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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

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  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

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  3. #MIMASummit @megangrocki
    WHAT IS A JOURNEY MODEL?
    WHAT DO THEY LOOK LIKE?
    HOW DO I CREATE & USE IT?

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  4. #MIMASummit @megangrocki
    PERSONAS ARE
    SNAPSHOTS OF
    PEOPLE
    FROZEN IN TIME

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

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  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…

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  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

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  8. #MIMASummit @megangrocki
    WHAT DO WE MEAN BY ENGAGEMENT?

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  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

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  10. #MIMASummit @megangrocki
    CHANNELS
    A medium of interaction with customers
    – where touchpoints occur
    Website
    Social media
    Phone
    Email

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  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
    ≈ ≈

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  12. #MIMASummit @megangrocki
    EXAMPLE OF AN
    EXCEPTIONAL
    OMNI-CHANNEL
    EXPERIENCE?

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

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  14. #MIMASummit @megangrocki
    MOMENT OF TRUTH
    Interaction that leaves a lasting
    impression often at the
    touchpoint you can design for

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  15. #MIMASummit @megangrocki

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  16. #MIMASummit @megangrocki
    JOURNEY MODELING IS A
    KEY COMPONENT OF
    DEVELOPING AN ELEGANT
    EXPERIENCE STRATEGY

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  17. #MIMASummit @megangrocki
    OUTSIDE-IN, NOT INSIDE-OUT

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  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

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  19. #MIMASummit @megangrocki
    WHAT IS A JOURNEY MODEL?
    WHAT DO THEY LOOK LIKE?
    HOW DO I CREATE & USE IT?

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  20. #MIMASummit @megangrocki Mad*Pow

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  21. #MIMASummit @megangrocki Mad*Pow

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  22. #MIMASummit @megangrocki Mad*Pow

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  23. #MIMASummit @megangrocki Mad*Pow

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  24. #MIMASummit @megangrocki Mad*Pow

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  25. #MIMASummit @megangrocki Mad*Pow

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  26. #MIMASummit @megangrocki
    Mad*Pow project

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  27. #MIMASummit @megangrocki Mad*Pow

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  28. #MIMASummit @megangrocki Mad*Pow

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  29. SCAD student project

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  30. Adaptive Path

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  31. Mark Simmons

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  32. #MIMASummit @megangrocki
    WHAT IS A JOURNEY MODEL?
    WHAT DO THEY LOOK LIKE?
    HOW DO I CREATE & USE IT?

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

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  34. #MIMASummit @megangrocki
    OUR FAVORITE RESEARCH METHODS
    customer interviews
    ethnography & contextual inquiry
    customer surveys
    customer support/complaint logs
    web analytics
    social media listening
    competitive intelligence

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  35. #MIMASummit @megangrocki
    BUSINESS REALITIES
    Skepticism of User-Centered Design
    Stakeholder Influence
    Time & Budget
    Access to Participants

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  36. #MIMASummit @megangrocki
    RESEARCH INFORMS STRATEGY
    SHOW stakeholders their customers’ behavior
    Video
    Photographs
    Stories

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  37. #MIMASummit @megangrocki
    ACTIVITIES TO GATHER CONTENT
    Review research
    Identify timeline, touchpoint and channels
    Empathy map
    Lensed brainstorm
    Affinity diagram

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  38. #MIMASummit @megangrocki
    ACTIVITY #1:
    EMPATHY MAP

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  39. #MIMASummit @megangrocki

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  40. #MIMASummit @megangrocki
    ACTIVITY #2:
    BRAINSTORMING
    WITH LENSES
    Inspired by The Art of Game Design: A book of lenses, by Jesse Schell

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  41. #MIMASummit @megangrocki
    INFORMATIVE

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  42. #MIMASummit @megangrocki
    SOCIAL

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  43. #MIMASummit @megangrocki
    FUN

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  44. #MIMASummit @megangrocki
    ANY GOOD IDEAS?

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

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  46. #MIMASummit @megangrocki
    MAPPING THE FUTURE EXPERIENCE
    Timeline
    Business goals
    User expectations/wants/needs/emotions
    Touchpoints & Channels
    Opportunities for engagement
    Other great ideas!

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  47. #MIMASummit @megangrocki
    ET VOILA! YOU’RE ON YOUR WAY…

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

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  49. #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

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  50. #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

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  51. #MIMASummit @megangrocki
    RECAP

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  52. #MIMASummit @megangrocki
    WHAT IS A JOURNEY MODEL?
    Visualizing the relationship between an
    individual and an organization over time

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  53. #MIMASummit @megangrocki
    Deliverables will vary based on
    stakeholder preferences
    Know YOUR audience
    WHAT DO THEY LOOK LIKE?

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  54. #MIMASummit @megangrocki
    HOW DO I CREATE & USE IT?
    Gather content
    Design & iterate
    Socialize

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  55. #MIMASummit @megangrocki
    MORE EXAMPLES & RESOURCES
    http://pinterest.com/uxjam/journeys/

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  56. #MIMASummit @megangrocki
    THANK YOU
    Megan Grocki
    [email protected]
    @megangrocki

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