workshop rox2017 customer journey mapping

1. FACILITATINGA JOURNEYMAPPING WORKSHOP

2. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017

3. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 VISUALIZECUSTOMEREXPERIENCE RESEARCHCUSTOMEREXPERIENCE

4. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 NOTEDOWN EXERCISE WHAT DO YOU EXPECT OF THIS WORKSHOP? SOMETHING THAT HAS SURPRISED YOU IN YOUR LIFE

5. AGENDA!

6. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 01 FACILITATING 02 BASICS 03 PERSONAS 04 JOURNEY MAPS 05 Q & A AGENDA

7. 01FACILITATION

8. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 WHYFACILITATING? WERE ALL PROFESSIONALS! ITS A TEAM OF GROWN-UPS HERE! WERE IN THIS FOR 35 YEARS NOW! If service design is a truly co-creative activity, then facilitation must be the key tool of any practitioner.

9. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 WHYFACILITATING? * to encourage a rounded approach * rooted in reality * buy-in from a wide group of stakeholders * precious range of viewpoints and experiences BRING TOGETHER A MULTI-DISCIPLINARY TEAM!

10. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 KEYCONCEPTS 01 CONSENT 02 STATUS 03 NEUTRALITY A facilitator works on three different levels: process, group and individuals. Simultaneously!

11. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 01 ADOPTING A ROLE 02 CO-FACILITATION 03 TEAM MEMBER AS FACILITATOR STYLES&ROLES

12. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 SUCCESSFACTORS 01 BUILDING THE TEAM 02 PURPOSE & EXPECTATION 03 PLANNING THE WORK 04 CREATING A SAFE SPACE

13. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 TEAMBUILDING A good rule of thumb is to include representatives of anyone affected by the workshop or project, anyone who will deliver on the outcomes and outputs and anyone who can stop it.

14. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 SUCCESSFACTORS 01 BUILDING THE TEAM 02 PURPOSE & EXPECTATION 03 PLANNING THE WORK 04 CREATING A SAFE SPACE

15. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 CREATINGSAFESPACES // OWN THE SPACE // START IN A FAMILIAR TERRITORY // INVOKE AUTHORITY // BREAK WITH THE ROUTINE // EASE IN // GIVE ORIENTATION // SHITTY FIRST DRAFTS // MIX ACTIVITIES, MAKE A MESS

16. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 SHITTY FIRST DRAFTS!

20. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 KEYFACILITATIONTECHNIQUES WARM UPS TIMING THE ROOM TOOLS AND PROPS

21. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 (C) SIMEON JOHNKE

22. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 KEYFACILITATIONTECHNIQUES VISUALIZATION POST-IT OR LOSE-IT SPACE, DISTANCE, AND POSITIONING FEEDBACK

23. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 KEYFACILITATIONTECHNIQUES CHANGING STATUS DOING, NOT TALKING GROWING AS FACILITATOR In a doing not talking mindset, ideas are evolved by pragmatically iterating on the prototype, instead of making hypothetical leaps through discussion.

24. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 KEYFACILITATIONTECHNIQUES Dont tell your clients what they need to discover; instead, help them with the means to find it themselves. Be ready and happy to pivot. Things dont always follow the path you intended, even when well designed up front. Try to help prove your findings from an emotional perspective first and a rational perspective second. DAMIAN KARNAHAN - PROTOPARTNERS

25. 02BASICS

26. MICHAEL STEINGRESS / HARDY TITZ METHODS VS. TOOLS BASICS

27. MICHAEL STEINGRESS / HARDY TITZ BASICS - METHODS VS. TOOLS represent how we create specific tools e.g. conducting research, facilitating co-creative workshops Methods

28. MICHAEL STEINGRESS / HARDY TITZ 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 BASICS - METHODS VS. TOOLS

29. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 BASICS BOUNDARY OBJECTS 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. Source Star, S. L., & Griesemer, J. R. (1989). Institutional ecology, translations and boundary objects: Amateurs and professionals in Berkeleys Museum of Vertebrate Zoology, 190739. Social studies of science, 19(3), 387420.

30. EXERCISE "

31. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE SKETCHYOUR NEIGHOUR BUT HEY! DO NOT LOOK AT THE POST-IT WHILE SKETCHING

32. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE ALWAYSSTARTWITH SHITTYFIRSTDRAFT YES, ONE CANNOT STATE IT OFTEN ENOUGH!

33. THECHALLENGE

34. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 A Improve the airline check-in process. B Improve the order process in a caf. CHOOSEACHALLENGE FORTODAY

35. EXERCISE "

36. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE DRAW SUN

37. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE DRAW SUNSET

38. 02PERSONAS

39. MICHAEL STEINGRESS / HARDY TITZ PERSONAS CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES

40. MICHAEL STEINGRESS / HARDY TITZ CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES PERSONAS

41. MICHAEL STEINGRESS / HARDY TITZ CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES PERSONAS DIFFERENCES INTER-SEGMENT HETEROGENEITY

42. MICHAEL STEINGRESS / HARDY TITZ CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES PERSONAS DIFFERENCES INTER-SEGMENT HETEROGENEITY SIMILARITIES INTRA-SEGMENT HOMOGENEITY

43. MICHAEL STEINGRESS / HARDY TITZ PERSONAS CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES DIFFERENCES INTER-SEGMENT HETEROGENEITY SIMILARITIES INTRA-SEGMENT HOMOGENEITY MAIN PERSONA

44. MICHAEL STEINGRESS / HARDY TITZ CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES PERSONAS DIFFERENCES INTER-SEGMENT HETEROGENEITY SIMILARITIES INTRA-SEGMENT HOMOGENEITY MAIN PERSONA EDGE CASES EXTREME PERSONAS

45. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 PERSONAS DESIGNFOR THEAVERAGE

46. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 PERSONAS DESIGNFOR THEAVERAGE FREQUENCY E.G. SMARTPHONE USAGE SEGMENTATION CRITERION

47. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 PERSONAS DESIGNFOR THEAVERAGE FREQUENCY E.G. SMARTPHONE USAGE SEGMENTATION CRITERION TESTWITHEXTREMES

48. EXERCISE "

49. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 PERSONAS EXERCISE 1. Think of potential customer groups 2. Create 3 ad-hoc personas for the most common customer groups 15

50. 03JOURNEYMAP

51. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS ACUSTOMERS JOURNEY FROM A PERSONA PERSPECTIVE OR AS SOME MIGHT CALL IT: SLIPPING INTO YOUR CUSTOMERS SHOES. #

52. MICHAEL STEINGRESS / HARDY TITZ VISUALIZE THE EXPERIENCE OF A PERSON OR A GROUP OF PEOPLE AS A SEQUENCE OF STEPS. JOURNEY MAPS

53. STEPS, TOUCHPOINTSAND MOMENTSOFTRUTH % &

54. MICHAEL STEINGRESS / HARDY TITZ % STEPS

55. MICHAEL STEINGRESS / HARDY TITZ % any experience of the main actor STEPS

56. MICHAEL STEINGRESS / HARDY TITZ % any experience of the main actor can be activities like waiting, walking STEPS

57. MICHAEL STEINGRESS / HARDY TITZ % STEPS any experience of the main actor can be activities like waiting, walking TOUCHPOINTS &

58. MICHAEL STEINGRESS / HARDY TITZ % TOUCHPOINTS & interactions with your brand STEPS any experience of the main actor can be activities like waiting, walking

59. MICHAEL STEINGRESS / HARDY TITZ % TOUCHPOINTS & interactions with your brand can involve dierent channels, such as personal contact, smartphone, TV any experience of the main actor can be activities like waiting, walking STEPS

60. MICHAEL STEINGRESS / HARDY TITZ % TOUCHPOINTS & interactions with your brand can involve dierent channels, such as personal contact, smartphone, TV MOMENTS OF TRUTH any experience of the main actor can be activities like waiting, walking STEPS

61. MICHAEL STEINGRESS / HARDY TITZ % & MOMENTS OF TRUTH decisive steps in a journey TOUCHPOINTS interactions with your brand can involve dierent channels, such as personal contact, smartphone, TV any experience of the main actor can be activities like waiting, walking STEPS

62. MICHAEL STEINGRESS / HARDY TITZ % & MOMENTS OF TRUTH decisive steps in a journey situations that make or break the experience TOUCHPOINTS interactions with your brand can involve dierent channels, such as personal contact, smartphone, TV any experience of the main actor can be activities like waiting, walking STEPS

63. HOWTOEVALUATEA JOURNEYMAP SIX ASPECTS TO CONSIDER

64. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER CURRENT-STATE FUTURE-STATE

65. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 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 MAPS ASPECTS TO CONSIDER - STATE

66. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER - STATE 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 or what you would like to design for the future.

67. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER ASSUMPTION-BASED RESEARCH-BASED CURRENT-STATE FUTURE-STATE

68. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER - LEVEL OF RESEARCH 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.

69. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER - LEVEL OF RESEARCH 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.

70. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE DETAILED SCOPE CURRENT-STATE FUTURE-STATE

71. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER - SCOPE HIGH-LEVEL SCOPE How far does the Journey Map zoom out? Does it capture an end-to-end experience?

72. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER - SCOPE TESS 1 2 3 54 6 7 8 9

73. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER - SCOPE TESS 1 2 3 54 6 7 8 9

74. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER - SCOPE 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?

75. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER - SCOPE 7 SCANNING INSTAGRAM OPENING ORDERING APP UPDATE ORDERING APP SEND A TEXT UPDATE PROFILE COFFEE POINTS SHOW IN APP

76. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE DETAILED SCOPE CURRENT-STATE FUTURE-STATE MAIN ACTOR: CUSTOMER, EMPLOYEE

77. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 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 MAPS ASPECTS TO CONSIDER - MAIN ACTOR

78. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE DETAILED SCOPE CURRENT-STATE FUTURE-STATE MAIN ACTOR: CUSTOMER, EMPLOYEE PROPOSITION-CENTRED EXPERIENCE-CENTRED

79. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER - LEVEL OF FOCUS PROPOSITION-CENTERED Does the Journey Map only focus on experiences with a specific product? Does it mainly show direct interactions with your brand?

80. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 TESS 1 2 3 4 5 JOURNEY MAPS ASPECTS TO CONSIDER - LEVEL OF FOCUS

81. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER - LEVEL OF FOCUS 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 customers experience? Does it take into account experiences that customers have beside their brand-specific contacts?

82. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 TESS 1 2 3 54 6 7 8 9 TESS 1 2 3 4 5 JOURNEY MAPS ASPECTS TO CONSIDER - LEVEL OF FOCUS PROPOSITION-CENTERED EXPERIENCE-CENTERED

83. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE DETAILED SCOPE CURRENT-STATE FUTURE-STATE MAIN ACTOR: CUSTOMER, EMPLOYEE PROPOSITION-CENTRED EXPERIENCE-CENTRED KIND OF VISUALIZATIONS: STORYBOARD, GRAPHS,

84. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS ASPECTS TO CONSIDER - VISUALISATIONS (LANES) TEXT LANES STORYBOARD CHANNELS EMOTIONAL JOURNEY DRAMATIC ARC BACKSTAGE LANES FILES

85. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAP EXPORTED BASIC STRUCTURE

86. EXERCISE "

87. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BASIC INFORMATION EXERCISE 1. Choose one persona 2. Think about their end-to-end experience 3. Give each step a title 4. Sketch what is happening 5. Write a short description 15

88. CHANNELS

89. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS CHANNELS Tess TESS' MORNING Tess / Friend CHANNELS OF COMMUNICATION Tess TESS STORYBOARD Tess TESS DETAILED DESCRIPTION Tess BACKSTAGE ACTIONS FOR CAF BEAN Buying a Cup of Coffee (Current State, Assumption Based, Experience Centered) JOURNEY MAP Coffee Project (multiple journeys) PROJECT 10 July 2017 EXPORT DATE Pre Coffee at home Untitled Stage Heading to Caf Bean Experience at Caf Bean 7:00 AM. Tess wakes up. Realizes she is out of coffee and milk. Decides to go to Caf Bean for coffee. Decides to go to Caf Bean for coffee. 8:00 AM. Steps inside of Caf Bean and waits in line.Chats with the owner and tastes a sample of a muffin.Places her order on her smartphone. Arrives to Liz is on her way to the office She reads a book while sitting on the train. After she gets off of the train she walks to Caf Central.She orders a chocolatine and cappuccino. She receives an urgent text message from her employee.She decides to take her breakfast to go. She puts her order on her tab. She head 7:00 AM. Tess wakes up. Realizes she is out of coffee and milk. Decides to go to Caf Bean for coffee. Decides to go to Caf Bean for coffee. 8:00 AM. Steps inside of Caf Bean and waits in line. Chats with the owner and tastes a sample of a muffin. Places her order on her smartphone. Arrives her cup waiting Smart Phone Face to Face communication Online Reviews Jetlagged and tired from her business trip to Shanghai. Her flight didn't get in until eleven so she couldn't pick up groceries for the next day! Tess has had coffee every morning since she was in high school. Caf Bean is a new caf that sources in season, direct trade beans. They also have great selection of chia yogurt parfaits, baked sweets and fresh fruit. She checks on her phone to see if they are open. Tess lives near Place de la Bastille in Paris, but works outisde of the city. She jumps in her car and drives to Caf Bean on the way to work. Caf Bean prides itself on being a progressive, customer friendly, community space. Ali, the caf owner talks to Tess about her trip to Hong Kong. Tess is a Caf Bean regular and loves how they blend technology with the experience (pun intended) :) She orders a coffee and yogurt parfait. A drip co splash o Chia par She take breakfa

90. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS TESS Tess TESS STORYBOARD Tess / Carl CHANNELS OF INTERACTION Coffee Smart Phone Chat Radio Money Credit Card SWIMLANEDIAGRAMFOR

91. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS INTRODUCING CARL THE TOURIST

92. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS SWIMLANEDIAGRAMFORTess TESS STORYBOARD Carl CARLS STORYBOARD TESS & CARL

93. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS SWIMLANEDIAGRAMFORTess TESS STORYBOARD Carl CARLS STORYBOARD TESS & CARL Tess / Carl CHANNELS OF INTERACTION Coffee Smart Phone Chat Radio Money Credit Card Coffee Shop Menu Display

94. JOURNEY MAPS - CHANNELS Tess TESS STORYBOARD Carl CARLS STORYBOARD THEPOWEROF SOCIALMARKETING

95. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS POSITIVESOCIALMARKETING

96. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS POSITIVESOCIALMARKETING JOSHIE, THE GIRAFFE Images www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.html

97. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS POSITIVESOCIALMARKETING Images www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.html

98. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS POSITIVESOCIALMARKETING Images www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.html

99. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS NEGATIVESOCIALMARKETING

100. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS NEGATIVESOCIALMARKETING 21.000.000+ DAVE CARROL - UNITED BREAKS GUITARS

101. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS NEGATIVESOCIALMARKETING Source The Guardian, Twitter MISTAKE OF EPIC PROPORTIONS OSCAR MUNOZ, CEO, UNITED AIRLINES

102. EXERCISE "

103. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - CHANNELS EXERCISE 1. Go through your journey map and discover which channels are used for each step. 2. Keep track of all channels in your journey map. 5 MIN

104. CUSTOMERSATISFACTION EXPECTATIONS VS. EXPERIENCES

105. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION EMOTIONAL JOURNEY Tess BACKSTAGE ACTIONS FOR CAF BEAN Tess / Friend EMOTIONAL JOURNEY Tess PAIN POINTS Tess / Friend DRAMATIC ARC (INTENSITY) LEVEL OF ACTIVITY -2 -1 +0 +1 +2 +1 +2 +3 +4 +5 Caf Bean Mobile App Mobile app shows Tess that Caf Bean is open Mobile app sends Tess' order to barista Barista at Caf Bean Barista prepares Tess' order and places it at the counter To Do: Deadlines: Caf Owner At caf Bean an employee is dedicated to supporting the guest experience from those folks in line who are trying to log onto the internet. Community at Caf Bean COPY Note: This is a text lane. It can also be used for... Pain Points and Opportunities Jobs to be done Metrics ...

106. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION 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

115. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION 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 EBUT WAIT! WHEN DO YOU MEASURE SATISFACTION? 9 HERE?

116. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION 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 9 HERE? 78,4% OF OUR CUSTOMERS ARE SATISFIED WITH OUR SERVICE. OKAY. AND NOW WHAT?

117. EXERCISE "

118. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - EMOTIONAL JOURNEY EXERCISE 15 1. Estimate individually the satisfaction of your persona at each step of the journey on a post-it (numbering all steps helps) 2. Mark your own ratings on the graph (no average values) 3. Discuss common negative ratings and differing ratings

119. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - EMOTIONAL JOURNEY DEBRIEF Tess / Carl / Michael / Laura EMOTIONAL JOURNEYS WHERE TO START?

120. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - EMOTIONAL JOURNEY DEBRIEFWHERE TO START? Tess / Carl / Michael / Laura EMOTIONAL JOURNEYS

121. CUSTOMEREXPERIENCE ISMORETHAN F***INGMETRICS.

122. DRAMATICARC

123. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC DRAMATIC ARC Tess PAIN POINTS Tess / Friend DRAMATIC ARC (INTENSITY) LEVEL OF ACTIVITY -2 -1 +0 +1 +1 +2 +3 +4 +5 Note: This is a text lane. It can also be used for... Pain Points and Opportunities Jobs to be done Metrics ...

124. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM!

125. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF ENGAGEMENT STUNT SCENE BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.

126. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF ENGAGEMENT STUNT SCENE CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.

127. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF ENGAGEMENT STUNT SCENE NEW LOCATION AND RISK CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.

128. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF ENGAGEMENT STUNT SCENE NEW LOCATION AND RISK NEW LOCATION AND RISK NEW LOCATION AND RISK CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.

129. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF ENGAGEMENT STUNT SCENE NEW LOCATION AND RISK NEW LOCATION AND RISK NEW LOCATION AND RISK CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.

130. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF ENGAGEMENT EVIL HQ CLIMAX STUNT SCENE NEW LOCATION AND RISK NEW LOCATION AND RISK NEW LOCATION AND RISK CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.

131. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF ENGAGEMENT EVIL HQ CLIMAX STUNT SCENE NEW LOCATION AND RISK NEW LOCATION AND RISK NEW LOCATION AND RISK JAMES FAILS CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.

132. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF ENGAGEMENT EVIL HQ CLIMAX STUNT SCENE NEW LOCATION AND RISK NEW LOCATION AND RISK NEW LOCATION AND RISK JAMES FAILS CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH. CAPTAINS BALL ARRIVAL BALL EVENING SHOW VIEW PORT, EVENING SHOW VIEW PORT, EVENING SHOW FAIRWELL, SHIP DEPARTS VIEW PORT

133. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC THE SOAP OPERA, AKA OWNING A PHONE LEVELOF ENGAGEMENT NEW PHONEPHONE CONTRACT BILL BILL BILL BILLBILL

134. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC THE EPIC LEVELOF ENGAGEMENT INTERIOR ADDEDPLANNING THE HOUSE 1ST FLOOR 2ND FLOOR ROOF HOUSE FINISHEDSTART CONSTRUCTION

135. EXERCISE "

136. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE 15 JOURNEY MAPS - DRAMATIC ARC 1. Define your Dramatic Arc 2. Each group member estimates the engagement of your persona at each step (numbering all steps help) 3. Mark all ratings on the graph (no average values) 4. Evaluate the type of your Dramatic Arc

137. MICHAEL STEINGRESS / HARDY TITZ SATISFACTION VS ENGAGEMENT SATISFACTION ENGAGEMENT POS.+2NEG.2 LOW 0 HIGH +5 3 4 21 DEBRIEF JOURNEY MAPS - DRAMATIC ARC

138. BACKSTAGE

139. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE BACKSTAGE Tess TESS DETAILED DESCRIPTION Tess BACKSTAGE ACTIONS FOR CAF BEAN Tess / Friend EMOTIONAL JOURNEY Tess PAIN POINTS -2 -1 +0 +1 +2 Jetlagged and tired from her business trip to Shanghai. Her flight didn't get in until eleven so she couldn't pick up groceries for the next day! Tess has had coffee every morning since she was in high school. Caf Bean is a new caf that sources in season, direct trade beans. They also have great selection of chia yogurt parfaits, baked sweets and fresh fruit. She checks on her phone to see if they are open. Tess lives near Place de la Bastille in Paris, but works outisde of the city. She jumps in her car and drives to Caf Bean on the way to work. Caf Bean prides itself on being a progressive, customer friendly, community space. Ali, the caf owner talks to Tess about her trip to Hong Kong. Tess is a Caf Bean regular and loves how they blend technology with the experience (pun intended) :) She orders a coffee and yogurt parfait. A drip coffee, Guatem splash of half and ha Chia parfait with blue She takes out some c breakfast. Caf Bean Mobile App Mobile app shows Tess that Caf Bean is open Mobile app sends Tess' order to barista Barista at Caf Bean Barista prepares Tess' order and places it at the counter To Do: Deadlines: Barista prep Caf Owner At caf Bean an employee is dedicated to supporting the guest experience from those folks in line who are trying to log onto the internet. Community at Caf Bean COPY

140. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE

141. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE TOOLS EXAMPLE Customer action triggers internal processes of front-stage sta

142. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE TOOLS EXAMPLE Customer action triggers internal processes of back-stage sta BACKSTAGE PROCESSES

143. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE TOOLS EXAMPLE Back-stage sta triggers external process in a dierent department

144. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE TOOLS EXAMPLE External department triggers third-party process

145. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE TOOLS EXAMPLE Third-party/external department triggers certain customer action

146. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE TOOLS EXAMPLE Customer action triggers an automated support process

147. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE TOOLS EXAMPLE Customer action triggers a series of internal/external and Manual/automated micro-interactions

148. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE ANDTHISISJUSTASIMPLEEXAMPLE

149. EXERCISE "

150. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE 15 1. Go through your journey step by step and add potential backstage processes (triggered by a step or by other backstage processes) 2. Write down the process as well as the internal/external stakeholder responsible for this process JOURNEY MAP - BACKSTAGE

151. 04Q&A

152. THANKYOU Questions? Workshops? Interest? [email protected] @steini_mtm slides: Schneider / Steingress / Stickdorn / Titz

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