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Customer Journey Mapping: Illustrating the Big Picture

Megan Grocki
October 15, 2013

Customer Journey Mapping: Illustrating the Big Picture

Methods for demonstrating the relationship between an individual and an organization over time. Presented at the 2013 MIMA Summit.

Megan Grocki

October 15, 2013
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  1. Customer Journey Mapping: Illustrating the Big Picture Megan Grocki MIMA

    Summit 2013 Minneapolis, MN October 15
  2. #MIMASummit @megangrocki WHAT ARE WE GOING TO LEARN TODAY? ê Understand

    how journey models can be used as a component of an experience strategy to illustrate relationships with “customers” and an organization over time and across channels ê Learn the steps in developing a journey model ê Discover ways to socialize the journey models and make them a part of your organization’s assets
  3. #MIMASummit @megangrocki WHAT IS A JOURNEY MODEL? WHAT DO THEY

    LOOK LIKE? HOW DO I CREATE & USE IT?
  4. #MIMASummit @megangrocki PERSONAS ARE SNAPSHOTS OF PEOPLE FROZEN IN TIME

  5. #MIMASummit @megangrocki PEOPLE (USUALLY) ARE NOT FROZEN IN TIME

  6. #MIMASummit @megangrocki the process of illustrating a complete story centered

    on the relationship that unfolds over time between an individual and a system / service / product / brand / organization JOURNEY MAPPING (OR MODELING) IS…
  7. #MIMASummit @megangrocki WHY DO WE NEED JOURNEY MODELS? Every day

    mediocre experiences are delivered Organizations do not understand our customers, and are unintentionally neglecting them Internal politics trump customer needs Put our systems/services/products in the context of people and their lives
  8. #MIMASummit @megangrocki WHAT DO WE MEAN BY ENGAGEMENT?

  9. #MIMASummit @megangrocki TOUCHPOINTS A point of interaction involving a specific

    human need in a specific time and place Comparing products Paying a bill Signing up for a service
  10. #MIMASummit @megangrocki CHANNELS A medium of interaction with customers –

    where touchpoints occur Website Social media Phone Email
  11. #MIMASummit @megangrocki CHANNELS SINGLE CHANNEL Need CAN ONLY be fulfilled

    via ONE channel CROSS-CHANNEL Need MUST be fulfilled using MORE THAN ONE channel MULTI/OMNI-CHANNEL Need CAN be fulfilled on MANY different channels à à ≈ ≈
  12. #MIMASummit @megangrocki EXAMPLE OF AN EXCEPTIONAL OMNI-CHANNEL EXPERIENCE?

  13. #MIMASummit @megangrocki IF YOUR BRAND WERE A PERSON, WHO WOULD

    THEY BE?
  14. #MIMASummit @megangrocki MOMENT OF TRUTH Interaction that leaves a lasting

    impression often at the touchpoint you can design for
  15. #MIMASummit @megangrocki

  16. #MIMASummit @megangrocki JOURNEY MODELING IS A KEY COMPONENT OF DEVELOPING

    AN ELEGANT EXPERIENCE STRATEGY
  17. #MIMASummit @megangrocki OUTSIDE-IN, NOT INSIDE-OUT

  18. #MIMASummit @megangrocki HOW DO THEY HELP YOUR TEAM? Create strategic

    vision prior to design Build consensus with stakeholders, showing opportunities across the ecosystem Identify key interactions to prototype and test
  19. #MIMASummit @megangrocki WHAT IS A JOURNEY MODEL? WHAT DO THEY

    LOOK LIKE? HOW DO I CREATE & USE IT?
  20. #MIMASummit @megangrocki Mad*Pow

  21. #MIMASummit @megangrocki Mad*Pow

  22. #MIMASummit @megangrocki Mad*Pow

  23. #MIMASummit @megangrocki Mad*Pow

  24. #MIMASummit @megangrocki Mad*Pow

  25. #MIMASummit @megangrocki Mad*Pow

  26. #MIMASummit @megangrocki Mad*Pow project

  27. #MIMASummit @megangrocki Mad*Pow

  28. #MIMASummit @megangrocki Mad*Pow

  29. SCAD student project

  30. Xplane

  31. EffectiveUI

  32. Maya

  33. Orange

  34. Orange

  35. Adaptive Path

  36. Mark Simmons

  37. Foviance

  38. #MIMASummit @megangrocki WHAT IS A JOURNEY MODEL? WHAT DO THEY

    LOOK LIKE? HOW DO I CREATE & USE IT?
  39. #MIMASummit @megangrocki GATHER CONTENT DESIGN & ITERATE SOCIALIZE & USE

  40. #MIMASummit @megangrocki OUR FAVORITE RESEARCH METHODS customer interviews ethnography &

    contextual inquiry customer surveys customer support/complaint logs web analytics social media listening competitive intelligence
  41. #MIMASummit @megangrocki BUSINESS REALITIES Skepticism of User-Centered Design Stakeholder Influence

    Time & Budget Access to Participants
  42. #MIMASummit @megangrocki RESEARCH INFORMS STRATEGY SHOW stakeholders their customers’ behavior

    Video Photographs Stories
  43. #MIMASummit @megangrocki ACTIVITIES TO GATHER CONTENT Review research Identify timeline,

    touchpoint and channels Empathy map Lensed brainstorm Affinity diagram
  44. #MIMASummit @megangrocki ACTIVITY #1: EMPATHY MAP

  45. #MIMASummit @megangrocki

  46. #MIMASummit @megangrocki ACTIVITY #2: BRAINSTORMING WITH LENSES Inspired by The

    Art of Game Design: A book of lenses, by Jesse Schell
  47. #MIMASummit @megangrocki INFORMATIVE

  48. #MIMASummit @megangrocki SOCIAL

  49. #MIMASummit @megangrocki FUN

  50. #MIMASummit @megangrocki ANY GOOD IDEAS?

  51. #MIMASummit @megangrocki GATHER CONTENT DESIGN & ITERATE SOCIALIZE & USE

  52. #MIMASummit @megangrocki MAPPING THE FUTURE EXPERIENCE Timeline Business goals User

    expectations/wants/needs/emotions Touchpoints & Channels Opportunities for engagement Other great ideas!
  53. #MIMASummit @megangrocki ET VOILA! YOU’RE ON YOUR WAY…

  54. #MIMASummit @megangrocki GATHER CONTENT DESIGN & ITERATE SOCIALIZE & USE

  55. #MIMASummit @megangrocki KEEPING THE JOURNEYS ALIVE Schedule periodic reflection and

    research, update the journey model Continually involve key stakeholders Shout from the rooftops Display prominently in common work areas Invite the personas and their journey models to meetings
  56. #MIMASummit @megangrocki SOCIALIZE & USE ê Who is your journey owner?

    ê Who is consuming it? How often? ê How are you getting/storing feedback? ê What is your implementation plan? ê When and how are you going to re-evaluate? Temkin, B. (2010) "Mapping the Customer Journey" Forrester Research
  57. #MIMASummit @megangrocki RECAP

  58. #MIMASummit @megangrocki WHAT IS A JOURNEY MODEL? Visualizing the relationship

    between an individual and an organization over time
  59. #MIMASummit @megangrocki Deliverables will vary based on stakeholder preferences Know

    YOUR audience WHAT DO THEY LOOK LIKE?
  60. #MIMASummit @megangrocki HOW DO I CREATE & USE IT? Gather

    content Design & iterate Socialize
  61. #MIMASummit @megangrocki MORE EXAMPLES & RESOURCES http://pinterest.com/uxjam/journeys/

  62. #MIMASummit @megangrocki THANK YOU Megan Grocki mgrocki@madpow.net @megangrocki