The document describes a workshop on customer journey mapping hosted by Oracle and GovLoop in Washington DC. The workshop provides an introduction to journey mapping, including what it is, when and why to use it, and how to map a customer's journey. It discusses mapping touchpoints, attitudes, needs and redesigning experiences. The goal is to understand customers, identify issues and opportunities, and reimagine experiences to influence behaviors.

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