The journey from today to tomorrow

Michiel Ooms - Sr. Creative Consultant

Source: http://www.flickr.com/photos/14242173@N03/2331670902/

Source: http://www.flickr.com/photos/14242173@N03/2331670902/

Celebrating

The launch of the website !

Source: http://www.flickr.com/photos/kumaneko/5499747804/

Source: http://www.flickr.com/photos/kumaneko/5499747804/

Relaxing

After a period of hard working !

Meanwhile

Everyday life resumes !

HOW CAN WE?

"Organize and orchestrate the (digital) channels "

to increase reach, revenue, value and loyalty?

Important

To surprise the customer… !

Important

…with a tailormade treatment !

BUYING PROCESS

...How do I decide?

I wantto buy...

VISITCOMPETITOR

WEBSITE

GOOGLEVACATIONS

VISITCOMPANYWEBSITE

CONSULTSFELLOW

TRAVELLER

GOOGLEOTHER

DESTINATION

ASKPEERS

ATTENDSFACEBOOKCAMPAIGN

RECEIVESVOUCHER

CODE

SEARCHBESTDEAL

COMPARESWITH

COMPETITOR

BOOKSVACATIONPACKAGE

SHARESTRAVEL

INTENTIONS

Source: http://deliciousbday.com/2012/05/23/hongkong-disneyland-part-1-disneys-hollywood-hotel/

Mismatch

No relevancy in offering !

THIS WILL RESULT IN

Loss in conversion and revenues, "

~

Increase of costs ! "~

Lower customer satisfaction "

"

solution: linking insights to relevant offers

!solution: targeted campaigns, shorter time-to-market

and increased automation "

"solution: personal, consistent and fast contact points

Strategy Design Construction

Adjust

Opt

im

ize

Test and evaluate

Groei

A user scenario that gives insight in the !touch points (offline, desktop or mobile) "

of a user uses over time. ""

There’s not one customer journey: combinations and variations are endless.

Continuously evolving overview of what "the business and our users want over time "

"Along with examples of possible customer journeys,

related projects and relevant content and its channels.

CustomerJourney

User needs

Strategy andthemes

Channels

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

Content

OFFLINE

DESKTOP

MOBILE

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

Experience map

PRIMARY THEME

SECUNDARY THEME

TERTIARY THEME

Legend

I want to

board without

hasslePERSONA 1

PERSONA 2

Legend

LANDING PAGES

BOOKING TOOL

MANAGE BOOKING MANAGE BOOKING

NEWSLETTER

SOCIAL MEDIA SOCIAL MEDIA

SMS SMS

SERVICE EMAILSERVICE EMAIL SERVICE EMAIL

APP APP

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

Sheila shows Tom several

resorts in the Nice area

Sheila logs on to airline.com

with her agent ID and selects a

flight, a car and golf bags

Tom adds missing

passport details of his friends

Tom and his friends would

like to play golf in Spain

Tom visitis the

Pin High travel store

Tom discusses adding extra

options with his friends

Tom and his friends pre-order

some drinks with discount

Tom and his friends

receive a confirmation mail.

The mail comes extra options too.

Based on the e-mail,

Tom’s friend Phil

decides to add extra baggage

Tom and his friends receive

their boarding passes

Tom prints boarding

passes for everybody

They enjoy their flight

and buy some more drinks

They collect their rental

car and drive to the resort

Tom and his friends play

golf every day

They check in by using

Phil’s smartphone

They receive a ‘thank you for flying

with us’ email with an invitation for

a review

They make use of the available

information to find out where to

collect their rental car

Tom and his friends receive

real time flight status updates

Tom shares some of his

golfing pictures on Facebook

Based on customer feedback,

she recommends “Happy Golf Resort”

Tom agrees on the resort,

and Sheila takes an option

Tom asks for

available flights

Tom and his friends

all check in for themselves

Tom calls his friends

to set up a meeting at

the airport

He gets notifications of

flight status information

Tom and his friends play golf in Spain

I want to be in

the holiday mood

I want to

check-in quickly

I want to

feel at ease

I want flight

and destination

information

I want to board

quickly and easily

I want to

check in without

hassle

I want to

board without

hassle

I want to feel

comfortable

and safeI want to

board without

hassle

I want to be in

the holiday mood

I want to

check-in quickly

I want to

feel at ease

I want flight

and destination

information

I want to board

quickly and easily

I want to

check in without

hassle

I want to

board without

hassle

I want to feel

comfortable

and safeI want to

board without

hassle

CustomerJourney

User needs

Strategy andthemes

Channels

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

Content

OFFLINE

DESKTOP

MOBILE

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

Experience map

PRIMARY THEME

SECUNDARY THEME

TERTIARY THEME

Legend

I want to

board without

hasslePERSONA 1

PERSONA 2

Legend

LANDING PAGES

BOOKING TOOL

MANAGE BOOKING MANAGE BOOKING

NEWSLETTER

SOCIAL MEDIA SOCIAL MEDIA

SMS SMS

SERVICE EMAILSERVICE EMAIL SERVICE EMAIL

APP APP

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

Sheila shows Tom several

resorts in the Nice area

Sheila logs on to airline.com

with her agent ID and selects a

flight, a car and golf bags

Tom adds missing

passport details of his friends

Tom and his friends would

like to play golf in Spain

Tom visitis the

Pin High travel store

Tom discusses adding extra

options with his friends

Tom and his friends pre-order

some drinks with discount

Tom and his friends

receive a confirmation mail.

The mail comes extra options too.

Based on the e-mail,

Tom’s friend Phil

decides to add extra baggage

Tom and his friends receive

their boarding passes

Tom prints boarding

passes for everybody

They enjoy their flight

and buy some more drinks

They collect their rental

car and drive to the resort

Tom and his friends play

golf every day

They check in by using

Phil’s smartphone

They receive a ‘thank you for flying

with us’ email with an invitation for

a review

They make use of the available

information to find out where to

collect their rental car

Tom and his friends receive

real time flight status updates

Tom shares some of his

golfing pictures on Facebook

Based on customer feedback,

she recommends “Happy Golf Resort”

Tom agrees on the resort,

and Sheila takes an option

Tom asks for

available flights

Tom and his friends

all check in for themselves

Tom calls his friends

to set up a meeting at

the airport

He gets notifications of

flight status information

Tom and his friends play golf in Spain

Tools to

manage procedures

SELFSERVICE

Facilitate

user accounts

ACCESS

Identify

passengers

ACCESS

Make it accessible

for all devices

ACCESS

Offe

product

CO

Make it easy

to order

CONVERSIONDigital touchpoints

to ask questions

CUSTOMERSERVICE

Compare flights

and destinations

INSPIRE

Multi session,

cross device support

INSPIRE

Tools to

manage procedures

SELFSERVICE

Facilitate

user accounts

ACCESS

Identify

passengers

ACCESS

Make it accessible

for all devices

ACCESS

Offe

product

CO

Make it easy

to order

CONVERSIONDigital touchpoints

to ask questions

CUSTOMERSERVICE

Compare flights

and destinations

INSPIRE

Multi session,

cross device support

INSPIRE

CustomerJourney

User needs

Strategy andthemes

Channels

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

Content

OFFLINE

DESKTOP

MOBILE

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

Experience map

PRIMARY THEME

SECUNDARY THEME

TERTIARY THEME

Legend

I want to

board without

hasslePERSONA 1

PERSONA 2

Legend

LANDING PAGES

BOOKING TOOL

MANAGE BOOKING MANAGE BOOKING

NEWSLETTER

SOCIAL MEDIA SOCIAL MEDIA

SMS SMS

SERVICE EMAILSERVICE EMAIL SERVICE EMAIL

APP APP

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

Sheila shows Tom several

resorts in the Nice area

Sheila logs on to airline.com

with her agent ID and selects a

flight, a car and golf bags

Tom adds missing

passport details of his friends

Tom and his friends would

like to play golf in Spain

Tom visitis the

Pin High travel store

Tom discusses adding extra

options with his friends

Tom and his friends pre-order

some drinks with discount

Tom and his friends

receive a confirmation mail.

The mail comes extra options too.

Based on the e-mail,

Tom’s friend Phil

decides to add extra baggage

Tom and his friends receive

their boarding passes

Tom prints boarding

passes for everybody

They enjoy their flight

and buy some more drinks

They collect their rental

car and drive to the resort

Tom and his friends play

golf every day

They check in by using

Phil’s smartphone

They receive a ‘thank you for flying

with us’ email with an invitation for

a review

They make use of the available

information to find out where to

collect their rental car

Tom and his friends receive

real time flight status updates

Tom shares some of his

golfing pictures on Facebook

Based on customer feedback,

she recommends “Happy Golf Resort”

Tom agrees on the resort,

and Sheila takes an option

Tom asks for

available flights

Tom and his friends

all check in for themselves

Tom calls his friends

to set up a meeting at

the airport

He gets notifications of

flight status information

Tom and his friends play golf in Spain

Tom adds missing

passport details of his friends

Tom and his friends pre-order

some drinks with discount

Tom and his friends

receive a confirmation mail.

The mail comes extra options too.

Based on the e-mail,

Tom’s friend Phil

decides to add extra baggage

Tom and his friends receive

their boarding passes

Tom prints boarding

passes for everybody

Tom and his friends

all check in for themselves

Tom calls h

to set up a

Tom adds missing

passport details of his friends

Tom and his friends pre-order

some drinks with discount

Tom and his friends

receive a confirmation mail.

The mail comes extra options too.

Based on the e-mail,

Tom’s friend Phil

decides to add extra baggage

Tom and his friends receive

their boarding passes

Tom prints boarding

passes for everybody

Tom and his friends

all check in for themselves

Tom calls h

to set up a

CustomerJourney

User needs

Strategy andthemes

Channels

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

Content

OFFLINE

DESKTOP

MOBILE

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

Experience map

PRIMARY THEME

SECUNDARY THEME

TERTIARY THEME

Legend

I want to

board without

hasslePERSONA 1

PERSONA 2

Legend

LANDING PAGES

BOOKING TOOL

MANAGE BOOKING MANAGE BOOKING

NEWSLETTER

SOCIAL MEDIA SOCIAL MEDIA

SMS SMS

SERVICE EMAILSERVICE EMAIL SERVICE EMAIL

APP APP

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

Sheila shows Tom several

resorts in the Nice area

Sheila logs on to airline.com

with her agent ID and selects a

flight, a car and golf bags

Tom adds missing

passport details of his friends

Tom and his friends would

like to play golf in Spain

Tom visitis the

Pin High travel store

Tom discusses adding extra

options with his friends

Tom and his friends pre-order

some drinks with discount

Tom and his friends

receive a confirmation mail.

The mail comes extra options too.

Based on the e-mail,

Tom’s friend Phil

decides to add extra baggage

Tom and his friends receive

their boarding passes

Tom prints boarding

passes for everybody

They enjoy their flight

and buy some more drinks

They collect their rental

car and drive to the resort

Tom and his friends play

golf every day

They check in by using

Phil’s smartphone

They receive a ‘thank you for flying

with us’ email with an invitation for

a review

They make use of the available

information to find out where to

collect their rental car

Tom and his friends receive

real time flight status updates

Tom shares some of his

golfing pictures on Facebook

Based on customer feedback,

she recommends “Happy Golf Resort”

Tom agrees on the resort,

and Sheila takes an option

Tom asks for

available flights

Tom and his friends

all check in for themselves

Tom calls his friends

to set up a meeting at

the airport

He gets notifications of

flight status information

Tom and his friends play golf in Spain

BOOKING TOOL

MANAGE BOOKING

SERVICE EMAIL

CUSTOMER SERVICE

BOOKING TOOL

MANAGE BOOKING

SERVICE EMAIL

CUSTOMER SERVICE

CustomerJourney

User needs

Strategy andthemes

Channels

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

Content

OFFLINE

DESKTOP

MOBILE

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

ORIENTATION PLAN AND BOOK ADD AND ALTER CHECK-IN FLIGHT AT DESTINATION ADD AND ALTER CHECK-IN FLIGHT EVALUATION

Experience map

PRIMARY THEME

SECUNDARY THEME

TERTIARY THEME

Legend

I want to

board without

hasslePERSONA 1

PERSONA 2

Legend

LANDING PAGES

BOOKING TOOL

MANAGE BOOKING MANAGE BOOKING

NEWSLETTER

SOCIAL MEDIA SOCIAL MEDIA

SMS SMS

SERVICE EMAILSERVICE EMAIL SERVICE EMAIL

APP APP

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

Sheila shows Tom several

resorts in the Nice area

Sheila logs on to airline.com

with her agent ID and selects a

flight, a car and golf bags

Tom adds missing

passport details of his friends

Tom and his friends would

like to play golf in Spain

Tom visitis the

Pin High travel store

Tom discusses adding extra

options with his friends

Tom and his friends pre-order

some drinks with discount

Tom and his friends

receive a confirmation mail.

The mail comes extra options too.

Based on the e-mail,

Tom’s friend Phil

decides to add extra baggage

Tom and his friends receive

their boarding passes

Tom prints boarding

passes for everybody

They enjoy their flight

and buy some more drinks

They collect their rental

car and drive to the resort

Tom and his friends play

golf every day

They check in by using

Phil’s smartphone

They receive a ‘thank you for flying

with us’ email with an invitation for

a review

They make use of the available

information to find out where to

collect their rental car

Tom and his friends receive

real time flight status updates

Tom shares some of his

golfing pictures on Facebook

Based on customer feedback,

she recommends “Happy Golf Resort”

Tom agrees on the resort,

and Sheila takes an option

Tom asks for

available flights

Tom and his friends

all check in for themselves

Tom calls his friends

to set up a meeting at

the airport

He gets notifications of

flight status information

Tom and his friends play golf in Spain

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

SURPRISE

SUGGEST

SERVE

SUPPORT

It helps us better understand "our business goals "

and the user needs over time. ""

This knowledge enables us to develop and design for a desirable user experience (appropriate, relevant, pleasurable, efficient, …)

and achievement of business goals

How to create

a customer journey?

Source: http://thinkin.frogdesign.com/energy-thinkin/blog/energy-think-begins.html

Workshop activities

Step1: Define the high-level process steps !

Step 2: Identify the dimensions !

Step 3: Start mapping your personas !

Step 4: Sketch the different scenarios !

Step 5: Repeat step 4 for each cross-section !!!

Insight

Create insight into the variables !

Discussion

Jointly experience the journey !

Diversity

Combine different dimensions !

WHAT IS NEEDED?

1-3 Workshops ~

Broad delegation from within the organization "~

Enough space, Post-Its and Sharpies "

It is not a one-time exercise " "

Evaluate and update the customer journey on a regular basis Customer needs and behavior will change due to:

technology, economics, maturity, etcetera…

HOW TO USE IT

Relate your user-stories to the “needs” ~

As a brainstorm facilitator "~

Frame, reframe and reimagine experiences "~

Leverage mapping to connect, collaborate and align "

A LITTLE EXERCISE

Invite a group of stakeholders

~ Identify the “main stages” "

~

Map a typical user story

SHARE YOUR RESULT

Sent me a picture of your workshop results "mooms@mirabeau.nl "

The journey of a thousand miles "must begin with a single step "Chinese proverb

Source: http://www.tourist-destinations.com/2011/06/chinese-wall-china.html