In this Morgenbooster Adam Voigt, UX Designer at 1508, and Mikkel Jespersen, co-founder and partner at 1508, will investigate the potentials of Customer Journey Mapping.

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EXPERIENCES OF TODAY ON SOME
WIFI: 1508 GUEST
CODE: JEGVILONLINE
UNBOXING
CUSTOMER
JOURNEY
MAPPING

2. 1508™
ADAM VOIGHT
USER EXPERIENCE DESIGNER
MIKKEL JESPERSEN
CO-FOUNDER AND CHIEF
STRATEGY OFFICER
MORGENBOOSTER
THE SPEAKERS

3. 1508™
AGENDA CHALLENGE AND PERSPECTIVE
3 CASES IN BRIEF
DEEP DIVE: IKEA AND IKANO BANK
LEARNINGS AND TAKE AWAYS
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4. 1508™
CHALLENGE AND
PERSPECTIVE
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5. 1508™
CUSTOMER
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6. 1508™ MORGENBOOSTER

7. 1508™ MORGENBOOSTER
PERSONAS: MEET CLAUS!

8. 1508™ MORGENBOOSTER
PLENTY OF CUSTOMER JOURNEY MAPS ALREADY OUT THERE

9. 1508™ MORGENBOOSTER
WHAT IS A CUSTOMER JOURNEY MAP?
IDENTIFY TOUCHPOINTS,
GAPS AND TRIGGERPOINTS
CREATE EMPATHY
WITH USERS
A WAY TO CAPTURE AND
SIMPLIFY THE CUSTOMERS
JOURNEY

10. 1508™
OUR PERSPECTIVE: CUSTOMER
JOURNEY AS A MULTI-TOOL
MORGENBOOSTER
STORYTELLING
PRODUCT
INNOVATION
WEB & APP
COMMUNICATION
& CAMPAIGNS
. . .

11. 1508™
3 CASES IN
BRIEF
MORGENBOOSTER

12. 1508™
COMPANY X
CUSTOMER JOURNEY AS
CENTERPOINT FOR
INTERNATIONAL
COLLABORATION
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13. 1508™
WHO:
WHAT: To design and build one global
web-site to replace several de-
centralised sites governed by
each market
MORGENBOOSTER
A B2B course and training
provider working on several
markets across the globe

14. 1508™
WHY CUSTOMER JOURNEY MAPPING
WAS THE RIGHT FRAMEWORK
1. From multiple national sites
to one global site = Complex
project scope that required a
high level of
rethinking/innovation
2. Secondary objective to
transform organisation to a
more customer centric mind-
set
MORGENBOOSTER

15. 1508™
Build
THE PROCESS
MORGENBOOSTER
Ideation
workshop
Customer
journey
mapping
Value
proposition
canvas
Customer
research
Stakeholder
research
Test
UX and
Design
Identify Web-
initiatives

16. 1508™
IDENTIFYING FOUR
DIFFERENT CUSTOMER TYPES
MORGENBOOSTER
MIDDLE MANAGER COORDINATOR WORKERDECISION MAKER

17. 1508™
4 X CUSTOMER PROFILES
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MIDDLE MANAGER COORDINATOR WORKERDECISION MAKER

18. 1508™
THE CUSTOMER JOURNEY MAP
STRUCTURE
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19. 1508™
IDEATION WORKSHOP WITH CLIENT 1. Understanding the journey
2. Exploring opportunity space
3. Identify new ideas
4. Selecting ideas relevant for
the web-project
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20. 1508™
HOW CJM INFLUENCED THE
WEB-PROJECT
1. In-depth knowledge of the
business and the customers =
Valuable to create the right
type of communication and
functionality on the website
2. Better overview of structure
= more qualified site-map
3. Better understanding of Look
and feel
4. Clarify communication
challenges = better advice
about content creation.
MORGENBOOSTER

21. 1508™
WHAT TO COMMUNICATE
TO WHO, TO WHAT
EXTENT, WHERE ON
THE SITE
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IN SHORT

22. 1508™
ASE
A TOOL FOR CREATING
THE RIGHT CONTENT IN
EVERY TOUCHPOINT
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23. 1508™
ASE HAD ALREADY CONDUCTED PLENTY OF ANALYSIS BUT WERE
LOOKING FOR A WAY TO BRIDGE INSIGHTS AND EXECUTION
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24. 1508™
WHAT’S THE PROBLEM, REALLY?
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25. 1508™
FIRST ITERATION
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26. 1508™
SECOND ITERATION
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27. 1508™
THE SOLUTION: A TOOL FOR MATCHING TOUCHPOINTS WITH SOLUTIONS
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28. 1508™
VISIT
DENMARK
STORYTELLING ON A
TRAVELLERS JOURNEY TO
DENMARK
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29. 1508™
CREATE A BETTER
UNDERSTANDING OF
THE COMPLEXITY OF A
TRAVELLERS JOURNEY
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HOW MIGHT WE…

30. 1508™
DIGESTING INSIGHTS…
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31. 1508™
IDENTIFYING TOUCHPOINTS AND STORIES
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32. 1508™
…TRANSFORMING THE JOURNEY INTO A STORY BOARD
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33. 1508™
…ADDING MORE AND MORE DETAILS AND FINDING STOCK VIDEO
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34. 1508™
EDITING AND ANIMATION
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36. 1508™
DEEP DIVE:
IKEA AND IKANO
BANK
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37. Introduction

38. 1926
IKEA founder Ingvar Kamprad was born in 1926
38
1958
The world´s first IKEA store opens in Älmhult, Sweden.

39. 1988
IKANO was founded
39

40. Common values
Simplicity
Transparency
Fairness
40
Creating possibilities for a
better everyday life

41. Common values
Business development: Future proving the vision
41

42. Preparation

43. Before starting
Design
sprint
Feasibility/
Value index
Initial Ideation
Customer
Journey
Mapping
Customer
interviews
Fieldwork
Define
Focus & scope
Initial research
Create
Opportunity
space
Pain
identifying
Introduction

44. Point of CJM-Departure
44
• Goal
• Focus
• Output format
• Process structure
• Plan for afterwards

45. The project purpose
Using Customer Journey mapping based on user
centric insights to identify and contextualize tangible
hypotheses that can be translated into a backlog of
concrete initiatives for further design sprint
development.
Introduction

46. Product focus
Introduction

48. Initial desk research
Purpose:
To look for certain angles that would
sharpen the project focus
Result:
Normal user segmentation < Life situations

49. Initial survey
Focusing on the life situation that
triggered them into becoming Delbetala
customers

50. Survey result
50 %
Moving situations
constitutes the majority
trigger for becoming a
Delbetala customer

51. The decided customer journey focus
The overall journey for people who decides to
move residence and thereby ends up buying new
furniture in IKEA using Delbetala.
Why The Moving Journey was identified as the final project focus

52. Research

53. Research and CJM-construction
Design
sprint
Feasibility/
Value index
Initial Ideation
Customer
Journey
Mapping
Customer
interviews
Fieldwork
Define
Focus & scope
Initial research
Create
Opportunity
space
Pain
identifying
Introduction

54. Fieldwork at IKEA
Fieldwork at IKEA
To get a first hand experience of being a customer
in an IKEA store, applying the following research
methods:
• Touchpoint analysis
• Customer observation
• Customer interviews

55. In-depth interviews with both existing and non-
customers
Special focus for existing customers:
• Asking about their overall use of
Delbetala
• Customer support
• Onboarding journey
Special focus for non customers:
• Asking about their knowledge of
Delbetala
• Reasons behind not being customers
• Triggers that would persuade them

56. Interview activity
Card sorting exercise
Helped respondents navigate through mapping out
their own personal journey of moving
Served as a tool to aid the conversation

57. Visiting people
in their home
opportunity to experience the
customers new home first hand.
In Depth Customer Interviews

58. Insights and
CJM-construction

59. Generel insights:
- Delbetala
- IKEA
- Moving
Context insights:
- pinpointed to a specific phase of the journey

60. Merging three journeys into one map
MOVING TO A NEW HOME
BUYING FURNITURE IN IKEA
DELBETALA
Constructing the Map

61. Trying to build an overall journey structure

62. The overall journey

63. Phase 3 – Filling in the sub-tasks, Needs,
Triggers and Pains
Constructing the Map

64. Constructing the Map
The final map

65. Workshop 1
Convert pains into HMW’s

66. The innovation process
Design
sprint
Feasibility/
Value index
Initial Ideation
Customer
Journey
Mapping
Customer
interviews
Fieldwork
Define
Focus & scope
Initial research
Create
Opportunity
space
Pain
identifying
Introduction

67. • Identifying pains with
potential and voting on the
best
• Translating them into an
opportunity space and
concrete hypotheses
Workshop 1
Workshop 1

68. Flip Canvas: From pain to “How might we…”
Workshop 1
• Understanding
underlying reasons
• Flip negative to
positive
• Make concrete
hypothesis

69. 9 pains becomes and opportunity space of 38 HMW’s
Workshop 1

70. Workshop 2
Creating and validating initial concepts
• Ideas from HM’s
• Sketching
• Action Canvas

71. Concept pic’s
Workshop 2

72. Validating
No value for
Ikano/IKEA
Huge value for
Ikano/IKEA
Very hard
to make
Very easy
to make
1
2
4
5
6
3
7

73. User Test
• Doing interviews showing and
explaining each of the six
concepts
• Let each customer NPS-rate the
concepts and give their
immediate feedback.

74. Sprint process – three sprints in eight days
Prototyping
Test-prep.
Prototyping
Test-prep.
Concept 2
Concept 3
Intro
Concept 1
User testUser testUser test
Prototyping
Test-prep.
Day 1 Day 2 Day 3 Day 4
Day 5 Day 6 Day 7 Day 8

75. The Customer Journey footprint
1. More thorough knowledge foundation = better solutions
2. True customer centric focus (No inside out starting point)
3. More effective workshop and Design Sprint process
4. Valuable stakeholder management tool
5. Clear context of pains = better user test

76. 1508™
LEARNINGS AND
TAKEAWAYS
MORGENBOOSTER

77. 1508™
#1 Carefully create a clear
goal of why you are doing a
Customer Journey Map
Helps sharpen the focus and research questions
that reflects the overall goal.
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78. 1508™
#2 Customer Journey Map is
process before tool
Don’t underestimate stakeholder management
within the organisation.
Involvement of the organisations is both a way
to create the right insights and to anchor the
Customer Journey Map as a tool.
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79. 1508™
#3 Agree on output formats
Make sure to agree what output formats serves
the project goal the best.
In what form should the Customer Journey Map be
constructed?
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80. 1508™
#4 Customer Journey Maps can
bridge insights and
execution
Use tools like Action Canvas to create the
right solution for each touchpoint
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INSIGHTS EXECUTION
CUSTOMER
JOURNEY
MAP

81. 1508™
#5 Unfold your own swiss blade
Customer Journey
Customer Journeys Mapping can be used for a
variety of purposes and with a variation of
output formats.
Define your own.
MORGENBOOSTER

82. DESIGN
IN
LOVE
WITH
TECHNOLOGY
1508™
THANKS!
MORGENBOOSTER