journey mapping – building on user insight to deliver results by: ina rosen
Post on 09-May-2015
1.103 Views
Preview:
TRANSCRIPT
Customer journey mapping Why, what, how?
Jboye Philadelphia May 2014
2
Get in touch: Twitter @inarosen
linkedin.com/in/inarosen
” Determine what your customers need and work backwards, even if it requires learning new skills (Jeff Bezos, CEO Amazon)
7
CJMs tell a story and build empathy <3
8
Relevance
9
Three reasons why user journeys are good for business
How customer journey maps help
Case
Try it out
What I’ve learned (don’t make my mistakes!)
Agenda
Jboy
e
10
Customer experience is the largest predictor of loyalty
Digital self-service is a customer experience differentiator
Journey mapping can help create better self-service flows
3 reasons to map the customer journey
11
12 IT PAYS!
” Customer Experience as a business discipine is a source of value both in terms of increased efficiency and profit. Outside In: The Power of Putting Customers at the Center of Your Business. Harley Manning & Kerry Bodine (Forrester)
13
CX is business
For most companies, customer experience is the single greatest predictor of whether customers will return or defect to a competitor.
14
Emotionally engaging experiences drive value
15
Digital self-service is a customer experience differentiator
16
Digital self-service is a customer experience differentiator
17
Track and trace
18
What customers can’t see affects the journey
Adjust line of visibility to let users self service
Formal touch points
Back stage
influences
customer
experience
Janus Orders product for child
Receives confirma-
tion
Notices billing
mistake
Calls customer service
Talks to service agent
Tweets in frustration
Web shop E-mail Phone Web shop
ERP E-com
platform Tracking
ERP CRM
Call center
IT
Procedures
Commun-ications
dept.
Category managers
etc.
E-com managers
19
HTTP://WWW.RETAILCUSTOMEREXPERIENCE.COM/ARTICLE/208941/THE-SHIFTING-SELF-SERVICE-PARADIGM
Customer service inquiries Preference
Person
Self-service
60 % prefer to make a company's website the first stop when attempting to solve an issue
20
Users simply want to get something done – track a package, change a flight or fix a problem - and get on with their lives
21
Journey mapping can help create better self-service flows
22
(http://www.rankingthebrands.com/PDF/Global%20Brand%20Simplicity%20Index%202013,%20Siegel%20plus%20Gale.pdf)
23
Simpler experience and communications
(http://www.rankingthebrands.com/PDF/Global%20Brand%20Simplicity%20Index%202013,%20Siegel%20plus%20Gale.pdf)
Number of consumers more likely to recommend a brand because it provides simpler experiences and communications
75%
24
What makes a brand simple?
(http://www.rankingthebrands.com/PDF/Global%20Brand%20Simplicity%20Index%202013,%20Siegel%20plus%20Gale.pdf)
Remarkably clear and unexpectedly fresh experiences
25
Create convenient UX
Users seek optimal output with minimum investment Investment is an emotional balance of monitary, temporal, physical and mental expense in relation to anticipated output
Lazy User Model of Solution Selection (Collan, M. and Tetard, F., 2007, Lazy User Theory of Solution Selection)
26
Convenience = delight!
Rose Cameron’s slide – quote from HBR
27
Design principle for self-service CX
Quick and efficient resolution
28
Hygiene factor: Users expect services that take their context into consideration
29
Customer experience is the largest predictor of loyalty
Digital self-service is a customer experience differentiator
Journey mapping can help create better self-service flows
… and create helpful, relevant and convenient UX
Why Journey maps rock
30
How can mapping help us create better UX
Research & map
Focus
Ideate Test Refine Test
Measure
Implement
Develop
Refine
31
32
Two approaches
Customer moment mapping
Customer journey mapping
Customers’ actual lives
Relation
How might we help?
Service as-is
Service to-be
Gaps
Good for business
development
Good for defined services
v
38
① Persona / scenario description
② Step by step journey
③ Service requirements
④ Quotes
⑤ Stages
⑥ Service level
⑦ Challenges
⑧ Pain points
⑨ Gaps
⑩ Opportunities
How to
The Social BrowserChild and adult set time aside with each other in order to create a wish list for an upcoming event. 7KHUH�LV�QR�GLUHFW�SXUFKDVH�LQWHQW�LQYROYHG�LQ�WKLV�MRXUQH\��EXW�WKH�REMHFWLYH�LV�WR�VHOHFW�LWHPV�WKDW�DUH�VSHFLÀF�HQRXJK�IRU�RWKHUV�WR�DFW�XSRQ��6RPH�DPRXQW�RI�WLPH�LV�QHHGHG�²�QR�LQWHQGHG�SXUFKDVH��Important to create actionable and realistic list for distribution.
Child
gat
hers
insp
iratio
n
(ong
oing
)
Awar
enes
s of
the
bi
rthda
y
Adul
t pre
pare
s se
ssio
n
Child
and
par
ent s
elec
ts
exhi
bitio
n wi
ndow
Child
and
adu
lt vi
sits
train
sec
tion
Child
bro
wses
alo
ne,
scan
s ite
ms
Child
indi
cate
s
item
s fo
r wis
h lis
t
Child
wan
ts a
dult
to
expl
ain
an it
em
Adul
t scr
eens
item
Adul
t dis
mis
ses
item
beca
use
of a
ge g
roup
$GXOW�·VKDGRZ
V·�FKLOG�
and
take
s no
tes
Zoom
out
. Loo
k at
full
exhi
bitio
n wi
ndow
Child
sel
ects
un
know
n ite
m
Both
take
a c
lose
r loo
k
Eval
uatio
n of
pro
duct
toge
ther
$GXOW�DGGV�SDUHQWDO�ÀOWHU
Item
is a
dded
to w
ish
list
Full
wish
list
is p
rodu
ced
Adul
t rev
iews
wis
h lis
t.
Mar
ks m
ost i
mpo
rtant
item
s
Dist
ribut
ion
of w
ish
list
6HUYLFHJDS
High
Med
ium
Low
6HQWLPHQW
'LIÀFXOW�WR�OLPLW�search results
“Oh no - way too many toys”
“Mom - I need your help to browse
through the site”
TRIGGER
RESEARCH
DECISIONAWARENESS
Phas
es o
f the
jour
ney
Information need from
shopPerceived digital servicelevel
“How can I possibly overview all these items at once?”
“I wish I had some-where to save the
best options”
Child alone-browsing is not facilitated
Unadequate facilitation for overviewing many products
Wish list is not found/not used
“I need to prepare IRU�P\�FKLOG·V�
birthday”
TRIGGERA classic occasion like Christmas or a birthday is the common trigger.
Digital opportunitiesCollect user data to drive e-marketing relevant to occasion.
RESEARCHThe goal is to locate a number of products within certain limits e.g. in terms of expense or age group. The child must be able to explore without adult help, whereas the adult monitors and ensures that acceptable wishes are noted.
Digital challengesThere is a need to reduce the number of presented items to conform to given limits. Within these limits, the child must be able to explore and mark wishes.
Digital opportunities0DNH�ÀOWHUV�DYDLODEOH�DQG�FRQVLVWHQW�LQ�RUGHU�WR�FUHDWH�SURGXFW�RYHUYLHZV�that conform to appropriate limits.&UHDWH�VSHFLÀF�PHWD�GHVFULSWLRQV�DQG�WLWOHV�IRU�NH\�SDJHV�DQG�NH\ZRUGV��6LPSOH�FKLOG�RULHQWHG�OLNH���VDYH�IRU�ODWHU�LQWHUDFWLRQ�
AWARENESSChild and adult have viewed a number of products and wish to get an over-view of all the products and compare them and possibly also view related products.
Digital challengesList of products that have been viewed and presentation of products related to these.
Digital opportunities6LPSOH�FKLOG�RULHQWHG�OLNH���VDYH�IRU�ODWHU�LQWHUDFWLRQ���Track history of current visit.Relevant suggestions in conjunction with the above.
DECISIONThe adult creates a wish list based on what they have viewed.
Digital challengesUsers are unaware of wish list functionality.
Digital opportunities)DFLOLWDWH�VLPSOH�FKLOG�RULHQWHG�OLNH���VDYH�IRU�ODWHU�LQWHUDFWLRQ�WKDW�FDQ�EH�easily viewed, shared and edited.Design for multiple access points for wish list.Wish list possibly reconceptualised as favourites.
Opportunity: Facilitate inspiration e.g. by email with recommendations
1
2
3
4
5
7
8
6
9
10
A channel is an artefact. A touch point is an interaction that takes place at a point in time.
39
Exercise: Book shopping (groups of 2-3)
40
Journey mapping 10-15 minutes
Actions When Where With whom Why How
Emotional Factors Thoughts Feelings Expectations Motivation
Tools:
Brown paper Post-its / cards
Pens Research & empathy
Sequence
1. Step by step: Map what you actually do, when browsing for a book online. DETAILS!!
2. Step by step: Note your experiences.
3. Note which touch points (interactions) you have at each stage, ie. outdoor ad or newspaper editorial.
41
What do you need to know?
42
Some kind of linearity
07/05/14
© Copyright 42
43
The stages of learning to home improve
Unconscious incompetence
Conscious incompetence
Conscious competence
Unconscious competence
I do not recognize that I have a problem
I recognize that I have a problem and start looking for solutions
I am (involved in) solving my problem
I live with my solution and can advocate it to others
Awareness Interest Action Advocacy
Building project
Desire
44
Deciding what to map High level
Low experience High degree of generalization
Low level High experience
Low degree of generalization
45
Examples of level of detail
Awareness - Research - Engaging - Buying – Delivery – Use – Support - Sharing
Research Sees outdoor ad – checks online for specifications – discusses with peers – goes back online for price comparison – choses cheapest outlet – goes to any outlet store for showrooming – goes back online at cheapest outlet – compares prices
goes back online at cheapest outlet Enters url – navigates via top – unable to locate product – tries search – unable to locate product – googles shop url and product name – finds product page – product no not identical to physical store – double checks on google – back to site, ads to basket, goes through check out ….
goes through check out Clicks basket - sees product in basket - is distracted by alternate product – reconsiders - decides on original - goes to address form - discovers unexpected shipping costs – abandons - purchases in physical store
46
Whose shoes?
http://mshanna.edublogs.org/files/2012/05/DSC01073-1miwn3f.jpg
48
Proces
Research Analyses
Involve organization
Ideation Prototyping Test
Involve organization
MAPPING PRODUCT DEVELOPMENT
49
Whom do you involve?
50
Customer experience is the largest predictor of loyalty
Digital self-service is a customer experience differentiator
Journey mapping is one way to understand how to create better self-service flows
And great UX
Why journey map
Jboy
e
Get started on journey mapping Quick guide
Ina Rosen
52
Journey mapping
Actions When Where With whom Why How
Emotional Factors Thoughts Feelings Expectations Motivation
Tools:
Brown paper Post-its / cards
Pens Research & empathy
Sequence
53 JOURNEY, EMOTIONAL STATE, SERVICE GAPS
Ser
vice
gap
Hig
hM
ediu
mL
ow
-
Pha
se
- -
Trigger
Challenges�
Opportunities�
54
Journey mapping
Actions When Where With whom Why How
Emotional Factors Thoughts Feelings Expectations Motivation
Sequence
55
Questions & feedback on how to improve usabililty of method
top related