rox 2017 - customer journey map
TRANSCRIPT
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
JOURNEY MAPPING
JOURNEY MAPPINGMichael Steingress / More than Metrics
≠
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
◊1 BASIC ◊2 OUR APPROACH ◊3 PERSONAS ◊4 SYSTEM MAPS ◊5 JOURNEY MAPS ◊6 Q&A
AGENDA
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
01. BASICS
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
METHODS VS. TOOLS
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
METHODS VS. TOOLS
≥ represent “how” we create specific tools
≥ e.g. conducting research, facilitating co-creative workshops
≥ represent “what” we use ≥ concrete models ≥ based on specific structures
or templates
Methods Tools
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
“Boundary objects are objects which [...] have different meanings in different social worlds but their structure is common enough to more than one world to make them recognizable, a means of translation.
The creation and management of boundary objects is key in developing and maintaining coherence across intersecting social worlds.”
BOUNDARY OBJECTS
Source
Star, S. L., & Griesemer, J. R. (1989). Institutional ecology, translations’ and boundary objects: Amateurs and professionals in Berkeley’s Museum of Vertebrate Zoology, 1907–39. Social studies of science, 19(3), 387–420.
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
02. OUR APPROACH
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
SERVICE DESIGN SPRINTSA.K.A.
DESIGN THINKING SPRINTSEXPERIENCE DESIGN SPRINTS
CX SPRINTS UX SPRINTSINNOVATION LOOPS
ITERATIONSJOURNEY PROJECTS
… YOU NAME IT
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
SERVICE DESIGN SPRINTS
RESEARCH
IDENTIFICATION OF CRITICAL EXPERIENCES
IDEATION & IDEA SELECTION
PROTOTYPING & DEVELOPMENT
IMPLEMENTATION & DEPLOYMENT
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
RESEARCH
IDENTIFICATION OF CRITICAL EXPERIENCES
IDEATION & IDEA SELECTION
PROTOTYPING & DEVELOPMENT
IMPLEMENTATION & DEPLOYMENT
SERVICE DESIGN SPRINTSEXAMPLE
Realizing that you don’t have enough data on a problem after you started to explore solutions.
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
RESEARCH
IDENTIFICATION OF CRITICAL EXPERIENCES
IDEATION & IDEA SELECTION
PROTOTYPING & DEVELOPMENT
IMPLEMENTATION & DEPLOYMENT
SERVICE DESIGN SPRINTS
EXAMPLE Realizing that a concept doesn’t
work during prototyping.
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
RESEARCH
IDENTIFICATION OF CRITICAL EXPERIENCES
IDEATION & IDEA SELECTION
PROTOTYPING & DEVELOPMENT
IMPLEMENTATION & DEPLOYMENT
SERVICE DESIGN SPRINTSEXAMPLE
Writing user stories for minor improvements directly
from your research.
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
SERVICE DESIGN SPRINTS
RESEARCH
IDENTIFICATION OF CRITICAL EXPERIENCES
IDEATION & IDEA SELECTION
PROTOTYPING & DEVELOPMENT
IMPLEMENTATION & DEPLOYMENT
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
RESEARCH
QUANTITATIVE QUALITATIVE
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
MONITOR KPIS OVER TIME GET ACTIONABLE INSIGHTS
QUANTITATIVE QUALITATIVE
RESEARCH
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
1. TRIANGULATION 2. TRIANGULATION 3. TRIANGULATION
How to get valuable data with limited budgets …
METHODS, DATA TYPES, RESEARCHERS
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
ASSUMPTION VS. RESEARCH
≥ based on assumptions and not on research data
≥ quality of the tool depends on creator’s knowledge
≥ based on research data ≥ can have a greater
significance than assumption based tools
Assumption-based tools Research-based tools
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
ASSUMPTION VS. RESEARCHAssumption-based tools Research-based tools
Often assumption-based tools develop into research-based tools over time.Assumptions should be challenged. Research gaps should be filled.
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
ASSUMPTION VS. RESEARCHWHEN SOMEONE’S JOURNEY MAP IS BASED ON MERE ASSUMPTIONS …
CHALLENGE IT!
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
EXPLORATORY VS. CONFIRMATORY RESEARCH
≥ learn more about something specific
≥ no assumptions ≥ objective: answering
WHY questions
≥ validating a specific assumption
≥ testing an assumption/hypothesis through research
Explorative research Confirmatory research
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
03. PERSONA
Smaply Intro
Innsbruck June 2017 Roy Trenneman
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
PERSONASTHEY CAN FOCUS ON: NEEDS, HOPES, BEHAVIORS AND FEARS OF A CUSTOMER GROUP.
Smaply Intro
Innsbruck June 2017 Roy Trenneman
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
CR
ITE
RIO
N I
CRITERION II
DESIGN FOR THE AVERAGE TEST WITH EXTREMES
Smaply Intro
Innsbruck June 2017 Roy Trenneman
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
CR
ITE
RIO
N I
CRITERION II
DESIGN FOR THE AVERAGE TEST WITH EXTREMES
Smaply Intro
Innsbruck June 2017 Roy Trenneman
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
CR
ITE
RIO
N I
CRITERION II
DIFFERENCESINTER-SEGMENT HETEROGENEITY
DESIGN FOR THE AVERAGE TEST WITH EXTREMES
Smaply Intro
Innsbruck June 2017 Roy Trenneman
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
CR
ITE
RIO
N I
CRITERION II
DIFFERENCESINTER-SEGMENT HETEROGENEITY
SIMILARITIESINTRA-SEGMENT HOMOGENEITY
DESIGN FOR THE AVERAGE TEST WITH EXTREMES
Smaply Intro
Innsbruck June 2017 Roy Trenneman
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
CR
ITE
RIO
N I
CRITERION II
DIFFERENCESINTER-SEGMENT HETEROGENEITY
SIMILARITIESINTRA-SEGMENT HOMOGENEITY
MAIN PERSONA
DESIGN FOR THE AVERAGE TEST WITH EXTREMES
Smaply Intro
Innsbruck June 2017 Roy Trenneman
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
DESIGN FOR THE AVERAGE TEST WITH EXTREMESC
RIT
ER
ION
I
CRITERION II
DIFFERENCESINTER-SEGMENT HETEROGENEITY
SIMILARITIESINTRA-SEGMENT HOMOGENEITY
MAIN PERSONA
EDGE CASESEXTREME PERSONAS
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
DESIGN FOR THE AVERAGE
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
DESIGN FOR THE AVERAGE
FREQ
UEN
CY
E.G. SMARTPHONE USAGESEGMENTATION CRITERION
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
DESIGN FOR THE AVERAGE
TEST WITH EXTREMES
FREQ
UEN
CY
SEGMENTATION CRITERIONE.G. SMARTPHONE USAGE
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
04. SYSTEM MAPS
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
THINK IN SERVICE ECOSYSTEMS “The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, eCommerce, advertising, search, social applications, location-based services, unified communications and many other things.
Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem. This means we’re going to have to decide how we either build, catalyze or join an ecosystem.”
STEPHEN ELOP, FEBRUARY 2011
FORMER CEO OF NOKIA
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
SYSTEM MAPS
Stakeholder Maps Value Network Maps Ecosystem Maps
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
STAKEHOLDER MAPPERSPECTIVE Who do you put in the center?
SECTORS How do you organize the stakeholders?
STAKEHOLDERS Who should be included?
RELATIONSHIPS (OPTIONAL) Which relations do you visualize?
SHOP
CREDITCARDCOMANY$
BANK
DELIVERYCOMPANY
WHOLESALER
EMPLOYER
PRODUCTREVIEWWEBSITE
TELCO
A B CONLINESHOP
PRISCILLANIGHTINGALE
FULFILLMENTPROVIDER
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
VALUE NETWORK MAP… ALL OF STAKEHOLDER MAP, PLUS:
Value exchanges
Which value exchange takes place between stakeholders?
A B C$
$
$
$
CREDITCARDCOMANY$
BANK$
$
$$
ONLINESHOP
DELIVERYCOMPANY
FULFILLMENTPROVIDER
WHOLESALER
SHOP
PRODUCTREVIEWWEBSITE
PRISCILLANIGHTINGALE
TELCO
EMPLOYER
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
ECOSYSTEM MAP… ALL OF VALUE NETWORK MAP, PLUS:
Actors beyond stakeholders (i.e. people/organizations)
Which other actors are important, such as IT systems, (mobile) apps, places, machines, etc.?
A B C$
$
$
$
CREDITCARDCOMANY$
BANK$
$
$$
ONLINESHOP
DELIVERYCOMPANY
FULFILLMENTPROVIDER
WHOLESALER
SHOP
PRODUCTREVIEWWEBSITE
PRISCILLANIGHTINGALE
TELCO
IT BACKENDSYSTEM
EMPLOYER
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
05.JOURNEY MAPS
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
MAPS MAPS MAPS!ONLY APPROACH THE TRUTH!
GIVE ORIENTATIONTAILORED TO NEEDS / USERS
NEED CONTEXT
A MATTER OF PURPOSE, ORIENTATION AND PERSPECTIVE
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
A CUSTOMER JOURNEYOR AS SOME MIGHT CALL IT: “SLIPPING INTO YOUR CUSTOMER’S SHOES.”
FROM A PERSONA PERSPECTIVE
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
JOURNEY MAPVISUALIZE THE EXPERIENCE OF A PERSON OR A GROUP OF PEOPLE AS A SEQUENCE OF STEPS.
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
HOW TO EVALUATEA JOURNEY MAP?
SIX ASPECTS TO CONSIDER
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
HIGH-LEVEL PERSPECTIVE DETAILED SCOPE
JOURNEY MAPS
ASPECTS TO CONSIDER
CURRENT-STATEFUTURE-STATE
ASSUMPTION-BASED RESEARCH-BASED
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
JOURNEY MAPS
ASPECTS TO CONSIDER
MAIN ACTOR: CUSTOMER, USER, EMPLOYEE
PROPOSITION-CENTREDEXPERIENCE-CENTRED
KIND OF VISUALIZATIONS: STORYBOARD, GRAPHS, …
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
CURRENT-STATEFUTURE-STATE
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
CURRENT-STATE JOURNEY MAP
This type of Journey Map represents an experience as it is right now. It can help identify problems or opportunities. Ask yourself: Does my Journey Map show what is currently happening?
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
CURRENT-STATE JOURNEY MAP
This type of Journey Map represents an experience as it is right now. It can help identify problems or opportunities. Ask yourself: Does my Journey Map show what is currently happening?
FUTURE-STATE JOURNEY MAP
This type shows a state that is not yet reality.They can help show what you would like to happen orwhat you would like to design for the future.
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
ASSUMPTION-BASED RESEARCH-BASED
CURRENT-STATEFUTURE-STATE
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
ASSUMPTION-BASED JOURNEY MAP A Journey Map that is not created based on research data. Always check your assumptions if you create an assumption-based Journey Map.
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
ASSUMPTION-BASED JOURNEY MAP A Journey Map that is not created based on research data. Always check your assumptions if you create an assumption-based Journey Map.
RESEARCH BASED
A Journey Map that is created with customers, users and/or based on of research with the end-user.
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
ASSUMPTION-BASED RESEARCH-BASED
HIGH-LEVEL SCOPEDETAILED SCOPE
CURRENT-STATEFUTURE-STATE
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
HIGH-LEVEL SCOPE How far does the Journey Map zoom out?Does it capture an end-to-end experience?
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
TESS
1 2 3 54 6 7 8 9
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
TESS
1 2 3 54 6 7 8 9
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
HIGH-LEVEL SCOPE How far does the Journey Map zoom out?Does it capture an end-to-end experience?
DETAILED SCOPE How much does the journey map zoom in? Does it focus a specific part of Journey? Perhaps the smaller interactions taking place?
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
7SCANNING INSTAGRAM
OPENING ORDERING APP
UPDATE ORDERING APP
SEND A TEXT
UPDATE PROFILE
COFFEE POINTS SHOW IN APP
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
ASSUMPTION-BASED RESEARCH-BASED
HIGH-LEVEL SCOPEDETAILED SCOPE
CURRENT-STATEFUTURE-STATE
MAIN ACTOR: CUSTOMER, EMPLOYEE
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
MAIN ACTOR Who is the main actor of the Journey Map? Is it a customer? An employee? A user?
NO MATTER WHO IT IS, JOURNEY MAPS USE PERSONAS TO ILLUSTRATE THE MAIN ACTOR
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
ASSUMPTION-BASED RESEARCH-BASED
HIGH-LEVEL SCOPEDETAILED SCOPE
CURRENT-STATEFUTURE-STATE
MAIN ACTOR: CUSTOMER, EMPLOYEE
PROPOSITION-CENTREDEXPERIENCE-CENTRED
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
PROPOSITION-CENTERED Does the Journey Map only focus on experiences with a specific product? Does it mainly show direct interactions with your brand?
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
THIS IS A PROPOSITION-CENTRED JOURNEY MAP.
TESS
1 2 3
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
THIS IS A PROPOSITION-CENTRED JOURNEY MAP.
THIS IS AN EXPERIENCED-CENTRED JOURNEY MAP.
TESS
1 2 3
TESS
1 2 3 54 6 7 8 9
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
PROPOSITION-CENTERED Does the Journey Map only focus on experiences with a specific product? Does it mainly show direct interactions with your brand?EXPERIENCE-CENTERED Does the Journey Map illustrate a more holistic view of the customer’s experience? Does it take into account experiences that customers have beside their brand-specific contacts?
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
TESS
1 2 3 54 6 7 8 9
TESS
1 2 3 4 5
PROPOSITION-CENTERED
EXPERIENCE-CENTERED
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
ASSUMPTION-BASED RESEARCH-BASED
HIGH-LEVEL SCOPEDETAILED SCOPE
CURRENT-STATEFUTURE-STATE
MAIN ACTOR: CUSTOMER, EMPLOYEE
PROPOSITION-CENTREDEXPERIENCE-CENTRED
KIND OF VISUALIZATIONS: STORYBOARD, GRAPHS, …
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
STEPS, TOUCHPOINTS, AND MOMENTS OF TRUTH
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
STEPS ≥ any experience of
the main actor
≥ can be activities like waiting, walking
TOUCHPOINTS ≥ interactions with
your brand
≥ can involve different channels, such as personal contact, smartphone, TV
MOMENTS OF TRUTH ≥ decisive steps in a journey
≥ situations that make or break the experience
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
TEXT LANES STORYBOARD CHANNELS EMOTIONAL JOURNEY DRAMATIC ARC BACKSTAGE LANESFILES
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
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P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
EMOTIONAL JOURNEY
BUT WAIT! WHEN DO YOU MEASURE SATISFACTION?
9
HERE?
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
EMOTIONAL JOURNEY
9
78,4 % OF OUR CUSTOMERS ARE SATISFIED WITH OUR SERVICE.— OKAY. AND NOW WHAT?
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
CUSTOMER EXPERIENCE IS MORE THAN F***ING METRICS.
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
IF THERE ARE ONLY TWO THINGS TOKEEP IN MIND …
After creating these journey maps
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
A JOURNEY MAP IS NOT A F***ING DELIVERABLE!
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
CO-CREATE WITH YOUR CUSTOMER. REALLY.
Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
THANK YOU!Journey Mapping ≠ Journey Mapping
RoX 2017 Nov 2017 @steini_mtm
SLIDES: SCHNEIDER / STEINGRESS / STICKDORN / TITZ