Key Lime Interactive Webinar: Trailblazers Tell All On Journey Mapping
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Journey Maps help to visualize existing pain points and opportunities for future engagements with your customers. In this webinar you'll learn about the importance of user journeys, and ways to leverage these key components to inform your user experience strategy.
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Key Lime Interactive Webinar: Trailblazers Tell All On Journey Mapping
- 1. Trailblazers Tell All: The Truth Behind Journey Mapping Ania Rodriguez Key Lime Interactive Rima Campbell Citibank Marta Rey-Babarro Google Bryan Trogdon Office Depot #KLIevents @keylimeinteract
- 2. To bring clarity to the thought leaders, trailblazers and innovators who seek new ways to enhance the user experience. Key Lime MISSION #KLIevents @keylimeinteract
- 3. ANIA, CEO & Host Ania Rodriguez has served as a user experience advisor to Fortune 500 companies around the world for nearly the past two decades on the topics of User Interface Design, Product Design, and User Research. Known for her focus on actionable results and quality, Ania’s leadership has resulted in double-digit growth over the past five years and the company has emerged to become the leading user experience research firm in the United States. Recently, in February 2015, Ania was honored as an Emerging Entrepreneur by Enterprising Women Magazine. Similarly, In June 2014, Ania was named South Florida’s 40 Under 40 Class of 2014 for her ability to demonstrate exceptional business savvy, company leadership and community engagement. She enjoys mentoring her team and helping them strengthen their user experience expertise. She is a mother of two children, Vanessa and Max. She is an inspiration to young women with dreams to pursue their own business while juggling the family life. #KLIevents @keylimeinteract
- 4. RIMA, SVP, Global UX Research & Usability Responsible for leading user research and execution, Rima has conducted and overseen international research projects using both qualitative and quantitative techniques. With more than 10 years of experience, her research initiatives focus on optimizing Global, NA, Retail/Cards, Servicing & Acquisitions, and Digital Initiatives. Rima is grateful to have a multi-cultural background which provides her with a unique instinctual focus on simple and human experiences, leveraging her ability to align business and customer goals to produce optimal results. #KLIevents @keylimeinteract
- 5. MARTA, Senior UX Manager Marta works to make the life of her fellow colleagues at Google more effective and satisfying by developing ux centered tools for both mobile and desktop. She is responsible for the research strategy of several internal products that Googlers use every day. One of her favorite roles at Google is being a sprint master. In this role, she has helped more than 15+ different teams to define new products, create project visions or redesign internal-facing websites that Googlers worldwide use everyday. Prior to arriving to California in 2013, she worked for five years for Microsoft in Redmond, as the lead researcher for Microsoft Project, Microsoft Outlook and bringing communication and collaboration across the 2013 Office suite. At Bankinter, the most technology oriented bank in Spain, she was part of the team that created the first transactional Spanish bank on the Internet. #KLIevents @keylimeinteract
- 6. BRYAN, Director of User Experience Responsible for UX across the entire North American digital portfolio of sites, including OfficeDepot.com, private B2B websites, mobile sites, and mobile apps. Bryan is a User Experience professional with over 16 years experience in product strategy, innovation and multichannel marketing. He provides direction for the end-to-end user-centered design process, including customer behavioral analysis, usability testing, prototyping, concepting, and wireframing. #KLIevents @keylimeinteract
- 7. • What is Journey Mapping? • Quick History of Journey Mapping • Journey Mapping and it’s role in UX • Lean/Assumptive vs. Research-Based • Current-State vs. Future-State • Pros of Remote vs. In-Person Journey Mapping • Tips for Other Trailblazers Who Are About to Start Journey Mapping Work • Q&A #KLIevents @keylimeinteract Agenda
- 8. What is a Journey Map? • A visual or graphical interpretation of a customer’s “story” • Diagram’s a customer’s point of view, reasons, and emotions behind all interactions • Holistic understanding of customer journey #KLIevents @keylimeinteract
- 9. History of Journey Mapping • Early 1980s: G. Lynn Shostack and service design • Originally known as Service Blueprints • In last 5-10 years, Customer Journey Maps have become more popular • 2011: Adaptive Path, Experience Maps > Rail Europe • 2014-15 Journey Maps and Experience Maps peak interest Img src: https://hbr.org/1984/01/designing-services-that-deliver/ar/1 #KLIevents @keylimeinteract
- 10. Tell me how Journey Mapping is important for the UX Field overall. #KLIevents @keylimeinteract
- 11. How does Journey Mapping help with storytelling? #KLIevents @keylimeinteract
- 12. Lean/Assumptive vs. Research-Based Lean/Assumptive • Developed internally • Excludes customer feedback • Potentially biased Research-Based • Qualitative approach • Customer interviews, journals, focus groups • Unbiased view • Harder to internalize #KLIevents @keylimeinteract
- 13. Pros & Cons of Lean vs. Research Based #KLIevents @keylimeinteract
- 14. Current State • Fact-based • Current customer interactions • Usually prior to developing solution ] Current-State vs. Future-State • Speculative • Focus on vision • Includes customer desires • Helps tweak solutions in development Img src: https://www.flickr.com/photos/ buckaroobay/3721809183Img src: https://www.flickr.com/photos/ mag3737/236625863 Future State
- 15. Thoughts on Current State vs. Future State Journey Mapping? #KLIevents @keylimeinteract
- 16. Pros of Remote vs. Person of Journey Mapping sessions #KLIevents @keylimeinteract
- 17. How has Journey Mapping helped improve collaboration among teams? #KLIevents @keylimeinteract
- 18. Tips for other trailblazers who are about to start Journey Mapping work. Marta Rey-Babarro, Google “Be very mindful of the data and what steps you are highlighting.” “Get Started Now. Practice Makes Perfect” “When you do international journey mapping make sure to identify the signature moments that drive differentiation.” Rima Campbell, CitibankBryan Trogdon, Office Depot #KLIevents @keylimeinteract
- 20. ThankYou Upcoming Webinars (Complimentary) Wearables Do’s and Don’ts June 5, 2015 Personalization: Creepy or Kewl? July 30, 2015 Lean UX for the 500 LB Guerilla July 9, 2015 Upcoming Training (In-Person in Miami - $1,750 or $3,000 for both) Journey Mapping: 1.5 day Bootcamp July 21-22, 2015 Eye Tracking: 2-Day Bootcamp July 9-10, 2015 For more details, email us at Sales@KeyLimeInteractive.com
Hinweis der Redaktion
- Welcome to today’s webinar brought to you by Key Lime Interactive. My name is Ania Rodriguez and I’ll be your host this afternoon. Thank you all for joining us. Today, I’m joined with three clients who I admire. All three are phenomenal thought leaders within our field of User Experience from Citi, Google, and Office Depot. We’ll hear their experiences related to co-creating journey maps with customers and leadership at their respective companies. Okay, before getting the conversation started, lets quickly cover a couple of guidelines to keep in mind throughout the next hour. We want this talk to be interactive so there are two channels where you can ask questions in real time, during the webinar. Post your question in the chat window Follow the conversation via Twitter using the hashtag #klievents We have allotted time at the end of this discussion for Q&A and we’ll do our best to get to everyone’s questions. For questions we may not get a chance to answer, we will email you directly with a response after the webinar. With that said, lets go ahead and jump right in:
- First, we have Rima Cambell, who is the Senior Vice President and head of research at Citibank. With over 15 years of experience, she is responsible for all user research initiatives in the US and abroad. She understands international needs and has been pivotal in really understanding users and their needs across the globe. She is a devoted advocate for our UX community and a phenomenal tennis pro.
- Marta Rey is a senior UX manager at Google. She also has 15 years of experience. She currently leads a team of researchers and designers that are spearheading all the corporate engineering initiatives at Google. She comes from a wealth of knowledge in her previous experience, where she worked at Microsoft as well as Bankiter which is one of the more tech-savvy banks in Spain. What I love best about Marta is that she drives change at Google through her positive attitude. Best of all, she’s also a Salsa dancer.
- Bryan is a director of user experience at Office Depot, Inc., the parent company of Office Depot and OfficeMax. He is responsible for all the North America digital portfolios and is a researcher with over 16 years of experience. His work is pivotal in the growth for journey mapping at Office Depot and designed for their future omnichannel experience. Prior to Office Depot, he worked for Oriental Trading and was responsible for overseeing their user research and experience department. Last week when we were doing our dry run, Bryan was geared up in his motorcycle gear touring his hometown of Omaha, NE.
- A customer journey map is a visual or graphic interpretation of a customer’s “story” through a particular interaction with a business service, product, or brand, over time and across channels. The result is a diagram that gives an overview of the customers process, providing the customer’s point of view as well as an understanding of what they do, why they do it, how they do it, and the emotional impact of each step. Journey maps are valuable in understanding holistically how customers interact with your business, identifying existing pain points, and guiding future development.
- https://experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/ http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/ Img src: https://hbr.org/1984/01/designing-services-that-deliver/ar/1 Evolved from service design, originally written about by G. Lynn Shostack in the early 80’s Service blueprints provided a methodology to visualize steps and phases in a service A newer form called Customer Journey Maps has proliferated in the last 5-10 years, sharing many of the same characteristics with service blueprints Customer Journey Maps differ by inclusion of items such as pain points, moments of truth, and an emotional focus on interactions
- Lean/Assumptive Built by internal stakeholders on assumptions of customer interactions Usually the first step in the process, but best to later incorporate customer perspective May be biased by internal viewpoint Research-Based Qualitative approach Build maps via customer conversations, including interviews, journals, or focus groups Provides unbiased view of journey from customer More difficult to internalize for stakeholders Assumptive: http://www.touchpointdashboard.com/2015/03/journey-mapping-rule-1-map-from-customer-viewpoint/ Research-Based: http://www.touchpointdashboard.com/2015/03/journey-mapping-rule-1-map-from-customer-viewpoint/ slides 30-40
- Current-State Fact-based Creating a visualization of customer interactions with current product Valuable for identifying current pain points before solution is built Future State Speculative Focus on vision of new product or service Include what you desire customers to do/think/feel Present possible solutions and gauge response Valuable for tweaking product/solution already in development http://kerrybodine.com/customerjourneymaps/