Mapping the value of your customers journey

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  • Mapping the value of customer experience

  • Introduction to EthologyFounded in 2010

    Offices in Scottsdale (HQ), Chicago, Los Angeles, and Portland

    Ranked #75 in the Inc. 5000

    Our goal is to connect brands and audiences through engaging marketing strategies and content.

  • Todays speaker

    Tony QuirozStrategy Lead, Ethology

    @ethology | @TQ_AZ




    Mapping the value of customer experienceUsing journey maps to illuminate customer behavior and zero in on the moments that impact success

    How the game has changedLeveraging the UX skill setMapping the customer experienceThe journey map in actionTakeawaysQ&A

  • How the game has changed

  • Customers drive the top of the funnel

  • Buyers go through 57% of the purchasing process before ever talking to sales

  • 71% of in-store shoppers who use smartphones say their device has become more important than the in-store experience

  • At the beginning of the customer relationship, your brand has to speak for itself

  • Leveraging the UX skill set

  • Eric Flowers,

    What is UX?

  • A big part of success = Anticipate user behavior

  • Business goals

    Target audiences


    Customer journey

    Human factors


    Involving real users in the process

    UX is trained to do just that

  • Thinking







  • When creating great experiences, its not so much about doing what users expect. Instead, its about creating a design that clearly meets their needs at the instant they need it.

    - Jared Spool Writer, Speaker, Founder, User Interface Engineering

  • Totally agree

  • Mapping the customer experience

  • What is a journey map?

    Fundamental concepts and usage

  • At the highest level, its this:

  • Not just the interactions with your brand & your website

    Direct interactions with your brand / website

    What customers do before they find you

    What they do afterwards

  • Thoughts, actions, feelings, pain points

  • Moments of truth

  • When to use? When not to use?

    Certain situations absolutely call for a journey map. In other cases, you may be better served by something else.

  • Think journey mapping when:

    Vertical markets

    New customer segments

    Assessing the impact of technology changes

    Refresh, redesigns, rebrands

    Mining more revenue out of already-successful systems

  • Not so much for:

    Plotting single tasks (example: New user registration)

    Audience analysis (its not a matrix)

    Incremental updates (better served by user testing)

    Tight budgets

    Situations where you dont expect to talk to real users

  • When to update?

  • Lets consult Nielson/Norman

    Changes in your business and technology.

    Changes in user demographics and interaction patterns.

    From the article, Are your personas outdated? Know when its right to revise.

    by Kim Flaherty, Nielsen Norman Group, February 14, 2016

  • The anatomy of a Journey Map

    Breaking down the sections and explaining their purpose

  • Examine the steps

  • What are users thinking, feeling?

  • Moments of truth

  • Touch-points

  • Ways to improve

  • Steps




    Moments of Truth



  • Guiding Principles

  • All journeys are different

  • Journey map designs are different, too

  • Spotlight on Moments of Truth

    The go / no-go moments of the customer journey


  • What am I going to do this weekend?

    (Commercial for a new movie.) Sounds cool!

    When is it playing at my local theater?


  • Information needs

    What time is the movie playing? Is it okay to for kids? Do they have reserved seats?


    Looking up info on a smartphone. Logging into an account. Buying tickets online.


    Im going to book the tickets right now vs. Im not sure, I better wait.

    Do I take the next step? Or abandon ship?

  • Thats our challenge: to be in the spaces where our audiences are and understand that they will leave us if we dont work with them and understand their needs.

    Gavin Heaton, The Future of Marketing: Six Visionaries Speak, A conversation with The Economist Intelligence Unit.

  • Brothers from another mother

  • Moments of truth

  • Micro-moments

  • Understanding the differenceMoments of truth vs. Micro-moments

    Moments of truth is a journey mapping term

    Moments of truth can occur in our outside of the digital experience. Opening the front door of a restaurant and walking in for the first time, or asking a friend who has kids for a recommendation on a family doctor are two examples that can occur outside of digital.

    Micro-moments is a phrase coined by Google

    Micro-moments are rooted in the mobile experience. They are primarily grab the smartphone moments where a person seeks answers, information, or tries to complete a task via digital.

  • The journey map in action

  • How great can a new product be...

    If nobody knows about it?

    526% 253%increase in revenue from

    paid media (also 2 months)increase in conversion

    within two months

    Local Search, Web Development, Mobile, Conversion Optimization

  • We did journey mapping w/DIME in support of a website redesign project

  • We also leveraged the journey maps to improve their Money Market landing page

  • What we learnedHow much customers knew (and didnt know) about Money Market accounts

    Sales objections

    Most popular way to check account balances

    How they do their research

  • Place image here (cover gray box)

    Money marketbeforeSolid offering, but not much content to address known customer research questions or sales objections

  • Place image here (cover gray box)

    Money marketafterOptimized for customer journey

    Informed by keyword analysis and organic search results

    A-B-C tested to determine most successful design elements

  • Place image here (cover gray box)

    Money marketafterOptimized for customer journey

    Informed by keyword analysis and organic search results

    A-B-C tested to determine most successful design elements

  • Results (CVR)

    11/15 - 6.55%

    12/15 - 8.50%

    01/16 - 12.55%!- Industry norm is 5.01%*- DIMEs previous monthly average was in the 2-3% range

  • Place image here (cover gray box)

    Money marketproduct page

    New website separates the landing page from the MMA product page

    Product page maintains current design with research data, FAQs, etc.

    Frees up landing page design without sacrificing SEO, content, or usability

  • Architected for maximumperformance & flexibility

  • Tactics can make any brand more efficient.

    Solutions can change your business.

    179% 88%decrease in costs per leadIncrease in traffic

    Strategy and Planning, Creative and Technology, Modern Search, Paid Media

  • Ethology redesign of just launched in February 2016!


  • Micro-moments Moments of truth

  • Content for Problem water filled an experience gap

  • Ethology mined website data to examine user intent region-by-region

  • Created educational content to help people solve water problems specific to their area

    Tested CTAs and optimized page layouts to ensure top performance

    Targeted improvements

  • Results

    Now visible for +48k monthly searches

    Users viewed +1 page per visit

    Users spent +2.47 minutes on the site!

  • And thats just one example Ethology is continuing to have a

    positive impact on Culligans business by improving the customer journey

  • Takeaways