Extract Insights From Your Data To Discover Your Customer’s Experience. Weave Your Data Into Powerful Stories To Advocate For Your Users. @UXDiane

1. Weave your
data into
powerful
stories that
advocate for
your users.
IGNITE 2016 @UXDiane

2. IGNITE 2016 @UXDiane
Oh look, he’s
married!

3. And he moved from Pittsburg
to San Francisco three weeks ago.
IGNITE 2016 @UXDiane

4. I like it I don’t lik e
it so much.
I like it
again!
My customer loves me!
IGNITE 2016 @UXDiane
He loves me not.
He loves me!

5. Customer Journey Map
by Radarstation for OGT
IGNITE 2016 @UXDiane
Touchpoints

6. Where Do You Start?
IGNITE 2016 @UXDiane

7. Start with Goals
The customer-centered data you dive
into must be put into a frame.
The goals are your frame.
IGNITE 2016 @UXDiane

8. Rail Europe Customer Experience Map
by Adaptive Path
IGNITE 2016 @UXDiane
Goals

9. IGNITE 2016 @UXDiane
Step One--Goals

10. IGNITE 2016 @UXDiane
Doing
Thinking
Feeling

11. Persona
IGNITE 2016 @UXDiane

12. IGNITE 2016 @UXDiane
Persona Building Blocks

13. Ask for Database, Marketing, and
Customer Service data points
IGNITE 2016 @UXDiane

14. IGNITE 2016 @UXDiane
Your Customer’s Journey
may be Circular.

15. One Thought per Sticky Note
IGNITE 2016 @UXDiane

16. Performance and Improvement Map
from B2B International
IGNITE 2016 @UXDiane

17. Analytics
IGNITE 2016 @UXDiane
Hubspot Database
Google Analytics

18. Shared Insights create a
Shared Understanding
IGNITE 2016 @UXDiane

19. The Customer Journey Map Facilitates
• Real Empathy for the Customer
• Understanding the Problem
• Envisioning the End State—Victory for the
Customer!
• Uncovering Opportunities for Innovation
• Enhancing Product Quality
IGNITE 2016 @UXDiane

20. IGNITE 2016 @UXDiane
Take the Dive into the Ocean of Data
Rich Insights Await