SlideShare ist ein Scribd-Unternehmen logo
1 von 48
Downloaden Sie, um offline zu lesen
The Consumer Journey
Progress Digital Partner Summit | May 10, 2016
Your Presenters
2
Dan Galvin
VP Opportunity Development
dgalvin@leapagency.com
@DGalvin22
Michael Wunsch
VP Digital Performance
mwunsch@leapagency.com
@MichaelEWunsch
16 Years in Business | 2 Locations | 70 Employees | $35 Million in Billings
About LEAP LEAPagency.com
Diverse Clientele
4
User-Centered Design
Process for LEAP
5
The 6 Principles of UCD
•The design is based upon an explicit understanding of
users, tasks & environments.
•Users are involved throughout design & development.
•The design is driven and refined by user-centered
evaluation.
•The process is iterative.
•The design addresses the whole user experience.
•The design team includes multidisciplinary skills and
perspectives.
Centered Around User Evaluation Based In:
•Personas and Scenarios
•Usability Testing
•Accessibility Testing
•Focus Groups
•User Observation
•User Surveys
Why does any of this matter?
Data-Driven Future
• Data-driven marketing cuts
through the noise
• Conversion optimization a part of
every project
• ROI increases that keep clients
with us and growing
• Consumers want personalization
• The tools are right here!
7
What will we learn today?
The Day at a Glance
Gone are the days of guessing about website behavior and content.
Consumers are demanding personalized content and websites must
have clear objective.
Define personas: We have to know who we are building experiences
for and what matters to them.
Define the journey: Once we know “who” we need to define the
path to the objective.
9
Buyer Personas
Customer & Buyer Personas
11
An effective buyer persona is based
on market research and insights into your
current customer base that
can be for example received through
surveys and interviews.
Retrieve data such as income, place of
residence, relationship status, occupation,
daily routine, lifestyle, hobbies, behavior on
the web etc. and determine the daily needs and
problems of your customers.
Depending on the industry, develop
different personas from this information
and have on-hand information to create
new profiles anytime you’d like.
=
Buyer Personas are fictional ideals of your customer types and act as content marketing
tools. They will help you to better understand your customers and make it easier to tailor
your content to their specific needs and behaviors.
An Introduction
Customer & Buyer Personas
12
Effectively Using Personas
How can your products or services solve the customer's problems and by what means can you
encourage them to buy? If you have analyzed the data collected about your customers and take into
account these questions, you can implement your advertising measures.
Long standing and
regular customers can
be variously contacted
and informed in
contrast with new
customers, where not
much can be
concluded due to
limited amount of
information.
Intentionally exclude
negative personas
from your promotions
and focus your energy
on customers who are
likely and ready to buy.
Develop specific digital
communications for
customers who really
could have interest in a
certain product, rather
than indiscriminately
sending it to all your
customers.
Customer & Buyer Personas
13
Why Are They So Important?
Buyer Persona Model Make better informed decisions
about marketing & sales strategies
Building Your Persona
Customer & Buyer Personas
15
Four Steps to Building Personas
GATHER &
ANALYZE
INSIGHTS
BUYER
INTERVIEWS
BUILD BUYER
PERSONAS &
SCENARIO
MODELS
MAP TO
BUYER
GOALS
21 3 4
Customer & Buyer Personas
16
Utilize Your Sales Team
USE DATA TO FLESH OUT
PERSONAS
Primary research
Wins and losses
Sales force and marketing
automation reports
Look-alikes
Case studies
Customer surveys
ASK REPS THE RIGHT
QUESTIONS
Who are you selling to?
Who is buying?
How do buyers communicate?
What questions are buyers asking?
What pain do buyers have?
What are the buyers´ journeys?
What companies do they work for?
GET INPUT FROM THE
FRONT LINES
Talk to top-performing sales reps
Get insight on buyer behaviour and
characteristics
Use info to create a range of
different personas
ALWAYS BE IMPROVING
Meet with sales regularly to review
and refine personas
Use sales force and marketing
automation tools to track success
21 3 4
Customer & Buyer Personas
17
Buyer Persona Building Blocks
MODALITY
Methodical, spontaneous, humanistic,
competitive
MOTIVATION
Needs, goals, pains, ideals, challenges
DEMOGRAPHICS
Gender, age, marital status, income
level, location, education
BIOGRAPHIC
Industry, senority, functional area, role,
responsibilities, knowledge, risk
PSYCHOGRAPHICS
Personality, values, attitudes,
interests, lifestyles
RELATIONSHIPS
Individual, directed, collaborative,
competitive, contentious, subordinate,
superior, consensus
Examples
ALEX SCHMIDT
LIVES IN: Cincinnati, OH
AGE: 24 – 30
GENDER: Male
INTERESTS: Sports, Technology, Fashion, Fitness
EDUCATION LEVEL: College Graduate
JOB TITLE: Finance, Financial Advisor, Financial Analyst or Financial
Adviser
INCOME: 60k – 80k
RELATIONSHIP STATUS: Single
LANGUAGE SPOKEN: German, English
BUYING MOTIVATION:
Wants top quality at a fair price
BUYING CONCERNS:
Warranty and service
20
Customer & Buyer Personas
Putting It All Together
Customer & Buyer Personas
Putting It All Together
Lucy
RATIONAL
11%
Jackson
TRADITIONALIST
14%
Robert
METICULOUS
32%
Anne
CAREFREE
13%
Thomas
UNINHIBITED
17%
22
NeedStateMap
Journey Mapping
Journey / Experience Map
24
The composition of an Experience Map builds up knowledge and unity on all management
and working levels. Moreover, a satisfying customer interaction and a better product
experience is established.
The Experience Map is a strategic
tool to document and present
complex user interaction with a
product or service.
Definition
Journey / Experience Map
25
Key Terms
POINT OF INTERACTION
The point of interaction of a person and a representative or
product of the company.
The interaction takes place at a specific time, within a specific
context and with the intention to fulfill a specific need of the
customer.
CHANNEL
The communication channels with the user: web, print,
voice call, mobile device or a retail store.
The channel defines the possibilities and limitations of a
touch point.
Journey / Experience Map
26
Benefits of an Experience Map
Evaluation
Assess structural
knowledge of customer
experience / behavior of
all channels
Tool
Collective tool to
display product
experiences
Simplicity
Follow customer
insights in a simple
and usable form
Development
Develop toward
customer-oriented
thinking
Innovation
Identify areas of
ideas and innovation
Journey / Experience Map
27
Main Components
The Takeaway
The takeaway contains strategic
insight and proposals which
derive from the Experience Map
and summarizes detected
obstacles and opportunities.
The Lens
The lens is a filter which analyzes
the journey of the customer and
summarizes it to the core
experience; superior principles
and key values are listed.
Journey of the Customer
The journey of the customer
is always individual and case-related.
It should illustrate the most important
points such as phase transitions and
channel changes.
Journey / Experience Map
28
Four Steps of Implementation
Observation
Analyze customer behavior
and cross channel points
of interaction.
Target course
Exploit the journey of the
customer and its key points.
Visualization
Visualize gathered information
as moving stories.
Usage
Use the Experience Map
as an impetus for a better
customer experience.
Journey / Experience Map
29
Basic Framework
doing
Actions which are
executed by customers
to meet their needs?
What are the key actions?
thinking
How do customers design
and judge their product
experience?
What do they expect?
feeling
Which emotions do
customers have on
their journey?
What are the ups and downs?
Journey / Experience Map
30
Capturing Insights
Truth counts
Only real data create
a useable Experience
Map as its value
closely connected
with the insights it
conveys.
Quantitative
Based on qualitative
results, further data
sources, such as
statistical evaluations
or surveys, can help
to identify decisive
features.
Qualitative
Conversations with
customers the most
reliable source to gain
qualitative knowledge.
The interview should
take place in a natural
manner and
environment.
Iterative
Directed by the course
of the creation, an
iterative concept
arises. The process is
improved and
becomes more
elaborated at the
same time.
Many sources
One source is never
enough to get a
comprehensive
picture. One should
gather as much
information as
possible from
different sources.
Building Your Map
Journey / Experience Map
Step One
The first draft starts with the identification of interaction points and the drawing of a path.
To mirror thoughts and emotions, interaction points show positive and negative signs.
-
+
+ /+-
TIP: Start in analytics
33
Journey / Experience Map
Step Two
Emotion, need, action
Emotion, need, action
Emotion, need, action
Emotion, need, action
Next, emotions, needs and thoughts are regarded more intensively with the aim to identify
the underlying need. The qualitative information of the results are added as comments to
the interaction points. Emotional conditions are depicted graphically. Also, quantitative
information, such as statistical details find their place around the path.
-
+
+ /+-
Journey / Experience Map
Step Three
Now, the phases of interaction are identified by dividing interaction points into rational units.
-
+
+ /+-
Attention Research Decision Purchase
Journey / Experience Map
36
Rising interest in a
specific product or
group of products
Attention
Research of
information on
focused products
Research
The customer decides
by means of specific
criteria.
Decision
The customer
purchases the product
via a specific channel.
Purchase
Initial operation of the
product and necessary
steps
First usage
Daily, regular use of
the product within
the respective context
Further usage
Due to specific criteria,
the product is defect or
not used any longer.
End of usage
Disposal of the product
and purchase of a
replacement product,
if required
Disposal
Phases – Structured Example
Journey / Experience Map
Types of Interaction
Direct
connection
One step leads directly
to the next one.
Bi-Directional
connection
One step leads to the next,
but the user can also go back.
Controlled
evaluation
Use ranges between several
possibilities within a closed
and controlled surrounding.
Open
Exploration
User ranges freely between
several dependent and
independent possibilities.
37
Journey / Experience Map
The last step is the evaluation of possibilities and obstacles for the customer:
Communicative:
• Does the user need a specific content or a specific essential information?
• Is it possible to improve the sorting of available information by means of their relevance for the
customer?
Interactional:
• What prevents the customer from interacting?
• How can the interaction be improved?
Step Five
Putting It All Together
39
Path
Customer journey with
interaction points and types
Thoughts
Annotations with the customer’s
thoughts at the interaction point
Lens
Overlapping summary of the
customer’s core experience
EMOTION Scale
Mental and emotional
conditions graphically compiled
Takeaway
Proposals for improvement and
obstacles of the particular
interaction phases
Surrounding
Upstream and downstream
interactions, outer conditions,
actual situation
How It Works Together
Examples - Personas
41
Examples – Home Hardware
42
Examples – Electrical Contractors
43
Now What?
Just Do It
• Grab your sales team, talk through your customer, just capture a few
insights
• Gather whatever data exists about your customer
• Find a headshot, give it a name, apply the characteristics (a few is fine)
Boom – you have a persona!
45
Now…
• Apply that person to your web project
• Where do they start (search, ad, direct, social)
• Where do they land (home, landing page, ecom)
• What do they need / want – does your content match
• Can they go different directions
• Are there barriers / have you considered mobile / tablet
• What is the primary objective
Boom, you just created a Journey Map!
46
Finally…
• Establish your KPIs
• How will you measure (analytics, Sitefinity)
• Map to objectives
• Evaluate, wash, rinse repeat
• Be prepared to fail fast but fail smart
47
48
Dan Galvin
VP Opportunity Development
dgalvin@leapagency.com
@DGalvin22
Michael Wunsch
VP Digital Performance
mwunsch@leapagency.com
@MichaelEWunsch

Weitere ähnliche Inhalte

Was ist angesagt?

A Guide To Customer Experience Mapping
A Guide To Customer Experience MappingA Guide To Customer Experience Mapping
A Guide To Customer Experience MappingBryan K. O'Rourke
 
Building A Customer Journey Map PowerPoint Presentation Slides
Building A Customer Journey Map PowerPoint Presentation SlidesBuilding A Customer Journey Map PowerPoint Presentation Slides
Building A Customer Journey Map PowerPoint Presentation SlidesSlideTeam
 
Effective Customer Journey Maps
Effective Customer Journey MapsEffective Customer Journey Maps
Effective Customer Journey MapsTandemSeven
 
The Customer Experience Is Your Brand
The Customer Experience Is Your BrandThe Customer Experience Is Your Brand
The Customer Experience Is Your BrandDrew Diskin
 
Customer Journey Analysis PowerPoint Presentation Slides
Customer Journey Analysis PowerPoint Presentation Slides Customer Journey Analysis PowerPoint Presentation Slides
Customer Journey Analysis PowerPoint Presentation Slides SlideTeam
 
Customer Experience Journey Mapping
Customer Experience Journey MappingCustomer Experience Journey Mapping
Customer Experience Journey MappingCharalabos Ioannidis
 
Mapping the customer experience: innovate using customer experience journey maps
Mapping the customer experience: innovate using customer experience journey mapsMapping the customer experience: innovate using customer experience journey maps
Mapping the customer experience: innovate using customer experience journey mapsJoyce Hostyn
 
Customer Journey Map - A Step-By-Step Guide with Examples
Customer Journey Map - A Step-By-Step Guide with ExamplesCustomer Journey Map - A Step-By-Step Guide with Examples
Customer Journey Map - A Step-By-Step Guide with ExamplesYuri Vedenin
 
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...G3 Communications
 
Touchpoints: a Customer Experience Story | MCorp Consulting
Touchpoints: a Customer Experience Story | MCorp ConsultingTouchpoints: a Customer Experience Story | MCorp Consulting
Touchpoints: a Customer Experience Story | MCorp ConsultingMichael Hinshaw, CEO McorpCX
 
Business Model Canvas (Dr. Htet Zan Linn)
Business Model Canvas (Dr. Htet Zan Linn)Business Model Canvas (Dr. Htet Zan Linn)
Business Model Canvas (Dr. Htet Zan Linn)Htet Zan Linn
 
Customer Journey Map in B2B projects
Customer Journey Map in B2B projectsCustomer Journey Map in B2B projects
Customer Journey Map in B2B projectsSDDMilan
 
What is Customer Experience?
What is Customer Experience?What is Customer Experience?
What is Customer Experience?ClearAction
 
Customer segmentation
Customer segmentation Customer segmentation
Customer segmentation CleverTap
 
The value proposition builder workbook
The value proposition builder workbookThe value proposition builder workbook
The value proposition builder workbookIncubation & Industry
 
Shopper Journey Analysis PowerPoint Presentation Slides
Shopper Journey Analysis PowerPoint Presentation Slides Shopper Journey Analysis PowerPoint Presentation Slides
Shopper Journey Analysis PowerPoint Presentation Slides SlideTeam
 
BUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESS
BUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESSBUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESS
BUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESSCorey Miller
 

Was ist angesagt? (20)

A Guide To Customer Experience Mapping
A Guide To Customer Experience MappingA Guide To Customer Experience Mapping
A Guide To Customer Experience Mapping
 
Building A Customer Journey Map PowerPoint Presentation Slides
Building A Customer Journey Map PowerPoint Presentation SlidesBuilding A Customer Journey Map PowerPoint Presentation Slides
Building A Customer Journey Map PowerPoint Presentation Slides
 
Effective Customer Journey Maps
Effective Customer Journey MapsEffective Customer Journey Maps
Effective Customer Journey Maps
 
Customer Journey Mapping
Customer Journey MappingCustomer Journey Mapping
Customer Journey Mapping
 
The Customer Experience Is Your Brand
The Customer Experience Is Your BrandThe Customer Experience Is Your Brand
The Customer Experience Is Your Brand
 
Customer Journey Analysis PowerPoint Presentation Slides
Customer Journey Analysis PowerPoint Presentation Slides Customer Journey Analysis PowerPoint Presentation Slides
Customer Journey Analysis PowerPoint Presentation Slides
 
Customer Experience Journey Mapping
Customer Experience Journey MappingCustomer Experience Journey Mapping
Customer Experience Journey Mapping
 
Mapping the customer experience: innovate using customer experience journey maps
Mapping the customer experience: innovate using customer experience journey mapsMapping the customer experience: innovate using customer experience journey maps
Mapping the customer experience: innovate using customer experience journey maps
 
Customer Journey Map - A Step-By-Step Guide with Examples
Customer Journey Map - A Step-By-Step Guide with ExamplesCustomer Journey Map - A Step-By-Step Guide with Examples
Customer Journey Map - A Step-By-Step Guide with Examples
 
Buyer persona slides
Buyer persona slidesBuyer persona slides
Buyer persona slides
 
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...
 
Touchpoints: a Customer Experience Story | MCorp Consulting
Touchpoints: a Customer Experience Story | MCorp ConsultingTouchpoints: a Customer Experience Story | MCorp Consulting
Touchpoints: a Customer Experience Story | MCorp Consulting
 
Business Model Canvas (Dr. Htet Zan Linn)
Business Model Canvas (Dr. Htet Zan Linn)Business Model Canvas (Dr. Htet Zan Linn)
Business Model Canvas (Dr. Htet Zan Linn)
 
Customer Journey Map in B2B projects
Customer Journey Map in B2B projectsCustomer Journey Map in B2B projects
Customer Journey Map in B2B projects
 
What is Customer Experience?
What is Customer Experience?What is Customer Experience?
What is Customer Experience?
 
Customer segmentation
Customer segmentation Customer segmentation
Customer segmentation
 
The value proposition builder workbook
The value proposition builder workbookThe value proposition builder workbook
The value proposition builder workbook
 
Shopper Journey Analysis PowerPoint Presentation Slides
Shopper Journey Analysis PowerPoint Presentation Slides Shopper Journey Analysis PowerPoint Presentation Slides
Shopper Journey Analysis PowerPoint Presentation Slides
 
BUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESS
BUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESSBUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESS
BUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESS
 
Future state journey mapping
Future state journey mappingFuture state journey mapping
Future state journey mapping
 

Ähnlich wie The Consumer Journey

Winning the customer experience revolution
Winning the customer experience revolutionWinning the customer experience revolution
Winning the customer experience revolutionCatalyst
 
CRM Evolution Conference: How to Create a Customer Experience Map
CRM Evolution Conference: How to Create a Customer Experience MapCRM Evolution Conference: How to Create a Customer Experience Map
CRM Evolution Conference: How to Create a Customer Experience MapCatalyst
 
Audit Scope and Process
Audit Scope and ProcessAudit Scope and Process
Audit Scope and ProcessDaniel McKean
 
UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...
UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...
UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...UXPA International
 
Designing oustanding USER EXPERIENCEs to scale sustainable innovation
Designing oustanding USER EXPERIENCEs to scale sustainable innovationDesigning oustanding USER EXPERIENCEs to scale sustainable innovation
Designing oustanding USER EXPERIENCEs to scale sustainable innovationMarie Geneste
 
Online Test, Target and Measurement - Nancy Shaver, Experian Marketing Services
Online Test, Target and Measurement - Nancy Shaver, Experian Marketing ServicesOnline Test, Target and Measurement - Nancy Shaver, Experian Marketing Services
Online Test, Target and Measurement - Nancy Shaver, Experian Marketing ServicesOnline Marketing Summit
 
Jobs To Be Done & Room 214
Jobs To Be Done & Room 214Jobs To Be Done & Room 214
Jobs To Be Done & Room 214John Franklin
 
181009 Webinar Data_Driven_Marketing
181009 Webinar Data_Driven_Marketing181009 Webinar Data_Driven_Marketing
181009 Webinar Data_Driven_MarketingGood Rebels
 
What is Brand Therapy? Relationships that Engage and Delight
What is Brand Therapy? Relationships that Engage and DelightWhat is Brand Therapy? Relationships that Engage and Delight
What is Brand Therapy? Relationships that Engage and DelightEsteban Gonzalez
 
6 steps to effective segmentation guide - #LostCulture
6 steps to effective segmentation guide - #LostCulture6 steps to effective segmentation guide - #LostCulture
6 steps to effective segmentation guide - #LostCultureExperian Marketing Services UK
 
India Presentation
India PresentationIndia Presentation
India Presentationjohnbromley
 
India Presentation 1
India Presentation 1India Presentation 1
India Presentation 1johnbromley
 
2.1 Relationship Marketing - Operational and analytic CRM 2016 short
2.1 Relationship Marketing - Operational and analytic CRM 2016 short2.1 Relationship Marketing - Operational and analytic CRM 2016 short
2.1 Relationship Marketing - Operational and analytic CRM 2016 shortAx - Amicucci Formazione
 
2.1 relationship marketing operational and analytic crm 2016 short
2.1 relationship marketing   operational and analytic crm 2016 short2.1 relationship marketing   operational and analytic crm 2016 short
2.1 relationship marketing operational and analytic crm 2016 shortSilvio Filippi
 
Putting the Person into Personalization: Identifying audiences and their reac...
Putting the Person into Personalization: Identifying audiences and their reac...Putting the Person into Personalization: Identifying audiences and their reac...
Putting the Person into Personalization: Identifying audiences and their reac...Optimizely
 
APRA Marketing Panel 8-31-11
APRA Marketing Panel 8-31-11APRA Marketing Panel 8-31-11
APRA Marketing Panel 8-31-11liampalooza
 
Digital Marketing Workshop
Digital Marketing WorkshopDigital Marketing Workshop
Digital Marketing WorkshopOmniPlan
 

Ähnlich wie The Consumer Journey (20)

Winning the customer experience revolution
Winning the customer experience revolutionWinning the customer experience revolution
Winning the customer experience revolution
 
CRM Evolution Conference: How to Create a Customer Experience Map
CRM Evolution Conference: How to Create a Customer Experience MapCRM Evolution Conference: How to Create a Customer Experience Map
CRM Evolution Conference: How to Create a Customer Experience Map
 
CX Workbook.pdf
CX Workbook.pdfCX Workbook.pdf
CX Workbook.pdf
 
Audit Scope and Process
Audit Scope and ProcessAudit Scope and Process
Audit Scope and Process
 
Day 1 buyer personas content marketing
Day 1  buyer personas content marketingDay 1  buyer personas content marketing
Day 1 buyer personas content marketing
 
UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...
UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...
UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...
 
Designing oustanding USER EXPERIENCEs to scale sustainable innovation
Designing oustanding USER EXPERIENCEs to scale sustainable innovationDesigning oustanding USER EXPERIENCEs to scale sustainable innovation
Designing oustanding USER EXPERIENCEs to scale sustainable innovation
 
Online Test, Target and Measurement - Nancy Shaver, Experian Marketing Services
Online Test, Target and Measurement - Nancy Shaver, Experian Marketing ServicesOnline Test, Target and Measurement - Nancy Shaver, Experian Marketing Services
Online Test, Target and Measurement - Nancy Shaver, Experian Marketing Services
 
Jobs To Be Done & Room 214
Jobs To Be Done & Room 214Jobs To Be Done & Room 214
Jobs To Be Done & Room 214
 
cus expereince
cus expereincecus expereince
cus expereince
 
181009 Webinar Data_Driven_Marketing
181009 Webinar Data_Driven_Marketing181009 Webinar Data_Driven_Marketing
181009 Webinar Data_Driven_Marketing
 
What is Brand Therapy? Relationships that Engage and Delight
What is Brand Therapy? Relationships that Engage and DelightWhat is Brand Therapy? Relationships that Engage and Delight
What is Brand Therapy? Relationships that Engage and Delight
 
6 steps to effective segmentation guide - #LostCulture
6 steps to effective segmentation guide - #LostCulture6 steps to effective segmentation guide - #LostCulture
6 steps to effective segmentation guide - #LostCulture
 
India Presentation
India PresentationIndia Presentation
India Presentation
 
India Presentation 1
India Presentation 1India Presentation 1
India Presentation 1
 
2.1 Relationship Marketing - Operational and analytic CRM 2016 short
2.1 Relationship Marketing - Operational and analytic CRM 2016 short2.1 Relationship Marketing - Operational and analytic CRM 2016 short
2.1 Relationship Marketing - Operational and analytic CRM 2016 short
 
2.1 relationship marketing operational and analytic crm 2016 short
2.1 relationship marketing   operational and analytic crm 2016 short2.1 relationship marketing   operational and analytic crm 2016 short
2.1 relationship marketing operational and analytic crm 2016 short
 
Putting the Person into Personalization: Identifying audiences and their reac...
Putting the Person into Personalization: Identifying audiences and their reac...Putting the Person into Personalization: Identifying audiences and their reac...
Putting the Person into Personalization: Identifying audiences and their reac...
 
APRA Marketing Panel 8-31-11
APRA Marketing Panel 8-31-11APRA Marketing Panel 8-31-11
APRA Marketing Panel 8-31-11
 
Digital Marketing Workshop
Digital Marketing WorkshopDigital Marketing Workshop
Digital Marketing Workshop
 

Mehr von LEAP

LFI Presents: Why You Need a Mobile Marketing Plan Today
LFI Presents: Why You Need a Mobile Marketing Plan TodayLFI Presents: Why You Need a Mobile Marketing Plan Today
LFI Presents: Why You Need a Mobile Marketing Plan TodayLEAP
 
Social Search Optimization (SSO)
Social Search Optimization (SSO)Social Search Optimization (SSO)
Social Search Optimization (SSO)LEAP
 
Digital Forecast: Bringing 2012 Digital Marketing Trends Into Focus
Digital Forecast: Bringing 2012 Digital Marketing Trends Into FocusDigital Forecast: Bringing 2012 Digital Marketing Trends Into Focus
Digital Forecast: Bringing 2012 Digital Marketing Trends Into FocusLEAP
 
LinkedIn 101: Basics and Advanced
LinkedIn 101: Basics and AdvancedLinkedIn 101: Basics and Advanced
LinkedIn 101: Basics and AdvancedLEAP
 
Social Media-Palooza (Part II), by LeapFrog Interactive
Social Media-Palooza (Part II), by LeapFrog InteractiveSocial Media-Palooza (Part II), by LeapFrog Interactive
Social Media-Palooza (Part II), by LeapFrog InteractiveLEAP
 
Social Media-Palooza (Part I), by LeapFrog Interactive
Social Media-Palooza (Part I), by LeapFrog InteractiveSocial Media-Palooza (Part I), by LeapFrog Interactive
Social Media-Palooza (Part I), by LeapFrog InteractiveLEAP
 
Ready, Set... Search! by LeapFrog Interactive
Ready, Set... Search! by LeapFrog InteractiveReady, Set... Search! by LeapFrog Interactive
Ready, Set... Search! by LeapFrog InteractiveLEAP
 
Forever Outside the Box: Lessons in Guerilla Marketing
Forever Outside the Box: Lessons in Guerilla MarketingForever Outside the Box: Lessons in Guerilla Marketing
Forever Outside the Box: Lessons in Guerilla MarketingLEAP
 
Media Convergence in a Digital World, by LeapFrog Interactive
Media Convergence in a Digital World, by LeapFrog InteractiveMedia Convergence in a Digital World, by LeapFrog Interactive
Media Convergence in a Digital World, by LeapFrog InteractiveLEAP
 
Marketing to Women: What Every Brand Needs to Know, By LeapFrog Interactive
Marketing to Women: What Every Brand Needs to Know, By LeapFrog InteractiveMarketing to Women: What Every Brand Needs to Know, By LeapFrog Interactive
Marketing to Women: What Every Brand Needs to Know, By LeapFrog InteractiveLEAP
 
Diversification of Digital, by LeapFrog Interactive
Diversification of Digital, by LeapFrog InteractiveDiversification of Digital, by LeapFrog Interactive
Diversification of Digital, by LeapFrog InteractiveLEAP
 

Mehr von LEAP (11)

LFI Presents: Why You Need a Mobile Marketing Plan Today
LFI Presents: Why You Need a Mobile Marketing Plan TodayLFI Presents: Why You Need a Mobile Marketing Plan Today
LFI Presents: Why You Need a Mobile Marketing Plan Today
 
Social Search Optimization (SSO)
Social Search Optimization (SSO)Social Search Optimization (SSO)
Social Search Optimization (SSO)
 
Digital Forecast: Bringing 2012 Digital Marketing Trends Into Focus
Digital Forecast: Bringing 2012 Digital Marketing Trends Into FocusDigital Forecast: Bringing 2012 Digital Marketing Trends Into Focus
Digital Forecast: Bringing 2012 Digital Marketing Trends Into Focus
 
LinkedIn 101: Basics and Advanced
LinkedIn 101: Basics and AdvancedLinkedIn 101: Basics and Advanced
LinkedIn 101: Basics and Advanced
 
Social Media-Palooza (Part II), by LeapFrog Interactive
Social Media-Palooza (Part II), by LeapFrog InteractiveSocial Media-Palooza (Part II), by LeapFrog Interactive
Social Media-Palooza (Part II), by LeapFrog Interactive
 
Social Media-Palooza (Part I), by LeapFrog Interactive
Social Media-Palooza (Part I), by LeapFrog InteractiveSocial Media-Palooza (Part I), by LeapFrog Interactive
Social Media-Palooza (Part I), by LeapFrog Interactive
 
Ready, Set... Search! by LeapFrog Interactive
Ready, Set... Search! by LeapFrog InteractiveReady, Set... Search! by LeapFrog Interactive
Ready, Set... Search! by LeapFrog Interactive
 
Forever Outside the Box: Lessons in Guerilla Marketing
Forever Outside the Box: Lessons in Guerilla MarketingForever Outside the Box: Lessons in Guerilla Marketing
Forever Outside the Box: Lessons in Guerilla Marketing
 
Media Convergence in a Digital World, by LeapFrog Interactive
Media Convergence in a Digital World, by LeapFrog InteractiveMedia Convergence in a Digital World, by LeapFrog Interactive
Media Convergence in a Digital World, by LeapFrog Interactive
 
Marketing to Women: What Every Brand Needs to Know, By LeapFrog Interactive
Marketing to Women: What Every Brand Needs to Know, By LeapFrog InteractiveMarketing to Women: What Every Brand Needs to Know, By LeapFrog Interactive
Marketing to Women: What Every Brand Needs to Know, By LeapFrog Interactive
 
Diversification of Digital, by LeapFrog Interactive
Diversification of Digital, by LeapFrog InteractiveDiversification of Digital, by LeapFrog Interactive
Diversification of Digital, by LeapFrog Interactive
 

Kürzlich hochgeladen

ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technologyehimaibooks
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 

Kürzlich hochgeladen (20)

ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technology
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 

The Consumer Journey

  • 1. The Consumer Journey Progress Digital Partner Summit | May 10, 2016
  • 2. Your Presenters 2 Dan Galvin VP Opportunity Development dgalvin@leapagency.com @DGalvin22 Michael Wunsch VP Digital Performance mwunsch@leapagency.com @MichaelEWunsch
  • 3. 16 Years in Business | 2 Locations | 70 Employees | $35 Million in Billings About LEAP LEAPagency.com
  • 5. User-Centered Design Process for LEAP 5 The 6 Principles of UCD •The design is based upon an explicit understanding of users, tasks & environments. •Users are involved throughout design & development. •The design is driven and refined by user-centered evaluation. •The process is iterative. •The design addresses the whole user experience. •The design team includes multidisciplinary skills and perspectives. Centered Around User Evaluation Based In: •Personas and Scenarios •Usability Testing •Accessibility Testing •Focus Groups •User Observation •User Surveys
  • 6. Why does any of this matter?
  • 7. Data-Driven Future • Data-driven marketing cuts through the noise • Conversion optimization a part of every project • ROI increases that keep clients with us and growing • Consumers want personalization • The tools are right here! 7
  • 8. What will we learn today?
  • 9. The Day at a Glance Gone are the days of guessing about website behavior and content. Consumers are demanding personalized content and websites must have clear objective. Define personas: We have to know who we are building experiences for and what matters to them. Define the journey: Once we know “who” we need to define the path to the objective. 9
  • 11. Customer & Buyer Personas 11 An effective buyer persona is based on market research and insights into your current customer base that can be for example received through surveys and interviews. Retrieve data such as income, place of residence, relationship status, occupation, daily routine, lifestyle, hobbies, behavior on the web etc. and determine the daily needs and problems of your customers. Depending on the industry, develop different personas from this information and have on-hand information to create new profiles anytime you’d like. = Buyer Personas are fictional ideals of your customer types and act as content marketing tools. They will help you to better understand your customers and make it easier to tailor your content to their specific needs and behaviors. An Introduction
  • 12. Customer & Buyer Personas 12 Effectively Using Personas How can your products or services solve the customer's problems and by what means can you encourage them to buy? If you have analyzed the data collected about your customers and take into account these questions, you can implement your advertising measures. Long standing and regular customers can be variously contacted and informed in contrast with new customers, where not much can be concluded due to limited amount of information. Intentionally exclude negative personas from your promotions and focus your energy on customers who are likely and ready to buy. Develop specific digital communications for customers who really could have interest in a certain product, rather than indiscriminately sending it to all your customers.
  • 13. Customer & Buyer Personas 13 Why Are They So Important? Buyer Persona Model Make better informed decisions about marketing & sales strategies
  • 15. Customer & Buyer Personas 15 Four Steps to Building Personas GATHER & ANALYZE INSIGHTS BUYER INTERVIEWS BUILD BUYER PERSONAS & SCENARIO MODELS MAP TO BUYER GOALS 21 3 4
  • 16. Customer & Buyer Personas 16 Utilize Your Sales Team USE DATA TO FLESH OUT PERSONAS Primary research Wins and losses Sales force and marketing automation reports Look-alikes Case studies Customer surveys ASK REPS THE RIGHT QUESTIONS Who are you selling to? Who is buying? How do buyers communicate? What questions are buyers asking? What pain do buyers have? What are the buyers´ journeys? What companies do they work for? GET INPUT FROM THE FRONT LINES Talk to top-performing sales reps Get insight on buyer behaviour and characteristics Use info to create a range of different personas ALWAYS BE IMPROVING Meet with sales regularly to review and refine personas Use sales force and marketing automation tools to track success 21 3 4
  • 17. Customer & Buyer Personas 17 Buyer Persona Building Blocks MODALITY Methodical, spontaneous, humanistic, competitive MOTIVATION Needs, goals, pains, ideals, challenges DEMOGRAPHICS Gender, age, marital status, income level, location, education BIOGRAPHIC Industry, senority, functional area, role, responsibilities, knowledge, risk PSYCHOGRAPHICS Personality, values, attitudes, interests, lifestyles RELATIONSHIPS Individual, directed, collaborative, competitive, contentious, subordinate, superior, consensus
  • 19. ALEX SCHMIDT LIVES IN: Cincinnati, OH AGE: 24 – 30 GENDER: Male INTERESTS: Sports, Technology, Fashion, Fitness EDUCATION LEVEL: College Graduate JOB TITLE: Finance, Financial Advisor, Financial Analyst or Financial Adviser INCOME: 60k – 80k RELATIONSHIP STATUS: Single LANGUAGE SPOKEN: German, English BUYING MOTIVATION: Wants top quality at a fair price BUYING CONCERNS: Warranty and service
  • 20. 20 Customer & Buyer Personas Putting It All Together
  • 21. Customer & Buyer Personas Putting It All Together Lucy RATIONAL 11% Jackson TRADITIONALIST 14% Robert METICULOUS 32% Anne CAREFREE 13% Thomas UNINHIBITED 17%
  • 24. Journey / Experience Map 24 The composition of an Experience Map builds up knowledge and unity on all management and working levels. Moreover, a satisfying customer interaction and a better product experience is established. The Experience Map is a strategic tool to document and present complex user interaction with a product or service. Definition
  • 25. Journey / Experience Map 25 Key Terms POINT OF INTERACTION The point of interaction of a person and a representative or product of the company. The interaction takes place at a specific time, within a specific context and with the intention to fulfill a specific need of the customer. CHANNEL The communication channels with the user: web, print, voice call, mobile device or a retail store. The channel defines the possibilities and limitations of a touch point.
  • 26. Journey / Experience Map 26 Benefits of an Experience Map Evaluation Assess structural knowledge of customer experience / behavior of all channels Tool Collective tool to display product experiences Simplicity Follow customer insights in a simple and usable form Development Develop toward customer-oriented thinking Innovation Identify areas of ideas and innovation
  • 27. Journey / Experience Map 27 Main Components The Takeaway The takeaway contains strategic insight and proposals which derive from the Experience Map and summarizes detected obstacles and opportunities. The Lens The lens is a filter which analyzes the journey of the customer and summarizes it to the core experience; superior principles and key values are listed. Journey of the Customer The journey of the customer is always individual and case-related. It should illustrate the most important points such as phase transitions and channel changes.
  • 28. Journey / Experience Map 28 Four Steps of Implementation Observation Analyze customer behavior and cross channel points of interaction. Target course Exploit the journey of the customer and its key points. Visualization Visualize gathered information as moving stories. Usage Use the Experience Map as an impetus for a better customer experience.
  • 29. Journey / Experience Map 29 Basic Framework doing Actions which are executed by customers to meet their needs? What are the key actions? thinking How do customers design and judge their product experience? What do they expect? feeling Which emotions do customers have on their journey? What are the ups and downs?
  • 30. Journey / Experience Map 30 Capturing Insights Truth counts Only real data create a useable Experience Map as its value closely connected with the insights it conveys. Quantitative Based on qualitative results, further data sources, such as statistical evaluations or surveys, can help to identify decisive features. Qualitative Conversations with customers the most reliable source to gain qualitative knowledge. The interview should take place in a natural manner and environment. Iterative Directed by the course of the creation, an iterative concept arises. The process is improved and becomes more elaborated at the same time. Many sources One source is never enough to get a comprehensive picture. One should gather as much information as possible from different sources.
  • 32. Journey / Experience Map Step One The first draft starts with the identification of interaction points and the drawing of a path. To mirror thoughts and emotions, interaction points show positive and negative signs. - + + /+-
  • 33. TIP: Start in analytics 33
  • 34. Journey / Experience Map Step Two Emotion, need, action Emotion, need, action Emotion, need, action Emotion, need, action Next, emotions, needs and thoughts are regarded more intensively with the aim to identify the underlying need. The qualitative information of the results are added as comments to the interaction points. Emotional conditions are depicted graphically. Also, quantitative information, such as statistical details find their place around the path. - + + /+-
  • 35. Journey / Experience Map Step Three Now, the phases of interaction are identified by dividing interaction points into rational units. - + + /+- Attention Research Decision Purchase
  • 36. Journey / Experience Map 36 Rising interest in a specific product or group of products Attention Research of information on focused products Research The customer decides by means of specific criteria. Decision The customer purchases the product via a specific channel. Purchase Initial operation of the product and necessary steps First usage Daily, regular use of the product within the respective context Further usage Due to specific criteria, the product is defect or not used any longer. End of usage Disposal of the product and purchase of a replacement product, if required Disposal Phases – Structured Example
  • 37. Journey / Experience Map Types of Interaction Direct connection One step leads directly to the next one. Bi-Directional connection One step leads to the next, but the user can also go back. Controlled evaluation Use ranges between several possibilities within a closed and controlled surrounding. Open Exploration User ranges freely between several dependent and independent possibilities. 37
  • 38. Journey / Experience Map The last step is the evaluation of possibilities and obstacles for the customer: Communicative: • Does the user need a specific content or a specific essential information? • Is it possible to improve the sorting of available information by means of their relevance for the customer? Interactional: • What prevents the customer from interacting? • How can the interaction be improved? Step Five
  • 39. Putting It All Together 39 Path Customer journey with interaction points and types Thoughts Annotations with the customer’s thoughts at the interaction point Lens Overlapping summary of the customer’s core experience EMOTION Scale Mental and emotional conditions graphically compiled Takeaway Proposals for improvement and obstacles of the particular interaction phases Surrounding Upstream and downstream interactions, outer conditions, actual situation
  • 40. How It Works Together
  • 42. Examples – Home Hardware 42
  • 43. Examples – Electrical Contractors 43
  • 45. Just Do It • Grab your sales team, talk through your customer, just capture a few insights • Gather whatever data exists about your customer • Find a headshot, give it a name, apply the characteristics (a few is fine) Boom – you have a persona! 45
  • 46. Now… • Apply that person to your web project • Where do they start (search, ad, direct, social) • Where do they land (home, landing page, ecom) • What do they need / want – does your content match • Can they go different directions • Are there barriers / have you considered mobile / tablet • What is the primary objective Boom, you just created a Journey Map! 46
  • 47. Finally… • Establish your KPIs • How will you measure (analytics, Sitefinity) • Map to objectives • Evaluate, wash, rinse repeat • Be prepared to fail fast but fail smart 47
  • 48. 48 Dan Galvin VP Opportunity Development dgalvin@leapagency.com @DGalvin22 Michael Wunsch VP Digital Performance mwunsch@leapagency.com @MichaelEWunsch