Customer Journey Mapping Workshop
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My iteration based on the excellent publicly available resources. Includes a hypothetical journey of a typical user. Speakers notes should "speak" for themselves. Though I highly recommend the TED talk by Dough Dietz as appetizer.
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Customer Journey Mapping Workshop
- 1. Customer Journey Mapping In 30 minutes
- 2. Your product does not end in the box
- 3. Faster Delivery Is being challenged by clients, end-users and colleagues More Performance More Apps
- 4. What does the customer expect? And are we meeting it?
- 5. What is the customer maturity level? And how does that challenge security, integration, (re)use etc.
- 6. How experience and result interact Acquisition, retention and efficiency are directly related to the customer journey
- 7. Cus-tom-er Ex-pe-ri-ence “The sum of all experiences a consumer has with a supplier of goods or services, over the duration of their relationship with that supplier”
- 9. Reality is not always easy • Why is this not working on my device? • I have no clue how to achieve what I want? • Didn’t I fill this out already? • Why is there no App for that? • Have they still not fixed that bug? • Anyone alive at the support desk?
- 10. Result: significant business impact Acquisition of new users slows Retention of users is hard Efficiency is insufficient
- 13. Customer Journey • Insights Clear understanding of customer needs • Impact Clear focus on the resulting business value • Issues/Opportunities What’s getting in the way, or could be improved, in order to meet customer needs • Innovate (Re)design solutions that deliver both customer and organisational value
- 17. “The Experience” Understand and redesign the experience
- 18. Focus on “Moments that Matter” SIBLE POS ISSUE SIBLE Y POS T TUNI PPOR O
- 20. Create an initial map Attitudes, behaviours and experiences Select a specific customer AM I persona to map REALLY ATTITUDES SICK? … I’M REALLY NERVOUS … ON STAGE EXPERIENCE GOES TO RIDES TO INITIAL BEHAVIORS HOSPIT’L DOCTOR DOCTOR PEOPLE MOM TAKEHOME THINGS PACKET TECH. PEOPLE WRITER RESERV. THINGS SYSTEM CHECKS IN CHECKIN NURSE CAR BACK STAGE SUPPORT SOFIA WISH I WAS AT SCHOOL HOSPIT’L BLDG MGR DESK & COMPUT. SYSTEM ADMIN. PATIENT RECORD SYSTEM WALKS TO MRI ROOM IMAGING TECH THAT LOOKS SCARY! WILL IT HURT ME?! SEES MRI MACHINE CRIES & RESISTS MOM NURSE DOCTOR ANESTH. MRI MACHINE TISSUES CHART DOUG MOM CAN’T HELP? … SEES DOCTOR ENTER PATIENT SAFETY TEAM STAFF PAGING SYSTEM NO! NO! PLEASE NO! GETS A SHOT GOES THROUG H MRI IMAGING TECH SHOT & DRUGS MRI MACHINE IMAGING TECH DRUG ROOM IMAGING RECORD SYSTEM
- 21. Evaluate and prioritise Find moments that matter AM I REALLY SICK? ON STAGE EXPERIENCE … DOCTOR BACK STAGE SUPPORT SOFIA GOES TO INITIAL DOCTOR TECH. WRITER TAKEHOME PACKET RESERV. SYSTEM WISH I WAS AT SCHOOL I’M REALLY NERVOUS … RIDES TO HOSPIT’L MOM CHECKS IN IMPACT CHECKIN CAR HOSPIT’L BLDG MGR NURSE DESK & COMPUT. SYSTEM ADMIN. PATIENT RECORD SYSTEM WALKS TO MRI ROOM IMAGING TECH THAT LOOKS SCARY! WILL IT HURT ME?! SEES MRI MACHINE CRIES & RESISTS MOM CAN’T HELP? … SEES DOCTOR ENTER NO! NO! PLEASE NO! GETS A SHOT GOES THROUG H MRI IMAGING MORE COST OF SIDE IMAGING TIME DRUGS EFFECTS NURSE STAFF DOCTOR MOM ANESTH. MRI MACHINE CHART DOUG TISSUES PATIENT SAFETY TEAM STAFF PAGING SYSTEM TECH SHOT & DRUGS MRI MACHINE IMAGING TECH DRUG ROOM IMAGING RECORD SYSTEM
- 22. Add detail Deeper understanding of needs FEEL BETTER NEEDS AM I REALLY SICK? ON STAGE EXPERIENCE SOFIA GOES TO INITIAL DOCTOR … DOCTOR TAKEHOME PACKET WISH I WAS AT SCHOOL I’M REALLY NERVOUS … RIDES TO HOSPIT’L MOM CHECKS IN CHECKIN NURSE DESK & COMPUT. CAR WALKS TO MRI ROOM IMAGING TECH BACK STAGE SUPPORT RESERV. SYSTEM HOSPIT’L BLDG MGR SYSTEM ADMIN. PATIENT RECORD SYSTEM THAT LOOKS SCARY! WILL IT HURT ME?! SEES MRI MACHINE CRIES & RESISTS MOM NURSE DOCTOR ANESTH. MRI MACHINE TISSUES CHART Roles & Processes TECH. WRITER FEEL SAFE TAKE IMAGE DOUG MOM CAN’T HELP? … NO! NO! PLEASE NO! SEES DOCTOR ENTER PROCES IMAGE PATIENT GOES THROUG H MRI IMAGING TECH SHOT & DRUGS MRI MACHINE ? IMAGING TECH SAFETY TEAM STAFF PAGING SYSTEM GETS A SHOT DRUG ROOM IMAGING RECORD SYSTEM
- 23. Be an ethnographer Seek to understand
- 24. Design new experiences Influence attitude to change behaviour FEEL SAFE AM I REALLY SICK? ON STAGE EXPERIENCE SOFIA GOES TO INITIAL DOCTOR … DOCTOR TAKEHOME PACKET WISH I WAS AT SCHOOL I’M REALLY NERVOUS … RIDES TO HOSPIT’L MOM CHECKS IN CHECKIN NURSE CAR DESK & COMPUT. WALKS TO MRI ROOM IMAGING TECH THAT LOOKS SCARY! WILL IT HURT ME?! SEES MRI MACHINE CRIES & RESISTS MOM NURSE DOCTOR ANESTH. MRI MACHINE TISSUES CHART MOM CAN’T HELP? … SEES DOCTOR ENTER NO! NO! PLEASE NO! GETS A SHOT GOES THROUG H MRI IMAGING TECH SHOT & DRUGS MRI MACHINE BACK STAGE SUPPORT IDEA: CAMPING TECH. WRITER RESERV. SYSTEM HOSPIT’L BLDG MGR SYSTEM ADMIN. PATIENT RECORD SYSTEM DOUG PATIENT SAFETY TEAM STAFF PAGING SYSTEM IMAGING TECH DRUG ROOM IMAGING RECORD SYSTEM
- 26. Test new experiences New attitudes, new behaviour.. different result SHE WAS FRIENDLY ☺ COOL BACKPACK!TODAY COULD WISH I BE FUN WAS AT AM I REALLY SICK? ON STAGE EXPERIENCE … TECH. WRITER SCHOOL IDEA: CAMP TAKEBACKPK HOME PACKET RESERV. SYSTEM NERVOUS … RIDES TO HOSPIT’L DOCTOR BACK STAGE SUPPORT SOFIA GOES TO INITIAL DOCTOR THIS PLACE I’M IS NEAT! REALLY MOM CHECKS IN CHECKIN NURSE CAR HOSPIT’L BLDG MGR IDEA: CAMP GUIDE DESK & COMPUT. SYSTEM ADMIN. PATIENT RECORD SYSTEM WALKS TO MRI ROOM IMAGING TECH CHART I LOVE CAMPING! SO FUN! WOW, A CAMPTHAT FIRE! LOOKS SCARY! SEES MRI MACHINE FEELS LIKE I’M WILL IT CAMPIN HURT G ME?! LAYS CRIES & DOWN IN RESISTS MACHINE IMAGING TIME ↓ MOM IDEA: CAMPING SITE DOUG THIS ISN’T MOM TOO BAD CAN’T HELP? … LISTENS SEES TO DOCTOR CRICKETS ENTER FEWER STAFF NO DRUGS NURSE TISSUES GETS A SHOT PATIENT SAFETY TEAM STAFF PAGING SYSTEM HAS GOES MRI THROUG H MRI SCAN ↓ SIDE EFFECTS DOCTOR ANESTH. MRI MACHINE NO! NO! CAN WE PLEASE DO IT NO! AGAIN?? IMAGING TECH SHOT & DRUGS MRI MACHINE IMAGING TECH DRUG ROOM IMAGING RECORD SYSTEM
- 29. How to map a customers journey • Select a specific customer to map • Map the users step by step experience [green] • Map the touch points [red] & systems [blue] “on stage” • Map the touch points [red] & systems [blue] “back stage” • Add customer attitudes and needs [yellow] • Identify opportunities and dig in
- 30. Focus on “Moments that Matter” I’m really scared SIBLE POS SSUE I If I lie still the fish will jump over me Hint 1 SIBLE Y POS UNIT PORT OP
- 31. Focus on “Measurable Impact” (KPI) I’m really scared SIBLE POS SSUE I IMAGING TIME ↓ FEWER STAFF NO DRUGS If I lie still the fish will jump over me ↓ SIDE EFFECTS Hint 2 SIBLE Y POS UNIT PORT OP
- 32. Hint 3 Focus on goal and driver of the user What is the goal of the journey? What is the goal of the task? What is the inherit driver? Rational and emotional?
- 34. Hint 4 Act on what you discover Identify and evaluate opportunities Prioritise those worth addressing Design experiences for journey needs Test and validate new experiences Deploy and measure against KPI GET SCAN EXCITED TO GO FEEL SAFE HAPPY SUBDUE PATIENT DRUG COST COMPETI TION IN HEALTH CARE THROUGH PUT +
- 35. Hint 5 “I love it when a plan comes together” Turning the MRI into a campsite Sophie’s need to fill safe Backpack, camping gear, stickers, CD with cricket sounds Sophie’s getting through scans faster and happier, getting 200% more scans done
- 37. Meet Cathy
- 38. Cathy • Smart • Eager • Perfectionist • Over achiever • Motivated by fast success • Has experience with web design in dreamweaver • Autodidact by experimenting • Good grasp of what her business should look like • Has followed the foundation training
- 39. Cath y Has the sprint koff with kic her team Installs BI Studio 4.2.3 on her mputer co
- 40. Finds out she has no license key Sends email support to nd waits a Receive s key after 20 hours
- 41. Sees an empty canvas in Studio Team tells her how to setup eam Repo T kes task Ta m scrum fr o board: “model Art. 33 aw book” of L
- 42. Realises she needs to compute the family income Doesn’t know ow. Not in h docs or ra te ining Teammat s have no clue
- 44. Emails Support desk: “This thing ain’t working” Is asked to provide a sample project Creates example and emails it
- 45. Waits, mplains. co scrum master sks update a Checks status in Jira: assigned un , waiting for PD Calls helpdesk cuse and ex ise in prio ra
- 46. Waits, waits and calls again arns that Le ticket has already been resolved wnloads Do orkaround w example from website
- 47. Discovers example only orks on w 4.2.4 Sees it’s not her ample but ex genericied a version Discovers half the xample is e in JavaScript
- 48. opies the C pattern to her ecific use sp case Example does not apply in her use case alls again C learns functionalit y not available
- 49. Is told feature is not on roadmap Cathy orms her inf he can’t PO s make the sprint goal
- 51. How to map a customers journey 1. Map the touch points [red] & systems 5 min [blue] “on stage” 2. Add customer attitudes and needs 5 min [yellow] 3. Map the touch points [red] & systems 2 min [blue] “back stage” 4. 5 min 5. 2 min 6. 5 min Identify opportunities and issues Attach KPI Come up with an innovation [purple] 7. Map the changed experience [orange] 5 min 8. Map the changed benefits [green] 5 min
- 52. Oracle . CX Strategy & Design Workshop . DesigningCX.com
Hinweis der Redaktion
- Crash course in 30 minutes followed by workshop
- Software product companies are challenged to deliver more Apps, faster with more performance. Accelleration on all axis means exponential growth rather than linear
- Consumer expectations have grown exponentially
- The average user seems to resemble Waldorf and Stadler - Clueless but still they are our beloved customer
- Their experience with the product and brand results in the acquisition and retention of new purchases. The circle can be short cut too: e.g. from need to buy
- So what is customer experience? See a famous brand which is known to think in lifecycle rather than production, all aspects must fit
- But do you want to know the real story? are you ready for the truth of what your customers are experiencing?
- So in real life:
- And this has a huge impact for us as supplier of those products
- Let’s start with result, it’s what we all want to achieve. Behaviour of our customers delivers this result, and behaviour is driven by Attitude (e.g. bad experiences using Windows drove me to..) So how do we change the attitude of our customer? by having new experiences.
- It’s not a matter of throwing resources at your problem, it;s about hitting the right spot with your customer.
- I know you are eager to get started, so we’ll follow 4 steps
- Technique developed by Dough, Industrial designer at GE for MRI scanners, goes to hospital, sees his baby in action (excited, does a little dance)
- Here’s the machine, very accurate, high performance, ecstatic design. About 9M$ and it’s at Standford Medical. So he goes into the observation room and in comes the little girl called Sofie
- Sofie needs a scan of her leg, moment she sees the device, bursts into tears. Needs to be sedated, call in an anesthetist, happens in 85% of the cases. Far less usage than expected, added cost for drugs. Due to big noisy device, scary hole, hospital dress, FEAR. Not what Dough had in mind, as an american he is “shocked”
- So he goes back wanting to solve this problem and in doing so I discovers customer journey mapping. And it;s by focussing on the experience and seeing if he can change the behaviour of Sophie by changing the experiences.
- So during the journey there are moments of delight and moments of misery. That are the moments we should be focussing on since they indicate possible issues or opportunities to enhance the experience
- There are many ways to do this, (even can model it ;-) and lots of fancy things have come from it. But you know me as a low tech guy and a great sponsor of 3M, so we are going to use stickies.
- And discover the actors
- Try to really get under the skin of your user. Dough spent a lot of time with children to figure out what made them scared and what would give them a very positive experience. Turns out all kids relate “summer camp” to a fantastic and positive experience.
- So they thought: how can we get the kids to feel safe by giving them a summer camp experience
- And this is what they came up with. Sleeping back slide, it’s got a pond and campfire. Kids get a backpack, nurses are dressed as campers. Note that the camper is actually an observation window, since this is device that is to hazardous to be in close proximity of. Kids came up to him and said: can we go again?
- Notice how the needs of Sophie match up with benefits for the hospital
- Here’s another one, notice the pond with Koi. The kids are told that it’s a magical pool and if they lie really really still the fish will jump over the slide.
- Time for you to get started and work on a story of your own
- Here are the rules
- Use the dots to identify the moments that matter (3 positive and 3 negative per person)
- Connect the moments that matter with measurable KPI
- Sofie NEEDs to have her photo taken, but her EMOTIONAL need is to feel safe
- Consider also macro factors, use PESTLE to rationalise needs of your customers. They often lead to deeper emotional needs
- Turn it into a business case
- Your turn!
- Working for company that just started working with the product
- Scenario Be Informed
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- Here are some example KPI’s
- Reprise to help you from getting lost 4. set dots green=need met/red=need not met 6. brainstorm/brand attributes/select/write solution proposal 8. Fill out the summary sheet
- Thank you