experience mapping and orchestrating touchpoints
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EXPERIENCE MAPPING and ORCHESTRATING TOUCPOINTSby NINA JURCIC
EAI | EUROPEAN ALLIANCE FOR INNOVATIONOCT 28TH 2015
ABOUT ME
UX / PRODUCT / GRAPHIC / COMMUNICATION DESIGNERBA APPLIED ARTS AND GRAPHIC DESIGN (2015)hub:raum WARP14 by Deutsche Telekom (2014)FOUNDER INSTITUTE (2013)BA INFORMATION TECHNOLOGY (2012)
KEYWORDS
CUSTOMER EXPERIENCE, EXPERIENCE MAPPING, TOUCHPOINTS, CHANNELS, USER JOURNEY
EXPERIENCE
EXPERIENCE
CUSTOMERS ARE INCREASINGLY CHOOSING PRODUCTS AND EXPERIENCES BASED ON THE QUALITY OF THE EXPERIENCES THEY HAVE WITH THEM
EXPERIENCE
YOU NEED TO UNDERSTAND THE EXPERIENCE OF YOUR CUSTOMER WHILE HE’S USING YOUR PRODUCT, AND THE CONTEXT AROUND IT
EXPERIENCE VS. JOURNEY
WHAT TRIGGERED HER VISIT TO SUPERMARKET?WHAT WERE HER EXPECTATIONS?WHAT ACTIONS DID SHE TAKE?WHAT DID SHE FEEL AT CERTAIN POINTS OF TIME?WHAT DID SHE THINK ABOUT AT KEY MOMENTS?WHAT TOUCHPOINTS SHE INTERACTED WITH?WHAT PEOPLE DID SHE MEET?WHAT LOCATIONS WERE INVOLVED?HER OVERALL IMPRESSION?
EXPERIENCE VS. JOURNEY
CONSIDER WHAT CUSTOMERS IDEALLY DO, THINK AND FEEL AS THEY INTERACT WITH TOUCHPOINTS ON THE WAY TO SATISFYING THEIR NEEDS.
TOUCHPOINTS
A POINT OF INTERACTION BETWEEN A PERSON (CUSTOMER) AND ANY ASPECT OR ARTIFACT IN ORGANISATIONIN CERTAIN POINT OF TIME, IN A CERTAIN CONTEXT
TOUCHPOINTS
HIS/HERNEEDS
YOUR BRAND
X
CHANNEL
MEDIUM OF INTERACTION WITH CUSTOMERS OR USERS (PRINT, WEB, MOBILE, VOICE CALL, ATM…).DEFINES OPPORTUNITIES OR CONSTRAINTS OF A TOUCHPOINT
FINDING A FIT
USER GOALS
BUSINESSGOALS
X
FINDING A FIT
USER GOALS
BUSINESSGOALS
X
“I had fun clicking / selecting favorite bands in thewebsite…”
“We gained lot of user data about his tastes and preferences.”
TRIGGERS
CURIOSITY VISUAL IMAGERYPATTERN RECOGNITIONSENSORY EXPERIENCEPOINTS AND LEVELS (GAMIFICATION)CHALLENGECOMPETITION
CUSTOMERS
CUSTOMERS DON’T CARE ABOUT CHANNELS AND TOUCHPOINTS. ALL THEY CARE ABOUT IS ACHIEVING THEIR GOALS AND MEETING THEIR NEEDS.
MAPPING THE IDEAL JOURNEY
CONSIDER WHAT CUSTOMERS IDEALLY DO, THINK AND FEEL AS THEY INTERACT WITH TOUCHPOINTS ON THE WAY TO SATISFYING THEIR NEEDS.
EXPERIENCE MAPPING
PROCESS OF CAPTURING AND PRESENTING KEY INSIGHTS INTO COMPLEX CUSTOMER INTERACTIONS THAT OCCUR ACROSS EXPERIENCE WITH A PRODUCT, SERVCE, ECOSYSTEM
FEELINGMOTIVATIONTHINKINGFRAMINGDOINGBEHAVIOUR
WHY MAPPING
KNOW YOUR TERRITORY AND WHAT TO IMPROVE, E.G.:GET PEOPLE TO SPEND MORE TIME USING YOUR APPINCREASE # OF REGISTERED USERSINCREASE # OF NEWSLETTER SUBSCRIBTIONSSTAND OUT FROM COMPETITION INCREASE USAGE AND ADOPTION
STARTING POINT
DATA (ANALYTICS)KPIs YOU NEED TO MEET / IMPROVEPUBLIC RESEARCHSURVEYSINTERVIEWS
VALIDATE/wRESEARCH
YOU WANT USER TO
COMPLETE DESIRED ACTION (CLICK, SIGN UP..)BUY A PRODUCTSPREAD A WORDBUY AGAINCHOOSE YOU OVER COMPETITION
SYNTHETIZE INTO PHASES
SYNTHETIZE KEY INSIGHTS INTO A JOURNEY MODEL SPLIT INTO PHASES FROM POINT A TO POINT Z
VISUALISE STORY
TRY TO IMAGINE OR RE-EXPERIENCE HIS OR HER JOURNEY
ANATOMY OF AN EXPERIENCE MAP
STAGES (PHASES)THINKING FEELINGDOINGTOUCHPOINTSCHANNELSOVERALL IMPRESSION ( :-) OR :-/ )OPPORTUNITIES
INCREASEtheMOTIVATIONREMOVEtheFRICTION
Q&A
TIPS / CONCLUSION
USE DELIGHTERSMAKE TOUCHPOINTS MORE HUMANTURN COMPLAINTS INTO UPSELLS REVEAL CUSTOMER NEEDSCREATE NEW REVENUE STREAMS AND POWER INNOVATIONUNDERSTAND THE TERRITORY
KNOWyourTERRITORY
RESOURCES
GUIDE TO EXPERIENCE MAPPING by ADAPTIVE PATH, http://mappingexperiences.com/SEDUCTIVE INTERACTION DESIGN by STEPHEN P. ANDERSONhttp://startitup.co/guides/374/aarrr-startup-metricshttp://www.kaushik.net/avinash/lean-analytics-cycle-metrics-hypothesis-experiment-act/
IMAGE RESOURCES
https://experience.sap.com/wp-content/uploads/2014/09/ExperienceMapSmall-800x400.png
THANKYOU
Get in touch!@ninayu
nina@ebloo.co
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