CX Design and Journey Mapping for Lean Thinkers
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This document provides a crash course in customer journey mapping for lean thinkers. It discusses mapping customer journeys from the customer's perspective to identify problem areas and opportunities. It recommends starting with assumptions, asking "why" 5 times to understand the problem better, creating empathy maps, and reframing the problem from the customer's point of view before ideating, prototyping and testing solutions. Tips are given like identifying a specific customer type, keeping the process collaborative, using the appropriate level of detail, and mapping both the visible and invisible aspects of the customer experience. The goal is to redesign experiences to influence customer attitudes and behaviors. Resources for further learning are also provided.
CX Design and Journey Mapping for Lean Thinkers
- 1. CX DESIGN . Journey Mapping for Lean Thinkers @jkembel @mikealber #cxdesign #bsw12
- 2. Enterprise Software Customer Experience Social Communities http://www.publicdomainpictures.net/pictures/10000/nahled/1210-1242156850ss7a.jpg
- 3. @stanforddschool http://dschool.stanford.edu/
- 6. Customer Experience The Value (and Impact) of Experience
- 7. cus·tom·er ex·pe·ri·ence The sum of all experiences a consumer has with a supplier of goods or services, over the duration of their relationship with that supplier. http://en.wikipedia.org/wiki/Customer_experience
- 9. PURCHASE RECOMMEND 4 8 SELECT 3 BUY OWN 7 MAINTAIN Market & Sell Support & Serve 1 5 2 6 RESEARCH NEED RECEIVE USE
- 10. Crash Course in CX Journey Mapping Map journeys as part of a design process 1. Map & Evaluate • Map a journey from the customer’s perspective • Map the surrounding “ecosystem” (people + process + technology) • Identify problem & opportunity areas, prioritize 2. Understand & Empathize • Ask 5 whys, Create empathy maps 3. Reframe the Problem • Point of View: User + Need + Insight 4. Redesign the Experience • Ideate, Prototype, Test http://ideathon.net/ideasatplay/wp-content/uploads/2010/10/slide31.jpg
- 11. Crash Course in CX Journey Mapping Simply Start Mapping 1. Start mapping from a specific customer’s perspective 2. Then map the surrounding ecosystem (people + process + technology) 3. Identify problems & opportunities and prioritize
- 12. 4. Attitudes 1. Experience On Stage 2. People 3. Things Back Stage
- 13. Tips and Hacks Crash Course in CX Journey Mapping • Identify a specific customer (prospects, frustrated customers, extreme users…) • Keep it collaborative (use post-it notes, life-size artifacts) • Use appropriate detail (start lo-res) • Work from point A to B (map upstream and down) • Map “on stage” & “back stage” • Start with assumptions then validate
- 14. Be an Impostor Archaeologist (prioritize where to dig) http://www.stanfordalumni.org/news/magazine/2005/janfeb/features/peru.html
- 15. Evaluate and Prioritize Look for problems and opportunities
- 16. Be an Impostor Ethnographer (seek to understand)
- 17. Understand & Empathize Ask 5 Whys. Create Empathy Maps Why? Why? Why?
- 19. Reframe the Problem Crash Course in Journey Mapping
- 20. Ideate, Prototype, Test Crash Course in Journey Mapping
- 21. Redesign Experiences Influence Attitudes to Change Behaviors Influence Influence Influence
- 23. Taking it Home Strategic Opportunities (and Obligations) for Lean Thinkers Situation Opportunities • Experiences set the stage for products and • Solve for the value of customer experiences services that surround your offering as well • Social and mobile touchpoints will continue • Use journey maps to identify areas of leverage to proliferate that amplify value • Journeys are measurable (but hard to see) • Understand the economics of experience and incorporate measures of activity and impact
- 24. Our Favorite CX Design Resources @jkembel @mikealber #cxdesign #bsw12 • Stanford d.school • This is Service Design • Dave Gray We’ve provided links to our favorite resources here: Gamestorming for Service Design bit.ly/cxdresources • Agile rallydev.com/agileblog • The Lean Startup Eric Ries. theleanstartup.com • Kerry Bodine’s Blog blogs.forrester.com/kerry_bodine
Editor's Notes
- #25: bit.ly/cxdresources