discovering hidden contexts through experience maps
TRANSCRIPT
Experience MappingDiscovering hidden contexts through experience maps
PersonalTravel, Talk to people
Discover new experiences
ProfessionalDesign Thinking, Methodology,What is good design?
Dmytro Svarytsevych
Tesco Shopping Experience
Tesco Virtual Shopping
http://www.businesstoday.in/magazine/lbs-case-study/case-study-tesco-virtually-created-new-market-based-on-country-lifestyle/story/214998.html
900’000 app downloads
https://sensortower.com
Best Customer Service
90%Golden Bank Quality of Service User Satisfaction
for the highest quality of service in 2016. Awarded in Pulse of
Business by Bankier.pl
in Banks category at IX edition of the Polish Program Service Quality awarded on the basis of ratings and
reviews submitted by customers
90% of customers would recommend their relatives to open
accounts at OUR Bank
http://giphy.com
“ 51% of customers who left companies blamed their exits on bad online experiences”Katie Devlin, IBMhttps://www.ibm.com/blogs/commerce/2016/03/how-are-you-measuring-your-digital-customer-experience/
Customer Decision Journey
http://giphy.com
Customer Emotions
http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc
“ A chain is no stronger than its weakest link”William JamesAmerican philosopher and psychologist
Methodology
Tripomatic
Tripomatic helps you explore historic sites, museums, and other spots worth seeing around the world. It lets you plot out your destinations over multiple days.
Tripomatic's app is very similar in concept to City Guides, Offline Maps, Stay.com apps.
Research
User tries to manage trip plan to fit all constrains.
Group places by location and book hotel nearby.
User don’t know the location, have limited access to the internet, weather conditions are continuously changing.
Frequently, your initial font choice is taken out of your hands; companies often
specify
At this phase user knows nothing about the country
he plans to visit. He and his friends collect all possible
interesting places.
Set the Scope
TravelPlanExplore Follow Up
User tries to manage trip plan to fit all constrains.
Group places by location and book hotel nearby.
User don’t know the location, have limited access to the internet, weather conditions are continuously changing.
Frequently, your initial font choice is taken out of your hands; companies often
specify
At this phase user knows nothing about the country
he plans to visit. He and his friends collect all possible
interesting places.
User Interviews
§ What triggered start of journey?
§ What were his expectations?
§ What actions did he takes?
§ What did he feel at different points of time?
§ What was he thinking at specific moments?
§ What touchpoints did he interact with?
§ What other events were involved?
§ What artifacts were involved?
§ What locations did place take in?
http://designingcx.com
Building Blocks
RelationshipUber is usually used
as a taxi provider
ActorFriend
EventCanceled Flight
ExpectationsWhat do people like
me choose?
DoPlan vacation dates
ThinkCan I stay one day
longer for sightseeing
Positive FeelingFound special
restaurant with view
Negative FeelingDon’t understand the
booking process
StageBook flight
ChannelFoursquare
TouchpointSearch flight
LocationCafe
TakeawaysEasy import from
other services
FactsVacation budget
should be in range
InsightsGroups plan trip
together
OpportunitiesSocial integration to
grow user base
Identify Touchpoints
Used Apps
Identify Channels
Mobile App
Products Shelf
Subway Station
http://www.businesstoday.in/magazine/lbs-case-study/case-study-tesco-virtually-created-new-market-based-on-country-lifestyle/story/214998.html
% lost users
Amount of lost users
Time for task
https://medium.com/@wnialloconnor/how-to-build-an-experience-map-5e55b7ee4f32#.8bi679fuv
Manage touchpoints
§ Users mostly travel in groups with family or friends, all of them take part in planning
§ Different sources used to find POIs, but there is no simple way to gather all of them in one place
§ There are different vacation preferences: sun bathes, sightseeing, parties
§ Web is more for planning, mobile is more for use§ It is difficult to remember all the cities and facilities names,
people operate better with images§ People take into account not only time and distance, but also
time for location and budget (entrance fees, so on)§ Shit happens. Rainy days require dynamic plan change
Takeaways
New Design
New calendar view gives better overview of whole trip, emphasizing overloaded days. Places tags help to personalize the users experience. It suggests more content based on already selected places and other users considerations.Social networks integration will help users collaborate effectively, share ideas and review plans and benefit in growing the community by establishing more user-to-user connections.
New Design
Advanced filters allow to narrow the places list by categories, visit duration, price and distance. Search field contains summary of the query. Predefined selections can be easily switched from tabs.Each place now has more details presented. Bigger square photos are more informative than round ones. Place metadata allow to scan the list and make decision faster. Swipe right will mark the place as selected.
ArchitectUX Designer Project Manager Business Analyst
http://giphy.com
WorkshopPrepareRoom, Time, Handouts, Grid, Sticky notes, Flipchart/Wall, Cookies
Set the contextShort introduction to catch participants, Define objectives, goals
Be organized4-6 participants, Focus on user, Track time, Iterate
DeconstructPull out building blocks, Sticky notes
StageFacilitator moves notes to the board
ConstructFind relationships, Group similarities
ShapeArrange insights into a story. Takeaways
https://www.flickr.com/photos/nearsoft/
§ Consistent good experience
§ Shared reference about customer experience
§ Distribute key customer insights in team
§ Increase conversion and efficiency
§ Identify gaps and opportunities
§ Remove ineffective touchpoints
§ Quality Control
§ Prioritize next steps
Benefits
Customer (User) Journey Map
Experience MapShows the journey of the user through the different touchpoints that afford and characterize his or her interactions.
Service Blueprint (Process Map)Shows the nature and characteristics of interactions in enough detail for and org to verify, implement, and maintain it.
Definitions
Map Visualization
http://adaptivepath.org/guides/experience-mapping/
Story Visualization
Visualization techniques
Questions?
Tools
http://mappingexperiences.comExperience Mapping Guide (Adaptive Path)
http://www.servicedesigntoolkit.org/downloads.htmlService Design Toolkit
http://designingcx.com/cx-journey-mapping-toolkit/Experience Mapping Toolkit
https://www.smaply.comSmaply
http://www.experiencefellow.comExperience Fellow
https://itunes.apple.com/us/app/journeys-customer-experience/id821605133Journeys: The Customer Experience Mapping Tool
Tools
Email: [email protected]: +48 570 797 727
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Dmytro Svarytsevych