Customer Journey Mapping Illustrating the Big Picture - MIMA Summit 2013 - Megan Grocki

1. Customer Journey Mapping:
Illustrating the Big Picture
Megan Grocki
MIMA Summit 2013
Minneapolis, MN
October 15

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WHAT ARE WE GOING TO LEARN TODAY?
ê Understand how journey models can be used as a
component of an experience strategy to illustrate
relationships with “customers” and an
organization over time and across channels
ê Learn the steps in developing a journey model
ê Discover ways to socialize the journey models and
make them a part of your organization’s assets

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WHAT IS A JOURNEY MODEL?
WHAT DO THEY LOOK LIKE?
HOW DO I CREATE & USE IT?

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PERSONAS ARE
SNAPSHOTS OF
PEOPLE
FROZEN IN TIME

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PEOPLE
(USUALLY)
ARE NOT
FROZEN IN TIME

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the process of illustrating a complete story
centered on the relationship that unfolds over time
between an individual and a
system / service / product / brand / organization
JOURNEY MAPPING (OR MODELING) IS…

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WHY DO WE NEED JOURNEY MODELS?
Every day mediocre experiences are delivered
Organizations do not understand our customers, and
are unintentionally neglecting them
Internal politics trump customer needs
Put our systems/services/products in the context of
people and their lives

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WHAT DO WE MEAN BY ENGAGEMENT?

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TOUCHPOINTS
A point of interaction involving a specific
human need in a specific time and place
Comparing products
Paying a bill
Signing up for a service

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CHANNELS
A medium of interaction with customers
– where touchpoints occur
Website
Social media
Phone
Email

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CHANNELS
SINGLE CHANNEL
Need CAN ONLY be fulfilled via ONE channel
CROSS-CHANNEL
Need MUST be fulfilled using MORE THAN ONE channel
MULTI/OMNI-CHANNEL
Need CAN be fulfilled on MANY different channels
à à
≈ ≈

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EXAMPLE OF AN
EXCEPTIONAL
OMNI-CHANNEL
EXPERIENCE?

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IF YOUR BRAND WERE A PERSON,
WHO WOULD THEY BE?

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MOMENT OF TRUTH
Interaction that leaves a lasting
impression often at the
touchpoint you can design for

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JOURNEY MODELING IS A
KEY COMPONENT OF
DEVELOPING AN ELEGANT
EXPERIENCE STRATEGY

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OUTSIDE-IN, NOT INSIDE-OUT

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HOW DO THEY HELP YOUR TEAM?
Create strategic vision prior to design
Build consensus with stakeholders, showing
opportunities across the ecosystem
Identify key interactions to prototype and test

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WHAT IS A JOURNEY MODEL?
WHAT DO THEY LOOK LIKE?
HOW DO I CREATE & USE IT?

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Mad*Pow project

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29. SCAD student project

30. Xplane

31. EffectiveUI

32. Maya

33. Orange

34. Orange

35. Adaptive Path

36. Mark Simmons

37. Foviance

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WHAT IS A JOURNEY MODEL?
WHAT DO THEY LOOK LIKE?
HOW DO I CREATE & USE IT?

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GATHER CONTENT
DESIGN & ITERATE
SOCIALIZE & USE

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OUR FAVORITE RESEARCH METHODS
customer interviews
ethnography & contextual inquiry
customer surveys
customer support/complaint logs
web analytics
social media listening
competitive intelligence

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BUSINESS REALITIES
Skepticism of User-Centered Design
Stakeholder Influence
Time & Budget
Access to Participants

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RESEARCH INFORMS STRATEGY
SHOW stakeholders their customers’ behavior
Video
Photographs
Stories

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ACTIVITIES TO GATHER CONTENT
Review research
Identify timeline, touchpoint and channels
Empathy map
Lensed brainstorm
Affinity diagram

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ACTIVITY #1:
EMPATHY MAP

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ACTIVITY #2:
BRAINSTORMING
WITH LENSES
Inspired by The Art of Game Design: A book of lenses, by Jesse Schell

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INFORMATIVE

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SOCIAL

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FUN

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ANY GOOD IDEAS?

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GATHER CONTENT
DESIGN & ITERATE
SOCIALIZE & USE

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MAPPING THE FUTURE EXPERIENCE
Timeline
Business goals
User expectations/wants/needs/emotions
Touchpoints & Channels
Opportunities for engagement
Other great ideas!

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ET VOILA! YOU’RE ON YOUR WAY…

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GATHER CONTENT
DESIGN & ITERATE
SOCIALIZE & USE

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KEEPING THE JOURNEYS ALIVE
Schedule periodic reflection and research,
update the journey model
Continually involve key stakeholders
Shout from the rooftops
Display prominently in common work areas
Invite the personas and their journey models to
meetings

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SOCIALIZE & USE
ê Who is your journey owner?
ê Who is consuming it? How often?
ê How are you getting/storing feedback?
ê What is your implementation plan?
ê When and how are you going to re-evaluate?
Temkin, B. (2010) "Mapping the Customer Journey" Forrester Research

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RECAP

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WHAT IS A JOURNEY MODEL?
Visualizing the relationship between an
individual and an organization over time

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Deliverables will vary based on
stakeholder preferences
Know YOUR audience
WHAT DO THEY LOOK LIKE?

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HOW DO I CREATE & USE IT?
Gather content
Design & iterate
Socialize

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MORE EXAMPLES & RESOURCES
http://pinterest.com/uxjam/journeys/

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THANK YOU
Megan Grocki
mgrocki@madpow.net
@megangrocki