When Customer Journey Mapping meets real life (UX Camp CPH 2014)
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When Customer Journey Mapping meets real life (UX Camp CPH 2014)
- 1. When Customer Journey Mapping meets real life User Experience consultants, Sanne Fraas and Stine K. Engemand
- 2. Yes, we LOVE customer journeys ! but how can we adjust it to meet our NEEDS ? © Creuna
- 3. Stirring up the hornets’ nest? © Creuna
- 4. Stirring up the hornets’ nest? © Creuna
- 5. We want to share our experience and get input from you © Creuna Share Experiences Your experience Win win How we roll
- 6. Agenda © Creuna 1 Definition of Customer Journey Mapping 2 Our experience with CJM • Pitching • Research and analysis • Presentation and visualization
- 7. Definition of Customer Journey Mapping • A structured way of mapping experiences and customer journeys according to certain product or service. • A journey consists of touch points across time and place • Is based on user insights and includes interactions, emotions and experiences • Possible to identify challenges and opportunities on a macro and micro level © Creuna “CJMs communicate what is really happening outside of the walls of an organization and incite action by the stakeholders who have the responsibility to exceed the expectations of their customers” Patrick Quattlebaum, Managing Director at Adaptive Path
- 8. A customer journey gives a structured visualization of a user experience. Consists of touchpoints. Includes interactions, emotions and experiences. Based on user insights Identifies challenges and opportunities on a macro and micro level. Example 1 Source: Adaptive Path
- 10. Example 3 Source: Adaptive Path
- 11. Example 4 Source: Creunas own work
- 12. Agenda © Creuna 1 Definition of Customer Journey Mapping 2 Our experience with CJM • Pitching • Research and analysis • Presentation and visualization
- 13. How we use it Pitching Research and analysis Presenting and visualizing © Creuna
- 14. 1. Pitching Pros • Great way to show understanding of the business and its context • Great for introducing new perspectives and change mindset of client Cons • Time consuming and a great deal of work to prepare © Creuna Out of scope!
- 15. 2. Research and analysis Pros • Framework that can be customized to needs, saves you time and provides focus • Creates great overview of user’s experience and gaps Cons • Is the current-state map the truth? • Triangulation of methods is needed • Interviews becomes broad and less focused • Complex and time consuming to fill in © Creuna
- 16. © Creuna Are you telling the truth? (Do I know when you are?)
- 17. Will the identified customer journey ever match the reality? How can we map the “true” user journey? © Creuna
- 18. © Creuna whole customer journey findings (framed by template) Bestilling Maja bestiller selv kurset på sitet. XX essential findings (framed by findings)
- 19. How can we collect the most valuable insights and still map the complete user journey? © Creuna
- 20. 3. Presenting and visualizing Pros • Pedagogic visualization of user journeys and the holistic experience • Clients gains insights every time • Creates empathy with user and adds outside-in perspective • Framing of creativity and areas of focus Cons • Can be too detailed/complex or simplified to understand • Hard to see relevancy/value between mapping and a new website (too intangible)© Creuna
- 21. © Creuna What does this have to do with the website?” “This is not how it is” “are you sure she was stressed and not just frustrated?” “It’s too complex” “It’s too Simple” “What about my area? It’s not represented here”
- 22. How do you present the results to the client? © Creuna
- 24. Who Sanne Fraas sanne.fraas@creuna.dk Stine K. Engemand stine.engemand@creuna.dk © Creuna
Hinweis der Redaktion
- We love it because Experience mapping places an outside-in lens on customer behavior and helps stakeholders see the world as their customers do. Let’s find out together....
- We don’t want to stir up the hornets’ nest and redefine customer experience/customer service mapping and design
- RELAXand no worries...
- Instead, We want to share our experiences in from mapping customer journeys in different projects and get your input to how to refine our methods
- Important!In this presentation we only focus on our experiences with mapping the current state of customer experiences – not the future ideal state!!!!
- A structured way of mapping experiences and customer journeys according to certain products/tasks or business.A journey consists of touch pointsis based on user insights and includes interactions, emotions and experiencesPossible to identify challenges and opportunities on a macro and micro levelIllustrative approach – emotional points are highlighted
- Customer journey canvas:The Canvas has been developed to support you when designing services. You can use it not only for yourself to get a quick overview of certain service processes, but also with providers for a self—portrayal and with customers and other stakeholders to explore and evaluate services.Phases: Focus on mid part
- Your map should make a strong statementimmediately, but work on multiple levels.Mark out highlightsThis map does not contain the “lens”, take aways nor the journey map
- One of oursA linear, simple visual version of a journey of one persona
- (How we work with customer journeys in Creuna)Pitchuser is present other places than in the shop....The red line (via customer journey analysis we identify where the shoe pinches and as a part of business strategy projects)Tool for UX’ersFramwork for user studiesGap analysisTool to identify users’ experiences with the client to be able to point out what areas we need to improve (such as channels, pages, flows etc.)For presentationsTo visualize users’ experiences with a customerTo pinpoint the outside-in perspective (the user’s)To visualize areas of improvements (TP)
- PitchGreat way to show understanding of the business and its contextsTime consuming and a great deal of work to prepare a whole mapping for a simple pitchGreat for introducing new perspectives to the client and change their mindset
- Tool for UX’ersUser studies (tracking, interviews, workshops)You get a framework for free and you save timeYou are focused!You loose valuable insights, because your are aiming at mapping TP and journeys Interviews becomes broad and less focused (because you want to identify all TP)User may remember something else than experienced > high risc of wrong mapping > triangulation is importantGap analysisFramework for analysis that can be customized according to needsVery complex and time consuming to performGreat overview of gapsTool to identify users’ experiences with the client to be able to point out what areas we need to improve (such as channels, pages, flows etc.)
- According to Christ Risdon from Adaptive path: the map is mean to be a catalyst – not a conclusion – the take aways drive the next phase of design. But I still have my considerations about the mapping part....My worry is that it is difficult to map the current state of the customer journey – thus the margin of error of the map may be highIt’s a study, so of course I need to use both qualitative and quantitative research! It is really important to triangulate and combine a internal review of touch points with tracking analysis and user research e.g. interviews. But honestly, how much time do you have to perform these ad what about the money...But basically, you ar primarily interested in the outside-in view – thus you are dependent on the customer.However, User experiences one thing, We might identify someone/less touch points and and client a third view. mismatchI did user interviews and experienced a great problem in how the user recalled their experience. (Not possible to back it up with quantitative research, since the touch points were offline)Who can do the correct interpretation of the user’s experience (and mood) in a touch point?
- Hvordan reducerer vi fejlmarginen i mappingen af de enkelte touch points – er der ikke forskelpåhvadrespondenten husker oghvad de reeltoplever?!Får vi nogensindemappet den reelebrugerrejse – er der ikkealtiddivergensmellembrugerensoplevelseog de touch points somvirksomheden stiller tilrådighed?Is it possible to map without an extensive study consisting of both quaitative and quantitative studies?
- Interviews becomes broad and less focused (because you want to identify all TP) (or a whole story)Ideally, you want to let the respondent tell the whole story about a journey – but not many respondents can do that without a facilitator asking them elaborating questions...When findings does not “fit” the modelSome touchpoints are hard to explore (difficult to remember)Some touchpoints are obviously not importantThe process becomes long instead of getting to “the point”.How can we collect the most valuable insights and still preserve the whole user journey?
- Tool to identify users’ experiences with the client to be able to point out what areas we need to improve (such as channels, pages, flows etc.)For presentationsPædagogiskvisualiseringafbrugerrejseMay be too detaild, complex to present or too simplifiedCustomer might learn about new tp with customerWhy is this relevant for a new website? too untangibleTo visualize areas of improvements (TP)Need new tool – can’t resuse work from analysisclient understand the context and the settingFraming the creativiity and the indsatsområder – nice!
- How do we present the results to the client? (if they haven’t been participating in developing the map...)The key components of these framework are: the lens (e.g. persona), the customer journey model, and the takeaways (Recommendations, strategic insights and design principles) (Adaptive path)When the findings does not match the clients perceptionToo complex to understand at at presentation – data is not sorted by relevancyToo simple: Important details are lostInterpretation of the user’s experience: Ours and the client’sRelevance of customer journey to the further work – (process) (lack of maturity?)What about my area- when the some of the stakeholders think it is too generic and they can’t see their problems solvedCan be too detailed/complex or simplified to understand
- Any input on how to make the maps more effective with storytelling and narrative?