Customer journey mapping workshop
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Transcript of Customer journey mapping workshop
Customer journey mapping
Workshop
By Paola Miani | @pmiani
Today1. Introduction to journey maps 2. The framework: Elements of a customer journey map3. Creating your customer journey map
01 Introduction to customer journey maps
A customer journey map is a visually compelling story of the
customer experience over time and across multiple touch points.
“The goal of the customer journey map is to get a holistic view of what the customer is going through from their point of view and what it’s like for them on a personal level, that human level.”
Kerry Bodine, Co Author of Outside In: The Power of Putting Customers
at the Center of Your Business,
Customer journey maps to generate empathy
Customer journey maps to focus on the overall experience
Customer journey maps to expose the changes in the customer
behaviour
Customer journey maps to identify gaps in the experience
Customer journey maps is a catalyst of conversations
Customer journey maps to create alignment across teams
Customer journey maps to make informed decisions
Challenge
What does an ideal online banking onboarding process
look like in Europe?
A customer journey map helped to explain the findings of a
multinational research project through story telling
02 The framework: Elements of a customer journey map
What do we want our customers to SEE?
What do we want our customers to DO and
feel?
What is the story we want to tell them?
Facts + Feelings =Journey map storytelling
Elements of storytellingCharacters ScenarioSituation
Behaviour Experience
ZoneA:ThelensThelensprovidesconstraintsforthemapbyassigning:1. Apersona(“who”)2. Thescenariotobeexamined
(“what”)ZoneB:TheexperienceTheheartofthemapisthevisualizedexperience3. Phasesofthejourney4. AcGons5. Thoughts6. EmoGonalexperiencethat
theuserhasthroughoutthejourney(Quotes,videos,emoGcons)
ZoneC:TheinsightsTheoutputshouldvarybasedonthebusinessgoalthemapsupports.7. Insightstodescribewhat
havewelearnsuchaspainpoints,contentrequired,valueofdigitalchannels,internalownership
8. OpportuniGestoimprovetheexperience
1 2
3 4
5
6
7
Zone
A
Zone
B
Zone
C
Key points on every journey map
7
The steps
The Experience
The Insights
Thoughts,feelings,painpoints,quotes,
touchpoints.
Overallintent
A detailed journey map can inform a digital transformation
strategy
A simple journey map can outline the emotions and pain points of the
experience
03 Creating your customer journey map
Brief
The Mobile UX conference wants to know if it worth it to create a mobile app for the conference and what content or functionality would add more value to
their customers.
Who is the protagonist of the story?
Demographics & picture
Behaviour / Activities
Information needs Goals / Painpoints
• ConferencedescripGon• Speakers• Price• DuraGon• LocaGon/venue• Program/topics
Sheaspirestohelpstakeholderstounderstandtheoverallcustomerexperienceandplayamorestrategicrole.ShewouldliketoknowwhatarethebestconferencesinLondon.
Hercompanysendhereveryyeartoaconferenceofherchoice.SheconstantlyseekstoimproveanddevelopherUXskills.
Jackie,32,livesinKent,SeniorUXdesignerwith5yearsofexperience,worksatthedigitaldepartmentofabigcompany.
Senior UX researcher
What is the protagonist of the story trying to achieve and in what context?
Jackie wants to learn new skills to play a more strategic role in the company. She has a budget of £500 max to spend on a conference or course this year. She is very busy at work and can only get 1 day off to attend the conference.
Exercise 1 – Gather data
Individual brainstorm Write one step per post it of experience:
Before the event 2 min
During the event 2 min
After the event 2 min
Exercise 2 – Mapping
1. Before the event 2. During the event 3. After the event
Map out phases and actions within each phase.
Exercise 3 – Evaluate the experienceInclude thinking and feeling, then circle key moments of the experience
Exercise 4 – InsightsIdentify opportunities of improvement and consider whether an app could help to improve certain phases of the journey
Exercise 5 – Present your findings
Tell the story of someone trying to achieve something in a specific context.
Include actions, emotions and feelings experienced during the journey.
Thank you !
Paola Miani - @pmianiNovember 2016