From brand or company driven to human based design. Organizations spend a lot of time, money and energy developing a good relationship with their customers. Conducting a relevant dialogue is a major challenge. Using a Customer Journey Mapping toolkit, organizations are able to create an overview of what business and clients need over time, along with possible customer journeys and relevant content across multiple channels.

1. The journey
from today to tomorrow
Michiel Ooms - Sr. Creative Consultant

2. Source: http://www.flickr.com/photos/14242173@N03/2331670902/

3. Celebrating
The launch of the website!
Source: http://www.flickr.com/photos/14242173@N03/2331670902/

4. Source: http://www.flickr.com/photos/kumaneko/5499747804/

5. Relaxing
After a period of hard working!
Source: http://www.flickr.com/photos/kumaneko/5499747804/

7. Meanwhile
Everyday life resumes!

8. HOW CAN WE?
"
Organize and orchestrate the (digital) channels "
to increase reach, revenue, value and loyalty?

10. Important
To surprise the customer…!

11. Important
…with a tailormade treatment!

12. I want
to buy...
VISIT
COMPETITOR
WEBSITE
ATTENDS
FACEBOOK
CAMPAIGN
RECEIVES
VOUCHER
CODE
SHARES
TRAVEL
INTENTIONS
...How do
I decide?
GOOGLE
VACATIONS
GOOGLE
OTHER
DESTINATION
BOOKS
VACATION
PACKAGE
BUYING PROCESS
CONSULTS
FELLOW
TRAVELLER
SEARCH
BEST
DEAL
ASK
PEERS
COMPARES
WITH
COMPETITOR
VISIT
COMPANY
WEBSITE

13. Source: http://deliciousbday.com/2012/05/23/hongkong-disneyland-part-1-disneys-hollywood-hotel/

15. Mismatch
No relevancy in offering!

16. THIS WILL RESULT IN
"
Loss in conversion and revenues, "
solution: linking insights to relevant offers
~
Increase ! of costs !
solution: targeted campaigns, shorter time-to-market
and increased" automation "
~
"
Lower customer satisfaction "
solution: personal, consistent and fast contact points

17. Op
tim
Design
just
Ad
Strategy
ize
Construction
Groei
Te
s
ta
n d e v alu ate

18. A user scenario that gives insight in the !
touch points (offline, desktop or mobile) "
of a user uses over time."
"
There’s not one customer journey:
combinations and variations are endless.

22. Continuously evolving overview of what "
the business and our users want over time"
"
Along with examples of possible customer journeys,
related projects and relevant content and its channels.

23. Experience map
I want to
Tom and his friends play golf in Spain
feel at ease
I want to board
quickly and easily
I want to be in
ORIENTATION
PLAN AND BOOK
ADD AND ALTER
CHECK-IN
FLIGHT
the holiday mood
AT DESTINATION
ADD AND ALTER
CHECK-IN
FLIGHT
EVALUATION
FLIGHT
EVALUATION
I want flight
and destination
User needs
I want to
information
check in without
hassle
I want to
check-in quickly
I want to feel
I want to
Legend
comfortable
board without
hassle
PERSONA 1
I want to
PERSONA 2
board without
ORIENTATION
Strategy and
themes
PLAN AND BOOK
ADD AND ALTER
CHECK-IN
FLIGHT
AT DESTINATION
hassle
and safe
ADD AND ALTER
CHECK-IN

24. I want to
Legend
board without
Multi session,
hassle
PERSONA 1
cross device support
PERSONA 2
INSPIRE
Compare flights
ORIENTATION
PLAN AND BOOK
ADD AND ALTER
CHECK-IN
FLIGHT
and destinations
AT DESTINATION
FLIGHT
EVALUATION
CHECK-IN
FLIGHT
EVALUATION
passengers
ACCESS
Tools to
CHECK-IN
Identify
user accounts
INSPIRE
Strategy and
themes
ADD AND ALTER
Facilitate
ACCESS
manage procedures
SELF
SERVICE
Offe
product
CO
Make it accessible
for all devices
ACCESS
Digital touchpoints
Make it easy
to order
CONVERSION
to ask questions
CUSTOMER
SERVICE
Legend
PRIMARY THEME
SECUNDARY THEME
TERTIARY THEME
ORIENTATION
PLAN AND BOOK
ADD AND ALTER
CHECK-IN
FLIGHT
AT DESTINATION
OFFLINE
They enjoy their flight
ADD AND ALTER

25. Legend
PRIMARY THEME
SECUNDARY THEME
TERTIARY THEME
Tom adds missing
ORIENTATION
PLAN AND BOOK
ADD AND ALTER
CHECK-IN
passport details of his friends
ADD AND ALTER
FLIGHT
AT DESTINATION
FLIGHT
EVALUATION
Tom and his friends
OFFLINE
They enjoy their flight
Based on customer feedback,
Customer
Journey
CHECK-IN
all check in for themselves
and buy some more drinks
she recommends “Happy Golf Resort”
Tom and his friends would
like to play golf in Spain
They collect their rental
Tom agrees on the resort,
Tom visitis the
Pin High travel store
car and drive to the resort
Based on the e-mail,
and Sheila takes an option
Tom’s friend Phil
Tom asks for
Tom and his friends play
golf every day
decides to add extra baggage
available flights
DESKTOP
Tom adds missing
Sheila shows Tom several
They receive a ‘thank you for flying
passport details of his friends
with us’ email with an invitation for
Tom and his friends
resorts in the Nice area
Tom and his friends
receive a confirmation mail.
their boarding passes
all check in for themselves
The mail comes extra options too.
Sheila logs on to airline.com
with her agent ID and selects a
a review
Tom and his friends receive
Based on the e-mail,
flight, a car and golf bags
Tom’s friend Phil
decides to add extra baggage
Tom and his friends
MOBILE
receive a confirmation mail.
The mail comes extra options too.
Tom prints boarding
Tom and his friends receive
They make use of the available
Tom discusses adding extra
Tom shares some of his
information to find out where to
their
passes boarding passes
for everybody
golfing pictures on Facebook
collect their rental car
He gets notifications of
options with his friends
flight status information
Tom and his friends pre-order
They check in by using
Phil’s smartphone
Tom calls h
Tom prints boarding
passes for everybody
some drinks with discount
to set up a
Tom and his friends pre-order
Tom and his friends receive
real time flight status updates
Tom calls his friends
some drinks with discount
to set up a meeting at
the airport
ORIENTATION
LANDING PAGES
PLAN AND BOOK
ADD AND ALTER
CHECK-IN
FLIGHT
AT DESTINATION
ADD AND ALTER
CHECK-IN
FLIGHT
EVALUATION

26. Tom and his friends
all check in for themselves
Sheila logs on to airline.com
with her agent ID and selects a
Based on the e-mail,
flight, a car and golf bags
Tom’s friend Phil
decides to add extra baggage
Tom and his friends
MOBILE
receive a confirmation mail.
The mail comes extra options too.
Tom and his friends receive
They make use of the available
their boarding passes
information to find out where to
Tom shares some of his
golfing pictures on Facebook
collect their rental car
Tom discusses adding extra
He gets notifications of
flight status information
options with his friends
They check in by using
Phil’s smartphone
Tom prints boarding
passes for everybody
Tom and his friends receive
Tom and his friends pre-order
real time flight status updates
Tom calls his friends
some drinks with discount
to set up a meeting at
the airport
BOOKING TOOL
ORIENTATION
PLAN AND BOOK
ADD AND ALTER
CHECK-IN
FLIGHT
AT DESTINATION
ADD AND ALTER
CHECK-IN
FLIGHT
EVALUATION
MANAGE BOOKING
LANDING PAGES
BOOKING TOOL
Channels
CUSTOMER SERVICE
MANAGE BOOKING
MANAGE BOOKING
APP
SERVICE EMAIL
APP
SERVICE EMAIL
SERVICE EMAIL
SERVICE EMAIL
NEWSLETTER
SMS
SMS
SOCIAL MEDIA
ORIENTATION
SOCIAL MEDIA
PLAN AND BOOK
ADD AND ALTER
CHECK-IN
FLIGHT
AT DESTINATION
ADD AND ALTER
CHECK-IN
FLIGHT
EVALUATION
SURPRISE
Content
SURPRISE
SURPRISE
SURPRISE
SURPRISE
SURPRISE
SURPRISE
SURPRISE
SURPRISE
SURPRISE
SUGGEST
SUGGEST
SUGGEST
SUGGEST
SUGGEST
SUGGEST
SUGGEST
SUGGEST
SUGGEST
SUGGEST
SUPPORT
SUPPORT
SUPPORT
SUPPORT
SUPPORT
SUPPORT
SUPPORT
SUPPORT
SUPPORT
SUPPORT

27. ORIENTATION
PLAN AND BOOK
ADD AND ALTER
CHECK-IN
FLIGHT
AT DESTINATION
ADD AND ALTER
CHECK-IN
FLIGHT
EVALUATION
LANDING PAGES
BOOKING TOOL
Channels
MANAGE BOOKING
MANAGE BOOKING
APP
APP
SERVICE EMAIL
SERVICE EMAIL
SERVICE EMAIL
NEWSLETTER
SMS
SURPRISE
SOCIAL MEDIA
ORIENTATION
SMS
PLAN AND BOOK
ADD AND ALTER
CHECK-IN
SURPRISE
FLIGHT
AT DESTINATION
SUGGEST
SURPRISE
SURPRISE
SURPRISE
SURPRISE
SURPRISE
SUGGEST
SUGGEST
SUGGEST
SUGGEST
SUGGEST
SUGGEST
SUPPORT
SUPPORT
SUPPORT
SUPPORT
SUPPORT
SERVE
SERVE
SERVE
SERVE
SERVE
SUPPORT
SERVE
CHECK-IN
FLIGHT
EVALUATION
SUGGEST
SURPRISE
Content
ADD AND ALTER
SOCIAL MEDIA
SURPRISE
SURPRISE
SURPRISE
SURPRISE
SUGGEST
SUGGEST
SUGGEST
SUGGEST
SUPPORT
SUPPORT
SUPPORT
SUPPORT
SUPPORT
SERVE
SERVE
SERVE
SERVE
SERVE
SUPPORT
SERVE

28. It helps us better understand "
our business goals "
and the user needs over time ."
"
This knowledge enables us to develop and design for a
desirable user experience (appropriate, relevant, pleasurable, efficient, …)
and achievement of business goals

29. How to create
a customer journey?

30. Source: http://thinkin.frogdesign.com/energy-thinkin/blog/energy-think-begins.html

31. Workshop activities
Step1: Define the high-level process steps!
Step 2: Identify the dimensions!
Step 3: Start mapping your personas!
Step 4: Sketch the different scenarios!
Step 5: Repeat step 4 for each cross-section!
!
!

33. Insight
Create insight into the variables!

35. Discussion
Jointly experience the journey!

37. Diversity
Combine different dimensions!

38. WHAT IS NEEDED?
1-3 Workshops
~
Broad delegation from within the organization"
~
Enough space, Post-Its and Sharpies"

39. It is not a one-time exercise"
"
Evaluate and update the customer journey on a regular basis
Customer needs and behavior will change due to:
technology, economics, maturity, etcetera…

40. HOW TO USE IT
Relate your user-stories to the “needs”
~
As a brainstorm facilitator"
~
Frame, reframe and reimagine experiences"
~
Leverage mapping to connect, collaborate and align"

41. A LITTLE EXERCISE
Invite a group of stakeholders
~
Identify the “main stages”"
~
Map a typical user story

43. SHARE YOUR RESULT
Sent me a picture of your workshop results"
mooms@mirabeau.nl"

44. The journey of a thousand miles "
must begin with a single step"
Chinese proverb
Source: http://www.tourist-destinations.com/2011/06/chinese-wall-china.html