1. CX DESIGN . Journey Mapping for Social Thinkers
@jkembel
@mikealber
#cxdesign #bsw12

2. Map of our Conversation Journey
Social. Experience. Design.
10. From Social to Customer Experience Design
15. Crash Course in Customer Journey Mapping
05. Opportunities (Obligations) for Social Thinkers
30. Discussion

3. Enterprise Software Customer Experience Social Communities
http://www.publicdomainpictures.net/pictures/10000/nahled/1210-1242156850ss7a.jpg

4. mobile
social
local

5. 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.
http://en.wikipedia.org/wiki/Customer_experience

6. Who owns customer experience?

7. PURCHASE RECOMMEND
4
8
SELECT 3 BUY OWN 7 MAINTAIN
Market & Sell Support & Serve
1
5
2 6
RESEARCH NEED RECEIVE USE

8. ex·pe·ri·ence de·sign
The practice of designing products, processes, services, events, and
environments with a focus placed on the quality of the user
experience and culturally relevant solutions, with less emphasis
placed on increasing and improving functionality of the design.
http://en.wikipedia.org/wiki/Experience_design

9. @stanforddschool http://dschool.stanford.edu/

10. @stanforddschool http://dschool.stanford.edu/

11. http://dschool.stanford.edu/student/doug-dietz/

12. http://dschool.stanford.edu/student/doug-dietz/

13. Crash Course in CX Journey Mapping
Map journeys as part of a design process
1. Map & Evaluate
• Map a journey from the customer’s perspective
• Map the surrounding “ecosystem” (people + process + technology)
• Identify problem (opportunity) areas, prioritize
2. Understand & Empathize
• Ask 5 whys, Create empathy maps
3. Reframe the Problem
• Point of View: User + Need + Insight
4. Redesign the Experience
• Ideate, Prototype, Test
http://ideathon.net/ideasatplay/wp-content/uploads/2010/10/slide31.jpg

14. Crash Course in CX Journey Mapping
Simply Start Mapping
1. Start mapping from a specific
customer’s perspective
2. Then map the surrounding
ecosystem (people + process + technology)
3. Identify problems (opportunities)
and prioritize

15. Tips and Hacks
Crash Course in CX Journey Mapping
• Identify a specific customer
(prospects, frustrated customers, extreme users…)
• Keep it collaborative
(use post-it notes, life-size artifacts)
• Use appropriate detail
(start lo-res)
• Work from point A to B
(map upstream and down)
• Map “on stage” & “back stage”
• Start with assumptions then validate

16. Crash Course in CX Journey Mapping
End-to-end Example: The MRI Experience

17. Be an Impostor Archaeologist (prioritize where to dig)
http://www.stanfordalumni.org/news/magazine/2005/janfeb/features/peru.html

18. Evaluate and Prioritize
Look for problems and opportunities

19. Be an Impostor Ethnographer (seek to understand)

20. Understand & Empathize
Ask 5 Whys. Create Empathy Maps
Why?
Why?
Why?

21. http://dschool.stanford.edu/student/doug-dietz/

22. Reframe the Problem
Crash Course in Journey Mapping

23. Ideate, Prototype, Test
Crash Course in Journey Mapping

24. Redesign Experiences
Influence Attitudes to Change Behaviors
Influence
Influence
Influence

25. http://dschool.stanford.edu/student/doug-dietz/

26. Taking it Home
Strategic Opportunities (and Obligations) for Social Thinkers
Situation Opportunities
• Community managers are often closest to • Help document customer insight (empathy
customers maps, profiles, personas, points of view)
• Social experiences and conversations are by • Use journey maps to solve for social and
definition customer journeys connect to the right areas of your business
• Social (and mobile) touchpoints will continue • Focus on principled approaches & technology
to proliferate, impacting business broadly foundations, and be flexible at the edges
• Journeys are measurable (but hard to see) • Understand the economics of experience and
incorporate measures of activity and impact

27. Our Favorite CX Design Resources
@jkembel @mikealber #cxdesign #bsw12
• Stanford d.school
• This is Service Design
• Dave Gray
We’ve provided links to our favorite resources here:
Gamestorming for Service Design
bit.ly/cxdresources • Agile
rallydev.com/agileblog
• The Lean Startup
Eric Ries. theleanstartup.com
• Kerry Bodine’s Blog
blogs.forrester.com/kerry_bodine