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Customer Journey Mapping Workshop
This document provides an overview of customer journey mapping. It begins with an introduction to customer journey mapping and its benefits. It then outlines a three-part recipe for creating a customer journey map, including defining the persona, scenario, goals, and touchpoints in part one; creating a timeline, identifying feelings, and reviewing opportunities in part two; and identifying insights, opportunities, and ownership in part three. The document concludes by discussing takeaways from using customer journey mapping such as increasing customer engagement and understanding quantitative data in context.
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Customer Journey Mapping Workshop
- 1. Customer Journey Mapping FromInside-Out to Outside-In Pordenone - Italy, 16th December 2017
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- 11. Who works in... Management Marketing ProductDevelopment Software Development Graphic Design Others (?)
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- 27. J.J. Garret -The Elements of User Experience - http://www.jjg.net/elements/
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- 38. INTERACTION TAKEN FORGRANTED
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- 48. Service Design Service designis the activity of planning and organizing people, infrastructure, communication and material components of aservice in order to improve its quality and the interaction between the service provider and its customers.
- 49. Service Design Service Design:From Insight to Implementation - A. Polaine, L-. Løvlie
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- 52. Spain won thegame Spain won the game. People were happy and people celebrated on the streets honking their horns and sporting red and yellow flags from their cars.
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- 54. Importance of Diagrams Muchquicker to convey information.
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- 58. CUSTOMER JOURNEY MAP Adiagram that illustrates the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination. -- https://hbr.org/2010/11/using-customer-journey-maps-to
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- 62. Online/Offline CJMs map theentire experience of your customers, helping you understand where the points of friction are and what kind of feelings they are experiencing at each step of the “journey”.
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- 66. SCENARIO • What weare trying to examine, the “what”. • Should be focused on a business goal • Best scenarios are the ones that describe a sequence of events • Could be an existing journey or a to-be experience that doesn’t exist yet
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- 68. YOU DO WANT,BUT… WHAT DO YOU HAVE? More often than not, we think for users we would like to have, rather than the ones we actually have.
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- 70. PERSONAS Realistic and reliable representationsof your target audience, the “actors” of your story.
- 71. PERSONAS Realistic and reliable representationsof your target audience, the “actors” of your story. as good as the research behind them → Do the homework first!
- 72. PROTOPERSONAS When we don’thave data yet, a protopersona is better than nothing at all!
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- 74. GOALS/EXPECTATIONS • What isthe persona trying to achieve and why? • What are her inner desires? • Keep personas real, no fairy tales!
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- 76. CJM Recipe -pt.1 Persona Scenario Goals The Lens
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- 78. TIMELINE/ACTIONS • Represent whatthe user is doing throughout the journey • Data points should be based on qualitative research • Granularity can vary on purpose of the map (evaluate a design vs. mapping a complete cycle)
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- 80. TOUCHPOINTS • Any interactionthe user has with your business, product or brand • Identify “moments of truth” and points of friction
- 81. Static Packaging / shippingmaterial Invoices Ads Marketing emails Interactive Website Mobile applications Chat Calls Human Agents Shop Assistants Brand loyalists
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- 83. • What’s ouruser thinking as she tries to reach her goals? THOUGHTS
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- 85. • How isthe user feeling when pursuing her goal? • Rollercoaster of feelings (peaks/valleys) • Find strengths and weaknesses in the process • Different personas could perceive opposite things! • Emotions lead FEELINGS
- 86. • How theuser is feeling when pursuing her goal • Rollercoaster of feelings (peaks/valleys) • Find strengths and weaknesses in the process • Different personas could perceive opposite things! • Emotions lead FEELINGS Kurt Vonnegut “The shape of Stories”
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- 88. CJM Recipe -pt.2 Timeline Touchpoints Feelings The Experience
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- 92. • What wecan do to improve the customer experience or product • Identify pain points • Organize efforts inside the company OPPORTUNITIES
- 93. • Prioritization • Findwho or what is responsible in your company or product about a specific touchpoint • Lack of ownership? • Create alignment and clarity between customer needs and our organization INTERNAL OWNERSHIP
- 94. CJM Recipe -pt.3 Opportunities Internal ownership The Insights
- 95. EXPERIENCE LENS Persona Scenario Goals/Expectations TouchpointsThoughts Feelings INSIGHTS Opportunities Internal ownership CUSTOMERBUSINESS :)
- 96. • Approach thingsfrom a customer’s point of view • Identify what customers are being confused by • Identifies gaps and opportunities within the current offering • Brings teams together with a shared vision • Develop a consistent roadmap and strategy • Helps you anticipate what needs to be considered so better business decisions are made WHY USE CJM?
- 97. HOW DID ITGO?
- 98. • Value isin the mapping, not in the maps • Creating dialogues, not diagrams themselves • Increase customer engagement • Break down silos between depts • Understand the context and give a meaning to existing quantitative data • Identify actionables to improve UX CONCLUSIONS
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- 100. References ● J.J. Garret- The Elements of User Experience ● J.M. Klaar - How to Have Your Cake and Eat It Too: An Introduction to Service Design ● A. Polaine, L. Løvlie - Service Design: From Insight to Implementation ● J. kalbach - Mapping Experiences: A Guide to Creating Value through Journeys, Blueprints, and Diagrams ● D. Sibbet - Visual Meetings: How Graphics, Sticky Notes and Idea Mapping Can Transform Group Productivity
- 101. Find out aboutnext events Sign up to the mailing list http://eepurl.com/s3Kab @mvlabsitwww.facebook.com/mvlabs