This document provides a crash course in customer journey mapping for lean thinkers. It discusses mapping customer journeys from the customer's perspective to identify problem areas and opportunities. It recommends starting with assumptions, asking "why" 5 times to understand the problem better, creating empathy maps, and reframing the problem from the customer's point of view before ideating, prototyping and testing solutions. Tips are given like identifying a specific customer type, keeping the process collaborative, using the appropriate level of detail, and mapping both the visible and invisible aspects of the customer experience. The goal is to redesign experiences to influence customer attitudes and behaviors. Resources for further learning are also provided.

1. CX DESIGN . Journey Mapping for Lean Thinkers
@jkembel
@mikealber
#cxdesign #bsw12

2. Enterprise Software Customer Experience Social Communities
http://www.publicdomainpictures.net/pictures/10000/nahled/1210-1242156850ss7a.jpg

3. @stanforddschool http://dschool.stanford.edu/

4. http://dschool.stanford.edu/student/doug-dietz/

5. http://dschool.stanford.edu/student/doug-dietz/

6. Customer Experience
The Value (and Impact) of Experience

7. cus·tom·er ex·pe·ri·ence
The sum of all experiences a consumer has with a
supplier of goods or services, over the duration of their
relationship with that supplier.
http://en.wikipedia.org/wiki/Customer_experience

8. mobile
social
local

9. PURCHASE RECOMMEND
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8
SELECT 3 BUY OWN 7 MAINTAIN
Market & Sell Support & Serve
1
5
2 6
RESEARCH NEED RECEIVE USE

10. Crash Course in CX Journey Mapping
Map journeys as part of a design process
1. Map & Evaluate
• Map a journey from the customer’s perspective
• Map the surrounding “ecosystem” (people + process + technology)
• Identify problem & opportunity areas, prioritize
2. Understand & Empathize
• Ask 5 whys, Create empathy maps
3. Reframe the Problem
• Point of View: User + Need + Insight
4. Redesign the Experience
• Ideate, Prototype, Test
http://ideathon.net/ideasatplay/wp-content/uploads/2010/10/slide31.jpg

11. Crash Course in CX Journey Mapping
Simply Start Mapping
1. Start mapping from a specific
customer’s perspective
2. Then map the surrounding
ecosystem (people + process + technology)
3. Identify problems & opportunities
and prioritize

12. 4. Attitudes
1. Experience
On Stage
2. People
3. Things
Back Stage

13. Tips and Hacks
Crash Course in CX Journey Mapping
• Identify a specific customer
(prospects, frustrated customers, extreme users…)
• Keep it collaborative
(use post-it notes, life-size artifacts)
• Use appropriate detail
(start lo-res)
• Work from point A to B
(map upstream and down)
• Map “on stage” & “back stage”
• Start with assumptions then validate

14. Be an Impostor Archaeologist (prioritize where to dig)
http://www.stanfordalumni.org/news/magazine/2005/janfeb/features/peru.html

15. Evaluate and Prioritize
Look for problems and opportunities

16. Be an Impostor Ethnographer (seek to understand)

17. Understand & Empathize
Ask 5 Whys. Create Empathy Maps
Why?
Why?
Why?

18. http://dschool.stanford.edu/student/doug-dietz/

19. Reframe the Problem
Crash Course in Journey Mapping

20. Ideate, Prototype, Test
Crash Course in Journey Mapping

21. Redesign Experiences
Influence Attitudes to Change Behaviors
Influence
Influence
Influence

22. http://dschool.stanford.edu/student/doug-dietz/

23. Taking it Home
Strategic Opportunities (and Obligations) for Lean Thinkers
Situation Opportunities
• Experiences set the stage for products and • Solve for the value of customer experiences
services that surround your offering as well
• Social and mobile touchpoints will continue • Use journey maps to identify areas of leverage
to proliferate that amplify value
• Journeys are measurable (but hard to see) • Understand the economics of experience and
incorporate measures of activity and impact

24. Our Favorite CX Design Resources
@jkembel @mikealber #cxdesign #bsw12
• Stanford d.school
• This is Service Design
• Dave Gray
We’ve provided links to our favorite resources here:
Gamestorming for Service Design
bit.ly/cxdresources • Agile
rallydev.com/agileblog
• The Lean Startup
Eric Ries. theleanstartup.com
• Kerry Bodine’s Blog
blogs.forrester.com/kerry_bodine