGHTS
Opportunities Internal ownership
CUSTOMERBUSINESS
:)

• Approach things from a customer’s point of view
• Identify what customers are being confused by
• Identifies gaps and opportunities within the
current offering
• Brings teams together with a shared vision
• Develop a consistent roadmap and strategy
• Helps you anticipate what needs to be considered
so better business decisions are made
WHY USE CJM?

HOW DID IT GO?

• Value is in the mapping, not in the maps
• Creating dialogues, not diagrams themselves
• Increase customer engagement
• Break down silos between depts
• Understand the context and give a meaning to
existing quantitative data
• Identify actionables to improve UX
CONCLUSIONS

Thank you

References
● J.J. Garret - The Elements of User Experience
● J.M. Klaar - How to Have Your Cake and Eat It Too: An Introduction to
Service Design
● A. Polaine, L. Løvlie - Service Design: From Insight to Implementation
● J. kalbach - Mapping Experiences: A Guide to Creating Value through
Journeys, Blueprints, and Diagrams
● D. Sibbet - Visual Meetings: How Graphics, Sticky Notes and Idea Mapping
Can Transform Group Productivity

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