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4Developers 2015: Customer Journey Based UX Design - Łukasz Szadkowski
The document discusses customer journey mapping (CJM) as a vital UX strategy, outlining its components, construction steps, and significance for stakeholders. It explains how CJMs illustrate customer paths through products and services, showcasing motivations, concerns, and potential solutions. The document includes examples and emphasizes the importance of understanding customer experiences in various contexts, such as banking and travel.
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4Developers 2015: Customer Journey Based UX Design - Łukasz Szadkowski
- 1. Customer Journey BasedUX UserExpired.com @zagaynikov Łukasz Szadkowski 4Developers 20.04.2015, Warszawa
- 2. This is theclient organization structure UserExpired.com @zagaynikov https://www.flickr.com/photos/jmsmytaste/90648278/sizes/l
- 3. Where is UX? UserExpired.com@zagaynikov https://www.flickr.com/photos/jmsmytaste/90648278/sizes/l Business IT Marketing
- 4. Right here watchingyou UserExpired.com @zagaynikov https://www.flickr.com/photos/heyitsarnold/13920627814/sizes/l
- 5. What are theproducts of UX? UserExpired.com @zagaynikov UX strategy Stakeholders needs Customer Journey Maps Information Architecture Content strategy Wireframes Graphic Designs User research
- 6. How the conceptis created? UserExpired.com @zagaynikov http://lithespeed.com/lean-ux-dont-part-1-3-2/
- 7. What is aCustomer Journey Map? UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l
- 8. What is aCustomer Journey Map? UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l It’s a customer path through your products and services
- 9. How is itconstructed? UserExpired.com @zagaynikov Step 1 Step 2 Step 3 MotivationSolution
- 10. How is itconstructed? UserExpired.com @zagaynikov MotivationSolution Step 1 Step 2 Step 3 Initial concerns, doubts and motors
- 11. How is itconstructed? UserExpired.com @zagaynikov Step 1 Step 2 Step 3 Initial concerns, doubts and motors Your first answers to the issues above MotivationSolution
- 12. How is itconstructed? UserExpired.com @zagaynikov Step 1 Step 2 Step 3 Initial concerns, doubts and motors Your first answers to the issues above New concerns connected to the solutions in step 1 MotivationSolution
- 13. How is itconstructed? UserExpired.com @zagaynikov Step 1 Step 2 Step 3 Initial concerns, doubts and motors Your first answers to the issues above New concerns connected to the solutions in step 1 MotivationSolution
- 14. How is itconstructed? UserExpired.com @zagaynikov Solution Step 1 Step 2 Step 3 Initial concerns, doubts and motors Your first answers to the issues above New concerns connected to the solutions in step 1 Your answers to the issues above New concerns connected to the solutions in step 2 Your answers to the issues above Motivation
- 15. How to readCJM? UserExpired.com @zagaynikov Solution Step 1 Step 2 Step 3 Motivation
- 16. How to readCJM? UserExpired.com @zagaynikov Solution Step 1 Step 2 Step 3 Motivation
- 17. How to readCJM? UserExpired.com @zagaynikov Solution Step 1 Step 2 Step 3 Motivation
- 18. Why do youneed CJMs? UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l It explains the business environment to the stakeholders.
- 19. Why do youneed CJMs? UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l It’s one of the sources for: • Business Requirments • Backlog • Information architecture • Prototypes
- 20. CJM structure UserExpired.com @zagaynikovhttps://www.flickr.com/photos/yourdon/14764523834/sizes/l Ok, so what is the starting point?
- 21. CJM structure: Startingpoint UserExpired.com @zagaynikov https://www.flickr.com/photos/bigtallguy/182641756/sizes/l I want to buy a photo camera!
- 22. CJM structure: Startingpoint UserExpired.com @zagaynikov https://www.flickr.com/photos/bigtallguy/182641756/sizes/l I want to buy a photo camera! NO!
- 23. CJM structure: Startingpoint UserExpired.com @zagaynikov https://www.flickr.com/photos/rjaquino/4237347350/sizes/l I’ve got to buy a birthday present for my wife. Why not a photo camera? She loves photography.
- 24. CJM structure: Startingpoint UserExpired.com @zagaynikov https://www.flickr.com/photos/rjaquino/4237347350/sizes/l I’ve got to buy a birthday present for my wife. Why not a photo camera? She loves photography. NO!
- 25. CJM structure: Startingpoint UserExpired.com @zagaynikov https://www.flickr.com/photos/lost__in__spain/4227393678/sizes/l My wife has a birthday in one week. What am I gonna do?
- 26. CJM structure: Startingpoint UserExpired.com @zagaynikov Birthday Present Dinner A Trip
- 27. CJM Example: Vacations UserExpired.com@zagaynikov https://www.flickr.com/photos/33104187@N04/11771380925/sizes/l
- 28. CJM Example: Vacations UserExpired.com@zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l I am planning my vacations. Where would I like to go? Some exotic and warm place would be nice
- 29. CJM Example: Vacations UserExpired.com@zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l I am planning my vacations. Where would I like to go? Some exotic and warm place would be nice It’s going to be expensive! I am affraird of flights!
- 30. CJM Example: Vacations UserExpired.com@zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l It’s going to be expensive! I am affraird of flights!
- 31. CJM Example: Vacations UserExpired.com@zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l We have promotions for you! We are safe and we have the best crew! It’s going to be expensive! I am affraird of flights!
- 32. CJM Example: Vacations UserExpired.com@zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l I wanna fly away! Explore the offers Browse possible destinations Book a flight
- 33. CJM Example: Vacations UserExpired.com@zagaynikov Plan Explore Purchase MotivationSolution
- 34. CJM Example: Vacations UserExpired.com@zagaynikov Plan Explore Purchase MotivationSolution I want to travel to exotic places But I want to save some money this year
- 35. CJM Example: Vacations UserExpired.com@zagaynikov Plan Explore Purchase MotivationSolution I want to travel to exotic places But I want to save some money this year Seasonal promotion Low-budget flights
- 36. CJM Example: Vacations UserExpired.com@zagaynikov Plan Explore Purchase MotivationSolution Seasonal promotion Low-budget flights
- 37. CJM Example: Vacations UserExpired.com@zagaynikov Plan Explore Purchase MotivationSolution Seasonal promotion Low-budget flights It’s going to be a long journey. Is the destination really worth seeing? What am I going to do there beside sightseeing?
- 38. CJM Example: Vacations UserExpired.com@zagaynikov Plan Explore Purchase MotivationSolution It’s going to be a long journey. Is the destination really worth seeing? What am I going to do there beside sightseeing?
- 39. CJM Example: Vacations UserExpired.com@zagaynikov Plan Explore Purchase MotivationSolution It’s going to be a long journey. Is the destination really worth seeing? What am I going to do there beside sightseeing? On-line guide Animations and attractions on-place
- 40. CJM Example: Vacations UserExpired.com@zagaynikov Plan Explore Purchase MotivationSolution I want to travel to exotic places But I want to save some money this year Seasonal promotion Low-budget flights It’s going to be a long journey. Is the destination really worth seeing? What am I going to do there beside sightseeing? On-line guide Animations and attractions on-place I want a short booking experience Boredome kills me at the airport and during the flight Short booking experience Construct another CJM for Preflight -> During Flight > At the destination
- 41. CJM Example: Vacations UserExpired.com@zagaynikov Route to the airport Check-in Before the flight During the flight At the airport Travel to the destination Explore the destination
- 42.
- 43. Build a CJM UserExpired.com@zagaynikov Build a CJM for a individual banking Client.
- 44. Build a CJM UserExpired.com@zagaynikov Build a CJM for a Insurance Company Client.
- 45. Build a CJM UserExpired.com@zagaynikov Build a CJM for a person whose Telco commitment is about to expire.
- 46. Remember the structure UserExpired.com@zagaynikov 1. Banking 2. Insurance 3. Telco Plan Explore Purchase MotivationSolution
- 47.