2 The Twitters @greybeat @SPORTS195 @LearnITATX #journeyMapIT
JOURNEY MAPS 3 Mapping the customer journey for great experiences : Unless otherwise noted, all content within created by Mary Lan (@greybeat). Source credits provided where available.
4 Whats a Journey Map? An journey map (aka experience map) helps create a shared empathic understanding of the customers' interactions with the [company or product] over time and space. Quote Source: Chris Risdon, Adaptive Path A good experience should map feel like a catalyst, not a conclusion. A map should have some qualitative and quantitative information in order for it to take shape in a meaningful way.
5 Source: David Bessenhoffer & Matt Wilczynski
6 Why a Journey Map? Gain Strategic Insights Having a holistic view into our customers mindset and motivations, the stages of their experience, and key trigger points can give us unique insights into how to design for them. Drive Alignment Align teams or stakeholders to strategic initiatives. Formulate a Plan Journey maps can provide a formalized framework to ensure continuity and consistency across all integrated communications and touch points. Gain a Deeper Understanding Empathy is key to designing a great user experience. Journey maps a great way to walk in the users shoes. Source: Matt Wilczynski, with edits by Mary Lan
7 Source: Chris Risdon, Adaptive Path
You want to work with stakeholders until they know the story so well they are constantly telling and retelling it themselves. Source: Chris Risdon, Adaptive Path
9 The Parts
Customer & Context Feeling Thinking Doing Places People Channel Time Goal About the Customer About the Context
About the Customer Feeling Thinking Doing Did you notice frustration or delight about something? Did you see it on their face? Did they tell you so explicitly? Were they feeling rushed, anxious, excited, etc.? Why? What were they thinking as they were going through the process of [example: checking out on your site]? Did they express confusion about as they were completing the task? What was their mental model? Did they do anything interesting that may inform you of problems or opportunities in your design? (Examples: use their phone to check something, call their friend to ask for recommendation, etc.) Goal WHAT does your he/she want to achieve? (e.g. I want to buy these shoes so that I can look great at the prom. not I want to go through your checkout experience so I can have these shoes.) Customers perform tasks to achieve a goal. Your job is to find out what that goal is. Underlying that goal are emotions, thoughts, and actions.
About the Context Places People Channel Time WHO are they interacting with? (e.g. A customer service agent) WHEN are they doing this? (e.g. Day/night) HOW are they doing this? (e.g. On their phone or on a POS device or in a store) WHERE are they interacting with you? (e.g. in your retail store at the mall) Context can influence behavior. Awareness of contextual variations and how they affect behavior can help you design relevant, timely experiences.
Touchpoints are moments where your customers interact with your business. Examples: Customer service call Welcome email Opening product packaging An interaction on a website Word-of-mouth referral We want to orchestrate the touchpoints! Touchpoints Image Source: David Bessenhoffer Content Source: Matt Wilczynski, with edits by Mary Lan
14 Breakdown of a Journey Map Search DecideEvaluate Buy + _ Source: Mary Lan
15 Breakdown of a Journey Map Source: Mary Lan The journey captures an end to end experience, where you define the start and end. Example: When a customer gets in their car to go to the grocery store to when they finish putting away the groceries at home. As you start to map out the tasks over time, you may notice phases beginning to reveal themselves. Time (and Phases) The customer whose experience you are representing in your map.Role What the customer wants to achieve.Goal What is the thing you want to measure? This can be emotional value (e.g. happy, frustrated) to quantity of time (e.g. how long did it take them to complete certain parts of the process) or some other value you assign to the journey map. This is your Y-axis (assuming Time is your X-axis). Put more simply, your journey map wont be effective if you cant tell a story about it. Simply saying Jane (role) did this (tasks to achieve goal) and this and this (tasks across time) isnt compelling. You need to add that Jane did this and this across time and these are the points where is where she is happy/frustrated. Value
16 But Im a Visual Person BOOM! Source: Mary Lan Time (and Phases) Role Goal Value
18 Source: Starbucks
19 Source: Rail Europe
20 Source unknown
21 Source unknown
22 Source: Muni
23 Source: Intuit
24 Source unknown
25 Source: Lego
26 Less than Successful Examples As a caveat, Im not sure if these were in fact intended to be Journey Maps. They came up under a Google image search I did for Journey Maps, so my apologies to the creators if it was not your intent. I guess, my apologies to the content creators regardless ;)
30 Doing It!
Source: Chris Risdon, Adaptive Path The Process
32 Linear (Time based) Pie Chart (Quantity based, can even be of time) Volatility (of emotion, satisfaction, etc.) Proximity Bracketing (Shows decisions or funneling) Connections/overlaps The Templates Source: Mary Lan
33 Make Your Own Journey Map! NOTE: The following slides are part of the workshop portion of the class, so there are less notes and some duplication of earlier content.
Post-it Notes Markers & Pens Paper Your Toolkit
Get into groups of 3 and conduct an interview: One person tells a story (last restaurant experience). One person sketches it. One person takes notes and asks clarifying questions. Capturing a Story
Feeling Thinking Doing Places People Channel Time Goal About the Customer About the Context Your Checklist
Decide on a Template (or Make One Up) Linear (Time based) Pie Chart (Quantity based, can even be of time) Volatility (of emotion, satisfaction, etc.) Proximity Bracketing (Shows decisions or funneling) Connections/overlaps Source: Mary Lan
Put It All Together Source unknown
39 Thank You! Questions, Comments, Where to send a bag of gold? @greybeat on Twitter