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RoX 2017 - Customer Journey Map

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Speaker: Michael Steingress, Head of Business Development & Partnerships (More than Metrics GmbH)
Service Design Thinking und ko-kreative, kundenzentrierte Ansätze finden mehr und mehr Einzug in Unternehmen aller Größenordungen. Customer Journey Mapping ist dabei ein überaus hilfreiches Tool, Dienstleistungsprozesse zu visualisieren und zu verbessern. Michael Steingress verrät uns, wie man seinen Workshops und Journey Maps Struktur verleihen kann, warum nicht jede Persona etwas taugt und warum zielgerichtet und schnell zu sein, nichts mit geradeaus laufen zu tun hat.

Published in: Business

RoX 2017 - Customer Journey Map

  1. 1. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm JOURNEYMAPPING JOURNEYMAPPING Michael Steingress / More than Metrics ≠
  2. 2. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm
  3. 3. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm ◊1 BASIC ◊2 OUR APPROACH ◊3 PERSONAS ◊4 SYSTEM MAPS ◊5 JOURNEY MAPS ◊6 Q&A AGENDA
  4. 4. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm 01.BASICS
  5. 5. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm METHODS VS. TOOLS
  6. 6. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm METHODSVS.TOOLS ≥ represent “how” we create specific tools ≥ e.g. conducting research, facilitating co-creative workshops ≥ represent “what” we use ≥ concrete models ≥ based on specific structures 
 or templates Methods Tools
  7. 7. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm “Boundary objects are objects which [...] have different meanings in different social worlds but their structure is common enough to more than one world to make them recognizable, a means of translation. The creation and management of boundary objects is key in developing and maintaining coherence across intersecting social worlds.” BOUNDARYOBJECTS Source Star, S. L., & Griesemer, J. R. (1989). Institutional ecology, translations’ and boundary objects: Amateurs and professionals in Berkeley’s Museum of Vertebrate Zoology, 
 1907–39. Social studies of science, 19(3), 387–420.
  8. 8. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm 02.OURAPPROACH
  9. 9. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm SERVICEDESIGNSPRINTSA.K.A. DESIGN THINKING SPRINTS
 EXPERIENCE DESIGN SPRINTS
 CX SPRINTS UX SPRINTS
 INNOVATION LOOPS
 ITERATIONS
 JOURNEY PROJECTS … YOU NAME IT
  10. 10. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
  11. 11. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT SERVICE DESIGN SPRINTS EXAMPLE Realizing that you don’t have enough data on a problem after you started to explore solutions.
  12. 12. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT SERVICE DESIGN SPRINTS EXAMPLE Realizing that a concept doesn’t work during prototyping.
  13. 13. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT SERVICE DESIGN SPRINTS EXAMPLE Writing user stories for 
 minor improvements directly from your research.
  14. 14. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm SERVICE DESIGN SPRINTS RESEARCH IDENTIFICATION OF CRITICAL EXPERIENCES IDEATION & 
 IDEA SELECTION PROTOTYPING & DEVELOPMENT IMPLEMENTATION & DEPLOYMENT
  15. 15. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm RESEARCH QUANTITATIVE QUALITATIVE
  16. 16. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm MONITOR KPIS OVER TIME GET ACTIONABLE INSIGHTS QUANTITATIVE QUALITATIVE RESEARCH
  17. 17. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm 1. TRIANGULATION 2.TRIANGULATION 3.TRIANGULATION How to get valuable data with limited budgets … METHODS, DATA TYPES, RESEARCHERS
  18. 18. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm ASSUMPTIONVS.RESEARCH ≥ based on assumptions and not on research data ≥ quality of the tool depends on creator’s knowledge ≥ based on research data ≥ can have a greater significance than assumption based tools Assumption-based tools Research-based tools
  19. 19. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm ASSUMPTIONVS.RESEARCH Assumption-based tools Research-based tools Often assumption-based tools develop into research-based tools over time.
 Assumptions should be challenged. Research gaps should be filled.
  20. 20. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm ASSUMPTIONVS.RESEARCH WHENSOMEONE’SJOURNEYMAPISBASED
 ONMEREASSUMPTIONS… CHALLENGE IT!
  21. 21. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm EXPLORATORYVS.CONFIRMATORYRESEARCH ≥ learn more about something specific ≥ no assumptions ≥ objective: answering WHY questions ≥ validating a specific assumption ≥ testing an assumption/ hypothesis through research Explorative research Confirmatory research
  22. 22. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm 03.PERSONA
  23. 23. Smaply Intro Innsbruck June 2017 Roy Trenneman Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm PERSONAS THEY CAN FOCUS ON: NEEDS, HOPES, 
 BEHAVIORS AND FEARS OF A CUSTOMER GROUP.
  24. 24. Smaply Intro Innsbruck June 2017 Roy Trenneman Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES
  25. 25. Smaply Intro Innsbruck June 2017 Roy Trenneman Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES
  26. 26. Smaply Intro Innsbruck June 2017 Roy Trenneman Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm CRITERIONI CRITERION II DIFFERENCES
 INTER-SEGMENT 
 HETEROGENEITY DESIGNFORTHEAVERAGE TESTWITHEXTREMES
  27. 27. Smaply Intro Innsbruck June 2017 Roy Trenneman Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm CRITERIONI CRITERION II DIFFERENCES
 INTER-SEGMENT 
 HETEROGENEITY SIMILARITIES
 INTRA-SEGMENT 
 HOMOGENEITY DESIGNFORTHEAVERAGE TESTWITHEXTREMES
  28. 28. Smaply Intro Innsbruck June 2017 Roy Trenneman Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm CRITERIONI CRITERION II DIFFERENCES
 INTER-SEGMENT 
 HETEROGENEITY SIMILARITIES
 INTRA-SEGMENT 
 HOMOGENEITY MAIN PERSONA DESIGNFORTHEAVERAGE TESTWITHEXTREMES
  29. 29. Smaply Intro Innsbruck June 2017 Roy Trenneman Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm DESIGNFORTHEAVERAGE TESTWITHEXTREMES CRITERIONI CRITERION II DIFFERENCES
 INTER-SEGMENT 
 HETEROGENEITY SIMILARITIES
 INTRA-SEGMENT 
 HOMOGENEITY MAIN PERSONA EDGE CASES
 EXTREME PERSONAS
  30. 30. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm DESIGNFOR
 THEAVERAGE
  31. 31. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm DESIGNFOR
 THEAVERAGE FREQUENCY E.G. SMARTPHONE USAGE SEGMENTATION CRITERION
  32. 32. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm DESIGNFOR
 THEAVERAGETESTWITHEXTREMES FREQUENCY SEGMENTATION CRITERION E.G. SMARTPHONE USAGE
  33. 33. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm 04.SYSTEMMAPS
  34. 34. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm THINKINSERVICEECOSYSTEMS “The battle of devices has now become a war of ecosystems, where 
 ecosystems include not only the hardware and software of the device, but 
 developers, applications, eCommerce, advertising, search, social applications, location-based services, unified communications and many other things. Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem. This means we’re going to have 
 to decide how we either build, catalyze or join an ecosystem.” 
 STEPHEN ELOP, FEBRUARY 2011
 FORMER CEO OF NOKIA
  35. 35. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm SYSTEM MAPS Stakeholder Maps Value Network Maps Ecosystem Maps
  36. 36. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm STAKEHOLDERMAP PERSPECTIVE Who do you put in the center? SECTORS How do you organize the stakeholders? STAKEHOLDERS Who should be included? RELATIONSHIPS (OPTIONAL) Which relations do you visualize? SHOP CREDIT CARD COMANY $ BANK DELIVERY COMPANY WHOLESALER EMPLOYER PRODUCT REVIEW WEBSITE TELCO A B CONLINE SHOP PRISCILLA NIGHTINGALE FULFILLMENT PROVIDER
  37. 37. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm VALUENETWORKMAP … ALL OF STAKEHOLDER MAP, PLUS: Value exchanges Which value exchange takes place between stakeholders? A B C $ $ $ $ CREDIT CARD COMANY $ BANK $ $ $ $ ONLINE SHOP DELIVERY COMPANY FULFILLMENT PROVIDER WHOLESALER SHOP PRODUCT REVIEW WEBSITE PRISCILLA NIGHTINGALE TELCO EMPLOYER
  38. 38. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm ECOSYSTEMMAP … ALL OF VALUE NETWORK MAP, PLUS: Actors beyond stakeholders 
 (i.e. people/organizations) Which other actors are important, such as IT systems, (mobile) apps, places, machines, etc.? A $ $ $ $ $ $ ONLINE SHOP DELIVERY COMPANY FULFILLMENT PROVIDER PRISCILLA NIGHTINGALE TELCO IT BACKEND SYSTEM
  39. 39. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm 05.JOURNEYMAPS
  40. 40. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm MAPSMAPSMAPS! ONLY APPROACH THE TRUTH! GIVE ORIENTATION TAILORED TO NEEDS / USERS NEED CONTEXT A MATTER OF PURPOSE, ORIENTATION AND PERSPECTIVE
  41. 41. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm
  42. 42. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm
  43. 43. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm
  44. 44. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm
  45. 45. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm
  46. 46. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm ACUSTOMERJOURNEY OR AS SOME MIGHT CALL IT: 
 “SLIPPING INTO YOUR CUSTOMER’S SHOES.” FROM A PERSONA PERSPECTIVE
  47. 47. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm JOURNEYMAP VISUALIZE THE EXPERIENCE OF A PERSON OR A GROUP OF PEOPLE AS A SEQUENCE OF STEPS.
  48. 48. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm HOWTOEVALUATE
 AJOURNEYMAP?SIX ASPECTS TO CONSIDER
  49. 49. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm HIGH-LEVEL PERSPECTIVE
 DETAILED SCOPE JOURNEY MAPS ASPECTS TOCONSIDER CURRENT-STATE
 FUTURE-STATE ASSUMPTION-BASED RESEARCH-BASED
  50. 50. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm JOURNEY MAPS ASPECTS TOCONSIDER MAIN ACTOR: CUSTOMER, USER, EMPLOYEE PROPOSITION-CENTRED
 EXPERIENCE-CENTRED KIND OF VISUALIZATIONS: STORYBOARD, GRAPHS, …
  51. 51. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm CURRENT-STATE
 FUTURE-STATE
  52. 52. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm CURRENT-STATE JOURNEY MAP This type of Journey Map represents an experience as it is right now. It can help identify problems or 
 opportunities. Ask yourself: Does my Journey Map show what is currently happening?
  53. 53. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm CURRENT-STATE JOURNEY MAP This type of Journey Map represents an experience as it is right now. It can help identify problems or 
 opportunities. Ask yourself: Does my Journey Map show what is currently happening? FUTURE-STATE JOURNEY MAP This type shows a state that is not yet reality.
 They can help show what you would like to happen or
 what you would like to design for the future.
  54. 54. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm ASSUMPTION-BASED RESEARCH-BASED CURRENT-STATE
 FUTURE-STATE
  55. 55. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm ASSUMPTION-BASED JOURNEY MAP A Journey Map that is not created based on research data. Always check your assumptions if you create an assumption-based Journey Map.
  56. 56. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm ASSUMPTION-BASED JOURNEY MAP A Journey Map that is not created based on research data. Always check your assumptions if you create an assumption-based Journey Map. RESEARCH BASED A Journey Map that is created with customers, 
 users and/or based on of research with the end-user.
  57. 57. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE
 DETAILED SCOPE CURRENT-STATE
 FUTURE-STATE
  58. 58. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm HIGH-LEVEL SCOPE How far does the Journey Map zoom out?
 Does it capture an end-to-end experience?
  59. 59. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm TESS 1 2 3 54 6 7 8 9
  60. 60. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm TESS 1 2 3 54 6 7 8 9
  61. 61. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm HIGH-LEVEL SCOPE How far does the Journey Map zoom out?
 Does it capture an end-to-end experience? DETAILED SCOPE How much does the journey map zoom in? Does it focus a specific part of Journey? Perhaps the smaller interactions taking place?
  62. 62. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm 7 SCANNING INSTAGRAM OPENING ORDERING APP UPDATE ORDERING APP SEND A TEXT UPDATE PROFILE COFFEE POINTS SHOW IN APP
  63. 63. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE
 DETAILED SCOPE CURRENT-STATE
 FUTURE-STATE MAIN ACTOR: CUSTOMER, EMPLOYEE
  64. 64. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm MAIN ACTOR Who is the main actor of the Journey Map? Is it a customer? An employee? A user? NO MATTER WHO IT IS, JOURNEY MAPS USE 
 PERSONAS TO ILLUSTRATE THE MAIN ACTOR
  65. 65. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE
 DETAILED SCOPE CURRENT-STATE
 FUTURE-STATE MAIN ACTOR: CUSTOMER, EMPLOYEE PROPOSITION-CENTRED
 EXPERIENCE-CENTRED
  66. 66. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm PROPOSITION-CENTERED Does the Journey Map only focus on experiences with a specific product? Does it mainly show direct interactions with your brand?
  67. 67. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm THIS IS A PROPOSITION-CENTRED JOURNEY MAP. TESS 1 2 3
  68. 68. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm THIS IS A PROPOSITION-CENTRED JOURNEY MAP. THIS IS AN EXPERIENCED-CENTRED JOURNEY MAP. TESS 1 2 3 TESS 1 2 3 54 6 7 8 9
  69. 69. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm PROPOSITION-CENTERED Does the Journey Map only focus on experiences with a specific product? Does it mainly show direct interactions with your brand? EXPERIENCE-CENTERED Does the Journey Map illustrate a more holistic view of the customer’s experience? Does it take into account experiences that customers have beside their brand-specific contacts?
  70. 70. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm TESS 1 2 3 54 6 7 8 9 TESS 1 2 3 4 5 PROPOSITION-CENTERED EXPERIENCE-CENTERED
  71. 71. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE
 DETAILED SCOPE CURRENT-STATE
 FUTURE-STATE MAIN ACTOR: CUSTOMER, EMPLOYEE PROPOSITION-CENTRED
 EXPERIENCE-CENTRED KIND OF VISUALIZATIONS: STORYBOARD, GRAPHS, …
  72. 72. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm STEPS, TOUCHPOINTS,AND MOMENTSOFTRUTH
  73. 73. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm STEPS ≥ any experience of 
 the main actor ≥ can be activities like waiting, walking TOUCHPOINTS ≥ interactions with 
 your brand ≥ can involve different channels, such 
 as personal contact, smartphone, TV MOMENTS
 OFTRUTH ≥ decisive steps in a journey ≥ situations that make or break the experience
  74. 74. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm TEXT LANES STORYBOARD CHANNELS EMOTIONAL JOURNEY DRAMATIC ARC BACKSTAGE LANES
 FILES
  75. 75. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E EMOTIONAL JOURNEY BUT WAIT!
 WHEN DO YOU 
 MEASURE 
 SATISFACTION? 9 HERE?
  76. 76. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E EMOTIONAL JOURNEY 9 78,4 % OF OUR CUSTOMERS
 ARE SATISFIED 
 WITH OUR SERVICE. — OKAY. AND NOW WHAT?
  77. 77. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm CUSTOMEREXPERIENCE ISMORETHAN
 F***INGMETRICS.
  78. 78. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm IF THERE ARE ONLY TWO THINGS TO
 KEEP IN MIND … After creating these journey maps
  79. 79. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm AJOURNEY MAPISNOTA F***ING DELIVERABLE!
  80. 80. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm CO-CREATEWITH YOURCUSTOMER. REALLY.
  81. 81. Journey Map ≠ Journey Map RoX 2017 Nov 2017 @steini_mtm THANKYOU!Journey Mapping ≠ Journey Mapping RoX 2017 Nov 2017 @steini_mtm steini@morethanmetrics.com SLIDES: SCHNEIDER / STEINGRESS / STICKDORN / TITZ

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