Jean-Sébastien Chouinard argues that companies must become user-centric by understanding the customer experience across all touchpoints. He recommends using personas and user journey maps to illustrate the user experience. A user journey map charts the stages of a customer's journey, their needs at each stage, and identifies weaknesses where expectations are not met. By understanding the customer experience in this holistic way, companies can improve collaboration between departments and channels to strengthen their brand at every interaction with the user.

1. MAP THE EXPERIENCE.
CHANGE THE MACHINE.
Jean-Sébastien Chouinard, M.Sc.
Team Lead – Web Strategy

7. HAVE YOU EVER SAID OR HEARD?
“Yeah, it’s our website, it’s old and ugly; we are still
waiting for the budget to revamp it.”
“Don’t trust what’s written on the website, it’s
outdated, call the customer service instead.”
“In store promotions are not applicable online.”

8. OR WORST:
“It’s not the role of my
department”

10. 24 months or 36
months?
Added or
Cancelled?
WTF?

11. BAD SERVICE OFFER = NO MONEY
64% of customers switch because of bad customer
service
It’s more important than price (57%)
$4,000 loss per customer
Source: Accenture, « High Performance in the Age of Customer Centricity », 2008

12. CLIENT IS DEAD, LONG LIVE THE
USER
Companies must give a significant experience at
every touch point. From acquisition to the support
phase.
It is not a MARKCOMM project, it’s a corporate
vision.

13. Purchase

14. Purchase
Usage

15. Purchase
Usage
Integration

17. HOW DO WE BECOME USERCENTRIC?

18. BEING CONTEXT-AWARE
Where?
When?
How?
From Which
Support?
On Which
Network?
18

19. BEING LOCATION-AWARE
Where?
• Is the person in a secure, nosy or dark place?
• Is she in public or in private?
• Is she on the move?
19

20. BEING TIME-AWARE
When?
• Is she planning an activity?
• Is she in the action or she has time to think?
20

21. BEING FEELING-AWARE
How?
•
•
•
•
Does she want to be entertained or relaxed?
What does she want to fulfill?
Is she under pressure, is it an emergency?
Is she in control?
21

22. BEING CHANNEL-AWARE
From Which Support?
• What device does she uses?
• What are its components?
22

23. BEING NETWORK-AWARE
On Which Network?
• Does she need an Internet connection to
accomplish her tasks?
• Can she accomplish her tasks locally?
23

24. ILLUSTRATE SIGNIFICATIVE USER
EXPERIENCE
Define users needs and
aspirations
=
Personas
Identify touch points and
detect weakness
=
User Journey Map

25. PERSONAS + USER JOURNEY MAP
“What makes a customer journey map much more
powerful than simply delivering personas and
scenarios is its ability to highlight the flow of the
customer experience…”
Source: Flom J., « The Value of Customer Journey Maps: A UX Designer’s Personal Journey », 2011

26. USER JOURNEY MAP?
It’s like creating a quest.

28. USER JOURNEY MAP?
Illustrates and structures the interconnections
between:
• User’s needs
• Touch points
• Lifecycle
• Tasks

29. 1. DEFINE
• Each stage of the journey
• The user’s needs at each stage, and time
necessary to fulfill them.
• The stakeholders involved:
departments, channels, individuals

30. 2. PLAN
• Different paths that the user can choose
• Activities required to meet the demands
(what, when, where)

31. 3. IDENTIFY
• The difference between the users’ expectation
and the actual service you provide
• Adjustments that have to be done, including
cost and schedule
• Key Performance Indicators

32. Market Research
Insight Research
10 users
100 users
10 truths
100 insights

35. User Attitude
User
Mindset
Trigger
Journey
Goal

37. Persona description
Journey map
Opportunity

40. WHY ARE WE DOING THIS?
• To have a better understanding of the user’s
state of mind at each interaction with a touch
point
• To improve collaboration between channels
and departments
• To present an holistic view of the user across
channels and departments
• To identify weakness and inconsistencies

41. Customer
Custome
Service
r Service
Finance
Finance
Sales
Mktg
Mktg
IT
IT
Products
Product

43. EXAMPLE : STRAVA

45. IN A NUTSHELL

46. 3 PRINCIPLES OF BRAND
DIFFERENTIATION WITH USER
EXPERIENCE
• Building on user needs before features
• Strengthen the brand with every
interaction, not just communication and
advertising
• Consider user experience as a
competence, not a function of the company
Source: Temkin, « The Customer Experience Journey », Forrester, September 2008

48. MERCI!
Jean-Sebastien Chouinard, M.Sc
Team Lead Web Strategy
Adviso.ca