In his UX Riga 2016 conference talk, Marc Stickdorn explains various journey mapping options and when to use them. He shared also some basic guidelines for conducting customer experience research based on ethnographic approaches.

1. 2016
Journey Mapping & CX Research
25 February 2016UX Riga 2016
Marc Stickdorn

2. UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

3. 89% of companies expect to compete mostly on the basis of customer
experience by 2016 – vs. 36% four years ago.
*
Gartner Research, 2015
Poor customer experiences result in an estimated $83 Billion loss by
US enterprises each year because of defections and abandoned purchases.
Forbes, 2013
Customer power has grown, as 73% of firms trust recommendations
from friends and family, while only 19% trust direct communication.
Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012
86% of consumers will pay more for a
better customer experience.
RightNow Customer Experience Impact Report, 2011
“CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”*
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

4. 78.4 % ARE SATISFIED
WITH YOUR PRODUCT.
YEAH, NUMBERS.
NOW WHAT?
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

5. CUSTOMER EXPERIENCE
IS MORE THAN
F***ING METRICS.
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

6. A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

7. A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
… or as some might call it:
“slipping into your customer’s shoes.”
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

8. PERSONA
Jake
30
Male
German
“Don’t believe the hype!”
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

9. PERSONA
“Don’t believe the hype!”
User/customer profiles
based on research
Jake
30
Male
German
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

10. The story of Jake and his old TV set …
A TV set is a product, right?
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

11. JAKE
1 That old TV set
breaks down
1
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

12. JAKE
2 Reading advertisements
in print media
1 2
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

13. JAKE
3 Looking for offers
online
2 31
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

14. JAKE
4 Reading
online reviews
42 31
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

15. 42 3
JAKE
5 Collecting information
in store
5
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

16. 43 5
JAKE
6 Comparing prices
on mobile device
6
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

17. 4 5 6
JAKE
7 Buying new TV set
in store
7
P R E - S E R V I C E P E R I O D S E R V I C E
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

18. 5 6 7
JAKE
8 Transportation
home
8
P R E - S E R V I C E P E R I O D S E R V I C E
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

19. 6 7 8
JAKE
9 Setting up
the new TV set
9
P R E - S E R V I C E P E R I O D S E R V I C E
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

20. 7 8 9
JAKE
10 Using TV set for
the first time
10
S E R V I C E
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

21. 8 9 10
JAKE
11 Writing a review
online
11
S E R V I C E
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

22. 9 10
JAKE
12 Using TV set
after a month
S E R V I C E
11 12
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

23. 10 11 12
JAKE
13 Using TV set
after a year
S E R V I C E
13
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

24. 11 12 13
JAKE
14 Recommending
friends
S E R V I C E
14
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

25. 42 3 5
11 12 13 14
6 7 8 9 10
1
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

26. And this is just a high-level perspective …
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

27. Each touchpoint can be separated into
smaller steps …
9
UNPACKINGARRANGING
GETTING RID OF OLD STUFF
SETTING UP CHANNELS
TIDY UP LIVING ROOM
CONNECT TO WIFI
SOFTWARE UPDATE
SET UP CABLES
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

28. A SWIMLANE DIAGRAM FOR
Understanding channels
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

29. A SWIMLANE DIAGRAM FOR
Understanding channels
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

30. INTRODUCING
KLAUS
Cool!
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

31. A SWIMLANE DIAGRAM FOR &
Understanding channels
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

32. 16 17 18
JAKE
21
KLAUS
3
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

33. 16 17 18
JAKE
21
KLAUS
3
social media
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

34. POSITIVE social media
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

35. POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.htmlUX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

36. POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.htmlUX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

37. POSITIVE social media
Images: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.htmlUX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

38. NEGATIVE social media
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

39. Dave Carroll – United breaks guitars
14.000.000+
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

40. Dave Carroll – United breaks guitars
14.000.000+
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

41. CUSTOMER SATISFACTION
EXPECTATIONS VS. EXPERIENCES
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

42. CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
Expectations Experiences Satisfaction
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

43. CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
Expectations Experiences Satisfaction
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

44. CUSTOMER SATISFACTION
Expectations Experiences Satisfaction
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

45. CUSTOMER SATISFACTION
Expectations Experiences Satisfaction
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

46. CUSTOMER SATISFACTION
Expectations Experiences Satisfaction
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

47. CUSTOMER SATISFACTION
Expectations Experiences Satisfaction
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

48. EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKEUX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

49. EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKEKLAUSUX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

50. EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKEKLAUSLAURAUX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

51. EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKEKLAUSLAURA
When do you measure
customer satisfaction?
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

52. 1 2 3 4 5 6 7 8 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKEKLAUSLAURA
EMOTIONAL JOURNEY
78,4 % of our customers
are satisfied with our service.
9
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

53. #servicedesign
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

54. Service design is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONRESEARCH IDEATION PROTOTYPING IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

55. 1. RESEARCH
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

56. QUALITATIVE
 
QUANTITATIVE
 
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

57. Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
 
QUANTITATIVE
 
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongMobile ethnography
… AND MANY MORE
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

58. SURVEYS
photo credit
shutterstock / mama_mia
QUANTITATIVE
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

59. CONVERSION ANALYSIS
QUANTITATIVE
photo credit
shutterstock / GaudiLab
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

60. CONTEXTUAL INTERVIEWS
QUALITATIVE
photo credit
shutterstock / af8images
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

61. NON-PARTICIPANT OBSERVATION
QUALITATIVE
photo credit
shutterstock / Yiulia Grigoryeva
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

62. PARTICIPANT OBSERVATION
QUALITATIVE
photo credit
shutterstock / Monkey Business Images
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

63. WORK-ALONG
QUALITATIVE
photo credit
shutterstock / Num Skyman
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

64. photo credit
shutterstock / Kzenon
SELF-DOCUMENTATION
QUALITATIVE
AUTO-ETHNOGRAPHY
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

65. BASE YOUR
CUSTOMER
JOURNEY
ON F***ING
RESEARCH!UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

66. 2. IDEATION
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

67. 1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C EP R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

68. THE IDEA PORTFOLIO
IMPACT ON
CUSTOMER
FEASIBILITY
START HERE!
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

69. 3. PROTOTYPING
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

70. JOURNEY MAPS
PROTOTYPE
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

71. ADVERTISEMENTS
PROTOTYPE
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

72. DESKTOP WALKTHROUGH
PROTOTYPE
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

73. PHYSICAL PROTOTYPES
PAPER/CARDBOARD/LEGO
PROTOTYPE
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

74. WIREFRAME/DUMMY
PAPER/SOFTWARE DUMMY
PROTOTYPE
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

75. IMPROV THEATER
PROTOTYPE
Courtesy of Adam and Markus from
WorkPlayExperienceUX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

76. PRETOTYPING
PROTOTYPE
photo credit
shutterstock photobank.chUX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

77. BUSINESS MODEL
PROTOTYPE
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

78. THE FIDELITY
OF A PROTOTYPE
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

79. HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

80. HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP
#WIN#FAIL
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

81. Development 12 hours
Testing 20 hours
Discussion 26 hours
Insights 04
Iterations 02
Development 20 mins
Testing 20 mins
Discussion 02 hours
Insights 31
Iterations 27
HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

82. 4. IMPLEMENTATION
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

83. A JOURNEY
MAP IS NOT A
F***ING
DELIVARABLE!
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

84. #servicedesign
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

85. “The battle of devices has now become a war of ecosystems, where
ecosystems include not only the hardware and software of the device, but
developers, applications, ecommerce, advertising, search, social applications,
location-based services, unified communications and many other things.
Our competitors aren’t taking our market share with devices; they are taking
our market share with an entire ecosystem. This means we’re going to have
to decide how we either build, catalyse or join an ecosystem.”
— Stephen Elop, February 2011
CEO of Nokia
THINK IN SERVICE ECOSYSTEMS
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

86. CA B
A SERVICE
ECOSYSTEM
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

87. CA B
A SERVICE
ECOSYSTEM
JAKE
KLAUS
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

88. CA B
REV
A SERVICE
ECOSYSTEM
WIFI
TRANS
JAKE
PAYTV
KLAUS
POST
SHOP
PRICE
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

89. KLAUS
EMPLOYEES
PARKING LOT
ONLINE SHOP
LOGISTICS
MAINTENANCE
A SERVICE
ECOSYSTEM
TRA
JAKE
SHOP
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

90. KLAUS
EMPLOYEES
PARKING LOT
ONLINE SHOP
SHAREHOLDERS
LOGISTICS
SUPPLIERS
AUTHORITIES
COMMUNITY
MAINTENANCE
MARKETING
SALES ETC …
A SERVICE
ECOSYSTEM
TRA
JAKE
SHOP
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

91. CA B
REV
A SERVICE
ECOSYSTEM
WIFI
TRANS
JAKE
PAYTV
KLAUS
POST
SHOP
PRICE
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

92. #servicedesign
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

93. Corporate
communications Infrastructure Usability
Look and feelTechnical supportCustomer relationship
management
Customer support
Point-of-Sales
MARKETING IT DESIGN/UX SALES
Service Design is not new.
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

94. Service design is inter-disciplinary.
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

95. Every discipline has its language.
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

96. Service design is a common language.
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

97. Service design is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONRESEARCH IDEATION PROTOTYPING IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

98. CO-CREATE WITH YOUR
F***ING CUSTOMER.
REALLY.
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn

99. THANK YOU!
OUT 2016
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn: @MrStickdorn
marc@smaply.com
Slides designed by Jakob Schneider: @jakoblies
jakob@smaply.com
UX Riga 2016
Customer Journey Mapping and CX Research
25 February 2016 Marc Stickdorn