4 steps slides
- 1. Adaptive Path’s Guide to Experience Mapping Brandi Kinard, Kyle Miller, Kaelan O’Fallon, Danielle Oliveras
- 2. Overview: Experience Mapping ● The value of Experience Mapping ○ Shows the archetypal journey of customers going to achieve a goal or satisfy a need. ○ Builds knowledge and consensus across teams and stakeholders ● Focus on the interconnectedness of channels and touchpoints ○ Channel: medium of interaction with users or customers ○ Touchpoint: A point of interaction between a person and any agent/artifact of an organization
- 3. Overview: Experience Mapping ● Part one of two phases is the “activity” phase of the experience map. ○ A collaborative, iterative process for synthesizing and visualizing the holistic consumer. ● Then it goes into the “artifact” phase ○ An experience map presents key insights into your consumers’ complete experience. ● The four steps are: ○ Uncover the Truth ○ Chart the Course ○ Tell the Story ○ Use Your Map
- 4. Step One: Uncover the Truth ● The Activity phase ● Big picture of how and why customers are interacting with different channels, touchpoints, products, and services. ● Discovery with Rigor ○ Research to understand both the customer experience and context around it ○ Triangulate your problem and know the full picture. ○ Build an authentic story
- 5. Step One: Uncover the Truth ● The Building Blocks of Experience Mapping ○ Challenging to uncover critical information about the customers’ experience. ○ Use building blocks as core framework to guide the process ■ Key blocks are: Doing, Thinking, and Feeling ● Doing: Actions, key behaviors? ● Thinking: Fram and evaluations, expectations ● Feeling: Emotions, highs, lows ■ Secondary blocks are: Place, Time, Devices, Relationships, Channels, and Touchpoints
- 6. Step One: Uncover the Truth ● Quantitative Research ○ Web analytics, customer satisfaction data, creating surveys, and gathering data. ● Qualitative Research: ○ Having conversations, focus on a story that is relevant to the product / service / problem area ○ Interview / observe customers in their natural settings. ○ Foster an engaging conversation rather than pointed questions
- 7. Step Two: Chart the Course “This is not a solo adventure” ● Basic Framework ○ The Lens ■ The lens is the filter through which you view the journey, such as persona, more general experience, principles or a value proposition. ○ The Customer Journey ■ Depicts the range of interactions customers have across channels, touchpoints, time and space in pursuit of satisfying one or more needs. ○ The Takeaways ■ Summarizing the key findings from the experience mapping process. ●
- 8. Step Two: Chart the Course “An experience map is a collaborative activity” ● Experience Map ○ At the core is a visual narrative of the customer journey. ● Goal ○ The goal is to bring the data to life through a visually engaging infographic that is easy to comprehend. ● Role as a facilitator ○ Create a clear context ○ Outline goals ○ Guide participants through the activity ○ Keep everyone motivated and happy
- 9. Step Two: Chart the Course ● Steps for a successful workshop ○ Set the context ○ Organize yourselves ○ Deconstruct ○ Stage ○ Construct ○ Shape
- 10. Step Two: Chart the Course
- 11. Step 3: Tell the Story ● Strong outline becomes compelling end result ● Identify key components of the story your map will tell ● Beginning, middle, and end
- 12. Step 3: Tell the Story ● Hierarchy ○ Choose lead story, supporting info ○ Scale, color, contrast create hierarchy ● Impact with time and distance ○ What stands out?
- 13. Step 3: Tell the Story ● Making it real 1. Have a point of view 2. Consider your audience 3. Design for impact
- 14. Step 3: Tell the Story ● Sketch the story ● Experiment with different building blocks that could drive the narrative
- 15. Step 3: Tell the Story
- 16. Step 4: Use Your Map ● Analyze customer behavior ● You see the world as customers do ● Embracing the ongoing challenge of understanding your customers’ needs
- 17. Step 4: Use Your Map ● See the issue(s) ● Prioritize customer value ● Address the issue(s) ● Helps you identify high-value areas of opportunity
- 18. Step 4: Use Your Map ● A sequence of pre-visualizing ● Making rapid ideation of future experiences grounded in the insights of your customer journey
- 19. Step 4: Use Your Map ● define the ideal customer journey ● What customers would ideally do, think, and feel as they interact along the journey “Happy Mapping”
- 20. Acknowledgements Not Pictured: Bryn Bowman, Pam Daghlian, Rae Brune, Toi Valentine, Gabrielle Parsons, Evi Hui, Shahrzad Samadzadeh and Jason Ham.