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When Customer Journey Mapping meets real life (UX Camp CPH 2014)

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When Customer Journey Mapping meets real life (UX Camp CPH 2014)

  1. 1. When Customer Journey Mapping meets real life User Experience consultants, Sanne Fraas and Stine K. Engemand
  2. 2. Yes, we LOVE customer journeys ! but how can we adjust it to meet our NEEDS ? © Creuna
  3. 3. Stirring up the hornets’ nest? © Creuna
  4. 4. Stirring up the hornets’ nest? © Creuna
  5. 5. We want to share our experience and get input from you © Creuna Share Experiences Your experience Win win How we roll
  6. 6. Agenda © Creuna 1  Definition of Customer Journey Mapping 2  Our experience with CJM •  Pitching •  Research and analysis •  Presentation and visualization
  7. 7. Definition of Customer Journey Mapping •  A structured way of mapping experiences and customer journeys according to certain product or service. •  A journey consists of touch points across time and place •  Is based on user insights and includes interactions, emotions and experiences •  Possible to identify challenges and opportunities on a macro and micro level © Creuna “CJMs communicate what is really happening outside of the walls of an organization and incite action by the stakeholders who have the responsibility to exceed the expectations of their customers” Patrick Quattlebaum, Managing Director at Adaptive Path
  8. 8. A customer journey gives a structured visualization of a user experience. Consists of touchpoints. Includes interactions, emotions and experiences. Based on user insights Identifies challenges and opportunities on a macro and micro level. Example 1 Source: Adaptive Path
  9. 9. Example 2 Source: http://thisisservicedesignthinking.com
  10. 10. Example 3 Source: Adaptive Path
  11. 11. Example 4 Source: Creunas own work
  12. 12. Agenda © Creuna 1  Definition of Customer Journey Mapping 2  Our experience with CJM •  Pitching •  Research and analysis •  Presentation and visualization
  13. 13. How we use it Pitching Research and analysis Presenting and visualizing © Creuna
  14. 14. 1. Pitching Pros •  Great way to show understanding of the business and its context •  Great for introducing new perspectives and change mindset of client Cons •  Time consuming and a great deal of work to prepare © Creuna Out of scope!
  15. 15. 2. Research and analysis Pros •  Framework that can be customized to needs, saves you time and provides focus •  Creates great overview of user’s experience and gaps Cons •  Is the current-state map the truth? •  Triangulation of methods is needed •  Interviews becomes broad and less focused •  Complex and time consuming to fill in © Creuna
  16. 16. © Creuna Are you telling the truth? (Do I know when you are?)
  17. 17. Will the identified customer journey ever match the reality? How can we map the “true” user journey? © Creuna
  18. 18. © Creuna whole customer journey findings (framed by template) Bestilling Maja bestiller selv kurset på sitet. XX essential findings (framed by findings)
  19. 19. How can we collect the most valuable insights and still map the complete user journey? © Creuna
  20. 20. 3. Presenting and visualizing Pros •  Pedagogic visualization of user journeys and the holistic experience •  Clients gains insights every time •  Creates empathy with user and adds outside-in perspective •  Framing of creativity and areas of focus Cons •  Can be too detailed/complex or simplified to understand •  Hard to see relevancy/value between mapping and a new website (too intangible)© Creuna
  21. 21. © Creuna What does this have to do with the website?” “This is not how it is” “are you sure she was stressed and not just frustrated?” “It’s too complex” “It’s too Simple” “What about my area? It’s not represented here”
  22. 22. How do you present the results to the client? © Creuna
  23. 23. Thanks for listening! © Creuna
  24. 24. Who Sanne Fraas sanne.fraas@creuna.dk Stine K. Engemand stine.engemand@creuna.dk © Creuna

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