The game has changed with customer engagement! Go beyond just "journey-mapping" and understand the micro-moments of your customer's entire process of interaction with your brand. There are right and wrong moments of content implementation that could be costing you profit! Get more insights on the following: - Customers are in the driver seat with engagement points more often than the brand - User Experience (UX) can illuminate the customer journey and find more meaningful ways to connect with them - True strategy and planning are a process that must be ongoing versus just a "start-point" SPEAKER: Anthony Quiroz, UX Design Strategist at Ethology

1. Mapping the value of
customer experience

2. Introduction to Ethology
Founded in 2010
Offices in Scottsdale (HQ), Chicago, Los Angeles, and Portland
Ranked #75 in the Inc. 5000
Our goal is to connect brands and audiences through engaging
marketing strategies and content.

3. Today’s speaker
Tony Quiroz
Strategy Lead, Ethology
@ethology | @TQ_AZ
#journeymapping
#Ethology

4. AGENDA
Mapping the value of
customer experience
Using journey maps to illuminate
customer behavior and zero in on
the moments that impact success
How the game has changed
Leveraging the UX skill set
Mapping the customer experience
The journey map in action
Takeaways
Q&A

5. How the game has changed

6. Customers drive the
top of the funnel

7. Buyers go through 57%
of the purchasing
process before ever
talking to sales
http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html

8. 71% of in-store shoppers
who use smartphones
say their device has
become more important
than the in-store
experience
https://www.thinkwithgoogle.com/articles/how-digital-connects-shoppers-to-local-stores.html

13. At the beginning of the
customer relationship,
your brand has to speak
for itself

14. Leveraging the UX skill set

15. Eric Flowers, Intuit
www.uiisnotux.com
What is UX?

17. A big part of success =
Anticipate user behavior

18. Business goals
Target audiences
Empathy
Customer journey
Human factors
Design
Involving real users in the process
UX is trained to do just that

19. Thinking
Doing
Seeing
Feeling
Time
Context
Pressures
Motivations

20. “When creating great experiences,
it’s not so much about doing what
users expect. Instead, it’s about
creating a design that clearly
meets their needs at the instant
they need it.”
- Jared Spool
Writer, Speaker, Founder, User Interface Engineering

22. Totally agree

23. Mapping the customer experience

24. What is a
journey map?
Fundamental
concepts and usage

26. At the highest level, it’s this:

27. Not just the
interactions with your
brand & your website
Direct interactions with
your brand / website
What customers do
before they find you
What they do
afterwards

29. Thoughts, actions,
feelings, pain points

30. Moments of truth

31. When to use?
When not to use?
Certain situations absolutely call
for a journey map. In other
cases, you may be better served
by something else.

32. Think journey mapping when:
Vertical markets
New customer segments
Assessing the impact of technology changes
Refresh, redesigns, rebrands
Mining more revenue out of already-successful systems

33. Not so much for:
Plotting single tasks (example: New user registration)
Audience analysis (it’s not a matrix)
Incremental updates (better served by user testing)
Tight budgets
Situations where you don’t expect to talk to real users

34. When to update?

35. Let’s consult Nielson/Norman
“Changes in your business and technology.”
“Changes in user demographics and interaction patterns.”
From the article, “Are your personas outdated? Know when it’s right to revise.”
by Kim Flaherty, Nielsen Norman Group, February 14, 2016
https://www.nngroup.com/articles/revising-personas/?utm_source=Alertbox&utm_campaign=2092f677eb-
Personas_Updates_Mobile_Dedicated_02_15_2016&utm_medium=email&utm_term=0_7f29a2b335-2092f677eb-
24433021

36. The anatomy of
a Journey Map
Breaking down the
sections and explaining
their purpose

39. Examine the steps

40. What are users thinking, feeling?

41. “Moments of truth”

42. Touch-points

43. Ways to improve

44. Steps
Doing
Thinking
Feeling
Moments of Truth
Touchpoints
Opportunities

45. Guiding Principles

46. All journeys are different

47. Journey map designs
are different, too

48. Spotlight on
“Moments of Truth”
The go / no-go moments of
the customer journey

49. http://www.adweek.com/news/technology/iab-87-percent-moviegoers-go-mobile-after-seeing-ads-elsewhere-156023

50. What am I going to
do this weekend?
(Commercial for a new movie.)
Sounds cool!
When is it playing at
my local theater?
MOMENT OF TRUTH!

51. Information needs
What time is the movie playing? Is it okay to for kids? Do they have reserved seats?
Tasks
Looking up info on a smartphone. Logging into an account. Buying tickets online.
Decisions
I’m going to book the tickets right now vs. I’m not sure, I better wait.
Do I take the next step?
Or abandon ship?

54. “That’s our challenge: to be in the
spaces where our audiences are
and understand that they will leave
us if we don’t work with them and
understand their needs. ”
Gavin Heaton, “The Future of Marketing: Six Visionaries Speak”, A conversation with The Economist Intelligence Unit.

55. Brothers
from another
mother

56. Moments of truth

57. Micro-moments

58. Understanding the difference
Moments of truth vs. Micro-moments
“Moments of truth” is a journey mapping term
“Moments of truth” can occur in our outside of
the digital experience. Opening the front door of a
restaurant and walking in for the first time, or
asking a friend who has kids for a
recommendation on a family doctor are two
examples that can occur outside of digital.
“Micro-moments” is a phrase coined by Google
“Micro-moments” are rooted in the mobile
experience. They are primarily ‘grab the
smartphone’ moments where a person seeks
answers, information, or tries to complete a task
via digital.

59. The journey map in action

60. How great can a new product be...
If nobody knows about it?
526% 253%increase in revenue from
paid media (also 2 months)
increase in conversion
within two months
Local Search, Web Development, Mobile, Conversion Optimization

61. We did journey mapping
w/DIME in support of a
website redesign project

62. We also leveraged the
journey maps to
improve their Money
Market landing page

63. What we learned
How much customers knew (and didn’t know) about
Money Market accounts
Sales objections
Most popular way to check account balances
How they do their research

64. Place image here
(cover gray box)
Money market
‘before’
Solid offering, but not much content to
address known customer research
questions or ‘sales objections’

65. Place image here
(cover gray box)
Money market
‘after’
Optimized for customer journey
Informed by keyword analysis and
organic search results
A-B-C tested to determine most
successful design elements

66. Place image here
(cover gray box)
Money market
‘after’
Optimized for customer journey
Informed by keyword analysis and
organic search results
A-B-C tested to determine most
successful design elements

67. Results (CVR)
11/15 - 6.55%
12/15 - 8.50%
01/16 - 12.55%!
- Industry norm is 5.01%*
- DIME’s previous monthly average was in the 2-3% range

68. Place image here
(cover gray box)
Money market
product page
New website separates the landing page
from the MMA product page
Product page maintains current design with
research data, FAQs, etc.
Frees up landing page design without
sacrificing SEO, content, or usability

69. Architected for maximum
performance & flexibility

70. Tactics can make any brand more efficient.
Solutions can change your business.
179% 88%decrease in costs per leadIncrease in traffic
Strategy and Planning, Creative and Technology, Modern Search, Paid Media

71. Ethology redesign of
www.culligan.com
just launched in
February 2016!

72. Micro-moments
Moments of truth

73. Content for “Problem water”
filled an experience gap

76. Ethology mined
website data to
examine user intent
region-by-region

77. Created educational content to help
people solve water problems specific
to their area
Tested CTAs and optimized page
layouts to ensure top performance
Targeted
improvements

78. Results
Now visible for +48k monthly searches
Users viewed +1 page per visit
Users spent +2.47 minutes
on the site!

79. And that’s just one
example Ethology is continuing to have a
positive impact on Culligan’s
business by improving the
customer journey

80. Takeaways

81. Journey maps help you
visualize the customer
experience

82. Not just steps: Thoughts,
feelings, touchpoints,
opportunities

83. Customers may drive
the top-of-the-funnel,
but you can still
optimize the experience
to drive leads

84. Some moments have a
bigger impact than
others. Know them.
Capitalize on them.

85. The more you understand
the customer journey,
the better you’ll be at
creating great experiences

86. Q&A
anthony.quiroz@ethology.com @TQ_AZ #journeymapping #Ethology

87. Blog post: Moving beyond the
journey map and recognizing
the guideposts
http://www.ethology.com/blog/use-your-customer-journey-map-to-guide-your-marketing/

88. Thanks for joining us!
anthony.quiroz@ethology.com @TQ_AZ #journeymapping #Ethology