Presentation I held for participants of EAI360. Keywords: user journey, difference between journey and experience, touchpoints, difference between touchpoints and channels, experience mapping, anatomy of a map. Inspired by Adaptive path's Guide to experience mapping. Feel free to share and comment - @NinaYu

1. EXPERIENCE MAPPING
and ORCHESTRATING
TOUCPOINTS
by NINA JURCIC
EAI | EUROPEAN ALLIANCE FOR INNOVATION
OCT 28TH 2015

2. ABOUT ME
UX / PRODUCT / GRAPHIC / COMMUNICATION
DESIGNER
BA APPLIED ARTS AND GRAPHIC DESIGN (2015)
hub:raum WARP14 by Deutsche Telekom (2014)
FOUNDER INSTITUTE (2013)
BA INFORMATION TECHNOLOGY (2012)

3. KEYWORDS
CUSTOMER EXPERIENCE, EXPERIENCE
MAPPING, TOUCHPOINTS, CHANNELS, USER
JOURNEY

4. EXPERIENCE

5. EXPERIENCE
CUSTOMERS ARE INCREASINGLY CHOOSING
PRODUCTS AND EXPERIENCES BASED ON THE
QUALITY OF THE EXPERIENCES THEY HAVE
WITH THEM

6. EXPERIENCE
YOU NEED TO UNDERSTAND THE EXPERIENCE
OF YOUR CUSTOMER WHILE HE’S USING YOUR
PRODUCT, AND THE CONTEXT AROUND IT

9. EXPERIENCE VS. JOURNEY
WHAT TRIGGERED HER VISIT TO SUPERMARKET?
WHAT WERE HER EXPECTATIONS?
WHAT ACTIONS DID SHE TAKE?
WHAT DID SHE FEEL AT CERTAIN POINTS OF
TIME?
WHAT DID SHE THINK ABOUT AT KEY MOMENTS?
WHAT TOUCHPOINTS SHE INTERACTED WITH?
WHAT PEOPLE DID SHE MEET?
WHAT LOCATIONS WERE INVOLVED?

10. EXPERIENCE VS. JOURNEY
CONSIDER WHAT CUSTOMERS IDEALLY DO,
THINK AND FEEL AS THEY INTERACT WITH
TOUCHPOINTS ON THE WAY TO SATISFYING
THEIR NEEDS.

11. TOUCHPOINTS
A POINT OF INTERACTION BETWEEN A PERSON
(CUSTOMER) AND ANY ASPECT OR ARTIFACT IN
ORGANISATION
IN CERTAIN POINT OF TIME, IN A CERTAIN
CONTEXT

12. TOUCHPOINTS
HIS/HER
NEEDS
YOUR
BRAND
X

13. CHANNEL
MEDIUM OF INTERACTION WITH CUSTOMERS OR
USERS (PRINT, WEB, MOBILE, VOICE CALL, ATM…).
DEFINES OPPORTUNITIES OR CONSTRAINTS OF A
TOUCHPOINT

14. FINDING A FIT
USER
GOALS
BUSINESS
GOALS
X

15. FINDING A FIT
USER
GOALS
BUSINESS
GOALS
X
“I had fun clicking /
selecting favorite
bands in the
website…”
“We gained lot of
user data about his
tastes and
preferences.”

16. TRIGGERS
CURIOSITY
VISUAL IMAGERY
PATTERN RECOGNITION
SENSORY EXPERIENCE
POINTS AND LEVELS (GAMIFICATION)
CHALLENGE
COMPETITION

17. CUSTOMERS
CUSTOMERS DON’T CARE ABOUT CHANNELS
AND TOUCHPOINTS. ALL THEY CARE ABOUT IS
ACHIEVING THEIR GOALS AND MEETING THEIR
NEEDS.

18. MAPPING THE IDEAL JOURNEY
CONSIDER WHAT CUSTOMERS IDEALLY DO,
THINK AND FEEL AS THEY INTERACT WITH
TOUCHPOINTS ON THE WAY TO SATISFYING
THEIR NEEDS.

19. EXPERIENCE MAPPING
PROCESS OF CAPTURING AND PRESENTING
KEY INSIGHTS INTO COMPLEX CUSTOMER
INTERACTIONS THAT OCCUR ACROSS
EXPERIENCE WITH A PRODUCT, SERVCE,
ECOSYSTEM

20. FEELINGMOTIVATION
THINKINGFRAMING
DOINGBEHAVIOUR

21. WHY MAPPING
KNOW YOUR TERRITORY AND WHAT TO
IMPROVE, E.G.:
GET PEOPLE TO SPEND MORE TIME USING
YOUR APP
INCREASE # OF REGISTERED USERS
INCREASE # OF NEWSLETTER SUBSCRIBTIONS
STAND OUT FROM COMPETITION
INCREASE USAGE AND ADOPTION

22. STARTING POINT
DATA (ANALYTICS)
KPIs YOU NEED TO MEET / IMPROVE
PUBLIC RESEARCH
SURVEYS
INTERVIEWS

24. VALIDATE/wRESEARCH

25. YOU WANT USER TO
COMPLETE DESIRED ACTION (CLICK, SIGN UP..)
BUY A PRODUCT
SPREAD A WORD
BUY AGAIN
CHOOSE YOU OVER COMPETITION

26. SYNTHETIZE INTO PHASES
SYNTHETIZE KEY INSIGHTS INTO A JOURNEY
MODEL SPLIT INTO PHASES FROM POINT A TO
POINT Z

27. VISUALISE STORY
TRY TO IMAGINE OR RE-EXPERIENCE HIS OR
HER JOURNEY

28. ANATOMY OF AN EXPERIENCE MAP
STAGES (PHASES)
THINKING
FEELING
DOING
TOUCHPOINTS
CHANNELS
OVERALL IMPRESSION ( :-) OR :-/ )
OPPORTUNITIES

30. INCREASEtheMOTIVATION
REMOVEtheFRICTION

31. Q&A

32. TIPS / CONCLUSION
USE DELIGHTERS
MAKE TOUCHPOINTS MORE HUMAN
TURN COMPLAINTS INTO UPSELLS
REVEAL CUSTOMER NEEDS
CREATE NEW REVENUE STREAMS AND POWER
INNOVATION
UNDERSTAND THE TERRITORY

33. KNOWyourTERRITORY

34. RESOURCES
GUIDE TO EXPERIENCE MAPPING by ADAPTIVE PATH, http:
//mappingexperiences.com/
SEDUCTIVE INTERACTION DESIGN by STEPHEN P. ANDERSON
http://startitup.co/guides/374/aarrr-startup-metrics
http://www.kaushik.net/avinash/lean-analytics-cycle-metrics-hypothesis-
experiment-act/

35. IMAGE RESOURCES
https://experience.sap.com/wp-
content/uploads/2014/09/ExperienceMapSmall-800x400.png

36. THANKYOU

37. Get in touch!
@ninayu
nina@ebloo.co