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CX Journey Mapping Workshop
                    Oracle & GovLoop. Washington DC, September 6th 2012
Oracle . CX Strategy & Design Workshop. http://designingcx.com
The New Experience Economy




                                                                 mobile
                                                                 social
                                                                  local




Oracle . CX Strategy & Design Workshop. http://designingcx.com
Fundamentals of a new approach
Oracle . CX Strategy & Design Workshop. http://designingcx.com
{ Workshop Agenda }
               Crash Course in Journey Mapping

             •    What is a journey map?
             •    When to use journey maps?
             •    Why is it important?
             •    How to map a journey
             •    Where to start redesigning an experience




Oracle . CX Strategy & Design Workshop. http://designingcx.com
cus·tom·er jour·ney map
            …visually illustrates customers’ processes, needs, &
            perceptions throughout their interaction and relationship
            with an organization




Oracle . CX Strategy & Design Workshop. http://designingcx.com   http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/
PURCHASE                      RECOMMEND


                                                                 4                         8




            SELECT             3                  BUY                                    OWN             7   MAINTAIN
                                               Market & Sell                           Support & Serve
                                                                      1        5




                                                                 2                        6


                                                        RESEARCH     NEED   RECEIVE      USE




Oracle . CX Strategy & Design Workshop. http://designingcx.com
Oracle . CX Strategy & Design Workshop. http://designingcx.com
Oracle . CX Strategy & Design Workshop. http://designingcx.com
Oracle . CX Strategy & Design Workshop. http://designingcx.com
When Can Journey Mapping Be Used?

                                      • Understanding & diagnosing experiences
                                      • Designing experiences (redesign existing, create new)
                                      • Implementing (as blue prints)
                                      • Communicating (align, train, orient)




Oracle . CX Strategy & Design Workshop. http://designingcx.com
Oracle . CX Strategy & Design Workshop. http://designingcx.com   http://dschool.stanford.edu/student/doug-dietz/
Oracle . CX Strategy & Design Workshop. http://designingcx.com   http://dschool.stanford.edu/student/doug-dietz/
Oracle . CX Strategy & Design Workshop. http://designingcx.com
{ The Experience }
                                Understanding & Reimaging the Patient Experience




Oracle . CX Strategy & Design Workshop. http://designingcx.com
4. Attitudes

1. Actions




                                                                   On Stage
2. People

3. Things




                                                                 Back Stage

Oracle . CX Strategy & Design Workshop. http://designingcx.com
Evaluate and Prioritize
             Look for problems and opportunities




Oracle . CX Strategy & Design Workshop. http://designingcx.com
Understand & Empathize
             Ask 5 Whys. Create Empathy Maps




                                                                        Why?
                                                                 Why?




                                                                        Why?
Oracle . CX Strategy & Design Workshop. http://designingcx.com
Oracle . CX Strategy & Design Workshop. http://designingcx.com   http://dschool.stanford.edu/student/doug-dietz/
Reframe the Problem
             Use a deep understanding of needs




Oracle . CX Strategy & Design Workshop. http://designingcx.com
Ideate, Prototype, Test
             Reimaging and redesign the experience




Oracle . CX Strategy & Design Workshop. http://designingcx.com
Redesign Experiences
             Influence Attitudes to Change Behaviors




                                                                             Influence
                                                                 Influence
                                                    Influence




Oracle . CX Strategy & Design Workshop. http://designingcx.com
Oracle . CX Strategy & Design Workshop. http://designingcx.com   http://dschool.stanford.edu/student/doug-dietz/
Crash Course in Journey Mapping
Oracle . CX Strategy & Design Workshop. http://designingcx.com
How To Map a Customer’s Journey
                            1. Select a specific
                            customer to map                                                 4. Add customer
                                                                                            attitudes and needs

                                                                                            2. Map a customer’s
                                                                                            step-by-step experience

                                                                                            3. Map touch points &
                                                                                            systems “on stage” and
                                                                                            “back stage”



                                                                 5. Identify issues &
                                                                 opportunities and dig in
Oracle . CX Strategy & Design Workshop. http://designingcx.com
CX Journey Mapping Tips
             Getting started…
                                                                 Identify a specific customer
                                                                 (prospects, frustrated customers, extreme users…)


                                                                 Identify key brand attributes
                                                                 (interactions, offerings, promises)


                                                                 Work from point A to B
                                                                 (map upstream and down)


                                                                 Keep it collaborative
                                                                 (use post-it notes, life-size artifacts)


                                                                 Start with assumptions
                                                                 (then validate and gather more data)


                                                                 Focus on moments that matter
                                                                 (start lo-res, use appropriate detail)


Oracle . CX Strategy & Design Workshop. http://designingcx.com
Act on what you discover
             Routinely reimagine, redesign, redeploy experiences

                                                                               Identify & evaluate areas of opportunity
                                         Identify                              needs & attitudes, challenges, points of action and decision


                                                                               Prioritize experiences worth addressing
                                                                               moments that matter, value exchanges, points of leverage
                Deploy                                            Prioritize

                                     Journey                                   Design experiences around journey needs
                                     Mapping                                   design on stage & back stage, influence attitudes to change behaviors


                                                                               Test and validate new experiences
                                                                               confirm new experiences work as expected before scaling them
                            Test                         Design
                                                                               Deploy and measure against objectives
                                                                               align and equip people processes, and technology in measurable ways


Oracle . CX Strategy & Design Workshop. http://designingcx.com
{ Discussion }

            More journey mapping resources at our new blog: DesigningCX.com

Oracle . CX Strategy & Design Workshop. http://designingcx.com

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Cx journey mapping workshop

  • 1. CX Journey Mapping Workshop Oracle & GovLoop. Washington DC, September 6th 2012 Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 2. The New Experience Economy mobile social local Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 3. Fundamentals of a new approach Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 4. { Workshop Agenda } Crash Course in Journey Mapping • What is a journey map? • When to use journey maps? • Why is it important? • How to map a journey • Where to start redesigning an experience Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 5. cus·tom·er jour·ney map …visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organization Oracle . CX Strategy & Design Workshop. http://designingcx.com http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/
  • 6. PURCHASE RECOMMEND 4 8 SELECT 3 BUY OWN 7 MAINTAIN Market & Sell Support & Serve 1 5 2 6 RESEARCH NEED RECEIVE USE Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 7. Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 8. Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 9. Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 10. When Can Journey Mapping Be Used? • Understanding & diagnosing experiences • Designing experiences (redesign existing, create new) • Implementing (as blue prints) • Communicating (align, train, orient) Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 11. Oracle . CX Strategy & Design Workshop. http://designingcx.com http://dschool.stanford.edu/student/doug-dietz/
  • 12. Oracle . CX Strategy & Design Workshop. http://designingcx.com http://dschool.stanford.edu/student/doug-dietz/
  • 13. Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 14. { The Experience } Understanding & Reimaging the Patient Experience Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 15. 4. Attitudes 1. Actions On Stage 2. People 3. Things Back Stage Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 16. Evaluate and Prioritize Look for problems and opportunities Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 17. Understand & Empathize Ask 5 Whys. Create Empathy Maps Why? Why? Why? Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 18. Oracle . CX Strategy & Design Workshop. http://designingcx.com http://dschool.stanford.edu/student/doug-dietz/
  • 19. Reframe the Problem Use a deep understanding of needs Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 20. Ideate, Prototype, Test Reimaging and redesign the experience Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 21. Redesign Experiences Influence Attitudes to Change Behaviors Influence Influence Influence Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 22. Oracle . CX Strategy & Design Workshop. http://designingcx.com http://dschool.stanford.edu/student/doug-dietz/
  • 23. Crash Course in Journey Mapping Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 24. How To Map a Customer’s Journey 1. Select a specific customer to map 4. Add customer attitudes and needs 2. Map a customer’s step-by-step experience 3. Map touch points & systems “on stage” and “back stage” 5. Identify issues & opportunities and dig in Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 25. CX Journey Mapping Tips Getting started… Identify a specific customer (prospects, frustrated customers, extreme users…) Identify key brand attributes (interactions, offerings, promises) Work from point A to B (map upstream and down) Keep it collaborative (use post-it notes, life-size artifacts) Start with assumptions (then validate and gather more data) Focus on moments that matter (start lo-res, use appropriate detail) Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 26. Act on what you discover Routinely reimagine, redesign, redeploy experiences Identify & evaluate areas of opportunity Identify needs & attitudes, challenges, points of action and decision Prioritize experiences worth addressing moments that matter, value exchanges, points of leverage Deploy Prioritize Journey Design experiences around journey needs Mapping design on stage & back stage, influence attitudes to change behaviors Test and validate new experiences confirm new experiences work as expected before scaling them Test Design Deploy and measure against objectives align and equip people processes, and technology in measurable ways Oracle . CX Strategy & Design Workshop. http://designingcx.com
  • 27. { Discussion } More journey mapping resources at our new blog: DesigningCX.com Oracle . CX Strategy & Design Workshop. http://designingcx.com