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Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
https://www.nngroup.com/articles/customer-­‐journey-­‐
mapping/
By:  Kate  Kaplan
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
When  and  How  to  Create  Customer  Journey  Maps
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
Definition:  A  visualization  of  the  process  that  it  takes  a  person  to  
accomplish  a  goal.  It’s  used  for  understanding  and  serving  
customers  needs.
Two  powerful  instruments:
● Visualization
● Storytelling
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
What  Is  A  Customer  Journey  Map?
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
1. Zone  A
2. Zone  B
3. Zone  C
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
Deconstruction  of  a  Customer  Journey  Map
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
Why  Do  You  Need  a  Journey  Map  and  When  Should  You  Have  One?
1. Shifting  a  Company’s  Perspective  from  Inside-­Out  to  Outside-­In
● Refocuses  agendas  on  the  thoughts,  actions,  and  emotions  of  customers
● Gives  insight  into  human  experiences  that  aren’t  otherwise  considered
2. Breaking  Down  Silos  to  Create  One  Shared,  Organization-­Wide  Vision
● Creates  cross-­department   conversation  and  collaboration  (entire  customer  journey)
● Creates  plan  of  action  by  highlighting  areas  of  friction  (“Where  do  we  begin?”)
3. Assigning  Ownership  of  Key  Touchpoints  to  Internal  Departments
● Gives  internal  teams  specific  tasks  to  control  for  inconsistencies/glitches
● Creates  clarity  in  alignment  of  departments  through  stages  (touchpoints)
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
Why  Do  You  Need  a  Journey  Map  and  When  Should  You  Have  One?
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
4. Targeting  Specific  Customers
● Helps  teams  focus  in  on  specific  personas  or  customers
i. Differences/similarities  across  journeys  of  multiple  personas
ii. Prioritizing  a  high-­value  persona
iii. Exploring  methods  to  target  new  personas
5. Understanding  Quantitative  Data  
● Helps  discover  why  something  specific  is  happening  
○ Examples:
■ A  plateau  of  online  sales
■ An  online  tool  is  being  underutilized  
Key Elements of Customer Journey Maps
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
Touchpoints and channels
Uncovering gaps in the user experience
Insights and ownership
Breadth vs Depth
Scope
Focus
Key Elements of Customer Journey Maps
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
Point of View
Who is the actor departing on this journey?
Scenario
Designed with user’s goals in mind
Uncovering positive and negative points in journey
Actions/ Mindsets/ Emotion
“Heart of a journey map’s narrative”
Qualitative research methods
Contextual Inquiry
Diary studies
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
Rules  for  Creating  a  Successful  Journey  Map
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
1. Establish  the  why  and  the  what
2. Base  it  on  the  truth
3. Collaborate  with  others
4. Don’t  jump  straight  to  visualization
5. Engage  others  with  the  end  product
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
Rules  for  Creating  a  Successful  Journey  Map
Establish  the  why  and  the  what:
● What  are  the  goals  that  the  map  supports?
● Who  is  using  it?
● Who  is  it  about  and  what  what  experience  does  it  address?
● How  will  it  be  shared?
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
Rules  for  Creating  a  Successful  Journey  Map
Base  it  on  truth
● Use  quantitative  facts  supplemented  by  qualitative  facts
Collaborate  with  others
● Be  transparent  and  invite  others  to  work  with  you
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
Rules  for  Creating  a  Successful  Journey  Map
Don’t  jump  to  visualization
● Focus  on  clear  facts  before  designing
Engage  others  with  end  product
● Make  presentation  interactive

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Fa102 b group project

  • 1. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein https://www.nngroup.com/articles/customer-­‐journey-­‐ mapping/ By:  Kate  Kaplan Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein When  and  How  to  Create  Customer  Journey  Maps
  • 2. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Definition:  A  visualization  of  the  process  that  it  takes  a  person  to   accomplish  a  goal.  It’s  used  for  understanding  and  serving   customers  needs. Two  powerful  instruments: ● Visualization ● Storytelling Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein What  Is  A  Customer  Journey  Map?
  • 3. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein 1. Zone  A 2. Zone  B 3. Zone  C Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Deconstruction  of  a  Customer  Journey  Map
  • 4. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Why  Do  You  Need  a  Journey  Map  and  When  Should  You  Have  One? 1. Shifting  a  Company’s  Perspective  from  Inside-­Out  to  Outside-­In ● Refocuses  agendas  on  the  thoughts,  actions,  and  emotions  of  customers ● Gives  insight  into  human  experiences  that  aren’t  otherwise  considered 2. Breaking  Down  Silos  to  Create  One  Shared,  Organization-­Wide  Vision ● Creates  cross-­department   conversation  and  collaboration  (entire  customer  journey) ● Creates  plan  of  action  by  highlighting  areas  of  friction  (“Where  do  we  begin?”) 3. Assigning  Ownership  of  Key  Touchpoints  to  Internal  Departments ● Gives  internal  teams  specific  tasks  to  control  for  inconsistencies/glitches ● Creates  clarity  in  alignment  of  departments  through  stages  (touchpoints)
  • 5. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Why  Do  You  Need  a  Journey  Map  and  When  Should  You  Have  One? Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein 4. Targeting  Specific  Customers ● Helps  teams  focus  in  on  specific  personas  or  customers i. Differences/similarities  across  journeys  of  multiple  personas ii. Prioritizing  a  high-­value  persona iii. Exploring  methods  to  target  new  personas 5. Understanding  Quantitative  Data   ● Helps  discover  why  something  specific  is  happening   ○ Examples: ■ A  plateau  of  online  sales ■ An  online  tool  is  being  underutilized  
  • 6. Key Elements of Customer Journey Maps Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Touchpoints and channels Uncovering gaps in the user experience Insights and ownership Breadth vs Depth Scope Focus
  • 7. Key Elements of Customer Journey Maps Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Point of View Who is the actor departing on this journey? Scenario Designed with user’s goals in mind Uncovering positive and negative points in journey Actions/ Mindsets/ Emotion “Heart of a journey map’s narrative” Qualitative research methods Contextual Inquiry Diary studies
  • 8. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Rules  for  Creating  a  Successful  Journey  Map Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein 1. Establish  the  why  and  the  what 2. Base  it  on  the  truth 3. Collaborate  with  others 4. Don’t  jump  straight  to  visualization 5. Engage  others  with  the  end  product
  • 9. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Rules  for  Creating  a  Successful  Journey  Map Establish  the  why  and  the  what: ● What  are  the  goals  that  the  map  supports? ● Who  is  using  it? ● Who  is  it  about  and  what  what  experience  does  it  address? ● How  will  it  be  shared?
  • 10. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Rules  for  Creating  a  Successful  Journey  Map Base  it  on  truth ● Use  quantitative  facts  supplemented  by  qualitative  facts Collaborate  with  others ● Be  transparent  and  invite  others  to  work  with  you
  • 11. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Rules  for  Creating  a  Successful  Journey  Map Don’t  jump  to  visualization ● Focus  on  clear  facts  before  designing Engage  others  with  end  product ● Make  presentation  interactive