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Journey Mapping: What to do when those maps don't work

Ben Crothers
August 28, 2019

Journey Mapping: What to do when those maps don't work

There's so much power and magic in mapping customer journeys together in a room (physical or virtual). And yet the journey maps created afterwards often fall short of our expectations, and often go to some file sharing system and die.

It doesn't have to be that way! Recognise and avoid the traps that are all too easy to fall into. Understand how to optimise your maps for shared understanding, for rapid reading and updating, and for specific audience and specific intent.

Ben Crothers

August 28, 2019
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  1. Customer journey mapping What to do when those maps don’t

    work BEN CROTHERS Principal Design Strategist
 Atlassian @bencrothers Author
 Presto Sketching and Draw in 4! @prestosketching
  2. HERE’S WHAT I’LL COVER (AS A JOURNEY MAP) What are

    journey maps? What are the advantages? When do they not work? What can we do about it?
  3. WHAT ARE JOURNEY MAPS? Someone with a particular goal in

    mind… Goes through an experience… …to achieve that goal. The parts of a business and system that provide that experience
  4. Holistic end-to- end view of the experience Reveals areas for

    innovation Common language and reference for all teams Easier to see where a service can be ‘tracked’ Advantages of journey maps
  5. Effective way to share subject matter expertise Everyone has the

    a-Ha moments together Easier to spot assumptions and blind spots Easier to prioritise and focus effort Advantages of journey mapping together
  6. I went into this thinking the problem was simply about

    our canned support responses. But now it’s clear that the quote approval process is the major bottleneck for scaling our support for these questions. A ONCE-CYNICAL DEVELOPER
  7. FRAME IT AS A WAY FOR STAKEHOLDERS TO WIN YOUR

    STAKEHOLDERS JOURNEY
 MAPPING
 SESSION
  8. FRAME IT AS A WAY FOR STAKEHOLDERS TO WIN I

    already know the ‘customer experience’ I don’t have time I don't know how, and I don’t want to look dumb YOUR STAKEHOLDERS JOURNEY
 MAPPING
 SESSION
  9. FRAME IT AS A WAY FOR STAKEHOLDERS TO WIN I

    already know the ‘customer experience’ I don’t have time I don't know how, and I don’t want to look dumb I get to share my expertise I get to be alerted early I get to find out how my area can work better YOUR STAKEHOLDERS JOURNEY
 MAPPING
 SESSION
  10. ANCHORING ON RESULTS OF GOOGLING ‘JOURNEY MAP’ ✨ ⭐ ⭐

    ⭐ ✨ ✨ ⭐ ⭐ ✨ ⭐ ⭐ ✨ ⭐ ⭐
  11. GOING FROM CO-DESIGN TO PRO-DESIGN What is the purpose of

    the journey map from now on? How will it be maintained? Can it be templated? ? ? ?
  12. AIM FOR MVM: MINIMUM VIABLE MAP INSIGHT Our internal view

    of support can look good, even though the overall customer experience is bad
  13. WHAT IS THE MAIN INSIGHT YOU WANT THEM TO UNDERSTAND?

    Pain points and how they affect customers How their area integrates with others How change will affect them
  14. WHAT IS THE ‘APERTURE’ OF FOCUS? 30,000 FOOT VIEW DETAILED

    VIEW SPECIFIC MOMENTS Detailed multi-swimlane end-to-end maps END-TO-END VIEW
  15. 
 Main stages 
 and touchpoints WHAT IS THE ‘APERTURE’

    OF FOCUS? 30,000 FOOT VIEW Make-or-break moments, 
 with real commentary 
 from customers DETAILED VIEW SPECIFIC MOMENTS Detailed multi-swimlane end-to-end maps END-TO-END VIEW A single ‘slice’ through all areas that support a specific moment
  16. 
 Main stages 
 and touchpoints Make-or-break moments, 
 with

    real commentary 
 from customers WHAT IS THE ‘APERTURE’ OF FOCUS? 30,000 FOOT VIEW DETAILED VIEW SPECIFIC MOMENTS Detailed multi-swimlane end-to-end maps END-TO-END VIEW A single ‘slice’ through all areas that support a specific moment
  17. 
 Main stages 
 and touchpoints Make-or-break moments, 
 with

    real commentary 
 from customers WHAT IS THE ‘APERTURE’ OF FOCUS? 30,000 FOOT VIEW DETAILED VIEW SPECIFIC MOMENTS Detailed multi-swimlane end-to-end maps END-TO-END VIEW A single ‘slice’ through all areas that support a specific moment
  18. FOCUS: INTERACTIONS BETWEEN PATIENTS AND CLINIC STAFF For Presby Neuro

    Clinic, by Melissa Cliver, Jamin Hegeman, Kipum Lee, Leanne Libert, Kara Tennant (Carnagie Mellon University)