Enhanced version of the Experience Mapping deck created for an AMA PHX presentation by myself and Jen Walsh in May 2016.

1. Mapping the value of
customer experience

2. Today’s speakers
Tony Quiroz
Principal Strategist, Ethology
@TQ_AZ
#journeymapping #Ethology #AMAPHX
Jen Walsh
Design Director, Ethology
@jendub
#journeymapping #Ethology #AMAPHX

3. Introduction to
Ethology Full service digital marketing agency
Offices in Scottsdale (HQ), Los Angeles, and Portland
Top 10 in Forrester’s 2016 Search Marketing Wave Report
Ranked #75 in the Inc. 5000
Our goal is to connect brands and audiences through
engaging marketing strategies and content

4. AGENDA
Mapping the value of
customer experience
How the game has changed
Leveraging the UX skill set
Mapping the customer experience
The journey map in action
Takeaways
Q&A
Using journey maps to illuminate
customer behavior and zero in on the
moments that impact success

5. How the game has changed

6. Customers drive the
top of the funnel

7. Buyers go through 57%
of the purchasing
process before ever
talking to sales
http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html

8. 71% of in-store shoppers
who use smartphones
say their device has
become more important
than the in-store
experience
https://www.thinkwithgoogle.com/articles/how-digital-connects-shoppers-to-local-stores.html

13. At the beginning of the
customer relationship,
your brand has to speak
for itself

14. Leveraging the UX skill set

15. What is UX?

16. User Experience (UX)
encompasses all aspects of
the end-user's interaction
with the company, its
services, and its products.

17. User Experience Design (UX)
User Interface Design (UI)
Eric Flowers, Intuit
www.uxisnotui.com
UserTesting.com
https://goo.gl/nwPraA
Learn More

19. Learn from
our users.

20. Desire Paths

21. A big part of success =
Anticipate user behavior

22. “When creating great experiences,
it’s not so much about doing what
users expect. Instead, it’s about
creating a design that clearly
meets their needs at the instant
they need it.”
- Jared Spool
Writer, Speaker, Founder, User Interface Engineering

23. Business goals
Target audiences
Empathy
Customer journey
Human factors
Design
Involving real users in the process
UX teams are trained to do this

24. Thinking
Doing
Seeing
Feeling
Time
Context
Pressures
Motivations

26. Totally agree

27. Mapping the customer experience

28. What is a
journey map?
Fundamental
concepts and usage

30. At the highest level, it’s this:

31. Not just the
interactions with your
brand & your website
Direct interactions with
your brand / website
What customers do
before they find you
What they do
afterwards

33. Thoughts, actions,
feelings, pain points

34. Moments of truth

35. When to use?
When not to use?
Certain situations absolutely call
for a journey map. In other
cases, you may be better served
by something else.

36. Think journey mapping when:
Vertical markets
New customer segments
Assessing the impact of technology changes
Refresh, redesigns, rebrands
Mining more revenue out of already-successful systems

37. Not so much for:
Plotting single tasks (example: New user registration)
Audience analysis (it’s not a matrix)
Incremental updates (better served by user testing)
Tight budgets
Situations where you don’t expect to talk to real users

38. When to update?

39. Let’s consult Nielson/Norman...
➢ Changes in your business and technology
➢ Changes in user demographics and
interaction patterns
From the article, “Are your personas outdated? Know when it’s right to revise.” by Kim Flaherty, Nielsen Norman Group, February 14, 2016
https://www.nngroup.com/articles/revising-personas/?utm_source=Alertbox&utm_campaign=2092f677eb-
Personas_Updates_Mobile_Dedicated_02_15_2016&utm_medium=email&utm_term=0_7f29a2b335-2092f677eb-24433021

40. The anatomy of
a Journey Map
Breaking down the
sections and explaining
their purpose

41. Building the Journey Map:
The ‘goes-intos’...
● Business goals
● Target audience
● Empathy maps

43. Examine the steps

44. What are users thinking, feeling?

45. “Moments of truth”

46. Touch-points

47. Ways to improve

48. Steps
Doing
Thinking
Feeling
Moments of Truth
Touchpoints
Opportunities

49. Guiding Principles

50. All journeys are different

51. Journey map designs
are different, too

52. Spotlight on
“Moments of Truth”
The go / no-go moments of
the customer journey

53. http://www.adweek.com/news/technology/iab-87-percent-moviegoers-go-mobile-after-seeing-ads-elsewhere-156023

54. What am I going to
do this weekend?
(Commercial for a new movie.)
Sounds cool!
When is it playing at
my local theater?
MOMENT OF TRUTH!

55. Information needs
What time is the movie playing? Is it okay to for kids? Do they have reserved seats?
Tasks
Looking up info on a smartphone. Logging into an account. Buying tickets online.
Decisions
I’m going to book the tickets right now vs. I’m not sure, I better wait.
Do I take the next step?
Or abandon ship?

58. “That’s our challenge: to be in the
spaces where our audiences are
and understand that they will leave
us if we don’t work with them and
understand their needs. ”
Gavin Heaton, “The Future of Marketing: Six Visionaries Speak”, A conversation with The Economist Intelligence Unit.

59. Brothers
from another
mother

60. Moments of truth

61. Micro-moments

62. Understanding the difference
Moments of truth vs. Micro-moments
“Moments of truth” is a journey mapping term
“Moments of truth” can occur in our outside of
the digital experience. Opening the front door of a
restaurant and walking in for the first time, or
asking a friend for a recommendation on a family
doctor are two examples that can occur outside
of digital landscape.
“Micro-moments” is a phrase coined by Google
“Micro-moments” are rooted in the mobile
experience. They are primarily ‘grab the
smartphone’ moments where a person seeks
answers, information, or tries to complete a task
via digital. “I want to know, I want to go, I want to
do, I want to buy.”

63. Activity: Going to a new restaurant
Think about the steps in the journey…
(Micro-moments)
What info would you look up on mobile?
When and where?
(Moments of Truth)
What decision points do you face in the journey?
What makes for a good vs. bad experience?

64. The journey map in action

65. How great can a new product be...
If nobody knows about it?
526% 253%increase in revenue from
paid media (also 2 months)
increase in conversion
within two months
Local Search, Web Development, Mobile, Conversion Optimization

66. Dime.com redesign
included SMB, Core, and
Millenial journeys

67. While working on the
redesign, Dime asked for
input on their MMA
landing pages...

68. Landing page design by a
financial industry consultant.
$1M in 3 months
DIME Bank

69. Understanding customer needs:
DIME Bank
● What they didn’t know
● What they were afraid of
● Most used keywords
● Topics to build confidence

70. The new Dime landing page...
DIME Bank

71. The new Dime landing page...
DIME Bank
From 2.5% to 13% conversion rate
49% completion from ‘Open Now’
$27M in six months

72. Architected for maximum
performance & flexibility

73. MMA product page on Dime.com
DIME Bank
New website features separate landing page
vs. product page
Product page maintains best practices
learned from the customer journey
Landing page freed up for seasonal,
audience-specific, and other promotions
without sacrificing SEO or usability

74. Tactics can make any brand more efficient.
Solutions can change your business.
179% 88%decrease in costs per leadIncrease in traffic
Strategy and Planning, Creative and Technology, Modern Search, Paid Media

75. Ethology redesign
of culligan.com
launched in
February 2016!

76. Micro-moments
Moments of truth

77. Content for “Problem water”
filled an experience gap

80. Ethology mined
website data to
examine user intent
region-by-region

81. Created educational content to help
people solve water problems specific
to their area
Tested CTAs and optimized page
layouts to ensure top performance
Targeted
improvements

82. Results
Now visible for +48k monthly searches
Users viewed +1 page per visit
Users spent +2.47 minutes
on the site!

83. And that’s just one
example Ethology is continuing to have a
positive impact on Culligan’s
business by improving the
customer journey

84. Takeaways

85. Journey maps help you
visualize the customer
experience

86. Not just steps: Thoughts,
feelings, touchpoints,
opportunities

87. Customers may drive
the top-of-the-funnel,
but you can still
optimize the experience
to drive leads

88. Some moments have a
bigger impact than
others. Know them.
Capitalize on them.

89. The more you understand
the customer journey,
the better you’ll be at
creating great experiences

90. Q&A
anthony.quiroz@ethology.com @TQ_AZ
jen.walsh@ethology.com @jendub
#journeymapping #Ethology #AMAPHX

91. Blog post: Moving beyond the
journey map and recognizing
the guideposts
http://www.ethology.com/blog/use-your-customer-journey-map-to-guide-your-marketing/

92. Thanks for joining us!
Jen Walsh, Design Director : jen.walsh@ethology.com @jendub
Tony Quiroz, Principal Strategist : anthony.quiroz@ethology.com @TQ_AZ