EXECUTE WITH PURPOSEMAPPING THE CONNECTED CUSTOMER EXPERIENCE

LESLIE MOHN DIRECTOR OF

USER EXPERIENCE ARCHITECTURE

ERIK PORTER CREATIVE DIRECTOR

DAVE RODRIGUEZ DIRECTOR OF FRONT-END

DEVELOPMENT

SITEMAPS AND FLOWCHARTS

CUSTOMER EXPERIENCE MAPPING

• Wow, this is super convenient• I hope we really get X, Y, Z.• How do I let people know where

we register?

• Excited about their event• This is the easy part• Need to choose gifts across a wide offering

• Am I ready to make this public?• How do I shop for my own stuff?• This is fun!

Customer JourneyRetail Gift Registry – Wedding

DO

ING

THIN

KIN

GFE

ELIN

GEX

PERI

ENCE

Creating Shopping Sharing Checking/Receiving

Gift Registry Options Create Confirm Browse Reviews Share, Email, Print Received Status Pre/Post Event

• Does RetailCo have a gift registry?• How do I start?• What gifts do we need, I wonder what they

have we want?

• Cool, we can print announcement cards

• I am going to share this on Facebook

Create Registry

Set Date / Location

Confirm

Set Privacy

Select Products

Record Registry

Share Registry

• This is going to be fun• We need to agree on all

these gifts

• Where do we start?• What do we really need?• Which style suits us best?• Need to make sure we specify the

right model numbers

• Relieved by how easy that was• Excited about having gifts picked out• Stressed about all of the remaining

items on our list

• I wonder which gifts we have received so far?

• Oh cool, we’re getting that!

Review Registry

• Excited to have things checked off the list

• Anxious for the event• Nervous about all the things that

still have to get done

Relevance

Helpfulness

Relevance

Helpfulness

Enjoyability Enjoyability

Relevance

Helpfulness

Enjoyability

Relevance

Helpfulness

Enjoyability

Relevance

Helpfulness

Enjoyability

Jennifer and Mike just set their wedding date and they are looking to register for gifts at RetailCo. Their registry will include many items that will be helpful to them at their rural home. They need things for both inside and outside, and are also considering some remodeling projects.

Research/PlanningSTAGES

1-7 days 1 day 1-7 daysO

ppor

tuni

ties

1-7 days 6-8 weeks

Any device

in store home

In storeor at service desk

Log-In (option)

team member

team member

team member

• Convey the process clearly• Offer customer assistance• Offer welcome kit• Comparison/explanation/value prop.• Ensure they start / coupon/discount• Promote specific product lines – incentives

• Convey the process clearly• Send helpful tips email reminder• Follow-up loop if they stall

• Help plan what to ask for• Promote specific registry-based

incentives and adjustments• Offer customer assistance• Suggestions/sets / optional items• Explain in-store vs. custom order

• Promote announcement cards• Tips on who/how to share

• Offer customer assistance• Offer discounts on unpurchased items

CONNECTION FRAMEWORK

Contexts and touch points to Consider

• Who Youth — Adult Self — Family — Older / Parent — Team / Group

• Stage Awareness — Interest — Planning/Researching — Selection — Purchase — Support — Loyalty

• Life Activity Self Expression — Discovery — Preparation — Managing — Shopping — Social — “Me Time”

• Time Length of Purchase Cycle — Day — Night — Weekdays — Weekends

• Place Home — Work/School — Public — Auto/Travel — In-Store

• Device Small Screen — Medium Screen — Large Screen — Multi / Public Screen

CUSTOMER EXPERIENCE MAPPING

See more at

HANSONINC.COM/SUMMIT