Advancing User-Centeredness, Solving Pain Points, and Driving Innovation: Lessons Learned from Mapping the Customer Experience

ADVANCING USER-CENTEREDNESS, SOLVING PAIN POINTS, AND DRIVING INNOVATION:

LESSONS LEARNED FROM MAPPING THE

CUSTOMER EXPERIENCE

Emily Bowman @awesomania



80%of businesses stated that they offered a superior customer experience 8%

of customers felt the same

James Allen, 2005



WHEN IN DOUBT, MAP IT OUT


EXPERIENCE MAPSJOURNEY MAPSLIFECYCLE MAPSSERVICE BLUEPRINTS


a visual artifact that outlinesCUSTOMER INTERACTIONS

with products and/or servicesat a specific level of detail


TELL ME WHERE IT HURTS


GOING GLOBAL

GLOBAL

EUROPE ASIA PACIFIC LATIN AMERICA MIDDLE EAST & AFRICA


“If you are working on something exciting that you really care about, you don’t have to be pushed. The vision pulls you.”


OUR VISIONUnderstand and address

customer pain points, needs, and desires to “Go Further” in steering the

Ford customer experience.



WHERE DID I PUT THAT THING

AGAIN?


Never forget the ultimate undisputed UX maxim:

YOU ARE NOT YOUR USERS.


Conduct Primary

Research

Gather Secondary Research

Aggregate & Analyze Findings

Update Documentation

Conduct Internal &

Stakeholder Meetings

Update Documentation & Identify Gaps

OUR PROCESS


MAPPED LOTS OF

EXPERIENCES

EVALUATED OUR

COMPETITORSEXPERIMENTED

WITH DOCUMENTATIO

NANALYZED MARKET & CONSUMER

TRENDS

DESIGNEDSTRATEGIES &

MODELS

SOCIALIZED OUR

LEARNINGS


“Nice wallpaper.”

CHANGE MANAGEMENT MODEL

Make the Case

Develop a Vision

Communicate

Remove Barriers

Acknowledge Progress

Reinforce Change



“Everything we do

needs to ladder up to

the lifecycle and

customer pain

points.”


1.DEFINE A VISION

2.MANAGE YOUR

KNOWLEDGE

3.CUSTOMERS >

STAKEHOLDERS

4.BE PROUD, SAY IT

LOUD

5.FIND A CHAMPION

No-one should have to suffer through products and

services that get in their way.

People should not be made to feel stupid by technology.



YOU CAN HELP STEER THE SHIP


THANKS!

Business

Advancing User-Centeredness, Solving Pain Points, and Driving Innovation: Lessons Learned from Mapping the Customer Experience