CX Design and Journey Mapping for Social Thinkers
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This document summarizes a conversation about customer journey mapping and social experience design. It includes an overview of customer journey mapping, tips for mapping journeys, an example of mapping an MRI experience, and opportunities for social thinkers to get involved in experience design. The document ends by sharing some favorite experience design resources.
CX Design and Journey Mapping for Social Thinkers
- 1. CX DESIGN . Journey Mapping for Social Thinkers @jkembel @mikealber #cxdesign #bsw12
- 2. Map of our Conversation Journey Social. Experience. Design. 10. From Social to Customer Experience Design 15. Crash Course in Customer Journey Mapping 05. Opportunities (Obligations) for Social Thinkers 30. Discussion
- 3. Enterprise Software Customer Experience Social Communities http://www.publicdomainpictures.net/pictures/10000/nahled/1210-1242156850ss7a.jpg
- 5. 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
- 6. Who owns customer experience?
- 7. PURCHASE RECOMMEND 4 8 SELECT 3 BUY OWN 7 MAINTAIN Market & Sell Support & Serve 1 5 2 6 RESEARCH NEED RECEIVE USE
- 8. ex·pe·ri·ence de·sign The practice of designing products, processes, services, events, and environments with a focus placed on the quality of the user experience and culturally relevant solutions, with less emphasis placed on increasing and improving functionality of the design. http://en.wikipedia.org/wiki/Experience_design
- 9. @stanforddschool http://dschool.stanford.edu/
- 10. @stanforddschool http://dschool.stanford.edu/
- 13. 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
- 14. 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
- 15. 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
- 16. Crash Course in CX Journey Mapping End-to-end Example: The MRI Experience
- 17. Be an Impostor Archaeologist (prioritize where to dig) http://www.stanfordalumni.org/news/magazine/2005/janfeb/features/peru.html
- 18. Evaluate and Prioritize Look for problems and opportunities
- 19. Be an Impostor Ethnographer (seek to understand)
- 20. Understand & Empathize Ask 5 Whys. Create Empathy Maps Why? Why? Why?
- 22. Reframe the Problem Crash Course in Journey Mapping
- 23. Ideate, Prototype, Test Crash Course in Journey Mapping
- 24. Redesign Experiences Influence Attitudes to Change Behaviors Influence Influence Influence
- 26. Taking it Home Strategic Opportunities (and Obligations) for Social Thinkers Situation Opportunities • Community managers are often closest to • Help document customer insight (empathy customers maps, profiles, personas, points of view) • Social experiences and conversations are by • Use journey maps to solve for social and definition customer journeys connect to the right areas of your business • Social (and mobile) touchpoints will continue • Focus on principled approaches & technology to proliferate, impacting business broadly foundations, and be flexible at the edges • Journeys are measurable (but hard to see) • Understand the economics of experience and incorporate measures of activity and impact
- 27. 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
- #28: bit.ly/cxdresources