JOURNEY MAPPING (CONNECT) Designing a Mobile eHealth Tool for over 50s at Risk of Cardio-Vascular Disease.

Jacqueline (Jax) Wechsler http://stickydesignstudio.com.auhttp://cocreatingchange.com

Talk Outline

1. Connect Project Overview""2. What is Journey Mapping?""3. Using Journey Maps on the Connect Project ""4. Why (I think) Journey Maps are cool......."

Project BackgroundSticky Design Studio was commissioned to deliver some wire-frames for a mobile application aimed at creating health related behavior for cardio-vascular disease patients. ""Target Users : Patients over 50 with low technical literacy.A user-centred design process was followed involving design research with patients, internal workshops with George Institute health researchers, prototype development and user validation of prototypes."

Project activities.

Persona Workshop

Desk Research

Design Research

Design StrategyWorkshop

Design & Test (users)

Specify & Deliver

Journey Maps are......

Visualisations that show a person’s interaction with a product or service over time using multiple touch-points (e.g. web, mobile, in-store etc.)

Journey Maps remind us that.....

Products or services are located in the context of a person’s life.

Journey Maps remind us that......

and products / service interactions are a part of a broader continuum of activities that occur over time....helping us design for temporal human experience......

Journey Mapping

Journey Mapping

Journey Mapping

Journey Mapping

The Patient Journey through the QLD healthcare system!From http://www.health.qld.gov.au/ehealth/journey.asp

Journey Mapping

Mapping A Path to Better Healthcare!From http://www.good.is/posts/mapping-a-path-to-better-health-care

http://media.dmnews.com/images/2013/04/10/customer_journey_map_364001.png

Journey Mapping

http://momentumdesignlab.com/wp-content/uploads/2012/10/customerjourney.jpg

Find Buy Use

Dealer Tasks

Telstra FOH

Telstra BOH

Customer

Irritatants

Dealer Needs

Artefacts/Tools

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http://www.servicedesigntools.org/sites/default/files/ res_images/CJM.png

http://sva.isotope221.com/mta-map-paper.html

Journey Maps provide flexible frameworks for us to.....

Think with

cognitive maps

Talk with

Talk with

CURRENT USER JOURNEY (EPISODE)

LIFESTYLECHANGE

REHAB

NO CHANGEIN LIFESTYLE

NO REHAB

O� SMOKING O� TIREDNESSO� HIGH CHOLESTEROLO� OVERWEIGHTO� CHEST PAINSO� SHORTNESS OF BREATH

WARNING SIGNS

GP

Specialist

Pharmacist

FamilyFriend

Support

LITERATUREADVICE

MEDICATION

I was in denial

of my CV

problems.

In hindsight

I could see

myself as high

risk.

I was still in

denial –

I drove

myself to

hospital;

I took

a cab.

It was like being

in the movies

with lots of

people around

me – I was the

patient in the

scene.

I knew I was

VDIH��,�ZDVQ·W�worried as I we

being taken

care of.

I was given

enough

information

and

FRQÀGHQFH�LQ�my treatment,

but I went

and did more

research

at home.

I was left on

my own to

take care of

myself upon

discharge

from

hospital.

I was rested

but I was bored

just watching

TV and

teleshopping.

,�GLGQ·W�ERWKHU�ZLWK�rehab. It was hard to

get to and I had to wait.

I preferred to do my

own thing, so I took up

ZDONLQJ��,�GLGQ·W�ERWKHU�going to rehab and

no one called me so I

thought it was OK.

My GP takes care of the

medical side. I have to

take care of my lifestyle

EXW�LW·V�KDUG�WR�GR��)DPLO\�and friends moral support

is very important to help

me change and for my

well being.

I lack discipline with

my lifestyle diet and

exercise. I like food

WRR�PXFK�DQG�,�GRQ·W�have time for exercise.

I changed my eating

habits and stopped

smoking because the

episode was scary

DQG�,�GRQ·W�ZDQW�WR�experience it again.

To be healthy in my old age

To be treated faster

To have a healthier heart

To be able to achieve my goals

without pain or worry

To have any health problems

be addressed promptly

To overcome the need for medication

Pre-CVD Episode Admission Treatment Info gathering Discharge Home Rehab Lifestyle managementContinued Care My wish for the future of my health

JOUR

NEY

PHAS

ESIN

SIGH

TOP

PORT

UNIT

IES

interviews/workshops

Research with

co-creating maps

Research with

Save Me

Review my situationRecognise my loyaltyI learn about offerings

Getting startedGet me up and running, Give me what I need to get going

Vodafone Business (SME 10-100 Internal Channels) Customer Experience Journey (existing experience)

Sources of highlighted irritants include: •    Churn  (Project Lost) •    TIO            •    Mapping  Workshops            •    Reason  for  Call            •    ACCAN  Feedback            •    Complaints  and  feedback  from  PSM, Account Managers etc. •    Adhoc  customer  feedback  from  Acquistion

Keep and Renew Me

Initial EngagementOur conversation begins

I do my due diligenceIs this solution right for me and my business?

Billing & paymentsHow do I get my bill and how do I pay

Show me you careRecognise me forbeing a valuable customer

I am contacted or made aware I research/confirm solution meets my needs ActivateReceive delivery Monitor usage Resign or leavePay my billReceive bill

Marketingcommunications

lifecycle

Customerphases of interaction

Customer activities or events

Stay or goDo I stay or do I go

Managing my account (Convenience and Flexibility)I was misled on your online capabilities (billing, self service, ordering hardware) I just want to be able to manage everything on line.Why is my account management structure and my key points of contact always changing?Why don’t you have business representatives in your stores?

Network (Transparency)Improve coverage and keep me informed of what's going on. My coverage expectations were not met, just be honest.

Getting set up (Make it easy)Set me up the first time with what I need to run my business.I don’t want to call the contact centre about roaming/barring/email set up etc.I have no service, my number has ported and I haven’t received the sim.I’m in porting limbo and have no service, you say call Optus and Optus say to call Vodafone.

Products and Hardware (Make it simple and competitive)Why do I feel I know more about telco products than you do.Why do I have to call you to get my service credits applied?

Billing (Make it easy)My first bill doesn’t make sense.Give me one bill for all my services that I can understand.Educate me and manage my expectations. Make it easy for me to see the expenditure and usage breakdown.

Lead Generation (Know your customers)Why am I contacted by multiple telemarketing channels all representing Vodafone (even as an existing customer)?

Account / Service Management (Be proactive)Give me a single point of contact who knows my business and my situationBuild a two way relationship with me, own my issue and get back to me!Provide me with relevant updates that will save me money or add value to my business.Manage my expectations when you know my business will be impacted.Grow with me, be consistent and show me the love me for the life of the relationship. Keep me and my team connectedLet me know when I can upgrade my fleet

1

5

6

7

8

Key opportunities/customer experience focus

areas

Word of mouth

Media

Post

Call Center (PSM)/ Admin

Online

2

3

VF Business SME Customer Service Map 201010-01-v2

My Workplace

VHA Lead Gen

I visited a store

In Store

I was referred by a colleague /

friend

I was invited to a Vodafone event

I saw some above the line

promotions

I received a call

I called the Vodafone 1300

number

I looked on-line

I received an offer (DM)

I filled out a please contact

me form

Business Sales call center answered

I provided personal

information

I gave my details to the in-store staff

I was advised a sales rep would

call

A sales rep called me to make an appointment

Sales Acquisition

VHA Account Manager

“Are you still keen to

proceed?”

Appointment is made

I receive a follow-up

Sales rep comes to my work place

We discuss my pain-points ($)

Rep qualifies my position / needs

Get advice from business colleagues

I receive afollow-up email

Follow up call

I do online research(VF, competitors, whirlpool etc.)

Compare options to my current offer

NegotiationI am keen to

sign up

I sign the contract

ID check conducted

Credit check

I receive my hardware,

handsets / SIMs

Welcome letter received

Handsets distributed to

team

My hardware fund is set-up (I receive

my pins/password)

I order my handsets

Call 1300 # if no. not ported

I meet my Account Manager

Call sales representative

if no. not ported

Monitor my usage via call center

ReceivePDF bill

Receive bill

Escalate to acct manager if allocated

Pay by cheque

Pay via Direct Debit

Pay at Post Office

Ring Business Care/ your PSM135 888 if issue

Review/adjust my usage

Referred back to Business care

Acct mgr & sales rep visit customer:

(billing)

Christmas gift / launch gifts from account manager

Quarterly visits by acct manager (account check-up)

Receive renewal offer from acct mgr

(via sales force)

I call the call center

Call center refers call to acct

manager/ PSM

I speak to my account manager

I call acct manager in pain

I am incentivised to stay

My issue is resolved

I review competitor options

I am called by competitor

I discuss competitor options with my business contacts

Account manager visits to

present offer

Sign-up

Follow-up visit / call from

Account Manager

Do nothing (stay on

same plan)

I go to a competitor

Is this a compelling

deal?

Check fails - separate process

I want to know more

[ business name, current provider,

contact details, size and state ]

[ quote/proposal,coverage check,& bill analysis ]

Account Manager introduces me to PSM

Invited to events, industry forums (email/call)

I played with some handsets

Advised a sales rep would be in

touch

Ask about bill in store

Place an order Welcomed to phone/service

My AirTime account is set-up

Agree on transfer / activation date & plan

Porting occurs

Phone activates

Email account and data is set-up

I get new acct mgr or PSM

Get Setup

Sales rep orders my handsets

Use, optimise & maximiseHelp me make the most of my service

Acct manager (handover) or PSM changes

Receive offers on-line

Acct manager works through

problem

Advised a sales rep would be in

touch

Catch Me

ATL/BTL/Social Media

Receive initial offering

[ only for 50-100 numbers ]

I research handsets

[ only for 50-100 numbers ]

Negotiate Make a decision

[ only for 10-50 numbers ]

Welcome MeTeach and Grow Me

Endear Me

Get Help (activation)

Call PSM for help

Call Sales Acquisition

Manager for help

Call Account Manager for help

Acct Mgr & Sales Aqu rep visit

(provisioning,handsets etc.)

Receive products offer

Get Help (billing)

A solution is proposedLorum ipsim

Communication from acct mgr about my activity (via Sales Force)

Get Help (general)

I am referred or contactedLorem ipsum dolor sit amet, consectetur adipisicing

BuyMaking a purchase

Sales Acquisition & Acct Mgr visit my workplace

I meet an Account Manager

Pay over the phone

135 888

Monitor my usage via call center

Rep explains VF offering and how VF

can help me

Network (Transparency)Improve coverage and keep me informed of what's going on. My coverage expectations were not met, just be honest.

4

Collaborate with

CURRENT USER JOURNEY (EPISODE)

LIFESTYLECHANGE

REHAB

NO CHANGEIN LIFESTYLE

NO REHAB

O� SMOKING O� TIREDNESSO� HIGH CHOLESTEROLO� OVERWEIGHTO� CHEST PAINSO� SHORTNESS OF BREATH

WARNING SIGNS

GP

Specialist

Pharmacist

FamilyFriend

Support

LITERATUREADVICE

MEDICATION

I was in denial

of my CV

problems.

In hindsight

I could see

myself as high

risk.

I was still in

denial –

I drove

myself to

hospital;

I took

a cab.

It was like being

in the movies

with lots of

people around

me – I was the

patient in the

scene.

I knew I was

VDIH��,�ZDVQ·W�worried as I we

being taken

care of.

I was given

enough

information

and

FRQÀGHQFH�LQ�my treatment,

but I went

and did more

research

at home.

I was left on

my own to

take care of

myself upon

discharge

from

hospital.

I was rested

but I was bored

just watching

TV and

teleshopping.

,�GLGQ·W�ERWKHU�ZLWK�rehab. It was hard to

get to and I had to wait.

I preferred to do my

own thing, so I took up

ZDONLQJ��,�GLGQ·W�ERWKHU�going to rehab and

no one called me so I

thought it was OK.

My GP takes care of the

medical side. I have to

take care of my lifestyle

EXW�LW·V�KDUG�WR�GR��)DPLO\�and friends moral support

is very important to help

me change and for my

well being.

I lack discipline with

my lifestyle diet and

exercise. I like food

WRR�PXFK�DQG�,�GRQ·W�have time for exercise.

I changed my eating

habits and stopped

smoking because the

episode was scary

DQG�,�GRQ·W�ZDQW�WR�experience it again.

To be healthy in my old age

To be treated faster

To have a healthier heart

To be able to achieve my goals

without pain or worry

To have any health problems

be addressed promptly

To overcome the need for medication

Pre-CVD Episode Admission Treatment Info gathering Discharge Home Rehab Lifestyle managementContinued Care My wish for the future of my health

JOUR

NEY

PHAS

ESIN

SIGH

TOP

PORT

UNIT

IES

Design with

Sharing research insights &identifying opportunities

Connect : Design Framework

awareness education empowerment behaviour change!!

Design with

Design with

co-designing future scenarios

Journey Maps provide frameworks

to think with to talk with

to collaborate with to research with to design with.

Help designers and organisations to....

+ think about product/services holistically + help clients and designers to think from a customer-centered perspective "+ simultaneously consider multi-touchpoint interactions & their relationships "+ helps everyone design more appropriate products and services

Journey maps are cool tools!

THANKS!

Jacqueline (Jax) Wechsler jax@stickydesignstudio.com.auhttp://cocreatingchange.com"Twitter: @jacwexSkype: jacwexLinkedIn: http://www.linkedin.com/in/jacquelinewechsler