customer experience journey mapping workshop - 09.22.2014
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Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping WorkshopOracle - CX Strategy & Design
Oracle . CX Journey Mapping Workshop . designingcx.com
cus·tom·er ex·pe·ri·ence
The sum of all experiences a consumer has with a supplier of goods or services, over the duration of their relationship with that supplier.
http://en.wikipedia.org/wiki/Customer_experience
Oracle . CX Journey Mapping Workshop . designingcx.com
The Customer LifecyclePURCHASE RECOMMEND
MAINTAIN
RESEARCH NEED RECEIVE USE
1
2
3
4
5
6
7
8
SELECT BUY OWNSupport & ServeMarket & Sell
Oracle . CX Journey Mapping Workshop . designingcx.com
Understand & Empathize
Educate&
Align
Identify&
Innovate
Test & Pilot
Validate&
Scale
CUSTOMER CENTRIC TRANSFORMATION & INNOVATIONProcess to drive cultural and execution orientated change
Oracle . CX Journey Mapping Workshop . designingcx.com
CXJM KICK-STARTS CC TRANSFORMATIONSProcess to drive a cultural and execution orientated change
Understand & Empathize
Educate & Align
Identify & Innovate
Test & Pilot
Validate & Scale
CC
Tra
nsf
orm
atio
n
Try
App
ly
Iden
tify
CX
Me
tho
do
log
ies
Generic Scenario to learn basic methodology
Learn
Sample persona usedon a portion of your lifecycle
Design
Disciplined & Validated Test Methodology
Execute
Understand &
Empathize
Educate&
Align
Identify&
Innovate
Test & Pilot
Validate&
Scale
Oracle . CX Journey Mapping Workshop . designingcx.com
Fundamentals of Learning a New Approach
Oracle . CX Journey Mapping Workshop . designingcx.com
Fundamentals of Learning a New Approach
Oracle . CX Journey Mapping Workshop . designingcx.com
{ Goals }CX Journey Mapping
Learn a hands-on approach to identify the “Four I’s”:
• Insights – clear understanding of customer needs
• Impact – clear focus on the resulting business value
• Issues/Opportunities – what’s getting in the way, or could be improved, in order to meet customer needs
• Innovate – design solutions that deliver both customer and organizational value
Oracle . CX Journey Mapping Workshop . designingcx.com
STRATEGIC BUSINESS OBJECTIVES
AcquisitionRetentionEfficiency
IMPACT ISSUES / OPPORTUNITIES
CUSTOMER NEEDS
EmotionalJourneyMoment
INNOVATION INSIGHTS
TRENDS & ACCELERATORSTechnology, Behavioral, Business Trends
CX Strategy Design Approach
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://dschool.stanford.edu/student/doug-dietz/
Great Engineer
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Great Product
The new GE Optima MR360
is well suited for a wide range
of MR scanning needs – with
the ease of operation to help
make a clinician’s staff more productive. For
streamlining routine scans, the Optima MR360
incorporates an express exam approach to
MR. It includes many intuitive and automated
functions that help increase patient comfort,
operator confidence, image consistency, and
professional satisfaction of MR staff.
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Sofia
Age 6½
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ The Experience }Journey Mapping the Patient Experience
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Select a specific customer persona to map
Oracle . CX Strategy & Design Workshop . DesigningCX.com
SOFIA
Oracle . CX Strategy & Design Workshop . DesigningCX.com
BehaviorsSOFIA
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
SOFIA
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
PEOPLE
THINGSON
STA
GE
EX
PE
RIE
NC
E
SOFIA
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
SOFIA
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
ATTITUDES
SOFIA
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
SOFIA
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
PEOPLE
THINGSBA
CK
STA
GE
SU
PP
OR
T
SOFIA
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
NURSE
TISSUES
IMPACT
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
NURSE
TISSUES
IMPACT MORE STAFF
COST OF DRUGS
IMAGING TIME
SIDE EFFECTS
EVALUATE & PRIORITIZEIdentify moments that matter for the customer and the organization
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
TISSUES
NURSE
EXPLORE CUSTOMER NEEDSGain deeper understanding of functional and emotional needs
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
TISSUES
NURSE
NEEDS
EXPLORE CUSTOMER NEEDSGain deeper understanding of functional and emotional needs
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
TISSUES
NURSE
FEEL SAFE
HAVE SCANNEEDS
EXPLORE CUSTOMER NEEDSGain deeper understanding of functional and emotional needs
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
TISSUES
NURSE
FEEL SAFE
HAVE SCANNEEDS
EXPLORE CUSTOMER NEEDSGain deeper understanding of functional and emotional needs
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
NURSE
FEEL SAFE
HAVE SCAN
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
NURSE
FEEL SAFE
HAVE SCAN
TISSUES
Roles & Processes
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
NURSE
FEEL SAFE
HAVE SCAN
TISSUES
Roles & Processes
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
NURSE
FEEL SAFE
HAVE SCAN
TISSUES
Roles & Processes
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
NURSE
FEEL SAFE
HAVE SCAN
TISSUES
POSITION PATIENT
TAKE IMAGE
DEVELOP IMAGERoles & Processes
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUGPATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
SOFIA
NURSE
FEEL SAFE
HAVE SCAN
?
TISSUES
POSITION PATIENT
TAKE IMAGE
DEVELOP IMAGERoles & Processes
EVALUATE & FRAMEExamine existing capabilities to determine issues / opportunities
Oracle . CX Strategy & Design Workshop . DesigningCX.com
EVALUATE & FRAMERe-examine issue / opportunity based on deep customer understanding
SOFIA
?
Oracle . CX Strategy & Design Workshop . DesigningCX.com
EVALUATE & FRAMERe-examine issue / opportunity based on deep customer understanding
SOFIA
?
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRIT
ER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECHSTAF
F PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG ROO
M
SOFIA
DESIGN NEW EXPERIENCESInnovate to influence attitudes and change behaviors
TISSUES
NURSE
FEEL SAFE
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS DRUGGED
GOES THROUGH
MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMDOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
NEEDLE & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRIT
ER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUG
PATIENT
SAFETY
TEAM
IMAGING
TECHSTAF
F PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG ROO
M
SOFIA
DESIGN NEW EXPERIENCESInnovate to influence attitudes and change behaviors
TISSUES
NURSE
FEEL SAFE
IDEA: LET’S GO CAMPING
Oracle . CX Strategy & Design Workshop . DesigningCX.com
The new GE Optima MR360
is well suited for a wide range
of MR scanning needs – with
the ease of operation to help
make a clinician’s staff more productive. For
streamlining routine scans, the Optima MR360
incorporates an express exam approach to
MR. It includes many intuitive and automated
functions that help increase patient comfort,
operator confidence, image consistency, and
professional satisfaction of MR staff.
Great Experience
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Great Experience
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES &
RESISTS
SEES DOCT
OR ENTE
R
GOES THROUGH MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMIMAGING
TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MUM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRIT
ER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUGIMAGING
TECHPATIE
NT RECO
RD SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
SOFIA
…
TEST NEW EXPERIENCESNew attitudes, new behaviours….different result
NURSE
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
CRIES &
RESISTS
SEES DOCT
OR ENTE
R
GOES THROUGH MRI
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMIMAGING
TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MUM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY
NERVOUS
WISH I WAS AT SCHOOL
TECH. WRIT
ER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUGIMAGING
TECHPATIE
NT RECO
RD SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
SOFIA
IDEA: CAMP GUIDE
COOL
BACK-
PACK!
SHE WAS FRIENDLY
I LOVE CAMPING! SO FUN!
…
TEST NEW EXPERIENCESNew attitudes, new behaviours….different result
NURSE
IDEA: CAMPING
SITE
IDEA: CAMP
BACKPK
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMIMAGING
TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
TECH. WRIT
ER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUGIMAGING
TECHPATIE
NT RECO
RD SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
SOFIA
IDEA: CAMP GUIDE
COOL
BACK-
PACK!
SHE WAS FRIENDLY
I LOVE CAMPING! SO FUN!
WOW, A CAMP-FIRE!
FEELS LIKE I’M
CAMPING
THIS ISN’T TOO BAD
THIS PLACE IS
NEAT!
TODAY COULD BE FUN
…
TEST NEW EXPERIENCESNew attitudes, new behaviours….different result
NURSE
IDEA: CAMPING
SITE
IDEA: CAMP
BACKPK
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMIMAGING
TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
TECH. WRIT
ER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUGIMAGING
TECHPATIE
NT RECO
RD SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
SOFIA
IDEA: CAMP GUIDE
COOL
BACK-
PACK!
SHE WAS FRIENDLY
I LOVE CAMPING! SO FUN!
WOW, A CAMP-FIRE!
FEELS LIKE I’M
CAMPING
THIS ISN’T TOO BAD
THIS PLACE IS
NEAT!
TODAY COULD BE FUN
LAYS DOWN IN MACHINE
LISTENS TO FOREST
SOUNDS…
TEST NEW EXPERIENCESNew attitudes, new behaviours….different result
NURSE
IDEA: CAMPING
SITE
IDEA: CAMP
BACKPK
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMIMAGING
TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
TECH. WRIT
ER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUGIMAGING
TECHPATIE
NT RECO
RD SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
SOFIA
IDEA: CAMP GUIDE
COOL
BACK-
PACK!
SHE WAS FRIENDLY
I LOVE CAMPING! SO FUN!
WOW, A CAMP-FIRE!
FEELS LIKE I’M
CAMPING
THIS ISN’T TOO BAD
THIS PLACE IS
NEAT!
TODAY COULD BE FUN
LAYS DOWN IN MACHINE
LISTENS TO FOREST
SOUNDS…
TEST NEW EXPERIENCESNew attitudes, new behaviours….different result
NURSE
HAS MRI SCAN
IDEA: CAMPING
SITE
IDEA: CAMP
BACKPK
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMIMAGING
TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
TECH. WRIT
ER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUGIMAGING
TECHPATIE
NT RECO
RD SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
SOFIA
IDEA: CAMP GUIDE
COOL
BACK-
PACK!
SHE WAS FRIENDLY
I LOVE CAMPING! SO FUN!
WOW, A CAMP-FIRE!
FEELS LIKE I’M
CAMPING
THIS ISN’T TOO BAD
THAT WASN’T SO BAD
THIS PLACE IS
NEAT!
TODAY COULD BE FUN
LAYS DOWN IN MACHINE
LISTENS TO FOREST
SOUNDS…
TEST NEW EXPERIENCESNew attitudes, new behaviours….different result
NURSE
HAS MRI SCAN
IDEA: CAMPING
SITE
IDEA: CAMP
BACKPK
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL
DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI
ROOM
SEES MRI MACHINE
………
DOCTOR MOMCHECKIN NURSE
IMAGING TECH
MOMIMAGING
TECH
MRI MACHINE
DESK & COMPUT.
CHARTCARTAKE-HOME
PACKET
MRI MACHINE
TECH. WRIT
ER
SYSTEM
ADMIN.
HOSPIT’L
BLDG MGR
DOUGIMAGING
TECHPATIE
NT RECO
RD SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
SOFIA
IDEA: CAMP GUIDE
COOL
BACK-
PACK!
SHE WAS FRIENDLY
I LOVE CAMPING! SO FUN!
WOW, A CAMP-FIRE!
FEELS LIKE I’M
CAMPING
THIS ISN’T TOO BAD
THAT WASN’T SO BAD
THIS PLACE IS
NEAT!
TODAY COULD BE FUN
LAYS DOWN IN MACHINE
LISTENS TO FOREST
SOUNDS…
TEST NEW EXPERIENCESNew attitudes, new behaviours….different result
NURSE
HAS MRI SCAN
IDEA: CAMPING
SITE
IDEA: CAMP
BACKPK
FEWER STAFF
NO DRUGS
IMAGING TIME ↓
↓ SIDE EFFECTS
Oracle . CX Strategy & Design Workshop . DesigningCX.com
ResultsSOFIA
Oracle . CX Strategy & Design Workshop . DesigningCX.com
ResultsBehaviors deliver
SOFIA
Oracle . CX Strategy & Design Workshop . DesigningCX.com
ResultsAttitudes drive Behaviors deliver
SOFIA
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Results
experiencesinfluence
Attitudes drive Behaviors deliver
SOFIA
Oracle . CX Journey Mapping Workshop . designingcx.com http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/
cus·tom·er jour·ney map
…visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organization
Oracle . CX Journey Mapping Workshop . designingcx.com http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/
cus·tom·er jour·ney map
…visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organization
• Understanding & diagnosing experiences
• Designing experiences (redesign existing, create new)
• Implementing (as blue prints)
• Communicating (orient, train)
Oracle . CX Journey Mapping Workshop . designingcx.com
Oracle . CX Journey Mapping Workshop . designingcx.com
Oracle . CX Journey Mapping Workshop . designingcx.com@jkembel
Oracle . CX Journey Mapping Workshop . designingcx.com
Journey Mapping Activity
Oracle . CX Journey Mapping Workshop . designingcx.com
{ Part 1 }Finding a car
Oracle . CX Journey Mapping Workshop . designingcx.com
Jen 28 years old New York City Doesn’t own a car
Fashion blogger Budget conscious
Environmentally minded
Oracle . CX Journey Mapping Workshop . designingcx.com
RECEIVES CALL
FROM A GOOD
FRIEND
IS ASKED TO BE A BRIDESMAID IN WEDDING
AGREES AND
SAVES DATE
Oracle . CX Journey Mapping Workshop . designingcx.com
IS FITTED FOR HER
BRIDESMAID DRESS
Oracle . CX Journey Mapping Workshop . designingcx.com
RECEIVES WEDDING INVITATION
REALIZES SHE’LL NEED A CAR TO
GET TO WEDDING
Oracle . CX Journey Mapping Workshop . designingcx.com
DECIDES A
COOL CAR
COSTS TOO MUCH
VISITS A CAR
RENTAL WEBSITE
Oracle . CX Journey Mapping Workshop . designingcx.com
SEARCHES ONLINE FOR OTHER CAR
RENTAL OPTIONS
SEE & CLICKS
ON ZOOMGO
LINK FOR CAR
SHARING
Oracle . CX Journey Mapping Workshop . designingcx.com
VISITS ZOOMGO’S WEBSITE
READS “IS
ZOOMGO FOR
ME” PAGE
Oracle . CX Journey Mapping Workshop . designingcx.com
LEARNS THEY HAVE SPORTY
ELECTRIC CARS
DISCOVERS
THERE ARE
MANY CARS IN
HER AREA
CALCULATES IT WILL BE LESS EXPENSIVE
THAN RENTING
Oracle . CX Journey Mapping Workshop . designingcx.com
CREATES A ZOOMGO ACCOUNT
ACTIVATES
ACCOUNT BY E-MAIL
DOWNLOADS THE ZOOMGO MOBILE APP ON
HER PHONE
Oracle . CX Journey Mapping Workshop . designingcx.com
SELECTS A SPORTY
ELECTRIC CAR
(MATCHES HER DRESS)
OPENS THE APP
AND LOOKS FOR
COOL VEHICLES
CHECKS FOR NEAREST
AVAILABLE CAR OF THAT TYPE
Oracle . CX Journey Mapping Workshop . designingcx.com
RECEIVES CONFIRMATION
FINDS ONE HALF MILE FROM HER
APARTMENT
SELECTS AND
RESERVES VEHICLE
Oracle . CX Journey Mapping Workshop . designingcx.com
{ Part 2 }The wedding day
Oracle . CX Journey Mapping Workshop . designingcx.com
GETS READY
FOR THE WEDDING
Oracle . CX Journey Mapping Workshop . designingcx.com
SEES THE ZOOMGO SIGN A BLOCK AWAY
FINDS CAR
COVERED WITH
BIRD POOP
USES IPHONE
APP TO FIND CAR’S
LOCATION
WALKS TO STREET WHERE CAR IS PARKED
Oracle . CX Journey Mapping Workshop . designingcx.com
USES IPHONE
TO UNLOCK
AND CHECKOUT CAR
TAKES CAR TO A
CARWASH
Oracle . CX Journey Mapping Workshop . designingcx.com
RECEIVES
COMPLIMENTS
ON CAR FROM
HER FRIENDS
EXPLAINS THE BENEFITS OF
CAR SHARING
DRIVES TO AND ARRIVES AT THE
WEDDING
Oracle . CX Journey Mapping Workshop . designingcx.com
ENJOYS THE
WEDDING
EVENT
Oracle . CX Journey Mapping Workshop . designingcx.com
GETS READY TO
LEAVE, BUT CAR
DOESN’T START
FINALLY GETS CAR TO START AND HEADS
HOME
Oracle . CX Journey Mapping Workshop . designingcx.com
USES IPHONE APP TO CALL ROADSIDE
ASSISTANCE
DRIVING ON
HIGHWAY AND
CAR STALLS.
PULLS OVER
WAITS 45
MINUTES
RECEIVES
ROADSIDE
ASSISTANCE &
CAR RESTARTS
Oracle . CX Journey Mapping Workshop . designingcx.com
NOTICES CAR
WON’T GO
FASTER THAN
60 MPH
CONTINUES
DRIVING HOME
RECEIVES AUTOMATED
CALL ASKING IF CAR IS OK
PRESSES “2”
FOR NO. WAITS
10 MINS THEN
HANGS UP
Oracle . CX Journey Mapping Workshop . designingcx.com
USES IPHONE TO CHECK CAR
BACK IN(LATE CHECK-IN)
ARRIVES AT THE
CARSHARE
CHECK-IN POINT
Oracle . CX Journey Mapping Workshop . designingcx.com
{ Part 3 }Seeking a return
Oracle . CX Journey Mapping Workshop . designingcx.com
CALLS ZOOMGO
CUSTOMER
SUPPORT
IS CHARGED A LATE RETURN
FEE
Oracle . CX Journey Mapping Workshop . designingcx.com
SAYS SHE
WOULD LIKE A
FULL REFUND
SELECTS SPEAK WITH AN AGENT
SHARES HER EXPERIENCE WITH AGENT
IS TOLD SOMEONE WILL
CONTACT HER IN 3-5 DAYS
Oracle . CX Journey Mapping Workshop . designingcx.com
CALLS ZOOMGO
SUPPORT AGAINWAITS 5 DAYS
IS TOLD A
REFUND HAS
ALREADY BEEN
SENT
ASKS AGENT TO FORWARD E-
Oracle . CX Journey Mapping Workshop . designingcx.com
REALIZES
SUBSEQUENT
RENTER WAS
CREDITED
INFORMS AGENT OF MIXUP
IS REASSURED AGENT WILL SORT IT OUT
WAITS ANOTHER DAY
Oracle . CX Journey Mapping Workshop . designingcx.com
CALLS ZOOMGO
CUSTOMER
SUPPORT A
THIRD TIME
ASKS ABOUT REFUND
PROGRESS
IS TOLD AGAIN
THAT A CREDIT
HAS BEEN
ISSUED
TELLS AGENT SHE’D LIKE TO CANCEL HER
ACCOUNT
Oracle . CX Journey Mapping Workshop . designingcx.com
IS TOLD TO
VISIT THE
WEBSITE TO
CANCEL
CANCELS HER ACCOUNT
VISITS ZOOMGO’S SITE
AND LOGS IN
RECEIVES
CANCELLATION
Oracle . CX Journey Mapping Workshop . designingcx.com
Oracle . CX Journey Mapping Workshop . designingcx.com@jkembel
Oracle . CX Journey Mapping Workshop . designingcx.com
Journey Mapping Activity
Oracle . CX Journey Mapping Workshop . designingcx.com
Journey Mapping Activity
Your turn…
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Attitudes &Emotions
Oracle . CX Journey Mapping Workshop . designingcx.com
Persona, Brand Attributes, Key Trends
CX Journey Mapping Process
Create Initial Map Evaluate
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Attitudes &Emotions
Oracle . CX Journey Mapping Workshop . designingcx.com
Persona, Brand Attributes, Key Trends
CX Journey Mapping Process
Create Initial Map Evaluate Explore
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Attitudes &Emotions
Oracle . CX Journey Mapping Workshop . designingcx.com
Persona, Brand Attributes, Key Trends
CX Journey Mapping Process
Create Initial Map Evaluate Explore Brainstorm
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Attitudes &Emotions
Oracle . CX Journey Mapping Workshop . designingcx.com
Persona, Brand Attributes, Key Trends
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
Jen 28 years old New York City Doesn’t own a car
Fashion blogger Budget conscious
Environmentally minded
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
Define the Brand
Offering Car sharing network across major US cities, connecting socially responsible car owners and renters
Brand attributes• Hip, modern and green• Convenient and simple• Inexpensive
GREEN &
SOCIALLY
RESPONSIBLE
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
Trends & Accelerators
PoliticalEconomicSocialTechnologyLegalEnvironmental
What: macro factors outside company’s controlWhy: awareness of inhibiting/supporting factors
Oracle . CX Journey Mapping Workshop . designingcx.com
Trends & Accelerators
PoliticalEconomicSocialTechnologyLegalEnvironmental
TECH
SOCIAL &
MOBILE
ECONOMIC
FINANCIAL COLLAPSE
ENVIRONMENT
GREEN MOVEMENT
What: macro factors outside company’s controlWhy: awareness of inhibiting/supporting factors
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
Behavior Line
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
FRIEND
( BRIDE )
ROADSIDE SERVICE
MECHANICAGENT 1
What: people & things customer comes into direct contact with along the journeyWhy: gain view of whom & what directly influences the experience
Onstage Experience
Oracle . CX Journey Mapping Workshop . designingcx.com
FRIEND
( BRIDE )
ROADSIDE SERVICE
MECHANICAGENT 1
iPHONEAPP
ZOOMGO CAR
ZOOMGO WEBSITE
What: people & things customer comes into direct contact with along the journeyWhy: gain view of whom & what directly influences the experience
Onstage Experience
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
results
Oracle . CX Journey Mapping Workshop . designingcx.com
resultsbehaviors deliver
Oracle . CX Journey Mapping Workshop . designingcx.com
resultsattitudes drive behaviors deliver
Oracle . CX Journey Mapping Workshop . designingcx.com
experiencesinfluence
resultsattitudes drive behaviors deliver
Oracle . CX Journey Mapping Workshop . designingcx.com
@*%#! I CAN’T
SHOW UP IN
A DIRTY CAR!
THIS IS
REALLY
TERRIFYING.
I’M STRANDED
& DRESSED
UP.
LOOK AT ME!I LOOK GOOD IN THIS CAR.
L8R. THAT’S ENOUGH. I’M
OUT OF HERE.
WOW, THOSE
ARE SWEET
CARS!
What: what the customer is thinking during each moment in their own wordsWhy: begin to understand met and unmet needs via their feelings & emotions
Attitudes
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
WEB SITE
DESIGNER
WEB SITE
DESIGNERFLEET
MANAGERCRM ANALYST
What: supporting people & things customer doesn’t interact with along the journeyWhy: understand the ecosystem supporting the On Stage experience
Backstage Support
Oracle . CX Journey Mapping Workshop . designingcx.com
WEB SITE
DESIGNER
WEB SITE
DESIGNER
FLEET MANAGER
CRM ANALYST
WORKFLOWINCIDENT RECORD SYSTEM
RESERVATION SYSTEM
What: supporting people & things customer doesn’t interact with along the journeyWhy: understand the ecosystem supporting the On Stage experience
Backstage Support
Oracle . CX Journey Mapping Workshop . designingcx.com
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
@*%#! I CAN’T
SHOW UP IN
A DIRTY CAR!
THIS IS REALLY
TERRIFYING.
I’M STRANDED
& DRESSED UP
LOOK AT ME!I LOOK GOOD IN THIS CAR.
L8R. THAT’S ENOUGH. I’M OUT OF HERE
WOW, THOSE
ARE SWEET
CARS!
What: rate positive (green) and negative (red) attitudesWhy: visually illustrates the emotional highs and lows during journey
Evaluate Attitudes
Oracle . CX Journey Mapping Workshop . designingcx.com
@*%#! I CAN’T
SHOW UP IN
A DIRTY CAR!
THIS IS REALLY
TERRIFYING.
I’M STRANDED
& DRESSED UP
LOOK AT ME!I LOOK GOOD IN THIS CAR.
L8R. THAT’S ENOUGH. I’M OUT OF HERE
WOW, THOSE
ARE SWEET
CARS!
What: rate positive (green) and negative (red) attitudesWhy: visually illustrates the emotional highs and lows during journey
Evaluate Attitudes
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
Wow
http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
Prioritize FocusMoments that Matter
Wow
Wow
Wow
Wow
Wow
Wow
Wow
Boom!
Boom!
Oracle . CX Journey Mapping Workshop . designingcx.com
Wow
http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
Prioritize FocusMoments that Matter
Wow
Wow
Wow
Wow
Wow
Wow
Wow
Boom!
Boom!
Oracle . CX Journey Mapping Workshop . designingcx.com
Wow
http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
Prioritize FocusMoments that Matter
Wow
Wow
Wow
Wow
Wow
Wow
Wow
Boom!
Boom!
Oracle . CX Journey Mapping Workshop . designingcx.com
Wow
http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
Prioritize FocusMoments that Matter
THIS IS REALLY
TERRIFYING. I’M
STRANDED
& DRESSED UP
Wow
Wow
Wow
Wow
Wow
Wow
Wow
Boom!
Boom!
Oracle . CX Journey Mapping Workshop . designingcx.com
Wow
http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
Prioritize FocusMoments that Matter
THIS IS REALLY
TERRIFYING. I’M
STRANDED
& DRESSED UP
ISSUE
Wow
Wow
Wow
Wow
Wow
Wow
Wow
Boom!
Boom!
Oracle . CX Journey Mapping Workshop . designingcx.com
Wow
http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
Prioritize FocusMoments that Matter
THIS IS REALLY
TERRIFYING. I’M
STRANDED
& DRESSED UP
ISSUE
Wow
Wow
Wow
Wow
Wow
Wow
Wow
Boom!
Boom!
Oracle . CX Journey Mapping Workshop . designingcx.com
Wow
http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
Prioritize FocusMoments that Matter
THIS IS REALLY
TERRIFYING. I’M
STRANDED
& DRESSED UP
ISSUE
Wow
Wow
Wow
Wow
Wow
Wow
Wow
Boom!
Boom!
Oracle . CX Journey Mapping Workshop . designingcx.com
Wow
http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
Prioritize FocusMoments that Matter
THIS IS REALLY
TERRIFYING. I’M
STRANDED
& DRESSED UP
ISSUE
Wow
Wow
Wow
Wow
Wow
Wow
Wow
Boom!
Boom!
Oracle . CX Journey Mapping Workshop . designingcx.com
Wow
http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
Prioritize FocusMoments that Matter
THIS IS REALLY
TERRIFYING. I’M
STRANDED
& DRESSED UP
LOOK AT ME!
I LOOK GOOD IN
THIS CAR.
ISSUE
Wow
Wow
Wow
Wow
Wow
Wow
Wow
Boom!
Boom!
Oracle . CX Journey Mapping Workshop . designingcx.com
Wow
http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
Prioritize FocusMoments that Matter
THIS IS REALLY
TERRIFYING. I’M
STRANDED
& DRESSED UP
LOOK AT ME!
I LOOK GOOD IN
THIS CAR.
ISSUE
OPPORTUNITY
Wow
Wow
Wow
Wow
Wow
Wow
Wow
Boom!
Boom!
Oracle . CX Journey Mapping Workshop . designingcx.com
Wow
http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
Prioritize FocusMoments that Matter
THIS IS REALLY
TERRIFYING. I’M
STRANDED
& DRESSED UP
LOOK AT ME!
I LOOK GOOD IN
THIS CAR.
ISSUE
OPPORTUNITY
Wow
Wow
Wow
Wow
Wow
Wow
Wow
Boom!
Boom!
Oracle . CX Journey Mapping Workshop . designingcx.com
Wow
http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
Prioritize FocusMoments that Matter
THIS IS REALLY
TERRIFYING. I’M
STRANDED
& DRESSED UP
LOOK AT ME!
I LOOK GOOD IN
THIS CAR.
ISSUE
OPPORTUNITY
Wow
Wow
Wow
Wow
Wow
Wow
Wow
Boom!
Boom!
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
INCREASE REFERRAL
RATE
REDUCEPOST PICK-UP
CONTACT RATE
REDUCE REFUND
RATE
Determine Impact
What: choose financial metric that could be influenced at this momentWhy: determines Impact of delivering new experience
?
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Some random
words and then some
more
Some random
words and
then some more
Some random
words and then some
more
Some random
words and
then some more
Some random
words and then some
more
Some random
words and then some
more
Some
random
words and
then some
more
Some
random
words and
then some
more
Some random
words and
then some more
Some random
words and then some
more
“WE FOCUSED HERE, BECAUSE...”
INCREASE
REFERAL RATE
Some random
words and then some
more
Oracle . CX Journey Mapping Workshop . designingcx.com@jkembel
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
Maslow’s Hierarchy of Needs
Oracle . CX Journey Mapping Workshop . designingcx.com
Maslow’s Hierarchy of Needs
Physiological
Safety
Social
Oracle . CX Journey Mapping Workshop . designingcx.com
Maslow’s Hierarchy of Needs
Physiological
Safety
SocialFunctional /
Moment Needs
Oracle . CX Journey Mapping Workshop . designingcx.com
Maslow’s Hierarchy of Needs
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
Functional / Moment Needs
Oracle . CX Journey Mapping Workshop . designingcx.com
Maslow’s Hierarchy of Needs
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
Emotional Needs
Functional / Moment Needs
Oracle . CX Journey Mapping Workshop . designingcx.com
Jen has Needs
Oracle . CX Journey Mapping Workshop . designingcx.com
Jen has Needs
Physiological
Needs steady income so she can afford her
Manhattan apartment
Physiological
Oracle . CX Journey Mapping Workshop . designingcx.com
Jen has Needs
Physiological
Needs steady income so she can afford her
Manhattan apartment
Physiological
Safety
Needs to feel secure in the
hectic environment of
NYC
Safety
Oracle . CX Journey Mapping Workshop . designingcx.com
Jen has Needs
Physiological
Needs steady income so she can afford her
Manhattan apartment
Physiological
Safety
Needs to feel secure in the
hectic environment of
NYC
Safety
Social
Wants to be accepted and
feel welcome by her friends
Social
Oracle . CX Journey Mapping Workshop . designingcx.com
Jen has Needs
Physiological
Needs steady income so she can afford her
Manhattan apartment
Physiological
Safety
Needs to feel secure in the
hectic environment of
NYC
Safety
Social
Wants to be accepted and
feel welcome by her friends
Social
Esteem
Needs to be seen as a
fashion-forward trend-setter
Esteem
Oracle . CX Journey Mapping Workshop . designingcx.com
Jen has Needs
Physiological
Needs steady income so she can afford her
Manhattan apartment
Physiological
Safety
Needs to feel secure in the
hectic environment of
NYC
Safety
Social
Wants to be accepted and
feel welcome by her friends
Social
Esteem
Needs to be seen as a
fashion-forward trend-setter
Esteem
Cognitive
Needs to constantly learn of new trends
and fads
Cognitive
Oracle . CX Journey Mapping Workshop . designingcx.com
Jen has Needs
Physiological
Needs steady income so she can afford her
Manhattan apartment
Physiological
Safety
Needs to feel secure in the
hectic environment of
NYC
Safety
Social
Wants to be accepted and
feel welcome by her friends
Social
Esteem
Needs to be seen as a
fashion-forward trend-setter
Esteem
Cognitive
Needs to constantly learn of new trends
and fads
Cognitive
Aesthetic
Needs to surround herself
with beautiful art, food, and
music
Aesthetic
Oracle . CX Journey Mapping Workshop . designingcx.com
Jen has Needs
Physiological
Needs steady income so she can afford her
Manhattan apartment
Physiological
Safety
Needs to feel secure in the
hectic environment of
NYC
Safety
Social
Wants to be accepted and
feel welcome by her friends
Social
Esteem
Needs to be seen as a
fashion-forward trend-setter
Esteem
Cognitive
Needs to constantly learn of new trends
and fads
Cognitive
Self-Actualization
Wants to realize her personal
potential
Self-Actualization
Aesthetic
Needs to surround herself
with beautiful art, food, and
music
Aesthetic
Oracle . CX Journey Mapping Workshop . designingcx.com
Jen has Needs
Physiological
Needs steady income so she can afford her
Manhattan apartment
Physiological
Safety
Needs to feel secure in the
hectic environment of
NYC
Safety
Social
Wants to be accepted and
feel welcome by her friends
Social
Esteem
Needs to be seen as a
fashion-forward trend-setter
Esteem
Cognitive
Needs to constantly learn of new trends
and fads
Cognitive
Self-Actualization
Wants to realize her personal
potential
Self-Actualization
Transcendence
Needs to help her friends realize their personal potential
Transcendence
Aesthetic
Needs to surround herself
with beautiful art, food, and
music
Aesthetic
Oracle . CX Journey Mapping Workshop . designingcx.com
Getting to Emotional Needs
Cotton Canvas Tote
MOMENT NEED:
What task am I
trying to complete
Oracle . CX Journey Mapping Workshop . designingcx.com
Getting to Emotional Needs
Cotton Canvas Tote
MOMENT NEED:
What task am I
trying to complete
I need important things close to me at all times
Oracle . CX Journey Mapping Workshop . designingcx.com
Getting to Emotional Needs
Cotton Canvas Tote
MOMENT NEED:
What task am I
trying to complete
I need important things close to me at all times
I need a shoulder bag so that my hands are free
Oracle . CX Journey Mapping Workshop . designingcx.com
Getting to Emotional Needs
Cotton Canvas Tote
MOMENT NEED:
What task am I
trying to complete
I need important things close to me at all times
I need a shoulder bag so that my hands are free
I need to get inside my bag quickly
Oracle . CX Journey Mapping Workshop . designingcx.com
Getting to Emotional Needs
Cotton Canvas Tote
MOMENT NEED:
What task am I
trying to complete
I need important things close to me at all times
COACH Tote
EMOTIONAL NEED:
What motivates
me
I need a shoulder bag so that my hands are free
I need to get inside my bag quickly
Oracle . CX Journey Mapping Workshop . designingcx.com
Getting to Emotional Needs
Cotton Canvas Tote
MOMENT NEED:
What task am I
trying to complete
I need important things close to me at all times
COACH Tote
EMOTIONAL NEED:
What motivates
me
I need my friends to look to me for fashion advice
I need a shoulder bag so that my hands are free
I need to get inside my bag quickly
Oracle . CX Journey Mapping Workshop . designingcx.com
Getting to Emotional Needs
Cotton Canvas Tote
MOMENT NEED:
What task am I
trying to complete
I need important things close to me at all times
COACH Tote
EMOTIONAL NEED:
What motivates
me
I need my friends to look to me for fashion advice
I need a shoulder bag so that my hands are free
I need to get inside my bag quickly
I want a beautiful piece of art at my side
Oracle . CX Journey Mapping Workshop . designingcx.com
Getting to Emotional Needs
Cotton Canvas Tote
MOMENT NEED:
What task am I
trying to complete
I need important things close to me at all times
COACH Tote
EMOTIONAL NEED:
What motivates
me
I need my friends to look to me for fashion advice
I need a shoulder bag so that my hands are free
I need to get inside my bag quickly
I want a beautiful piece of art at my side
I need a bag that’s as amazing as me
Oracle . CX Journey Mapping Workshop . designingcx.com
Getting to Emotional Needs
Cotton Canvas Tote
MOMENT NEED:
What task am I
trying to complete
I need important things close to me at all times
COACH Tote
EMOTIONAL NEED:
What motivates
me
I need my friends to look to me for fashion advice
$598$5.98
I need a shoulder bag so that my hands are free
I need to get inside my bag quickly
I want a beautiful piece of art at my side
I need a bag that’s as amazing as me
Oracle . CX Journey Mapping Workshop . designingcx.com
What: needs at the moment that matters and emotional relevanceWhy: solving for emotional needs is powerful
JOURNEY NEED:
TO GET TO THE WEDDING
EMOTIONAL
NEED:
TO BE PART OF
HER BEST
FRIEND’S
SPECIAL DAY
Brainstorm Moment and Emotional Needs
Oracle . CX Journey Mapping Workshop . designingcx.com
What: needs at the moment that matters and emotional relevanceWhy: solving for emotional needs is powerful
JOURNEY NEED:
TO GET TO THE WEDDING
EMOTIONAL
NEED:
TO BE PART OF
HER BEST
FRIEND’S
SPECIAL DAY
Brainstorm Moment and Emotional Needs
Oracle . CX Journey Mapping Workshop . designingcx.com
MOMENT NEED:
HAVE A CLEAN CAR TO DRIVE
What: needs at the moment that matters and emotional relevanceWhy: solving for emotional needs is powerful
JOURNEY NEED:
TO GET TO THE WEDDING
EMOTIONAL
NEED:
TO BE PART OF
HER BEST
FRIEND’S
SPECIAL DAY
Brainstorm Moment and Emotional Needs
Oracle . CX Journey Mapping Workshop . designingcx.com
EMOTIONAL NEED:
IMPRESS HER FRIENDS
MOMENT NEED:
HAVE A CLEAN CAR TO DRIVE
EMOTIONAL
NEED:
UPHOLD AN
IMAGE
What: needs at the moment that matters and emotional relevanceWhy: solving for emotional needs is powerful
JOURNEY NEED:
TO GET TO THE WEDDING
EMOTIONAL
NEED:
TO BE PART OF
HER BEST
FRIEND’S
SPECIAL DAY
Brainstorm Moment and Emotional Needs
EMOTIONAL NEED:
SHOWCASE HER SUCCESS
EMOTIONAL
NEED:
LOOK BETTER
THAN SUZY
Oracle . CX Journey Mapping Workshop . designingcx.com
What: select Customer’s needs at this momentWhy: identifies needs worth fulfilling
Select Needs EMOTIONAL
NEED:
IMPRESS HER FRIENDS
MOMENT NEED:
HAVE A CLEAN CAR TO DRIVE
EMOTIONAL
NEED:
UPHOLD AN
IMAGE
EMOTIONAL NEED:
SHOWCASE HER SUCCESS
EMOTIONAL
NEED:
LOOK BETTER
THAN SUZY
Oracle . CX Journey Mapping Workshop . designingcx.com
What: select Customer’s needs at this momentWhy: identifies needs worth fulfilling
Select Needs
MOMENT NEED:
HAVE A CLEAN CAR TO DRIVE
EMOTIONAL
NEED:
LOOK BETTER
THAN SUZY
Oracle . CX Journey Mapping Workshop . designingcx.com
What: select Customer’s needs at this momentWhy: identifies needs worth fulfilling
Select Needs
MOMENT NEED:
HAVE A CLEAN CAR TO DRIVE
EMOTIONAL
NEED:
LOOK BETTER
THAN SUZY
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
AGENT 1 RESOLVE CUSTOMER
ISSUE
APPROVE & PROCESS REFUND
RECORD INCIDENT DETAILS
What: uncover the intended role & processes of the people & thingsWhy: describes current state of onstage & backstage roles & processes
Define Roles & Processes
Oracle . CX Journey Mapping Workshop . designingcx.com
AGENT 1 RESOLVE CUSTOMER
ISSUE
APPROVE & PROCESS REFUND
RECORD INCIDENT DETAILS
iPhoneAPP
VERIFY
CUSTOMER &
LOCATION
LOOKUP RESERVED
CAR
UNLOCK
VEHICLE
What: uncover the intended role & processes of the people & thingsWhy: describes current state of onstage & backstage roles & processes
Define Roles & Processes
Oracle . CX Journey Mapping Workshop . designingcx.com
What: were roles / processes performed properly to meet Jen’s needs? Why: identifies Issue or Opportunity areas worth solving
AGENT 1RESOLVE
CUSTOMER ISSUE
APPROVE & PROCESS REFUND
RECORD INCIDENT DETAILS
iPhoneAPP
VERIFY
CUSTOMER &
LOCATION
LOOKUP RESERVED
CAR
UNLOCK
VEHICLE
Evaluate Roles & Processes
Oracle . CX Journey Mapping Workshop . designingcx.com@jkembel
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
What: imagine what the customer would say after your new experience and the expected behaviors that would followWhy: to understand your expected Impact of Innovation
THESE GUYS
ADMIT WHEN
THEY ARE
WRONG AND FIX
IT !
RENT FROM
THEM AGAININCREASE
RETENTION RATE
Desired New Attitudes and Behaviors
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Strategy Canvas
What: summarizes & frames the four “I”s of the issue or opportunity you’re going to tackle
Why: organizes the exact details of the Issue or Opportunity in an easy-to-present format
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Strategy Canvas
What: summarizes & frames the four “I”s of the issue or opportunity you’re going to tackle
Why: organizes the exact details of the Issue or Opportunity in an easy-to-present format
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Strategy Canvas
What: summarizes & frames the four “I”s of the issue or opportunity you’re going to tackle
Why: organizes the exact details of the Issue or Opportunity in an easy-to-present format
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Strategy Canvas
What: summarizes & frames the four “I”s of the issue or opportunity you’re going to tackle
Why: organizes the exact details of the Issue or Opportunity in an easy-to-present format
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Strategy Canvas
What: summarizes & frames the four “I”s of the issue or opportunity you’re going to tackle
Why: organizes the exact details of the Issue or Opportunity in an easy-to-present format
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Strategy Canvas
What: summarizes & frames the “Four Eyes” of the issue or opportunity you’re going to tackle
Why: organizes the exact details of the Issue or Opportunity in an easy-to-present format
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Strategy Canvas
What: summarizes & frames the “Four Eyes” of the issue or opportunity you’re going to tackle
Why: organizes the exact details of the Issue or Opportunity in an easy-to-present format
TECH
SOCIAL &
MOBILE
ENVIRO
GREEN MOVEMENT
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Strategy Canvas
What: summarizes & frames the “Four Eyes” of the issue or opportunity you’re going to tackle
Why: organizes the exact details of the Issue or Opportunity in an easy-to-present format
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
TECH
SOCIAL &
MOBILE
ENVIRO
GREEN MOVEMENT
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Strategy Canvas
What: summarizes & frames the “Four Eyes” of the issue or opportunity you’re going to tackle
Why: organizes the exact details of the Issue or Opportunity in an easy-to-present format
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
FINALIZE
AND SEND
INVOICE
TECH
SOCIAL &
MOBILE
ENVIRO
GREEN MOVEMENT
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Strategy Canvas
What: summarizes & frames the “Four Eyes” of the issue or opportunity you’re going to tackle
Why: organizes the exact details of the Issue or Opportunity in an easy-to-present format
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
I TRUST ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS ABOUT
ZOOMGO
FINALIZE
AND SEND
INVOICE
TECH
SOCIAL &
MOBILE
ENVIRO
GREEN MOVEMENT
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Strategy Canvas
What: summarizes & frames the “Four Eyes” of the issue or opportunity you’re going to tackle
Why: organizes the exact details of the Issue or Opportunity in an easy-to-present format
MOMENT:
ARRIVE AT
WEDDING IN
CLEAN CAR
EMOTION:
UPHOLD AN
IMAGE
I TRUST ZOOMGO TO
ADMIT & FIX
MISTAKES
TELL MY
FRIENDS ABOUT
ZOOMGO
INCREASE
REFERAL RATEFINALIZE
AND SEND
INVOICE
TECH
SOCIAL &
MOBILE
ENVIRO
GREEN MOVEMENT
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
What: brainstorm new experiences to meet customer needs, considering current issue or opportunityWhy: volume of ideas that fulfill needs at the moment that matters
CONNECT FIELD
SERVICE TO BILLING
IMMEDIATE TEXT TO CUSTOMER
WEDDING PACKAGES WITH
CAR SERVICE INCLUDED
MOBILE COUPONS
CO-BRANDED CARS
INTEGRATED SOCIAL
MARKETING
CAMPAIGNS
SEND A
REPLACEMENT CAR
IMMEDIATELY
INSTANT REBATEDUE TO
BREAKDOWNS
“ONSTAR” FLEET
TELEMATICS
Brainstorm Innovation
Oracle . CX Journey Mapping Workshop . designingcx.com@jkembel
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
Reality Check
Desirable
ViableFeasible
What: consider if the innovations meet the “desirable, feasible, viable” testWhy: filter out innovations with no customer experience value or viability
Solution Value People, Process, &
Technology
Solution Design
Business ValueDifferentiation, Acquisition,
Retention & Efficiency
Business Design
Consumer ValueInteractions, Goals, Emotions
Experience Design
What: consider if the innovations drive useful, usable, meaningful experiencesWhy: solid research (Watermark, 2006-2014) shows these are key dimensions
Reality Check
MeaningfulEmotional
UsableEffortless
UsefulFunctional
Alignment with Brand Attributes
How meaningful experiences are at an emotional level
How easy is it to engage an organization and its offerings
What a product/service and engagement offers customers functionally
What: consider if the innovations drive useful, usable, meaningful experiencesWhy: solid research (Watermark, 2006-2014) shows these are key dimensions
Reality Check
MeaningfulEmotional
UsableEffortless
UsefulFunctional
Alignment with Brand Attributes
How meaningful experiences are at an emotional level
How easy is it to engage an organization and its offerings
What a product/service and engagement offers customers functionally
USEFUL
AVAILABLE LOCALLY
USABLE
CLICK AND RESERVE
MEANINGFUL
SOCIALLY RESPONSIBLE
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
What: select one idea (or several related ideas) to prototype and testWhy: to build a hypothesis to test for more Insight
CONNECT
FIELD SERVICE
TO BILLING
IMMEDIATE TEXT TO CUSTOMER
MOBILE COUPONS
CO-BRANDED CARS
INTEGRATED SOCIAL
MARKETING
CAMPAIGNS
“ONSTAR” FLEET
TELEMATICS
Select Innovation
WEDDING PACKAGES WITH
CAR SERVICE INCLUDED
SEND A
REPLACEMENT CAR
IMMEDIATELY
INSTANT REBATEDUE TO
BREAKDOWNS
Oracle . CX Journey Mapping Workshop . designingcx.com
What: select one idea (or several related ideas) to prototype and testWhy: to build a hypothesis to test for more Insight
CONNECT
FIELD SERVICE
TO BILLING
IMMEDIATE TEXT TO CUSTOMER
MOBILE COUPONS
CO-BRANDED CARS
INTEGRATED SOCIAL
MARKETING
CAMPAIGNS
“ONSTAR” FLEET
TELEMATICS
Select Innovation
WEDDING PACKAGES WITH
CAR SERVICE INCLUDED
SEND A
REPLACEMENT CAR
IMMEDIATELY
INSTANT REBATEDUE TO
BREAKDOWNS
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
NAME THE NEW
EXPERIENCE
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
NAME THE NEW
EXPERIENCE
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
NAME THE NEW
EXPERIENCE
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
NAME THE NEW
EXPERIENCE
(M)DESCRIBE
THE MOMENT
NEED
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
NAME THE NEW
EXPERIENCE
(M)DESCRIBE
THE MOMENT
NEED
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
NAME THE NEW
EXPERIENCE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
NAME THE NEW
EXPERIENCE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
NAME THE NEW
EXPERIENCE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
NAME THE NEW
EXPERIENCE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
NAME THE NEW
EXPERIENCE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
and not feeling like she’s being taken
advantage of
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
NAME THE NEW
EXPERIENCE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
and not feeling like she’s being taken
advantage of
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
NAME THE NEW
EXPERIENCE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
AGENT 1THE ISSUE
OR OPP. TO BE
ADDRESSED
and not feeling like she’s being taken
advantage of
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
NAME THE NEW
EXPERIENCE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
AGENT 1THE ISSUE
OR OPP. TO BE
ADDRESSED
and not feeling like she’s being taken
advantage of
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
NAME THE NEW
EXPERIENCE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
AGENT 1THE ISSUE
OR OPP. TO BE
ADDRESSED
by our inability to accurately process refunds
and not feeling like she’s being taken
advantage of
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
NAME THE NEW
EXPERIENCE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
AGENT 1THE ISSUE
OR OPP. TO BE
ADDRESSED
by our inability to accurately process refunds
and not feeling like she’s being taken
advantage of
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
NAME THE NEW
EXPERIENCE
WHAT PEOPLE ARE
PART OF THE
SOLUTION
WHAT PROCESSES ARE PART OF
THE SOLUTION
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
AGENT 1THE ISSUE
OR OPP. TO BE
ADDRESSED
WHAT TECH ARE PART OF
THE SOLUTION
by our inability to accurately process refunds
and not feeling like she’s being taken
advantage of
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
Connecting the Field Service database and the billing system to proactively identify when a refund is appropriate and sending a text to the customer immediately
NAME THE NEW
EXPERIENCE
WHAT PEOPLE ARE
PART OF THE
SOLUTION
WHAT PROCESSES ARE PART OF
THE SOLUTION
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
AGENT 1THE ISSUE
OR OPP. TO BE
ADDRESSED
WHAT TECH ARE PART OF
THE SOLUTION
by our inability to accurately process refunds
and not feeling like she’s being taken
advantage of
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
Connecting the Field Service database and the billing system to proactively identify when a refund is appropriate and sending a text to the customer immediately
NAME THE NEW
EXPERIENCE
WHAT PEOPLE ARE
PART OF THE
SOLUTION
WHAT PROCESSES ARE PART OF
THE SOLUTION
JEN’S NEW
ATTITUDE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
AGENT 1THE ISSUE
OR OPP. TO BE
ADDRESSED
WHAT TECH ARE PART OF
THE SOLUTION
by our inability to accurately process refunds
and not feeling like she’s being taken
advantage of
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
Connecting the Field Service database and the billing system to proactively identify when a refund is appropriate and sending a text to the customer immediately
NAME THE NEW
EXPERIENCE
WHAT PEOPLE ARE
PART OF THE
SOLUTION
WHAT PROCESSES ARE PART OF
THE SOLUTION
JEN’S NEW
ATTITUDE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
AGENT 1THE ISSUE
OR OPP. TO BE
ADDRESSED
WHAT TECH ARE PART OF
THE SOLUTION
by our inability to accurately process refunds
and not feeling like she’s being taken
advantage of
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen’s need for timely refunds
Connecting the Field Service database and the billing system to proactively identify when a refund is appropriate and sending a text to the customer immediately
NAME THE NEW
EXPERIENCE
WHAT PEOPLE ARE
PART OF THE
SOLUTION
WHAT PROCESSES ARE PART OF
THE SOLUTION
JEN’S NEW
ATTITUDE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
AGENT 1THE ISSUE
OR OPP. TO BE
ADDRESSED
WHAT TECH ARE PART OF
THE SOLUTION
by our inability to accurately process refunds
and not feeling like she’s being taken
advantage of
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen believing that we are a company that solves our mistakesquickly,
Jen’s need for timely refunds
Connecting the Field Service database and the billing system to proactively identify when a refund is appropriate and sending a text to the customer immediately
NAME THE NEW
EXPERIENCE
WHAT PEOPLE ARE
PART OF THE
SOLUTION
WHAT PROCESSES ARE PART OF
THE SOLUTION
JEN’S NEW
ATTITUDE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
AGENT 1THE ISSUE
OR OPP. TO BE
ADDRESSED
WHAT TECH ARE PART OF
THE SOLUTION
by our inability to accurately process refunds
and not feeling like she’s being taken
advantage of
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen believing that we are a company that solves our mistakesquickly,
Jen’s need for timely refunds
Connecting the Field Service database and the billing system to proactively identify when a refund is appropriate and sending a text to the customer immediately
NAME THE NEW
EXPERIENCE
WHAT PEOPLE ARE
PART OF THE
SOLUTION
WHAT PROCESSES ARE PART OF
THE SOLUTION
JEN’S NEW
ATTITUDE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
AGENT 1THE ISSUE
OR OPP. TO BE
ADDRESSED
DRIVING
JEN’S NEW
BEHAVIOR
WHAT TECH ARE PART OF
THE SOLUTION
by our inability to accurately process refunds
and not feeling like she’s being taken
advantage of
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen believing that we are a company that solves our mistakesquickly,
Jen’s need for timely refunds
Connecting the Field Service database and the billing system to proactively identify when a refund is appropriate and sending a text to the customer immediately
NAME THE NEW
EXPERIENCE
WHAT PEOPLE ARE
PART OF THE
SOLUTION
WHAT PROCESSES ARE PART OF
THE SOLUTION
JEN’S NEW
ATTITUDE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
AGENT 1THE ISSUE
OR OPP. TO BE
ADDRESSED
DRIVING
JEN’S NEW
BEHAVIOR
WHAT TECH ARE PART OF
THE SOLUTION
by our inability to accurately process refunds
and not feeling like she’s being taken
advantage of
resulting in Jen renting from us again,
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen believing that we are a company that solves our mistakesquickly,
Jen’s need for timely refunds
Connecting the Field Service database and the billing system to proactively identify when a refund is appropriate and sending a text to the customer immediately
NAME THE NEW
EXPERIENCE
WHAT PEOPLE ARE
PART OF THE
SOLUTION
WHAT PROCESSES ARE PART OF
THE SOLUTION
DELIVERING FINANCIAL IMPACT
JEN’S NEW
ATTITUDE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
AGENT 1THE ISSUE
OR OPP. TO BE
ADDRESSED
DRIVING
JEN’S NEW
BEHAVIOR
WHAT TECH ARE PART OF
THE SOLUTION
by our inability to accurately process refunds
and not feeling like she’s being taken
advantage of
resulting in Jen renting from us again,
Oracle . CX Journey Mapping Workshop . designingcx.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen believing that we are a company that solves our mistakesquickly,
Jen’s need for timely refunds
Connecting the Field Service database and the billing system to proactively identify when a refund is appropriate and sending a text to the customer immediately
NAME THE NEW
EXPERIENCE
WHAT PEOPLE ARE
PART OF THE
SOLUTION
WHAT PROCESSES ARE PART OF
THE SOLUTION
DELIVERING FINANCIAL IMPACT
JEN’S NEW
ATTITUDE
(M)DESCRIBE
THE MOMENT
NEED
(E)DESCRIBE
THE EMOTION.
NEED
AGENT 1THE ISSUE
OR OPP. TO BE
ADDRESSED
DRIVING
JEN’S NEW
BEHAVIOR
WHAT TECH ARE PART OF
THE SOLUTION
by our inability to accurately process refunds
and not feeling like she’s being taken
advantage of
resulting in Jen renting from us again, retention by 10 basis points = $1.45 M incremental revenue
producing higher
Oracle . CX Journey Mapping Workshop . designingcx.com@jkembel
Oracle . CX Journey Mapping Workshop . designingcx.com
CX Journey Mapping Process
Create Initial Map Evaluate Explore Design New ExperienceBrainstorm
Persona, Brand Attributes, Key Trends
GREEN & SOCIALLY
RESPONSIBLE
ALWAYS-ON, SOCIAL & MOBILE
Behavior Line CALLS ZOOMGO SUPPORT
On Stage Experience
ZOOMGO WEBSITE
AGENT #1
&@#! I CAN’T
SHOW-UP
IN A DIRTY CAR!
Back Stage Support
WEBSITE DESIGNER
RESERVATION SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
REDUCE REFUND RATE
INCREASE
REFERAL RATE
Evaluate Attitudes
I WILL LOOK
SO COOL IN
THAT COOL!
&@#! I CAN’T
SHOW-UP IN A DIRTY CAR!
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
MOMENT
GET REFUND
FOR LATE
CHARGE
EMOTIOINALBE TREATED FAIRLY
EMOTIOINAL
RECOMPEN
SE WASTED
TIME
EMOTIOINAL
DON’T SPOIL MEMORIES
APPROVE & PROCESS REFUND
APPROVE &
PROCESS REFUND
AGENT #1
RECORD INCIDENT DETAILS
VALIDATE SERVICE DELIVERY
FINALIZE AND SEND INVOICE
BILLING SYSTEM
CONFIRMS TERMS OF RENTAL
Desired Transformation
I TRUST ZOOMGO TO ADMIT & FIX
MISTAKES
I TRUST ZOOMGO TO ADMIT
& FIX MISTAKES
INCREASE REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
MOBILE COUPONS
INSTANT REFUND ON BREAKDOWN
EMPOWERED FRONT-
LINE STAFF
WEDDING PACKAGES
Redesign Experience
Reality Check
Build CX Hypothesis
INSTANT REFUND ON
BREAKDOWN
IMMEDIATE TEXT TO
CUSTOMER
CONNECT FIELD
SERVICE TO BILLING
EMPOWERED FRONT-
LINE STAFFAttitudes &Emotions
Desirable
Viable
Feasible
Useableeffortless
Meaningfulemotional
Usefulfunctional
Oracle . CX Journey Mapping Workshop . designingcx.com
CXJM KICK-STARTS CC TRANSFORMATIONSProcess to drive a cultural and execution orientated change
Understand & Empathize
Educate & Align
Identify & Innovate
Test & Pilot
Validate & Scale
CC
Tra
nsf
orm
atio
n
Try
App
ly
Iden
tify
CX
Me
tho
do
log
ies
Generic Scenario to learn basic methodology
Learn
Sample persona usedon a portion of your lifecycle
Design
Disciplined & Validated Test Methodology
Execute
Understand &
Empathize
Educate&
Align
Identify&
Innovate
Test & Pilot
Validate&
Scale
Oracle . CX Journey Mapping Workshop . designingcx.com
DESIGNINGCX.COM
Oracle . CX Journey Mapping Workshop . designingcx.com
I LIKE_______
I WISH_______
HOW TO
_______
Workshop Retrospective
Oracle . CX Journey Mapping Workshop . designingcx.com@jkembel
Oracle . CX Journey Mapping Workshop . designingcx.com
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