User experience map group project

Innovation and Rethinking a Product/Service
with User Experience Maps
Julia Coyle, Max Goldman, and Edden Kashi
FA102b Social Media
and Web Design

Customer Journey and User Experience Mapping
https://www.brandquarterly.com/rethinking-customer-journey-experience-wave
In commerce, customer experience is the product of an interaction between
an organization and a customer over the duration of their relationship
Graphics by Julia Coyle

Experience Wave
Influenced by the role of the connected generation (C Gen)
Mobile mind shift
● users’ expectation pushed by mobile to access any information
New scenario where experiences are continually shared among people through
digital content like tweets, videos, threads, reviews, posts.
● “social atoms” that let users inform one another through sharing and P2P
(peer to peer) interactions

Create Value from Shared Experience
Shared experiences become information experiences that impact other
users’ journeys.

The Experience Quest
Maps the behavior of people constantly looking to meet their search needs
among user-generated experiences, information and online content.
https://www.brandquarterly.com/rethinking-customer-journey-experience-wave

https://www.qualtrics.com/experience-management/customer/10-ways-to-use-customer-journey-maps/
Improve your Current Customer Experience
1. Identify pain points and prioritize fixes.
2. Identify opportunities for feedback or
measurement.
3. Plan content and marketing communications.

Envision your Future Customer Experience
● Share the vision for your corporate strategy.
● Plan the rollout of a future product or service.
With a Day-in-the-Life Journey Map, you can:
● Identify innovation opportunities.
Graphics by Max Goldman

Drive Organizational Change
● Align your organization around the customer POV (Point of View).
● Help employees and partners develop empathy for customers.

https://www.imd.org/research-knowledge/articles/innovation-happens-elsewhere-rethinking-your-business-to-grow-and-compete/
Open Innovation
Helps to stay on top of:
● Competition
● Reduce costs
● Spread risks
● Bring new products to the market more quickly

Open Innovation
Open innovation takes place:
1. By tapping into the creativity and brainpower of
many through crowdsourcing
2. By opening up a company’s internal ideas to the
external community

Agile & Scrum
Agile - development methodology based on iterative and
incremental approach.
Scrum - implementations of agile methodology.
- Incremental builds are delivered to the customer in
every two to three weeks' time.
- Project where the requirement is rapidly changing.

Open Innovation & Global Competition
● Owning the customer interface is critical, particularly for B2B (business to
business) companies.
● Focus on trends
● Embedding sensors into their products, bypass the middleman
● The terms of data ownership and sharing

https://ieeexplore.ieee.org/document/8792578/metrics#metrics
Customer Experience
Every aspect of a company’s offering
● packaging, the quality of customer service, reliability, ease of use,
advertising, product and service features.
Internal and subjective response customers have to any direct or indirect contact
with an organisation.

https://ieeexplore.ieee.org/document/8792578/metrics#metrics
Customer Experience
Direct interaction generally occurs in the
- course of purchase, use, and service
- initiated by the customer
Indirect contact frequently
- unplanned interactions
- products, services, or brands
- takes the form of
- word-of-mouth recommendations, criticisms, advertising, news reports
and reviews

Thank You

User experience map group project

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