How do you connect your search rankings to your long term conversion rates? Customer journey mapping. Rebekah will show you how to bridge the gap between SEO, content, design, and UX with an effective framework your team can use to deliver radically relevant digital experiences when and where it matters most.

1. O n w a r d @ r e b e k a h c a n c i n o
O p t i m i z i n g t h e J o u r n e y t o D e l i v e r
R a d i c a l l y R e l e v a n t E x p e r i e n c e s

6. CHERYL
Design Engineer

9. Journey mapping helps
reveal the whole story

12. Your marketing funnel
is not your user’s journey.

13. vs.

17. If Google’s #1 goal is to give
people what they want, then
why would we cater to
algorithms instead of working
harder to make users happy?

18. Understanding the journey
helps us deliver the right
content, at the right time, in
the right way.

19. Of customers would
pay more if they got
the user experience
aspects they want
most.
53%
SYNCHRONY FINANCIAL, CUSTOMER EXPERIENCE SURVEY 2015

20. Three kinds of insight
STRATEGIC DIRECTION
USER EXPERIENCE
DESIGN DECISIONS

21. Strategic direction
WHAT’S THE BIG PICTURE? WHAT PROBLEM ARE
WE SOLVING?

22. “Focus on the user and
everything else will follow.”
-

23. Context

24. context isn’t tied to devices

25. context is tied to people

26. Content?
Features?
Navigation?
Functionality?
Wondering where to start?

27. feeling
doingthinking
Start with context

28. feeling
doingthinking
The user’s context
Psychological
state, stress
levels, passive
needs
Environmental
factors, sensory
stimuli, behaviors,
actions
Wants, active
needs, desires,
and expectations.
(Based on Personal Behavior Context by Daniel Eizans)

29. Then keep going…

30. Visualize the journey

31. A customer journey considers
the broader context from their
point of view.

32. Customer journey mapping
is an exercise in empathy.

33. User steps (and needs)

34. Thoughts, feelings,
people involved in decisions

35. Features, functionality, content

36. Doing
People, Thoughts,
Feelings
I better call
customer service,
because I’m not
finding the info I
need

37. What’s going well,
where trouble spots are

38. Map the moment

40. thinking
doingfeeling
The user’s context

41. Situation
+
Motivation
=
Expectation
WHEN:
I send a food gift
I WANT TO:
Make sure it
arrives and
doesn’t spoil
SO I CAN:
Feel good about
my gift choice
Tell their story

42. Formulate a problem
statement, together

43. We believe that ___________ has ________________
and that ______________may solve this problem by
____________________ and _____________________.
We will know we have succeeded when
___________________and/or ____________________
reaches ___________________.
(USER) (PROBLEM)
(THIS SOLUTION)
(THIS ASPECT) (THAT ASPECT)
(QUANTATIVEMEASURE)(QUALITATIVEMEASURE)
(THIS LEVEL)
(Based on Lean UX by Gothelf & Seiden)

46. User experience
WHAT FEATURES, FUNCTIONALITY, AND
CONTENT DO OUR USERS WANT AND NEED?

47. Meta map, tie search data to
user journeys

48. “Active intent is the intent that is explicitly
described by the query syntax…You MUST satisfy
active intent immediately.”
@ajkohn
Active Intent

49. “Passive intent is the intent that is implicitly
described.”
@ajkohn
Active and Passive Intent

50. How we uncover intent
WHAT IS
WHAT’S POSSIBLE
CATEGORIZE

51. KeywordTool.io
Choose your weapon
Moz Keyword Explorer

52. Helps us understand from
where and on what device
Categorize into semantically
related topics

53. Satisfying passive intent
in content

54. Content for special circumstances

55. Identifying topics and subtopics

56. Maternity health coverage
Health insurance California pregnancy
California health insurance maternity
California health insurance maternity coverage
California health insurance with maternity coverage
Affordable maternity health insurance
Maternity health insurance quotes
Is pregnancy a qualifying life event?
What does California health insurance cover for pregnant mothers?

57. The real magic comes when we
analyze search intent against the
natural phases of the
user’s journey.
@chris_corak

58. (Meta Mapping by @chris_corak)

60. 28% improvement in bounce rates
+ 156% increase in people asking for a quote

61. Design decisions
HOW SHOULD IT LOOK, SOUND, AND FEEL?

63. thinking
doingfeeling
The user’s context

64. Design for emotion
Stressed
Overwhelmed
Scattered
Intimidated
Calm
Confident
Focused
Open

66. Design for results

69. Authentic, helpful,
and human

72. “I didn’t go looking for grief this afternoon, but it
found me anyway, and I have designers and
programmers to thank for it. In this case, the
designers and programmers are somewhere
at Facebook.”
@meyerweb
Inadvertent algorithmic cruelty

74. Don’t assume, regularly test and ask users for
feedback
Stress test design decisions, see where an
experience might break down and potentially be
harmful, hurtful, or inappropriate
Be careful

75. Start mapping
AND MAKE THINGS THAT MATTER

76. Thee tools for understanding
the journey
JOURNEY MAPPING
MOMENT MAPPING
META MAPPING

77. Three kinds of insight
STRATEGIC DIRECTION
USER EXPERIENCE
DESIGN DECISIONS

78. Save time and money by getting
to the best solution faster with
less rework.

79. Gain and retain customers
by providing them with
experiences they actually want
and need.

80. mappingexperiences.com dschool.stanford.edu
Dig deeper

82. R E B E K A H C A N C I N O
O n w a r d @ r e b e k a h c a n c i n o