Designing Customer Journeys - Entrepreneurship in the Wild

1. ENTREPRENEURSHIP IN THE WILDA STARTUP FIELD GUIDE FELIPE G. MASSA MIT PRESS 2021

2. 4 DESIGNING CUSTOMER JOURNEYS

3. This slide deck is one of several ancillary materials provided to instructors who adopt "Entrepreneurship in the Wild: A Startup Field Guide" (MIT Press, 2021). The book is a learn-by-doing guide to entrepreneurship that balances practical advice with rigorous academic content. It introduces important concepts, provides highly engaging examples, and supplies the tools needed to put lessons into practice, creating a research-supported, step-by-step reference for developing, testing, and pitching any startup idea. By integrating lean startup principles, design thinking, and elements of the jobs-to-be-done framework, this combination textbook- workbook allows readers to choose for themselves whether, or to what extent, to engage with theory. Welcome

4. • By interviewing customers you can see the world and experience problems from their perspective • You should have a better grasp of whether your hypothesized customers (i.e., those who fit your persona profile) experience the problems you thought they might • One-on-one interviews are at the core of an opportunity validation strategy that can eventually integrate more methods and sources that address weaknesses in the interview method Chapter 3 Recap

5. Objectives 03 Understand how to use findings from the customer journey to create more effective means of "wowing" your customer 02 Design a customer journey that captures what your target persona thinks, feels, and does when interacting with your solution 01 Learn how to craft a complete customer experience rather than just a product or service

6. Class Agenda Discussion Dating for Busy People Opportunity Validation Lecture How do you create an experience that attracts, impresses, and retains customers?

7. Most entrepreneurs would be satisfied with prototyping a product or service to fit customer requirements To ensure we wow our customers, however, we are going to focus on delivering a carefully designed experience! From Solution to Experience

8. Customers never follow a straight line from when they become aware of their need for a solution to when they complete a purchase and share the good news with their friends. Instead, they go on a journey as they search for solutions, consider available options, and eventually decide to make a purchase From Solution to Experience

9. • A customer journey map tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship. • It may focus on a particular part of the story or give an overview of the entire experience. What it always does is identify key interactions that the customer has with the startup. • It captures about the customer thought, feelings, and actions across each touchpoint. Mapping the Customer Journey

10. Mapping the Customer Journey Discover Research Purchase Use Share The customer becomes aware of a problem or job, seeks out and finds a solution The customer conducts some research and weighs alternatives A decision to purchase is made and payment is effected The customer uses the solution until the job is tackled or the reason for acquiring the solution is satisfied The customer shares the journey experience with others Although the journey can be different for different solutions lets assume that it has five stages:

11. Mapping the Customer Journey Think Feel Do The logical thoughts going through the customers' minds as they experience each phase in the journey The emotional states customers experience as they interact with the solution across the different phases of the journey The actions customers take or behaviors they exhibit during each phase of the journey

12. "I'm really tired of small town life and the long winters in Maine - I want to feel what it's like somewhere different" College Applicant Persona: "Socially-Conscious, Creative" Sam "I want to go to a school where other students care about making the world a better place and have fun doing it" Getting admitted to a program that is a good fit Pain Points: There are too many choices but no information I actually care about to help me make a decision Online Hangouts: In-Person Hangouts: family camp, house parties, coffee shop, local pier Favorite Brands: Age: 17 years old Education: High School Senior Job: Part-time retail associate Family: Single Location: Rockport, Maine Liberal Analytical Active Achiever Creative Fashionable Religious Introvert Yep Nope Representative Quotes: Job-to-be-done:

13. Think • elated by acceptance! • frustrated by financial aid bureaucracy • worried about signing away financial future • impressed by campus tours • sad about reality of leaving friends behind • In love with new friends and classes! • worried about professional future • concerned about workload and deadlines Feel Do Discover Research Purchase Use Share • Googles “picking a college” • Has a conversation over dinner with mom • Reads article on how to pick a college that cares • excited about college • worried about making the wrong choice • Scours college websites • Visits top selections • Takes SAT twice • Meets with high school college counselor • Sends out 12 applications! • Fills out financial aid forms • Applies for and signs for student loans • Starts applying for part time jobs in new location • Fills out financial aid forms • Schedules virtual open houses • Meets with high school college counselor • proud to be alumna! • excited about homecoming weekend "I'm so excited to be out of here but I don't want to end up somewhere where I'm lonely and sad" "Most of these places seem amazing - oh look, a lazy river - but I wish I could take Maddie with me!" "I'm in! Wait....how much is tuition? Are these people insane?!!" "There is this amazing concert this weekend but my philosophy paper is due. Argh!" "I'll tell my brother all the good stuff I didn't find out about until senior year!" • Joins homecoming committee • Meets with prospective students senior year

17. Think Feel Do Discover Research Purchase Use Share • Googles “picking a college” • Has a conversation over dinner with mom • Reads article on how to pick a college that cares • excited about college • worried about making the wrong choice • Scours college websites • Visits top selections • Takes SAT twice • Meets with high school college counselor • Sends out 12 applications! • Fills out financial aid forms • Applies for and signs for student loans • Starts applying for part time jobs in new location • elated by acceptance! • frustrated by financial aid bureaucracy • worried about signing away financial future • Fills out financial aid forms • Schedules virtual open houses • Meets with high school college counselor • impressed by campus tours • sad about reality of leaving friends behind • In love with new friends and classes! • worried about professional future • concerned about workload and deadlines • proud to be alumna! • excited about homecoming weekend "I'm so excited to be out of here but I don't want to end up somewhere where I'm lonely and sad" "Most of these places seem amazing - oh look, a lazy river - but I wish I could take Maddie with me!" "I'm in! Wait....how much is tuition? Are these people insane?!!" "There is this amazing concert this weekend but my philosophy paper is due. Argh!" "I'll tell my brother all the good stuff I didn't find out about until senior year!" • Joins homecoming committee • Meets with prospective students senior year

18. Break 10 Minutes

19. We have taken a deep dive into Sam's College Experience and learned a lot about her. This includes the fact that her journey involved a lot of emotional ups-and-downs. In this breakout you will be asked to step into the shoes of college administrators and improve Sam's journey. • Start by getting into teams of 3 or 4 students • Determine the tools you have at your disposal to influence the process and put them to work. You might consider: ⚬ What channels can you use to reach Sam along the way? ⚬ What individuals can act to make a difference in Sam's journey? ⚬ Where would interventions be most effective? • Once you have a plan to help Sam (15 minutes) let's come back and discuss our options Breakout: Journey Improvement

20. Today's Takeaways Simply creating a product or service is not enough - to grow a startup in a competitive market you need to devise a holistic, wrap-around experience To construct a good journey map, combine findings from interviews with other data sources Without improvement- focused action that follows a deep dive, journey mapping is not as useful to founders 01 02 03

21. Reminders 01 Your fourth assignment - Journey Mapping Worksheet - is due this Sunday at 11:59 p.m. 02 Post questions about the assignment on the discussion board so other students can benefit from our exchanges 03 Next time we are discussing Business Modeling. Please complete the assigned readings before class.

22. Thanks Sea You Next Time!

23. MIT PRESS 2021 For more presentations, worksheets, and helpful materials for founders and instructors please visit: https://mitpress.mit.edu/books/entrepreneurship-wild

Designing Customer Journeys - Entrepreneurship in the Wild

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