Customer journey mapping

Workshop

By Paola Miani | @pmiani

Today1.  Introduction to journey maps 2.  The framework: Elements of a customer journey map3.  Creating your customer journey map

01 Introduction to customer journey maps

A customer journey map is a visually compelling story of the

customer experience over time and across multiple touch points.

“The goal of the customer journey map is to get a holistic view of what the customer is going through from their point of view and what it’s like for them on a personal level, that human level.”

Kerry Bodine, Co Author of Outside In: The Power of Putting Customers

at the Center of Your Business,

Customer journey maps to generate empathy

Customer journey maps to focus on the overall experience

Customer journey maps to expose the changes in the customer

behaviour

Customer journey maps to identify gaps in the experience

Customer journey maps is a catalyst of conversations

Customer journey maps to create alignment across teams

Customer journey maps to make informed decisions

Challenge

What does an ideal online banking onboarding process

look like in Europe?

A customer journey map helped to explain the findings of a

multinational research project through story telling

02 The framework: Elements of a customer journey map

What do we want our customers to SEE?

What do we want our customers to DO and

feel?

What is the story we want to tell them?

Facts + Feelings =Journey map storytelling

Elements of storytellingCharacters ScenarioSituation

Behaviour Experience

ZoneA:ThelensThelensprovidesconstraintsforthemapbyassigning:1.  Apersona(“who”)2.  Thescenariotobeexamined

(“what”)ZoneB:TheexperienceTheheartofthemapisthevisualizedexperience3.  Phasesofthejourney4.  AcGons5.  Thoughts6.  EmoGonalexperiencethat

theuserhasthroughoutthejourney(Quotes,videos,emoGcons)

ZoneC:TheinsightsTheoutputshouldvarybasedonthebusinessgoalthemapsupports.7.  Insightstodescribewhat

havewelearnsuchaspainpoints,contentrequired,valueofdigitalchannels,internalownership

8.  OpportuniGestoimprovetheexperience

1 2

3 4

5

6

7

Zone

A

Zone

B

Zone

C

Key points on every journey map

7

The steps

The Experience

The Insights

Thoughts,feelings,painpoints,quotes,

touchpoints.

Overallintent

A detailed journey map can inform a digital transformation

strategy

A simple journey map can outline the emotions and pain points of the

experience

03 Creating your customer journey map

Brief

The Mobile UX conference wants to know if it worth it to create a mobile app for the conference and what content or functionality would add more value to

their customers.

Who is the protagonist of the story?

Demographics & picture

Behaviour / Activities

Information needs Goals / Painpoints

•  ConferencedescripGon•  Speakers•  Price•  DuraGon•  LocaGon/venue•  Program/topics

Sheaspirestohelpstakeholderstounderstandtheoverallcustomerexperienceandplayamorestrategicrole.ShewouldliketoknowwhatarethebestconferencesinLondon.

Hercompanysendhereveryyeartoaconferenceofherchoice.SheconstantlyseekstoimproveanddevelopherUXskills.

Jackie,32,livesinKent,SeniorUXdesignerwith5yearsofexperience,worksatthedigitaldepartmentofabigcompany.

Senior UX researcher

What is the protagonist of the story trying to achieve and in what context?

Jackie wants to learn new skills to play a more strategic role in the company. She has a budget of £500 max to spend on a conference or course this year. She is very busy at work and can only get 1 day off to attend the conference.

Exercise 1 – Gather data

Individual brainstorm Write one step per post it of experience:

Before the event 2 min

During the event 2 min

After the event 2 min

Exercise 2 – Mapping

1. Before the event 2. During the event 3. After the event

Map out phases and actions within each phase.

Exercise 3 – Evaluate the experienceInclude thinking and feeling, then circle key moments of the experience

Exercise 4 – InsightsIdentify opportunities of improvement and consider whether an app could help to improve certain phases of the journey

Exercise 5 – Present your findings

Tell the story of someone trying to achieve something in a specific context.

Include actions, emotions and feelings experienced during the journey.

Thank you !

Paola Miani - @pmianiNovember 2016