Create deliberate online experiences with Customer Journey Maps
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The document provides a guide for small businesses on creating effective customer journey maps to enhance online experiences. It outlines the steps for defining business goals, identifying customer types, mapping customer journeys, and acknowledging gaps and opportunities. The case study of a customer named Felicity illustrates the emotional journey of selecting a tattoo studio and highlights the importance of addressing customer needs to foster positive experiences.
Create deliberate online experiences with Customer Journey Maps
- 1. Customer Journey Maps How small businesses can create a deliberate online experience that bridges off and online strategies Nalie Lee-Heidt, Manager of UX/CX SCORE, Baltimore 2017
- 2. Marketing Service for small businesses 15+ years Digital Development & Experience Design
- 3. Revolving Door Program Direct insights from Small Businesses https://www.experiencedynamics.com/sites/default/files/services-images/usability-testing.png Every 3 Weeks Concept Test Iterate
- 4. Tools for Small Businesses Derived from User Experience practice Small business can’t hire a whole team of designers to do this for them
- 5. https://certifiedcustoms.net/wp-content/uploads/2017/04/butterfly-tattoo-1.pnghttps://certifiedcustoms.net/wp-content/uploads/2017/04/butterfly-tattoo-1.png DO FEEL Felicity First Time Tattoo • Nervous, intimidated • Excited • Safety, cleanliness SCENARIO Felicity’s mom recently passed away. In her memory, Felicity wants to get a tattoo. She wants to find an artist that “gets” her style. She wants it done right. THINK Inspired Excited I’m going to save this. I like this style and not that. Unsure Nervous I didn’t know that. I wonder how much it will cost. Indecisive Tactful This is helpful for making a decision. Relief Safe Is this place near me? Is this place clean? Safe? Excited Ready I can’t wait. I know what I need to do next. Satisfied Pumped It turned out great! I know what to do to take care of it. Forgetful Concerned This answered my question. Positive I want others to have this experience the first time they get a tattoo GAPS/ OPPORTUNITIES Don’t have an Instagram account Images of a clean, safe place Questions about caring for tattoo Add location to website so Google Maps can list us RESEARCH CONSIDERATION DECISION Felicity searches ideas for tattoos Felicity searches online for local tattoo shops Look up reviews on Yelp, other sites Reviews website to understand options Calls to book an appointment Gets her tattoo Looks on website to take care of tattoo Shares with others, give a review PURCHASE CARE ADVOCACY 30 Minute Version: How to create a customer journey map
- 6. Customer Journey Maps Why invest in this activity? When do customers leave feedback? BIG Opportunity Small businesses have control to create a deliberate experience
- 7. Matt, Owner of Filament Tattoo Company
- 8. Customer Journey Maps Step 1: Define business goals What is the vision for the business 3 – 5 years from now? What do they want to accomplish in the next year to reach that vision? Filament Tattoo Co. How do they want customers to think about them? • Best tattoo shop between Fort Wayne and Indianapolis (Aspirational Goal) • Be a “destination” tattoo shop (Aspirational Goal) • 44 tattoos per week (Measurable Goal) • This is a fun place. We have fun! (Experiential Goal) SCORE is an expert in this!
- 9. Customer Journey Maps Step 2: Identify customers Who are the different types of customers a business serves today? Are they different than the customers the business wants to support in the future? What’s important to each type of customer? How do they behave? What motivates them? Focus on the majority 3 - 5 customers types. Start simple and what you know. “I want to feel safe, welcomed” “I want to feel unique” “Money is a concern” Know what I want Significant life change This is important Experienced, expectations Artistry, craft Hide or remove Bad experience Specialty, examples
- 10. Customer Journey Maps Step 3: Map customer journey Focus on a common journey causing pain points for customers. Research: • Find data points – website, calls, etc. • Document customer questions • Read reviews • Listen to social channels
- 11. https://certifiedcustoms.net/wp-content/uploads/2017/04/butterfly-tattoo-1.png DO FEEL Felicity First Time Tattoo • Nervous, intimidated • Excited • Safety, cleanliness SCENARIO Felicity’s mom recently passed away. In her memory, Felicity wants to get a tattoo. She wants to find an artist that “gets” her style. She wants it done right. THINK Inspired Excited I’m going to save this. I like this style and not that. Unsure Nervous I didn’t know that. I wonder how much it will cost. Indecisive Tactful This is helpful for making a decision. Relief Safe Is this place near me? Is this place clean? Safe? Excited Ready I can’t wait. I know what I need to do next. Satisfied Pumped It turned out great! I know what to do to take care of it. Forgetful Concerned This answered my question. Positive I want others to have this experience the first time they get a tattoo GAPS/ OPPORTUNITIES Don’t have an Instagram account Images of a clean, safe place Questions about caring for tattoo Add location to website so Google Maps can list us RESEARCH CONSIDERATION DECISION Felicity searches ideas for tattoos Felicity searches online for local tattoo shops Look up reviews on Yelp, other sites Reviews website to understand options Calls to book an appointment Gets her tattoo Looks on website to take care of tattoo Shares with others, give a review PURCHASE CARE ADVOCACY
- 12. Online Journey Speak directly to the different audiences & their needs
- 13. CONSIDERATION RESEARCH CARE Images to show clean “salon” environment Introduce artists with Instagram gallery of work & specialty Immediately answer questions about location Online Journey Tattoo FAQ including “Caring for a tattoo” RESEARCH CONSIDERATION DECISION PURCHASE CARE ADVOCACY RESEARCH CONSIDERATION
- 14. Small businesses can take control of their customer’s experience 1. Define business goals 2. Identify customers 3. Map the customer’s journey 4. Identify gaps & opportunities within the customer journey to act on • How can they leverage their website to address offline questions or issues?
- 15. THANK YOU! Nalie Lee-Heidt Manager of UX/CX @nalie_lee nalie.lee-heidt@deluxe.com
Editor's Notes
- #3: Background on myself – why am I authorized to talk about this. Deluxe is more than checks – maturing capabilities with Marketing Services for small businesses
- #4: Opportunity to talk to customers every 3 weeks. Help inform and understand small businesses.
- #5: Developed tools to help them – workshops for small businesses. Tried & true tools we on UX use for Deluxe daily. Large company like Deluxe can hire a whole team of designers for them, but small businesses can’t. Simplified for small businesses
- #6: Talk specifically about customer journey maps – quick and dirty version.
- #7: Why should small businesses invest in this activity? Let’s think for a moment – when do customers leave feedback for a business? Either they had a great experience. Or a really bad one. Not likely to hear from those having a expected or good experience. This is a big opportunity for small businesses. Ability to take control and deliberately plan out the great experiences – so they happen more often.
- #8: So meet Matt, one of Small Business Revolution’s winners from Season 1. He’s a former pastor who started a tattoo parlor. Great story. Our team had the great opportunity to go help Matt create a journey map for his business. And use the journey map to inform the creation of his amazing website – which this screen shot is taken from.
- #9: So what happens first? The business has to be able to sit down and define their business goals clearly. You guys are probably familiar with this step. But some businesses we talk to don’t actually sit down to do this. Hardest part is they just can’t put that pen to paper. But it’s important to know where a business wants to go, to start mapping how to get customers to meet the business when they get there.
- #10: Now the fun part. Businesses need to be able to identify who their customers are. Again probably something you are familiar with. Great thing, is most small businesses know their customers well, but they haven’t stopped to deliberately to define who. Questions they should be asking themselves:
- #12: Walkthrough a journey. Identify who the customer is. What is the trigger for the customer? What’s their goals?
- #13: Using the journey maps, we can directly talk to each customer and address their needs and concerns. Can you recall the customers Matt said are important to him?
- #14: You can take that journey and start to plan an online experience that could address concerns customers have early in their journey, during the journey or even after the journey.