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.

Transcript

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