The document discusses modeling systems for information architecture and tools for analyzing the customer experience journey. It describes the customer experience journey as a series of touchpoints from first contact to conversion. It then discusses tools for mapping the customer journey, including a business model canvas, persona template, experience scope, journey script, and touchpoint matrix. These tools provide insights into customers, map the end-to-end experience, and describe touchpoints to improve the journey. The report applies the analysis to business, product, marketing and customer service planning.

1. Modeling Systems for
Information Architecture
A Customer Experience Journey
By Søren Muus
FatDUX
@sorenmuus

2. The Customer Experience Journey
- About the Customer Experience Journey
- About the tools
FatDUX CXjourney

3. The Customer Experience Journey
The Customer Experience Journey is series of
events that leads from the first contact to the final
conversion. Each event contains a number of
Touch points – both digital and physical, that
together make a unique impact, and create a
User Experience, valuable and useful to both
our clients and their customers.
Our objective is to simplify the customers
journey, through all touch points, in order to
optimize conversion.
FatDUX CXjourney

4. About the Customer Experience Journey
FatDUX CXjourney

5. The FatDUX CXjourney
The Elements of the CXjourney
The Dynamics of the CXjourney
Contact Conversion
FatDUX CXjourney

6. The FatDUX CXjourney
The Elements of the CXjourney
The Dynamics of the CXjourney
Contact Conversion
FatDUX CXjourney

7. The FatDUX CXjourney
The Elements of the CXjourney
The Dynamics of the CXjourney
Contact Conversion
FatDUX CXjourney

8. The FatDUX CXjourney
The Elements of the CXjourney
The Dynamics of the CXjourney
FatDUX CXjourney

9. The FatDUX CXjourney
The Elements of the CXjourney
The Dynamics of the CXjourney
Contact Conversion
FatDUX CXjourney

10. The FatDUX CXjourney
The Elements of the CXjourney
The Dynamics of the CXjourney
Contact Conversion
FatDUX CXjourney

11. The FatDUX CXjourney
The Elements of the CXjourney
The Dynamics of the CXjourney
Contact Engagement Desire Re-engagement
Conversion
Conscious Considering Determined Experienced
Before During After
Attention Interaction Decision Action
FatDUX CXjourney

12. About the tools
FatDUX CXjourney

13. Business Model Canvas
Persona Template
Experience Scope
Journey Script
Touchpoint Matrix
KP KA VP CR S
Key Key Value Customer Segments
Partners Activities Proposition Relationships
KR C
Key Channels
Resourses
CS RS
Cost Revenue
Structure Streams
FatDUX CXjourney

14. Business Model Canvas
Persona Template
Experience Scope
Journey Script
Touchpoint Matrix
KP KA VP CR S
Key Key Value Customer Segments
Partners Activities Proposition Relations
KR C
Key Channels
Resourses
CS RS
Cost Revenue
Structure Streams
FatDUX CXjourney

15. Business Model Canvas
Persona Template
Experience Scope
Journey Script
Touchpoint Matrix
Background: Personal info: Narrative:
- Persona’s relation - Name - the story that creates
to the target group - Age empathy
- Demographics - Job
- Location Statement:
Behavior: - civilian status - The quote that distills
- Psychographics - Internet usage/exp. the character of the
- Scenarios persona
Goals:
- User wants
- User needs
- User’s motives
- Business objectives
FatDUX CXjourney

16. Business Model Canvas
Persona Template
Experience Scope
Journey Script
Touchpoint Matrix
Before During After
EVENT
Time
Description
External participants
Internal participants
Touchpoints
Actions
Service evidence
Peak
Promise
User goal
Business objective
FatDUX CXjourney

17. Business Model Canvas
Persona Template
Experience Scope
Journey Script
Touchpoint Matrix
EVENT:
Journey Script
Brand promise, peak
service evidence
Name of event
Advertising Part of scenario CRM
Synopsis
Back story/previous events
Social Media Participants: Social Media
Business/
Synopsis Touchpoint user goals (external)
Persona
Organic search Internal Next event
Supporting processes
Previous event Touchpoints
Action
Promise
Supporting processes
Evidence
Peak
UserGoal, needs, wants, motives
Expectation Business objectives Experience
Output/Next events
FatDUX CXjourney

18. Business Model Canvas
Persona Template
Experience Scope
Journey Script
Touchpoint Matrix
Primary Primary Primary Touchpoint Matrix
Primary
TP TP TP TP
1. Primary Touchpoint
1.1 Secondary Touchpoint
1.2 Secondary Touchpoint
1.3 Secondary Touchpoint
1.3.1 Granular Touchpoint
1.3.2 Granular Touchpoint
Secondary Secondary Secondary 1.3.3 Granular Touchpoint
TP TP TP 1.4 Secondary Touchpoint
1.5 Secondary Touchpoint
2. Primary Touchpoint
2.1 Secondary Touchpoint
2.2 Secondary Touchpoint
Granular Granular Granular 2.2.1 Granular Touchpoint
TP TP TP 2.2.2 Granular Touchpoint
2.3 Secondary Touchpoint
2.4 Secondary Touchpoint
2.5 Secondary Touchpoint
FatDUX CXjourney

19. The tools in short:
Business Model Canvas
Gives insight and understanding of the business model itself
Persona Template
Humanizes the segments and targets behavior
Experience Scope
Provides a overview of the total customer experience
Journey Script
Suggests each of the improved events that makes the customer journey
Touchpoint Matrix
Describes all points of contact between brand, product and customers, in
both physical and digital channels.
FatDUX CXjourney

20. The FatDUX Customer Experience Journey Report
FatDUX CXjourney

21. The Customer Experience Journey Report applies directly to:
The overall business plan
Product strategy
Web strategy
Customer Service planning
Marketing and sales strategy
Planning of Social Media
Establishment of Customer Engagement Platform
Adjustment of general User Experience
FatDUX CXjourney

22. Customer Journey – AS IS
?
FatDUX CXjourney

23. Customer Journey – TO BE
FatDUX CXjourney

24. Thank you!
for your attention
Søren Muus
sm@fatdux.com
@sorenmuus
FatDUX CXjourney