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Unboxing Costumer Journey Mapping | Morgenbooster #89

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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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Unboxing Costumer Journey Mapping | Morgenbooster #89

  1. 1. WE SHARE SLIDES AND VIDEO IN OUR MORGENBOOSTER GROUP ON LINKEDIN USE #MORGENBOOSTER WHEN YOU SHARE EXPERIENCES OF TODAY ON SOME WIFI: 1508 GUEST CODE: JEGVILONLINE UNBOXING CUSTOMER JOURNEY MAPPING
  2. 2. 1508™ ADAM VOIGHT USER EXPERIENCE DESIGNER MIKKEL JESPERSEN CO-FOUNDER AND CHIEF STRATEGY OFFICER MORGENBOOSTER THE SPEAKERS
  3. 3. 1508™ AGENDA CHALLENGE AND PERSPECTIVE 3 CASES IN BRIEF DEEP DIVE: IKEA AND IKANO BANK LEARNINGS AND TAKE AWAYS MORGENBOOSTER
  4. 4. 1508™ CHALLENGE AND PERSPECTIVE MORGENBOOSTER
  5. 5. 1508™ CUSTOMER MORGENBOOSTER
  6. 6. 1508™ MORGENBOOSTER
  7. 7. 1508™ MORGENBOOSTER PERSONAS: MEET CLAUS!
  8. 8. 1508™ MORGENBOOSTER PLENTY OF CUSTOMER JOURNEY MAPS ALREADY OUT THERE
  9. 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. 10. 1508™ OUR PERSPECTIVE: CUSTOMER JOURNEY AS A MULTI-TOOL MORGENBOOSTER STORYTELLING PRODUCT INNOVATION WEB & APP COMMUNICATION & CAMPAIGNS . . .
  11. 11. 1508™ 3 CASES IN BRIEF MORGENBOOSTER
  12. 12. 1508™ COMPANY X CUSTOMER JOURNEY AS CENTERPOINT FOR INTERNATIONAL COLLABORATION MORGENBOOSTER
  13. 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. 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. 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. 16. 1508™ IDENTIFYING FOUR DIFFERENT CUSTOMER TYPES MORGENBOOSTER MIDDLE MANAGER COORDINATOR WORKERDECISION MAKER
  17. 17. 1508™ 4 X CUSTOMER PROFILES MORGENBOOSTER MIDDLE MANAGER COORDINATOR WORKERDECISION MAKER
  18. 18. 1508™ THE CUSTOMER JOURNEY MAP STRUCTURE MORGENBOOSTER
  19. 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 MORGENBOOSTER
  20. 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. 21. 1508™ WHAT TO COMMUNICATE TO WHO, TO WHAT EXTENT, WHERE ON THE SITE MORGENBOOSTER IN SHORT
  22. 22. 1508™ ASE A TOOL FOR CREATING THE RIGHT CONTENT IN EVERY TOUCHPOINT MORGENBOOSTER
  23. 23. 1508™ ASE HAD ALREADY CONDUCTED PLENTY OF ANALYSIS BUT WERE LOOKING FOR A WAY TO BRIDGE INSIGHTS AND EXECUTION MORGENBOOSTER
  24. 24. 1508™ WHAT’S THE PROBLEM, REALLY? MORGENBOOSTER
  25. 25. 1508™ FIRST ITERATION MORGENBOOSTER
  26. 26. 1508™ SECOND ITERATION MORGENBOOSTER
  27. 27. 1508™ THE SOLUTION: A TOOL FOR MATCHING TOUCHPOINTS WITH SOLUTIONS MORGENBOOSTER
  28. 28. 1508™ VISIT DENMARK STORYTELLING ON A TRAVELLERS JOURNEY TO DENMARK MORGENBOOSTER
  29. 29. 1508™ CREATE A BETTER UNDERSTANDING OF THE COMPLEXITY OF A TRAVELLERS JOURNEY MORGENBOOSTER HOW MIGHT WE…
  30. 30. 1508™ DIGESTING INSIGHTS… MORGENBOOSTER
  31. 31. 1508™ IDENTIFYING TOUCHPOINTS AND STORIES MORGENBOOSTER
  32. 32. 1508™ …TRANSFORMING THE JOURNEY INTO A STORY BOARD MORGENBOOSTER
  33. 33. 1508™ …ADDING MORE AND MORE DETAILS AND FINDING STOCK VIDEO MORGENBOOSTER
  34. 34. 1508™ EDITING AND ANIMATION MORGENBOOSTER
  35. 35. 1508™ DEEP DIVE: IKEA AND IKANO BANK MORGENBOOSTER
  36. 36. Introduction
  37. 37. 1926 IKEA founder Ingvar Kamprad was born in 1926 38 1958 The world´s first IKEA store opens in Älmhult, Sweden.
  38. 38. 1988 IKANO was founded 39
  39. 39. Common values Simplicity Transparency Fairness 40 Creating possibilities for a better everyday life
  40. 40. Common values Business development: Future proving the vision 41
  41. 41. Preparation
  42. 42. 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
  43. 43. Point of CJM-Departure 44 • Goal • Focus • Output format • Process structure • Plan for afterwards
  44. 44. 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
  45. 45. Product focus Introduction
  46. 46. Initial desk research Purpose: To look for certain angles that would sharpen the project focus Result: Normal user segmentation < Life situations
  47. 47. Initial survey Focusing on the life situation that triggered them into becoming Delbetala customers
  48. 48. Survey result 50 % Moving situations constitutes the majority trigger for becoming a Delbetala customer
  49. 49. 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
  50. 50. Research
  51. 51. 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
  52. 52. 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
  53. 53. 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
  54. 54. 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
  55. 55. Visiting people in their home opportunity to experience the customers new home first hand. In Depth Customer Interviews
  56. 56. Insights and CJM-construction
  57. 57. Generel insights: - Delbetala - IKEA - Moving Context insights: - pinpointed to a specific phase of the journey
  58. 58. Merging three journeys into one map MOVING TO A NEW HOME BUYING FURNITURE IN IKEA DELBETALA Constructing the Map
  59. 59. Trying to build an overall journey structure
  60. 60. The overall journey
  61. 61. Phase 3 – Filling in the sub-tasks, Needs, Triggers and Pains Constructing the Map
  62. 62. Constructing the Map The final map
  63. 63. Workshop 1 Convert pains into HMW’s
  64. 64. 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
  65. 65. • Identifying pains with potential and voting on the best • Translating them into an opportunity space and concrete hypotheses Workshop 1 Workshop 1
  66. 66. Flip Canvas: From pain to “How might we…” Workshop 1 • Understanding underlying reasons • Flip negative to positive • Make concrete hypothesis
  67. 67. 9 pains becomes and opportunity space of 38 HMW’s Workshop 1
  68. 68. Workshop 2 Creating and validating initial concepts • Ideas from HM’s • Sketching • Action Canvas
  69. 69. Concept pic’s Workshop 2
  70. 70. 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
  71. 71. User Test • Doing interviews showing and explaining each of the six concepts • Let each customer NPS-rate the concepts and give their immediate feedback.
  72. 72. 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
  73. 73. 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
  74. 74. 1508™ LEARNINGS AND TAKEAWAYS MORGENBOOSTER
  75. 75. 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. MORGENBOOSTER
  76. 76. 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. MORGENBOOSTER
  77. 77. 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? MORGENBOOSTER
  78. 78. 1508™ #4 Customer Journey Maps can bridge insights and execution Use tools like Action Canvas to create the right solution for each touchpoint MORGENBOOSTER INSIGHTS EXECUTION CUSTOMER JOURNEY MAP
  79. 79. 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
  80. 80. DESIGN IN LOVE WITH TECHNOLOGY 1508™ THANKS! MORGENBOOSTER

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