2. Confidential 2012 2
What is an experience flow?
It is a visualization of user needs in their context, outside-in.
Essentially we visually map out consumer insights. This makes the
insights easy to understand and actionable and allows for a
shared understanding across disciplines and functions.
Phases Needs Statistics
Typical elements of an experience flow
Persona
and typical
triggers Events /
touch points
Strategies
3. Confidential 2012 3
Who benefits from an experience flow?
PRIME GOAL
Consumers
People are at the heart of what we do! The tool
enables us to create meaningful and relevant
brand experiences. We believe good experiences
mean good business.
Marketing
Use CDJ to prioritize your
marketing spent, and get
input for roadmap (AOP)
Social Media
Use flow to organize and
focus your efforts; gives
input for channels and
capabilities
Design
Use flow to understand and
translate particular needs into
meaningful solutions e.g. for
digital, packaging, in-store …
IT
Use flow to align your
capabilities and platform
decisions with the actual
consumer needs
Consumer care
Use flow to anticipate on
common complaints; gives
input on channels and
sentiment
Strategy
Use flow to populate your
roadmap; gives input for
improvements and
innovation
Sales
Inform your sales strategy
and optimize current sales
points
End-to-End
Use flow to understand and
translate generic needs into
requirements for process
and IT re-design
I&D
Use flow to understand
product requirements and
link developments to
consumer needsShared
understanding
Actionable
knowledge
4. Confidential 2012 4
Types of experience flows
Life-stage
transitions
Depiction of longer periods that
revolve around a unifying theme
e.g. off-spring
Typically used for
• Identify new value spaces
• Identify new growth areas
Consumer
Decision
Journeys
Depiction of phases, questions
and touch-points involved in
finding, buying and owning a
product
Typically used for
• Marketing innovation
• Shape brand experiences
• Align messages
Ritual flows
Depiction of peoples activities
during specific daily tasks like
cooking, taking care of skin,
sleeping etc.
Typically used for
• New product innovations
• Line extensions
Floorcare rituals
Mother and child care: from pregnancy to toddler
Kitchen appliances (DACH) for persona ‘Claudia’
Hand blender handling
Handling
flow
Depiction of steps and issues in
using a product from unpack to
repair and disposal
Typically used for
• Product interaction
improvements
• Product user experience
improvements
