Fa102 b group project
- 1. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein https://www.nngroup.com/articles/customer-‐journey-‐ mapping/ By: Kate Kaplan Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein When and How to Create Customer Journey Maps
- 2. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Definition: A visualization of the process that it takes a person to accomplish a goal. It’s used for understanding and serving customers needs. Two powerful instruments: ● Visualization ● Storytelling Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein What Is A Customer Journey Map?
- 3. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein 1. Zone A 2. Zone B 3. Zone C Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Deconstruction of a Customer Journey Map
- 4. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Why Do You Need a Journey Map and When Should You Have One? 1. Shifting a Company’s Perspective from Inside-Out to Outside-In ● Refocuses agendas on the thoughts, actions, and emotions of customers ● Gives insight into human experiences that aren’t otherwise considered 2. Breaking Down Silos to Create One Shared, Organization-Wide Vision ● Creates cross-department conversation and collaboration (entire customer journey) ● Creates plan of action by highlighting areas of friction (“Where do we begin?”) 3. Assigning Ownership of Key Touchpoints to Internal Departments ● Gives internal teams specific tasks to control for inconsistencies/glitches ● Creates clarity in alignment of departments through stages (touchpoints)
- 5. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Why Do You Need a Journey Map and When Should You Have One? Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein 4. Targeting Specific Customers ● Helps teams focus in on specific personas or customers i. Differences/similarities across journeys of multiple personas ii. Prioritizing a high-value persona iii. Exploring methods to target new personas 5. Understanding Quantitative Data ● Helps discover why something specific is happening ○ Examples: ■ A plateau of online sales ■ An online tool is being underutilized
- 6. Key Elements of Customer Journey Maps Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Touchpoints and channels Uncovering gaps in the user experience Insights and ownership Breadth vs Depth Scope Focus
- 7. Key Elements of Customer Journey Maps Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Point of View Who is the actor departing on this journey? Scenario Designed with user’s goals in mind Uncovering positive and negative points in journey Actions/ Mindsets/ Emotion “Heart of a journey map’s narrative” Qualitative research methods Contextual Inquiry Diary studies
- 8. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Rules for Creating a Successful Journey Map Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein 1. Establish the why and the what 2. Base it on the truth 3. Collaborate with others 4. Don’t jump straight to visualization 5. Engage others with the end product
- 9. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Rules for Creating a Successful Journey Map Establish the why and the what: ● What are the goals that the map supports? ● Who is using it? ● Who is it about and what what experience does it address? ● How will it be shared?
- 10. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Rules for Creating a Successful Journey Map Base it on truth ● Use quantitative facts supplemented by qualitative facts Collaborate with others ● Be transparent and invite others to work with you
- 11. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein Rules for Creating a Successful Journey Map Don’t jump to visualization ● Focus on clear facts before designing Engage others with end product ● Make presentation interactive