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Customer Journey Mapping Workshop

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Slides of our Customer Journey Mapping Workshop of Dec 16th in Pordenone, Italy

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Customer Journey Mapping Workshop

  1. 1. Customer Journey Mapping From Inside-Out to Outside-In Pordenone - Italy, 16th December 2017
  2. 2. @lucamonfredo
  3. 3. @maraspin https://pixabay.com/en/scotland-landscape-scenic-mountains-1761292/
  4. 4. We Fork For
  5. 5. In projects like...
  6. 6. In projects like...
  7. 7. In projects like...
  8. 8. https://pixabay.com/en/man-pointing-finger-boy-face-hand-407083/ WHAT ABOUT YOU?
  9. 9. Who works in... Management Marketing Product Development Software Development Graphic Design Others (?)
  10. 10. https://pixabay.com/en/working-workers-construction-1056583/ A FEW YEARS AGO
  11. 11. https://pixabay.com/en/laptop-code-programming-computer-2557586/ TODAY
  12. 12. SPORTS ANYONE?
  13. 13. https://pixabay.com/en/girls-gym-fitness-emotion-beauty-2281978/ PEOPLE AT THE GYM
  14. 14. https://pixabay.com/en/abs-six-pack-chest-six-fit-2746478/ YOU LOOK AROUND YOU
  15. 15. https://pixabay.com/en/run-runner-athlete-fitness-1749410/ RUNNING IS BETTER!
  16. 16. https://pixabay.com/en/sports-indoor-cycling-fitness-gym-1962574/ PERFECT EQUIPMENT YET NO CUSTOMERS
  17. 17. https://pixabay.com/en/stones-pebble-bank-background-2208032/ WE START DOING THINGS...
  18. 18. https://pixabay.com/en/children-play-stone-s-throw-water-1519458/ ONLY TO FIND OUT...
  19. 19. https://pixabay.com/en/heavy-hard-work-hard-work-young-934552/ OUR ASSUMPTIONS WERE WRONG!
  20. 20. https://pixabay.com/en/horses-tourism-horse-heads-1268691/
  21. 21. https://pixabay.com/en/smartphone-photo-phone-mobile-623722/ DIGITAL BEAUTY IS IMMEDIATE FEEDBACK
  22. 22. https://pixabay.com/en/cold-ice-iceberg-mountain-ocean-1842622/ BUT UX IS AN ICEBERG
  23. 23. J.J. Garret - The Elements of User Experience - http://www.jjg.net/elements/
  24. 24. USER NEEDS PRODUCT OBJECTIVES
  25. 25. USER NEEDS PRODUCT OBJECTIVES INTERACTION
  26. 26. USER NEEDS PRODUCT OBJECTIVES INTERACTION DESIGN
  27. 27. https://pixabay.com/en/desktop-computer-monitor-screen-2558186/ ONCE WE HAD ONE SCREEN
  28. 28. https://pixabay.com/en/girl-sending-app-smartphone-female-2954368/ NOWADAYS
  29. 29. https://pixabay.com/en/nokia-lumia-microsoft-woman-bar-623939/ EXPERIENCES
  30. 30. https://pixabay.com/en/navigation-car-drive-road-gps-1048294/ MOVE
  31. 31. https://pixabay.com/en/phone-travel-together-wanderlust-2859646/ WITH US
  32. 32. EVERYWHERE
  33. 33. https://pixabay.com/en/toys-shop-sale-stock-2938508/ WE HAVE EVERYTHING
  34. 34. INTERACTION TAKEN FOR GRANTED
  35. 35. https://pixabay.com/en/whiteboard-man-presentation-write-849812/ NOT ONLY BOXES
  36. 36. https://pixabay.com/en/arrows-direction-production-planning-1577985/ ARROWS ARE IMPORTANT
  37. 37. https://pixabay.com/en/skyscraper-skyscrapers-building-1893201/ JUST LIKE A CITY
  38. 38. https://pixabay.com/en/mud-street-sidewalks-city-clean-up-616481/ WHICH NEEDS ROADS
  39. 39. https://pixabay.com/en/man-board-drawing-muscles-strong-2037255/ BEWARE OF EXPECTATIONS WE CREATE
  40. 40. IMPACT OF SOCIAL MEDIA THINK ABOUT
  41. 41. https://pixabay.com/en/agreement-beard-beverage-2365811/ IMPROVING EFFICIENCY WITHIN OUR COMPANY
  42. 42. https://pixabay.com/en/orchestra-music-musical-concert-2817188/ SYNCHRONIZATION
  43. 43. 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.
  44. 44. Service Design Service Design: From Insight to Implementation - A. Polaine, L-. Løvlie
  45. 45. USER NEEDS BUSINESS OBJECTIVES
  46. 46. USER NEEDS BUSINESS OBJECTIVES SERVICE DESIGN
  47. 47. 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.
  48. 48. Spain Won https://www.flickr.com/photos/clydeorama/6839880243/
  49. 49. Importance of Diagrams Much quicker to convey information.
  50. 50. USERS BUSINESS ALIGNMENT Alignment Diagrams
  51. 51. https://en.wikipedia.org/wiki/Service_blueprint
  52. 52. CUSTOMER JOURNEY MAPPING https://pixabay.com/en/maze-labyrinth-glendurgan-garden-511153/
  53. 53. 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
  54. 54. WHERE TO START? http://3.bp.blogspot.com/-aqdDk7hN6gI/VCWNehkem7I/AAAAAAAAB6o/6Na3Bh6KTqY/s1600/nexusae0_C-Rex-1920x1280.png
  55. 55. 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”.
  56. 56. JOURNEY AS A STORY
  57. 57. LET’S GO! http://www.eteachblog.com/wp-content/uploads/2017/07/First-Steps.jpg
  58. 58. https://pixabay.com/en/dining-entertaining-lifestyle-1809845/ SCENARIO
  59. 59. 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
  60. 60. https://teamworkiq.com/wp-content/uploads/2017/09/checklists-for-project-and-process.jpg HOW CAN WE IMPROVE?
  61. 61. 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.
  62. 62. http://community.mystar12.com/wp-content/uploads/2017/03/GettyImages-507984405.jpg PERSONAS
  63. 63. PERSONAS Realistic and reliable representations of your target audience, the “actors” of your story.
  64. 64. 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!
  65. 65. PROTOPERSONAS When we don’t have data yet, a protopersona is better than nothing at all!
  66. 66. https://www.extension.harvard.edu/professional-development/sites/extension.harvard.edu.professional-development/files/field/i mage/PDP_goal-setting-hero.jpg GOALS/EXPECTATIONS
  67. 67. GOALS/EXPECTATIONS • What is the persona trying to achieve and why? • What are her inner desires? • Keep personas real, no fairy tales!
  68. 68. https://metrouk2.files.wordpress.com/2016/11/ad_225950362.jpg?quality=80&strip=all LET’S GET TO WORK!
  69. 69. CJM Recipe - pt.1 Persona Scenario Goals The Lens
  70. 70. https://seealternativeswellness.com/wp-content/uploads/2017/02/spiral-clock.jpg
  71. 71. 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)
  72. 72. http://4.bp.blogspot.com/-MJ0JTIQ7Ql0/TgwS2Z2w1lI/AAAAAAAAAjY/I4UgTw5O1TY/s1600/touchmichelangelo.jpg
  73. 73. TOUCHPOINTS • Any interaction the user has with your business, product or brand • Identify “moments of truth” and points of friction
  74. 74. Static Packaging / shipping material Invoices Ads Marketing emails Interactive Website Mobile applications Chat Calls Human Agents Shop Assistants Brand loyalists
  75. 75. THOUGHTS https://s-i.huffpost.com/gen/2082320/images/o-WOMAN-THINKING-facebook.jpg
  76. 76. • What’s our user thinking as she tries to reach her goals? THOUGHTS
  77. 77. FEELINGS
  78. 78. • 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
  79. 79. • 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”
  80. 80. http://www.weatherinthehud.com/wordpress/wp-content/uploads/2016/10/Roller-coaster.jpg FEELINGS
  81. 81. CJM Recipe - pt.2 Timeline Touchpoints Feelings The Experience
  82. 82. https://metrouk2.files.wordpress.com/2016/11/ad_225950362.jpg?quality=80&strip=all REVIEW TIME!
  83. 83. Peak End Rule
  84. 84. https://cdn.lynda.com/course/460440/460440-636274412330917926-16x9.jpg OPPORTUNITIES
  85. 85. • What we can do to improve the customer experience or product • Identify pain points • Organize efforts inside the company OPPORTUNITIES
  86. 86. • 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
  87. 87. CJM Recipe - pt.3 Opportunities Internal ownership The Insights
  88. 88. EXPERIENCE LENS Persona Scenario Goals/Expectations Touchpoints Thoughts Feelings INSIGHTS Opportunities Internal ownership CUSTOMERBUSINESS :)
  89. 89. • 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?
  90. 90. HOW DID IT GO?
  91. 91. • 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
  92. 92. Thank you
  93. 93. 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
  94. 94. Find out about next events Sign up to the mailing list http://eepurl.com/s3Kab @mvlabsitwww.facebook.com/mvlabs

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