Cx journey mapping workshop

CX Journey Mapping Workshop
Oracle & GovLoop. Washington DC, September 6th 2012
Oracle . CX Strategy & Design Workshop. http://designingcx.com

The New Experience Economy

mobile
social
local


Fundamentals of a new approach

{ Workshop Agenda }
Crash Course in Journey Mapping

• What is a journey map?
• When to use journey maps?
• Why is it important?
• How to map a journey
• Where to start redesigning an experience


cus·tom·er jour·ney map
…visually illustrates customers’ processes, needs, &
perceptions throughout their interaction and relationship
with an organization

Oracle . CX Strategy & Design Workshop. http://designingcx.com http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/

PURCHASE RECOMMEND

4 8

SELECT 3 BUY OWN 7 MAINTAIN
Market & Sell Support & Serve
1 5

2 6

RESEARCH NEED RECEIVE USE


When Can Journey Mapping Be Used?

• Understanding & diagnosing experiences
• Designing experiences (redesign existing, create new)
• Implementing (as blue prints)
• Communicating (align, train, orient)


Oracle . CX Strategy & Design Workshop. http://designingcx.com http://dschool.stanford.edu/student/doug-dietz/

{ The Experience }
Understanding & Reimaging the Patient Experience


4. Attitudes

1. Actions

On Stage
2. People

3. Things

Back Stage


Evaluate and Prioritize
Look for problems and opportunities


Understand & Empathize
Ask 5 Whys. Create Empathy Maps

Why?
Why?

Why?

Reframe the Problem
Use a deep understanding of needs


Ideate, Prototype, Test
Reimaging and redesign the experience


Redesign Experiences
Influence Attitudes to Change Behaviors

Influence
Influence
Influence


Crash Course in Journey Mapping

How To Map a Customer’s Journey
1. Select a specific
customer to map 4. Add customer
attitudes and needs

2. Map a customer’s
step-by-step experience

3. Map touch points &
systems “on stage” and
“back stage”

5. Identify issues &
opportunities and dig in

CX Journey Mapping Tips
Getting started…
Identify a specific customer
(prospects, frustrated customers, extreme users…)

Identify key brand attributes
(interactions, offerings, promises)

Work from point A to B
(map upstream and down)

Keep it collaborative
(use post-it notes, life-size artifacts)

Start with assumptions
(then validate and gather more data)

Focus on moments that matter
(start lo-res, use appropriate detail)


Act on what you discover
Routinely reimagine, redesign, redeploy experiences

Identify & evaluate areas of opportunity
Identify needs & attitudes, challenges, points of action and decision

Prioritize experiences worth addressing
moments that matter, value exchanges, points of leverage
Deploy Prioritize

Journey Design experiences around journey needs
Mapping design on stage & back stage, influence attitudes to change behaviors

Test and validate new experiences
confirm new experiences work as expected before scaling them
Test Design
Deploy and measure against objectives
align and equip people processes, and technology in measurable ways


{ Discussion }

More journey mapping resources at our new blog: DesigningCX.com


Cx journey mapping workshop

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