RoX 2017 - Customer Journey Map

Journey Map ≠ Journey Map

RoX 2017 Nov 2017 @steini_mtm

JOURNEY MAPPING

JOURNEY MAPPINGMichael Steingress / More than Metrics

≠





◊1 BASIC ◊2 OUR APPROACH ◊3 PERSONAS ◊4 SYSTEM MAPS ◊5 JOURNEY MAPS ◊6 Q&A

AGENDA



01. BASICS



METHODS VS. TOOLS



METHODS VS. TOOLS

≥ represent “how” we create specific tools

≥ e.g. conducting research, facilitating co-creative workshops

≥ represent “what” we use ≥ concrete models ≥ based on specific structures

or templates

Methods Tools



“Boundary objects are objects which [...] have different meanings in different social worlds but their structure is common enough to more than one world to make them recognizable, a means of translation.

The creation and management of boundary objects is key in developing and maintaining coherence across intersecting social worlds.”

BOUNDARY OBJECTS

Source

Star, S. L., & Griesemer, J. R. (1989). Institutional ecology, translations’ and boundary objects: Amateurs and professionals in Berkeley’s Museum of Vertebrate Zoology, 1907–39. Social studies of science, 19(3), 387–420.



02. OUR APPROACH



SERVICE DESIGN SPRINTSA.K.A.

DESIGN THINKING SPRINTSEXPERIENCE DESIGN SPRINTS

CX SPRINTS UX SPRINTSINNOVATION LOOPS

ITERATIONSJOURNEY PROJECTS

… YOU NAME IT



SERVICE DESIGN SPRINTS

RESEARCH

IDENTIFICATION OF CRITICAL EXPERIENCES

IDEATION & IDEA SELECTION

PROTOTYPING & DEVELOPMENT

IMPLEMENTATION & DEPLOYMENT



RESEARCH





SERVICE DESIGN SPRINTSEXAMPLE

Realizing that you don’t have enough data on a problem after you started to explore solutions.



RESEARCH






EXAMPLE Realizing that a concept doesn’t

work during prototyping.



RESEARCH





SERVICE DESIGN SPRINTSEXAMPLE

Writing user stories for minor improvements directly

from your research.




RESEARCH







RESEARCH

QUANTITATIVE QUALITATIVE



MONITOR KPIS OVER TIME GET ACTIONABLE INSIGHTS

QUANTITATIVE QUALITATIVE

RESEARCH



1. TRIANGULATION 2. TRIANGULATION 3. TRIANGULATION

How to get valuable data with limited budgets …

METHODS, DATA TYPES, RESEARCHERS



ASSUMPTION VS. RESEARCH

≥ based on assumptions and not on research data

≥ quality of the tool depends on creator’s knowledge

≥ based on research data ≥ can have a greater

significance than assumption based tools

Assumption-based tools Research-based tools



ASSUMPTION VS. RESEARCHAssumption-based tools Research-based tools

Often assumption-based tools develop into research-based tools over time.Assumptions should be challenged. Research gaps should be filled.



ASSUMPTION VS. RESEARCHWHEN SOMEONE’S JOURNEY MAP IS BASED ON MERE ASSUMPTIONS …

CHALLENGE IT!



EXPLORATORY VS. CONFIRMATORY RESEARCH

≥ learn more about something specific

≥ no assumptions ≥ objective: answering

WHY questions

≥ validating a specific assumption

≥ testing an assumption/hypothesis through research

Explorative research Confirmatory research



03. PERSONA

Smaply Intro

Innsbruck June 2017 Roy Trenneman



PERSONASTHEY CAN FOCUS ON: NEEDS, HOPES, BEHAVIORS AND FEARS OF A CUSTOMER GROUP.

Smaply Intro




CR

ITE

RIO

N I

CRITERION II

DESIGN FOR THE AVERAGE TEST WITH EXTREMES

Smaply Intro




CR

ITE

RIO

N I

CRITERION II


Smaply Intro




CR

ITE

RIO

N I

CRITERION II

DIFFERENCESINTER-SEGMENT HETEROGENEITY


Smaply Intro




CR

ITE

RIO

N I

CRITERION II


SIMILARITIESINTRA-SEGMENT HOMOGENEITY


Smaply Intro




CR

ITE

RIO

N I

CRITERION II



MAIN PERSONA


Smaply Intro




DESIGN FOR THE AVERAGE TEST WITH EXTREMESC

RIT

ER

ION

I

CRITERION II



MAIN PERSONA

EDGE CASESEXTREME PERSONAS



DESIGN FOR THE AVERAGE




FREQ

UEN

CY

E.G. SMARTPHONE USAGESEGMENTATION CRITERION




TEST WITH EXTREMES

FREQ

UEN

CY

SEGMENTATION CRITERIONE.G. SMARTPHONE USAGE



04. SYSTEM MAPS



THINK IN SERVICE ECOSYSTEMS “The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, eCommerce, advertising, search, social applications, location-based services, unified communications and many other things.

Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem. This means we’re going to have to decide how we either build, catalyze or join an ecosystem.”

STEPHEN ELOP, FEBRUARY 2011

FORMER CEO OF NOKIA



SYSTEM MAPS

Stakeholder Maps Value Network Maps Ecosystem Maps



STAKEHOLDER MAPPERSPECTIVE Who do you put in the center?

SECTORS How do you organize the stakeholders?

STAKEHOLDERS Who should be included?

RELATIONSHIPS (OPTIONAL) Which relations do you visualize?

SHOP

CREDITCARDCOMANY$

BANK

DELIVERYCOMPANY

WHOLESALER

EMPLOYER

PRODUCTREVIEWWEBSITE

TELCO

A B CONLINESHOP

PRISCILLANIGHTINGALE

FULFILLMENTPROVIDER



VALUE NETWORK MAP… ALL OF STAKEHOLDER MAP, PLUS:

Value exchanges

Which value exchange takes place between stakeholders?

A B C$

$

$

$

CREDITCARDCOMANY$

BANK$

$

$$

ONLINESHOP

DELIVERYCOMPANY

FULFILLMENTPROVIDER

WHOLESALER

SHOP



TELCO

EMPLOYER



ECOSYSTEM MAP… ALL OF VALUE NETWORK MAP, PLUS:

Actors beyond stakeholders (i.e. people/organizations)

Which other actors are important, such as IT systems, (mobile) apps, places, machines, etc.?

A B C$

$

$

$

CREDITCARDCOMANY$

BANK$

$

$$

ONLINESHOP

DELIVERYCOMPANY

FULFILLMENTPROVIDER

WHOLESALER

SHOP



TELCO

IT BACKENDSYSTEM

EMPLOYER



05.JOURNEY MAPS



MAPS MAPS MAPS!ONLY APPROACH THE TRUTH!

GIVE ORIENTATIONTAILORED TO NEEDS / USERS

NEED CONTEXT

A MATTER OF PURPOSE, ORIENTATION AND PERSPECTIVE













A CUSTOMER JOURNEYOR AS SOME MIGHT CALL IT: “SLIPPING INTO YOUR CUSTOMER’S SHOES.”

FROM A PERSONA PERSPECTIVE



JOURNEY MAPVISUALIZE THE EXPERIENCE OF A PERSON OR A GROUP OF PEOPLE AS A SEQUENCE OF STEPS.



HOW TO EVALUATEA JOURNEY MAP?

SIX ASPECTS TO CONSIDER



HIGH-LEVEL PERSPECTIVE DETAILED SCOPE

JOURNEY MAPS

ASPECTS TO CONSIDER

CURRENT-STATEFUTURE-STATE

ASSUMPTION-BASED RESEARCH-BASED



JOURNEY MAPS

ASPECTS TO CONSIDER

MAIN ACTOR: CUSTOMER, USER, EMPLOYEE

PROPOSITION-CENTREDEXPERIENCE-CENTRED

KIND OF VISUALIZATIONS: STORYBOARD, GRAPHS, …






CURRENT-STATE JOURNEY MAP

This type of Journey Map represents an experience as it is right now. It can help identify problems or opportunities. Ask yourself: Does my Journey Map show what is currently happening?



CURRENT-STATE JOURNEY MAP

This type of Journey Map represents an experience as it is right now. It can help identify problems or opportunities. Ask yourself: Does my Journey Map show what is currently happening?

FUTURE-STATE JOURNEY MAP

This type shows a state that is not yet reality.They can help show what you would like to happen orwhat you would like to design for the future.







ASSUMPTION-BASED JOURNEY MAP A Journey Map that is not created based on research data. Always check your assumptions if you create an assumption-based Journey Map.



ASSUMPTION-BASED JOURNEY MAP A Journey Map that is not created based on research data. Always check your assumptions if you create an assumption-based Journey Map.

RESEARCH BASED

A Journey Map that is created with customers, users and/or based on of research with the end-user.




HIGH-LEVEL SCOPEDETAILED SCOPE




HIGH-LEVEL SCOPE How far does the Journey Map zoom out?Does it capture an end-to-end experience?



TESS

1 2 3 54 6 7 8 9



TESS

1 2 3 54 6 7 8 9



HIGH-LEVEL SCOPE How far does the Journey Map zoom out?Does it capture an end-to-end experience?

DETAILED SCOPE How much does the journey map zoom in? Does it focus a specific part of Journey? Perhaps the smaller interactions taking place?



7SCANNING INSTAGRAM

OPENING ORDERING APP

UPDATE ORDERING APP

SEND A TEXT

UPDATE PROFILE

COFFEE POINTS SHOW IN APP






MAIN ACTOR: CUSTOMER, EMPLOYEE



MAIN ACTOR Who is the main actor of the Journey Map? Is it a customer? An employee? A user?

NO MATTER WHO IT IS, JOURNEY MAPS USE PERSONAS TO ILLUSTRATE THE MAIN ACTOR










PROPOSITION-CENTERED Does the Journey Map only focus on experiences with a specific product? Does it mainly show direct interactions with your brand?



THIS IS A PROPOSITION-CENTRED JOURNEY MAP.

TESS

1 2 3



THIS IS A PROPOSITION-CENTRED JOURNEY MAP.

THIS IS AN EXPERIENCED-CENTRED JOURNEY MAP.

TESS

1 2 3

TESS

1 2 3 54 6 7 8 9



PROPOSITION-CENTERED Does the Journey Map only focus on experiences with a specific product? Does it mainly show direct interactions with your brand?EXPERIENCE-CENTERED Does the Journey Map illustrate a more holistic view of the customer’s experience? Does it take into account experiences that customers have beside their brand-specific contacts?



TESS

1 2 3 54 6 7 8 9

TESS

1 2 3 4 5

PROPOSITION-CENTERED

EXPERIENCE-CENTERED








KIND OF VISUALIZATIONS: STORYBOARD, GRAPHS, …



STEPS, TOUCHPOINTS, AND MOMENTS OF TRUTH



STEPS ≥ any experience of

the main actor

≥ can be activities like waiting, walking

TOUCHPOINTS ≥ interactions with

your brand

≥ can involve different channels, such as personal contact, smartphone, TV

MOMENTS OF TRUTH ≥ decisive steps in a journey

≥ situations that make or break the experience



TEXT LANES STORYBOARD CHANNELS EMOTIONAL JOURNEY DRAMATIC ARC BACKSTAGE LANESFILES



1 2 3 4 5 6 7 8 9 10

P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E

EMOTIONAL JOURNEY

BUT WAIT! WHEN DO YOU MEASURE SATISFACTION?

9

HERE?



1 2 3 4 5 6 7 8 9 10

P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E

EMOTIONAL JOURNEY

9

78,4 % OF OUR CUSTOMERS ARE SATISFIED WITH OUR SERVICE.— OKAY. AND NOW WHAT?



CUSTOMER EXPERIENCE IS MORE THAN F***ING METRICS.



IF THERE ARE ONLY TWO THINGS TOKEEP IN MIND …

After creating these journey maps



A JOURNEY MAP IS NOT A F***ING DELIVERABLE!



CO-CREATE WITH YOUR CUSTOMER. REALLY.



THANK YOU!Journey Mapping ≠ Journey Mapping


[email protected]

SLIDES: SCHNEIDER / STEINGRESS / STICKDORN / TITZ

mailto:[email protected]

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RoX 2017 - Customer Journey Map