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Customer Journey Based UX
UserExpired.com @zagaynikov
Łukasz Szadkowski 4Developers 20.04.2015, Warszawa
This is the client organization structure
UserExpired.com @zagaynikov https://www.flickr.com/photos/jmsmytaste/90648278/sizes/l
Where is UX?
UserExpired.com @zagaynikov https://www.flickr.com/photos/jmsmytaste/90648278/sizes/l
Business
IT
Marketing
Right here watching you
UserExpired.com @zagaynikov https://www.flickr.com/photos/heyitsarnold/13920627814/sizes/l
What are the products of UX?
UserExpired.com @zagaynikov
UX strategy
Stakeholders needs
Customer Journey
Maps
Information Architecture
Content strategy
Wireframes
Graphic Designs
User research
How the concept is created?
UserExpired.com @zagaynikov http://lithespeed.com/lean-ux-dont-part-1-3-2/
What is a Customer Journey Map?
UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l
What is a Customer Journey Map?
UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l
It’s a customer path through your products and services
How is it constructed?
UserExpired.com @zagaynikov
Step 1 Step 2 Step 3
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How is it constructed?
UserExpired.com @zagaynikov
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Step 1 Step 2 Step 3
Initial concerns, doubts and motors
How is it constructed?
UserExpired.com @zagaynikov
Step 1 Step 2 Step 3
Initial concerns, doubts and motors
Your first answers to the issues above
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How is it constructed?
UserExpired.com @zagaynikov
Step 1 Step 2 Step 3
Initial concerns, doubts and motors
Your first answers to the issues above
New concerns connected to the solutions in step 1
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How is it constructed?
UserExpired.com @zagaynikov
Step 1 Step 2 Step 3
Initial concerns, doubts and motors
Your first answers to the issues above
New concerns connected to the solutions in step 1
Mo
tiva
tio
n
So
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on
How is it constructed?
UserExpired.com @zagaynikov
So
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on
Step 1 Step 2 Step 3
Initial concerns, doubts and motors
Your first answers to the issues above
New concerns connected to the solutions in step 1
Your answers to the issues above
New concerns connected to the solutions in step 2
Your answers to the issues above
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How to read CJM?
UserExpired.com @zagaynikov
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Step 1 Step 2 Step 3
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How to read CJM?
UserExpired.com @zagaynikov
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Step 1 Step 2 Step 3
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How to read CJM?
UserExpired.com @zagaynikov
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Step 1 Step 2 Step 3
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Why do you need CJMs?
UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l
It explains the business environment to the stakeholders.
Why do you need CJMs?
UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l
It’s one of the sources for:
• Business Requirments
• Backlog
• Information architecture
• Prototypes
CJM structure
UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l
Ok, so what is the starting point?
CJM structure: Starting point
UserExpired.com @zagaynikov https://www.flickr.com/photos/bigtallguy/182641756/sizes/l
I want to buy a photo camera!
CJM structure: Starting point
UserExpired.com @zagaynikov https://www.flickr.com/photos/bigtallguy/182641756/sizes/l
I want to buy a photo camera!
NO!
CJM structure: Starting point
UserExpired.com @zagaynikov https://www.flickr.com/photos/rjaquino/4237347350/sizes/l
I’ve got to buy a birthday present for my wife. Why not a photo camera? She loves photography.
CJM structure: Starting point
UserExpired.com @zagaynikov https://www.flickr.com/photos/rjaquino/4237347350/sizes/l
I’ve got to buy a birthday present for my wife. Why not a photo camera? She loves photography.
NO!
CJM structure: Starting point
UserExpired.com @zagaynikov https://www.flickr.com/photos/lost__in__spain/4227393678/sizes/l
My wife has a birthday in one week. What am I gonna do?
CJM structure: Starting point
UserExpired.com @zagaynikov
Birthday
Present
Dinner
A Trip
CJM Example: Vacations
UserExpired.com @zagaynikov https://www.flickr.com/photos/33104187@N04/11771380925/sizes/l
CJM Example: Vacations
UserExpired.com @zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l
I am planning my vacations. Where would I like to go? Some exotic and warm place would be nice
CJM Example: Vacations
UserExpired.com @zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l
I am planning my vacations. Where would I like to go? Some exotic and warm place would be nice
It’s going to be expensive! I am affraird of flights!
CJM Example: Vacations
UserExpired.com @zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l
It’s going to be expensive! I am affraird of flights!
CJM Example: Vacations
UserExpired.com @zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l
We have promotions for you! We are safe and we have the best crew!
It’s going to be expensive! I am affraird of flights!
CJM Example: Vacations
UserExpired.com @zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l
I wanna fly away!
Explore the offers
Browse possible destinations
Book a flight
CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
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CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
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I want to travel to exotic places But I want to save some money this year
CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
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I want to travel to exotic places But I want to save some money this year
Seasonal promotion Low-budget flights
CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
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Seasonal promotion Low-budget flights
CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
Mo
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Seasonal promotion Low-budget flights
It’s going to be a long journey. Is the destination really worth seeing? What am I going to do there beside sightseeing?
CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
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It’s going to be a long journey. Is the destination really worth seeing? What am I going to do there beside sightseeing?
CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
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It’s going to be a long journey. Is the destination really worth seeing? What am I going to do there beside sightseeing?
On-line guide Animations and attractions on-place
CJM Example: Vacations
UserExpired.com @zagaynikov
Plan Explore Purchase
Mo
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So
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I want to travel to exotic places But I want to save some money this year
Seasonal promotion Low-budget flights
It’s going to be a long journey. Is the destination really worth seeing? What am I going to do there beside sightseeing?
On-line guide Animations and attractions on-place
I want a short booking experience Boredome kills me at the airport and during the flight
Short booking experience Construct another CJM for Preflight -> During Flight > At the destination
CJM Example: Vacations
UserExpired.com @zagaynikov
Route to the airport
Check-in Before the
flight During the
flight At the airport
Travel to the
destination
Explore the destination
Challenge
UserExpired.com @zagaynikov
Build a CJM
UserExpired.com @zagaynikov
Build a CJM for a individual banking Client.
Build a CJM
UserExpired.com @zagaynikov
Build a CJM for a Insurance Company Client.
Build a CJM
UserExpired.com @zagaynikov
Build a CJM for a person whose Telco commitment is about to expire.
Remember the structure
UserExpired.com @zagaynikov
1. Banking 2. Insurance 3. Telco
Plan Explore Purchase
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Thank you
UserExpired.com @zagaynikov