when customer journey mapping meets real life (ux camp cph 2014)
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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 ?
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Stirring up the hornets’ nest?
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Stirring up the hornets’ nest?
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We want to share our experience and get input from you
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Share Experiences Your experience Win win
Agenda
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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
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“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
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1 Definition of Customer Journey Mapping
2 Our experience with CJM• Pitching
• Research and analysis
• Presentation and visualization
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How we use it
Pitching Research and analysis Presenting and visualizing
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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
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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
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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?
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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?
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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
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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?
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Thanks for listening!
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Who
Sanne Fraas
Stine K. Engemand
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