Customer Journey Mapping:

Illustrating the Big Picture

Megan Grocki

MIMA Summit 2013

Minneapolis, MN

October 15

#MIMASummit @megangrocki

WHAT ARE WE GOING TO LEARN TODAY?

ê Understand how journey models can be used as a

component of an experience strategy to illustrate

relationships with “customers” and an

organization over time and across channels

ê Learn the steps in developing a journey model

ê Discover ways to socialize the journey models and

make them a part of your organization’s assets

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WHAT IS A JOURNEY MODEL?

WHAT DO THEY LOOK LIKE?

HOW DO I CREATE & USE IT?

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PERSONAS ARE

SNAPSHOTS OF

PEOPLE

FROZEN IN TIME

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PEOPLE

(USUALLY)

ARE NOT

FROZEN IN TIME

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the process of illustrating a complete story

centered on the relationship that unfolds over time

between an individual and a

system / service / product / brand / organization

JOURNEY MAPPING (OR MODELING) IS…

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WHY DO WE NEED JOURNEY MODELS?

Every day mediocre experiences are delivered

Organizations do not understand our customers, and

are unintentionally neglecting them

Internal politics trump customer needs

Put our systems/services/products in the context of

people and their lives

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WHAT DO WE MEAN BY ENGAGEMENT?

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TOUCHPOINTS

A point of interaction involving a specific

human need in a specific time and place

Comparing products

Paying a bill

Signing up for a service

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CHANNELS

A medium of interaction with customers

– where touchpoints occur

Website

Social media

Phone

Email

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CHANNELS

SINGLE CHANNEL Need CAN ONLY be fulfilled via ONE channel

CROSS-CHANNEL Need MUST be fulfilled using MORE THAN ONE channel

MULTI/OMNI-CHANNEL Need CAN be fulfilled on MANY different channels

à à

≈ ≈

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EXAMPLE OF AN

EXCEPTIONAL

OMNI-CHANNEL

EXPERIENCE?

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IF YOUR BRAND WERE A PERSON,

WHO WOULD THEY BE?

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MOMENT OF TRUTH

Interaction that leaves a lasting

impression often at the

touchpoint you can design for

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JOURNEY MODELING IS A

KEY COMPONENT OF

DEVELOPING AN ELEGANT

EXPERIENCE STRATEGY

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OUTSIDE-IN, NOT INSIDE-OUT

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HOW DO THEY HELP YOUR TEAM?

Create strategic vision prior to design

Build consensus with stakeholders, showing

opportunities across the ecosystem

Identify key interactions to prototype and test

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WHAT IS A JOURNEY MODEL?

WHAT DO THEY LOOK LIKE?

HOW DO I CREATE & USE IT?

#MIMASummit @megangrocki Mad*Pow

#MIMASummit @megangrocki Mad*Pow

#MIMASummit @megangrocki Mad*Pow

#MIMASummit @megangrocki Mad*Pow

#MIMASummit @megangrocki Mad*Pow

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#MIMASummit @megangrocki Mad*Pow project

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SCAD student project

Xplane

EffectiveUI

Maya

Orange

Orange

Adaptive Path

Mark Simmons

Foviance

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WHAT IS A JOURNEY MODEL?

WHAT DO THEY LOOK LIKE?

HOW DO I CREATE & USE IT?

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GATHER CONTENT

DESIGN & ITERATE

SOCIALIZE & USE

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OUR FAVORITE RESEARCH METHODS

customer interviews

ethnography & contextual inquiry

customer surveys

customer support/complaint logs

web analytics

social media listening

competitive intelligence

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BUSINESS REALITIES

Skepticism of User-Centered Design

Stakeholder Influence

Time & Budget

Access to Participants

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RESEARCH INFORMS STRATEGY

SHOW stakeholders their customers’ behavior

Video

Photographs

Stories

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ACTIVITIES TO GATHER CONTENT

Review research

Identify timeline, touchpoint and channels

Empathy map

Lensed brainstorm

Affinity diagram

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ACTIVITY #1:

EMPATHY MAP

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ACTIVITY #2:

BRAINSTORMING

WITH LENSES

Inspired by The Art of Game Design: A book of lenses, by Jesse Schell

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INFORMATIVE

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SOCIAL

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FUN

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ANY GOOD IDEAS?

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GATHER CONTENT

DESIGN & ITERATE

SOCIALIZE & USE

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MAPPING THE FUTURE EXPERIENCE

Timeline

Business goals

User expectations/wants/needs/emotions

Touchpoints & Channels

Opportunities for engagement

Other great ideas!

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ET VOILA! YOU’RE ON YOUR WAY…

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GATHER CONTENT

DESIGN & ITERATE

SOCIALIZE & USE

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KEEPING THE JOURNEYS ALIVE

Schedule periodic reflection and research, update the journey model

Continually involve key stakeholders

Shout from the rooftops

Display prominently in common work areas

Invite the personas and their journey models to meetings

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SOCIALIZE & USE

ê Who is your journey owner?

ê Who is consuming it? How often?

ê How are you getting/storing feedback?

ê What is your implementation plan?

ê When and how are you going to re-evaluate?

Temkin, B. (2010) "Mapping the Customer Journey" Forrester Research

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RECAP

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WHAT IS A JOURNEY MODEL?

Visualizing the relationship between an

individual and an organization over time

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Deliverables will vary based on

stakeholder preferences

Know YOUR audience

WHAT DO THEY LOOK LIKE?

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HOW DO I CREATE & USE IT?

Gather content

Design & iterate

Socialize

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MORE EXAMPLES & RESOURCES

http://pinterest.com/uxjam/journeys/

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THANK YOU

Megan Grocki

mgrocki@madpow.net

@megangrocki