User experience map presentation (1)
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The document discusses how to create a customer journey map. A customer journey map is a visual representation of a customer's experience with a company over time and across channels from the customer's perspective. It is used to understand customer expectations, identify opportunities to improve the customer experience, and ensure customers are treated appropriately throughout their journey. The key components of a customer journey map include personas, a timeline, touchpoints, channels, and emotions. The document outlines a nine step process for creating a customer journey map, which involves gathering research, brainstorming touchpoints and channels, creating an empathy map, sketching the journey, and refining and sharing the map.
User experience map presentation (1)
- 1. How to Create a Customer Journey Map by Megan Grocki Presentation by: Tara Conklin, Briana Cunningham, Sabrina O’Neil, and Amanda Banas http://uxmastery.com/how-to-create-a-customer-journey-map/
- 2. What is a customer journey/experience map? “A visual or graphic interpretation of the overall story from an individual’s perspective of their relationship with an organization, service, product or brand, over time and across channels.”
- 3. What is a customer journey/experience map? - Narrative approach to describe details - Told from customer’s perspective - How user expectations cross with business requirements - Focus on long-term relationships - Requires user research - Uncovers opportunities for a better user experience
- 4. What are they used for? To... - garner genuine engagement - find out where the product or service fits into your customer’s life - answer “what ifs” about the product/service during conceptualization
- 5. What are they used for? To... - decide how a customer should be treated - explain the intended customer experience to everyone in the business - especially important for very large companies
- 6. What is in a journey map? Personas Characters that are created to illustrate all aspects of a product’s user (needs, goals, thoughts, feelings, opinions, expectations, and pain points)
- 7. What is in a journey map? Timeline A specific amount of time or phase (one year vs. awareness phase)
- 8. What is in a journey map? Emotion Illustrating emotions such as frustration, anxiety or happiness
- 9. What is in a journey map? Touchpoints What the customer is doing and how they are interacting with the brand
- 10. What is in a journey map? Channels Where the customers are interacting (website, app, or store)
- 11. What is in a journey map? Moment of truth Positive interaction that leaves an impression
- 12. What is in a journey map? Supporting characters Individuals that somehow contribute to the experience (friends or colleagues)
- 13. 1. Review Goals Consider organizational goals as well as specific goals for a customer journey mapping initiative.
- 14. 2. Gather Research Review all relevant user research both qualitative and quantitative. Other research methods could include customer listening, social media listening, web analytics, etc.
- 15. 3. Touchpoint and Channel brainstorms Generate a list of all of the customer touchpoints and the channels on which those touchpoints occur today. (Brainstorm more if needed)
- 16. 4. Empathy Map Gather a sense of how it feels to be of a persona in this customer experience in terms of thoughts, feelings, sights, hearings, words and actions.
- 17. 5. Brainstorm with lenses Generate as many ideas as possible in a short amount of time.
- 18. 6. Affinity Diagram Visually organize ideas and find cohesion in the team’s concepts.
- 19. 7. Sketch the Journey Creatively combine all the pieces - timeline, touchpoints, channels, emotional highs and lows, new ideas to improve the customer experience.
- 20. 8. Refine and digitize Polish and leverage your work into an artefact.
- 22. 9. Share and use Maintain journey maps over time - possibly use for future strategic plans and initiatives.
- 23. Tips ● Give yourself enough time to go through process! ● Get multiple people involved in creating a journey map (different areas of the organizations or different levels) ● SHARE! Share the map with everyone