when customer journey mapping meets real life (ux camp cph 2014)

When Customer Journey Mapping meets real life

User Experience consultants, Sanne Fraasand Stine K. Engemand

Yes, we LOVE customer journeys !

but how can we adjust it to meet our NEEDS ?

© Creuna

Stirring up the hornets’ nest?

© Creuna

Stirring up the hornets’ nest?

© Creuna

We want to share our experience and get input from you

© Creuna

Share Experiences Your experience Win win

Agenda

© Creuna

1 Definition of Customer Journey Mapping

2 Our experience with CJM• Pitching

• Research and analysis

• Presentation and visualization

Definition of Customer Journey Mapping

• A structured way of mapping experiences and customer journeys according to certain product or service.

• A journey consists of touch points across time and place

• Is based on user insights and includes interactions, emotions and experiences

• Possible to identify challenges and opportunities on a macro and micro level

© Creuna

“CJMs communicate what is really happening outside of the walls of an organization and incite action by the stakeholders who have the

responsibility to exceed the expectations of their customers”

Patrick Quattlebaum, Managing Director at Adaptive

Path

A customer journey gives a structured

visualization of a user experience.

Consists of touchpoints.

Includes interactions, emotions and experiences.

Based on user insights

Identifies challenges and opportunities on a macro

and micro level.

Example 1

Source: Adaptive Path

Example 2

Source: http://thisisservicedesignthinking.com

Example 3

Source: Adaptive Path

Example 4

Source: Creunas own work

Agenda

© Creuna

1 Definition of Customer Journey Mapping

2 Our experience with CJM• Pitching

• Research and analysis

• Presentation and visualization

formatted bullet text

please use the Increase/Decrease Indent

PowerPoint menu

How we use it

Pitching Research and analysis Presenting and visualizing

© Creuna

1. PitchingPros

• Great way to show understanding of the business and its context

• Great for introducing new perspectives and change mindset of client

Cons

• Time consuming and a great deal of work to prepare

© Creuna

Out of scope!

2. Research and analysis

Pros

• Framework that can be customized to needs, saves you time and provides focus

• Creates great overview of user’s experience and gaps

Cons

• Is the current-state map the truth?

• Triangulation of methods is needed

• Interviews becomes broad and less focused

• Complex and time consuming to fill in© Creuna

© Creuna

Are you telling the truth?

(Do I know when you are?)

Will the identified customer journey ever

match the reality?

How can we map the “true” user journey?

© Creuna

© Creuna

whole customer journey findings

(framed by template)

Bestilling

Maja bestiller selv kurset på sitet.

XX

essential findings

(framed by findings)

How can we collect

the most valuable

insights and still map

the complete user

journey?

© Creuna

3. Presenting and visualizing

Pros

• Pedagogic visualization of user journeys and the holistic experience

• Clients gains insights every time

• Creates empathy with user and adds outside-in perspective

• Framing of creativity and areas of focus

Cons

• Can be too detailed/complex or simplified to understand

• Hard to see relevancy/value between mapping and a new

© Creuna

© Creuna

What does this have to do with the

website?”

“This is not how it is”

“are you sure she was stressed and

not just frustrated?”

“It’s too complex”

“It’s too Simple”

“What about my area? It’s not represented

here”

How do you present the results to the

client?

© Creuna

Thanks for listening!

© Creuna

formatted bullet text

please use the Increase/Decrease Indent

PowerPoint menu

Who

Sanne Fraas

sanne.fraas@creuna.dk

Stine K. Engemand

stine.engemand@creuna.dk

© Creuna