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![“If we increase by 5% we’ll gain £2.1m.
How do we increase by 5%”
You need to find the
[right] problem…](https://image.slidesharecdn.com/ecommercedigitalconferenceapril2019vkirbymns-190628084905/85/Journey-Mapping-6-320.jpg)
![Aware
I should look at M&S.
1. What shops/sites should I look at?
2. Who recommends M&S?
3. Do they have a website you can
through?
4. Do any have stores on the high
street?
5. Are there any stores nearby?
6. Which retailers do I like?
7. Who would I trust?
8. Why should I look at M&S?
Overwhelmed (or under-
whelmed)
Time rich /poor
Environment – familiar vs
unfamiliar
Know what I want vs no clue
Understand the emotions & behaviours
• Empathy [buzz]
• What they say they do vs what we see them do
Analytics, click through,
heatmaps, cost, profit](https://image.slidesharecdn.com/ecommercedigitalconferenceapril2019vkirbymns-190628084905/85/Journey-Mapping-19-320.jpg)
Uploaded byVanessa Kirby
Journey Mapping
Alison is shopping for a new sofa that is large enough to fit her entire growing family comfortably. Her current sofa was damaged in a flood and needs replacing quickly. As a busy mom with three children aged 9, 12, and 14, she has more free time during the week when the kids are at school but less time on weekends and holidays when the children accompany her shopping. Quality and durability are important factors as her eldest son is already 6 feet 6 inches tall. While price flexible, she prioritizes value for money from a high quality sofa. In-store browsing and advice from friends influence her research process more than digital channels.
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Journey Mapping
- 1. How the customerhelps win the race for Agile & Legacy thinkers. The Tortoise & the Hare
- 2. Head of UX,M&S
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- 6. “If we increaseby 5% we’ll gain £2.1m. How do we increase by 5%” You need to find the [right] problem…
- 8. Suspect Prospect CustomerAdvocate Inward thinking…. Buying Owning Translated to customer thinking…. receive itfind choose it buy it return itdiscover rewarded advocate review it Broken down into their journey….what they are actually doing In the retail world….
- 9. Interest me! Event –distress, gift, considered… Word of mouth Email / newsletter Advertising/ Media Engage me! Help me - Search, browse, evaluate, compare tools Let me come back (save information) 24/7, anywhere, any device, access Give me a reason to buy It from M&S Transparency of pricing Support me – what will I need? Reassurance – product quality, return policy & delivery options Demonstrate What brand is this? Loyalty points Ease the parts that make it difficult Make payments easy Recognise me, know my details Anticipate what I may need Give me discounts if I buy more Can you help me with finances? Can I pay per month? Can I use cash? Paypal? Smarties? Retrieve my basket in the store Advocate! Solutions from peers Rate this product, rate this store, rate the courier, rate the staff Feedback Connect with others Show how I used it Help me! Track my order Return my order Make my life easier How to… Deliver it to me Alert me when I need to do something Let me pickup from a store near me Take away my old products Install it Understanding (empathy with) customers’ actions, thoughts, needs, emotions …. Discover Find it Choose it Buy it Receive it Return it Review it Rewarded
- 10. Fish where the fishare SEO / SEM / SEA Marketing campaigns Direct e-mails Personalisation Feedback Targeting & Stickiness Advanced tools = returning users Context sensitive info / promos on all channels – increases reach Increase footfall Retain existing customers Faster through the funnel Easier to move away from the competition – all in one place. Range of brands. Increase basket size. Conversion – faster down the funnel Faster analytic feedback – multivariate & A/B testing for optimal capture time Upsell/cross sell Faster, timely reporting Contextual & appropriate Upsell/cross-sell increase sale value Prepopulated forms - Faster fulfilment Loyalty – retention Repeat customers Influence buying decisions Machine learning Solutions from others – community support Self service, reduce support costs Lock in the customer = more products, less likely to switch Gather more profile & preferences data targeted marketing & support Preferences –Surveys = trends, consumer needs, reactive product set ability to meet expectations faster …helps to anticipate what we can do at every step Discover Find it Choose it Buy it Receive it Return it Review it Rewarded
- 11. Ie: Journey mappingis modelling customer behaviour. Modelling helps predict & understand – how to calculate, react To do this – you need data. Not assumptions. Evidence is key for confident predictions
- 12. How I usethese… 2.
- 13. Research & Prep Align & prioritise Map& plan Multi- functional alignment
- 14. Research & Prep know everyone •Stakeholders, touchpoints, customers, influencers, confidantes, technical. Everyone. Hares & Tortoises know everything • Technology • Business case • Data • Analytics • Research • Customers • Interviews/observation/ethnography
- 15. Buying Owning receive itfindchoose it buy it return itdiscover rewarded advocate review it Literally – follow the map! Step by step – what happens, where, with who, with what BUT – you need data…
- 16. Trust Engage InformSatisfied Delighted Serviced Advocate Loyalty >> Discover Find it Choose it Buy it Receive it Return it Review it Rewarded Customer Needs (core) 1. Who sells what I’m looking for? 2. Does M&S sell what I’m looking for? 3. How can I get items from M&S? 4. Why is it better than other 5. Who else sells it? 1. What can I do to find my item? 2. Can you help me find it quickly? 3. Is it easy to find other options variations? 4. What other might I need to go with it? 1. Is it exactly what I want? 2. Is it in stock? 3. How can I get it, how quickly and what’s the cost? 4. Is the price 5. Can I afford it what are the payment 6. What do other people think of 7. Is there a warranty, what if it goes wrong or I change my 8. Can I send it to someone else? 1. Will the process be straight- forward? 2. Do I have to have an account? 3. Do I have to in? 4. Will I get confirmation? 5. Have you me what I expected? 6. What if I change my mind once I’ve bought it? 7. Am I clear how I’m going to get my item? 8. Do I know what I have to do? 1. Will it arrive on time? 2. Will I be notified if there are any problems? 3. How can I find out where my order is? 4. Can I cancel my order? 5. What can I do if I don’t like it? 6. What can I do if it’s the wrong thing? 7. Can I share it with others? 1. What can I do if it breaks? 2. How can I get help with using 1. How can I submit a review? 2. Can I show other people? 1. What does this get me? 2. Will this stop me switching? 3. Will I save money? Customer Outcome (& moment of truth) M&S has what I want I can find products that match my need My choice (decision) is informed and obvious. It is coming to me when I want it, where I want it I get my item the way I want it. I return my item & receive my refund / alternative item I am pleased with my item. I advocate M&S I use M&S as my first choice wherever possible. High level journeys, outcomes & needs Based on facts
- 17. Aware Research Choose Ishould look at M&S. I see that M&S sells the type of things I am interested in. I want to shop at M&S. 1. What shops/sites should I look at? 2. Who recommends M&S? 3. Do they have a website you can through? 4. Do any have stores on the high street? 5. Are there any stores nearby? 6. Which retailers do I like? 7. Who would I trust? 8. Why should I look at M&S? 1. Does M&S offer what I’m after? 2. Do they have a sale on? 3. Are the prices cheap? 4. How does M&S compare with other retailers? 5. How do I shop at M&S? 1. Do I like the type of things it sells? 2. Do I like the brands and range on 3. Are there any benefits to shopping at M&S? “Discover” Dig deeper! What are they thinking? What other brands are they looking at? Why?
- 18. Aware I should lookat M&S. 1. What shops/sites should I look at? 2. Who recommends M&S? 3. Do they have a website you can through? 4. Do any have stores on the high street? 5. Are there any stores nearby? 6. Which retailers do I like? 7. Who would I trust? 8. Why should I look at M&S? People – friends, family, experts, social media Marketing – magazines, billboards, TV, emails, blogs, experts Physical/environments –stores, high street, homes, wearables, hospitals Policies/legislation – governments, insurance, Find the influencers Where are they proactively finding information? How connected are they? IoT Where are the sub conscious influences? Machine learning, follow the trail
- 19. Aware I should lookat M&S. 1. What shops/sites should I look at? 2. Who recommends M&S? 3. Do they have a website you can through? 4. Do any have stores on the high street? 5. Are there any stores nearby? 6. Which retailers do I like? 7. Who would I trust? 8. Why should I look at M&S? Overwhelmed (or under- whelmed) Time rich /poor Environment – familiar vs unfamiliar Know what I want vs no clue Understand the emotions & behaviours • Empathy [buzz] • What they say they do vs what we see them do Analytics, click through, heatmaps, cost, profit
- 20. Different for differenttypes of customer/persona The mission/task can make a difference The attitude can also make a difference. receive it find choo se it buy it return itdiscover rewarded advocate review it receive itfind choose it buy it return itdiscover rewarded advocate review it recei ve it find choose it buy it return it discover rewarded advocate review it Functional: socks…(or shopper haters) Inspirational: dress… Considered: sofa…(or shopper lovers) rec eiv e it fin d cho ose it buy it return it di sc ov er rewarded advocate revie w it Distress: fridge
- 21. Family • Married • 3kids: 9, 12, 14 years old • Kids are growing “already quite big” • Eldest son is 6ft 6” Price • Price flexible • Happy to pay more for high quality Time • Her current sofa has been damaged by a flood and needs replacing fairly quickly • Time rich when children are at school • Time poor during weekends/summer holidays where children accompany her during shopping trips – children can become a distraction during these visits Inspiration • Seeks advice from neighbours/friends • Past visits to retailers • In store brochures Touchpoints • Little digital influence • Invested in store visits: retail parks and out of town shopping centres • In store brochures • Consults husband for confirmation Alison is shopping for sofa big enough to fit the entire family comfortably. Her children are growing quickly and the sofa needs longevity, adapting to her family’s needs. Her living area is also fairly large so she’s browsing for a corner sofa to fill the space. Alison – Busy Mum (52 years old) Outcome: All data – quant & qual • All data – quant & qual • Research – themes, trends, challenges, future • Touchpoints • Personas • Missions • Working hypothesis of the CUSTOMER journey – timeline, thinking, needs & interactions
- 22. Align & prioritise Workshop(s) with everyone •Stakeholders, touchpoints, influencers, confidantes, technical. Everyone. Tortoises AND Hares bring everything • Data • Analytics • Research • Interviews/observation/ethnography • Business processes • Systems
- 23. Alison – BusyMum (52 years old) Family • Married • 3 kids: 9, 12, 14 years old • Kids are growing “already quite big” • Eldest son is 6ft 6” Price • Price flexible • Happy to pay more for high quality Time • Her current sofa has been damaged by a flood and needs replacing fairly quickly • Time rich when children are at school • Time poor during weekends/summer holidays where children accompany her during shopping trips – children can become a distraction during these visits Inspiration • Seeks advice from neighbours/friends • Past visits to retailers • In store brochures Touchpoints • Little digital influence • Invested in store visits: retail parks and out of town shopping centres • In store brochures • Consults husband for confirmation Alison is shopping for sofa big enough to fit the entire family comfortably. Her children are growing quickly and the sofa needs longevity, adapting to her family’s needs. Her living area is also fairly large so she’s browsing for a corner sofa to fill the space. Review, share all the data…. • Analytics, Research, trends • Personas
- 24. a b cd e f Mindset Digital channels Store Email Social media People Timeline Set up a wall…. • Brown paper, stickies & pens
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- 26. a b cd e f Mindset Wearables Store Email Social media People Journey Map…. • Moments of delight • Places of opportunity
- 27. Alison – BusyMum (52 years old) Family • Married • 3 kids: 9, 12, 14 years old • Kids are growing “already quite big” • Eldest son is 6ft 6” Price • Price flexible • Happy to pay more for high quality Time • Her current sofa has been damaged by a flood and needs replacing fairly quickly • Time rich when children are at school • Time poor during weekends/summer holidays where children accompany her during shopping trips – children can become a distraction during these visits Inspiration • Seeks advice from neighbours/friends • Past visits to retailers • In store brochures Touchpoints • Little digital influence • Invested in store visits: retail parks and out of town shopping centres • In store brochures • Consults husband for confirmation Alison is shopping for sofa big enough to fit the entire family comfortably. Her children are growing quickly and the sofa needs longevity, adapting to her family’s needs. Her living area is also fairly large so she’s browsing for a corner sofa to fill the space. Act the part…. • Be the customer, the business, whoever • Identify the parts of the journey (based on facts!)
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- 29. Affinity sort • Lotsof ideas…lots of stickies…. • Lots of similarities
- 30. Prioritise • The teamvote for what they think is the most important thing to fix • 7 dots (use 1 use ‘em all)
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- 32. Discover Choose itBuy it Receive it Return it Review it Rewarded Clear product and service information - product information eg size, shape - benefits of furniture eg quality, sustainability - promotions, offers, delivery information Inspiring customers - inspiring experiences online and in-store - augment store experiences with digital - cross-selling with other departments Raising awareness - Google ranking (SEO facets) - capturing existing customers online and in-store - targeting new customers Delivery - consistent proposition across product types - shouting about the value we offer - avoiding financial losses Internal systems - ability to sort and attribute-tag effectively - overview of a customer's whole order - accurate stock system Outcome: All data – quant & qual • Agreement of journey • New opportunities identified • Cross functional alignment • Agreement of top priorities • Owners/teams for each priority • – timeline, thinking, needs & interactions
- 33. Multi functional solution Multi-functional (Tortoises & Hares)– take the problem(s) and do it again! • Map the journey – for your team problem • Ideate • Prototype/concepts • Plan of execution • Cost/time estimate (t-shirt sizes)
- 34. TRIGGER sofa damaged during aflood JOHN LEWIS - STORE • Dedicated trip to retail park • Picked up brochures in store “The sofas I tried weren’t comfortable…I was prepared to spend more money for what felt like a luxurious sofa” M&S - STORE • Nothing big enough on shop floor “I would have happily bought one if they’d had what I wanted” Requirements: • large corner sofa • “fill up” a large living room • big enough for entire family (husband and 3 kids) • comfortable Spoke to neighbour who recommended SOFA WORKSHOP - STORE • Trip to out of town store • Enjoyable experience: music, friendly attentive staff, coffee etc • Too ‘trendy’ for needs “we were there for hours…it kind of felt fun” “the staff were happy to let me browse” SIZE & SHAPE “I wanted room for all of us to be on the sofa comfortably” “the kids were growing…already quite big by this point” PURCHASE FURNITURE RETAIL PARK • Visited retail park • Opted for store that she had bought from before • Knew they would offer a huge range • Option to choose own fabric and cushions • Settled on sofa from final store visit • Expensive but high quality (£7000) • Willing to pay more as she hadn’t liked anything else DELIVERY • Paid extra for delivery/assembly • Waited 6-8 weeks as expected COMFORT “the reason I wouldn’t buy online” “comfort always comes first” fast ones
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- 40. Emotional Map • Wheredo we make them happy • Where do we make them mad
- 41. Sizings & Dependencies •What the Tortoise needs to do to catch uwith the Hare • Where the Hare has to wait for the Tortoise
- 42. Outcome: connected solutions •Spikes/Protos to prove/demo way forward • New opportunities identified - risks • Cross functional team – who know what’s coming • Funding approved • Dependencies assessed.
- 43. Map & plan Define thebacklog(s) Review progress within the customer journey
- 44. Out of Scope In Scope Musts,Shoulds, Coulds Customer journey
- 45. Outcome: Removing thetangents • All on the same course – so no curveballs.
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- 47. Multi-Channel reach, multiple solutions & touchpoints IoT /IoMT Increasing technology & capabilities Increasing user base & higher expectations Rapidly changing interaction techniques Digital trends are influencing behaviours Increasing degrees of connectivity me friends family social media trusted experts legal media gov’t finance my widgets
- 50. The moral ofthis mixed meta-fable? You can’t ignore the 600lb tortoise in the room
- 51.