Customer journey mapping. UX2015, Marts 2015 Ina Rosen Tel

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Agnete Johnsen
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1 Customer journey mapping UX2015, Marts 2015 Ina Rosen Tel

2 Lazy user Sensible model user model Brugere søger opdmalt output med minimal investering Lazy User Model of Solution Selection (Collan, M. and Tetard, F., 2007, Lazy User Theory of Solution Selection) Investeringen er en emodonel afvejning af penge, Bd, fysisk og metal kapital i forhold Bl det forventede output.

, 2007, Lazy User Theory of Solution Selection) Investeringen er en emodonel

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4 4 Hvor mange budskaber ser vi på en almindelig dag?

5 CX UX User experience Customer experience Forrester

6 Hvordan definerer du Customer Experience? SIDE 6

7 CX er forretning For most companies, customer experience is the single greatest predictor of whether customers will return or defect to a competitor.

8 Customer insight + Brand story = Dine experience assets Experience assets + Customer interaction = Customer perception Customer perception = Customer experience Digital Clarity Group SIDE 8

10 10 CX væsentlig trend >

11 Digital kan være en customer experience differendator

12 Digital der gør en forskel SIDE 12

13 13 Number of consumers more likely to recommend a brand because it provides simpler experiences and communications 75% (

communications 75% (http://www.rankingthebrands.

14 Customer journey map viser vej

15 Sikke en oplevelse

16 CJM fortæller en historie og skaber empati for målgruppen <3 På tværs af analoge og digitale kanaler SIDE 16

17 LøVet konkret metode Bl at kortlægge customer journeys med henblik på at lave CX- Bltag. hurbge tricks Bl hvordan du kan komme i gang med metoden. SIDE 17

18 Scary stuff! SIDE 18

19 PR & kommunikationsbureau medarbejdere Full service Operate IT datterselskab med IT-udviklere IPREX globalt netværk af kommunikationsvirksomheder To gange kåret til Danmarks mest veldrevne PR-bureau SIDE 19

IPREX globalt netværk af kommunikationsvirksomheder

20 PS! Vi søger nye kommunikationsrådgivere. Tjek det ud på Operate.dk/job SIDE 20

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23 + 10 år som rådgiver Ekspert i kvalitabve metoder Elsker brugere og komplekse organisaboner Digital direktør i Operate Ph.d. Religionssociologi Lavet kunderejser før jeg lærte begrebet at kende Twi\er: InaRosen Ina Rosen Ina Rosen SIDE 23

24 24 Case

25 Six different customer journeys The Researcher The user mindset is exploratory The Resolver The user mindset is exploratory and target combined The Social Browser The user mindset is social and exploratory combined The Target Shopper The user mindset is target The Socialiser The user mindset is social Læs mere om mindsets på hyp://goo.gl/ur0xrd The Dealmaker The user mindset is target and social combined

26 Social browsing i hjemmet

27 Håndgribelig tilgang The Social Browser Child and adult set time aside with each other in order to create a wish list for an upcoming event. 1 Important to create actionable and realistic list for distribution. Touch points er interakboner 6 High Medium Low Phases of the journey 2 Child gathers inspiration (ongoing) I need to prepare birthday TRIGGER Awareness of the birthday Opportunity: Facilitate inspiration e.g. by with recommendations 3 Adult prepares session 4 RESEARCH Child and parent selects exhibition window TRIGGER A classic occasion like Christmas or a birthday is the common trigger. Digital opportunities Collect user data to drive e-marketing relevant to occasion. search results Oh no - way too many toys 7 Child and adult visits train section 5 Child browses alone, scans items Child indicates items for wish list Child alone-browsing is not facilitated Mom - I need your help to browse through the site Child wants adult to explain an item Adult screens item RESEARCH The goal is to locate a number of products within certain limits e.g. in terms of expense or age group. The child must be able to explore without adult help, whereas the adult monitors and ensures that acceptable wishes are noted. Digital challenges There is a need to reduce the number of presented items to conform to given limits. Within these limits, the child must be able to explore and mark wishes. 10 Digital opportunities that conform to appropriate limits. Adult dismisses item because of age group 8 and takes notes Zoom out. Look at full exhibition window Unadequate facilitation for overviewing many products How can I possibly overview all these items at once? Child selects unknown item Both take a closer look AWARENESS AWARENESS Child and adult have viewed a number of products and wish to get an overview of all the products and compare them and possibly also view related products. Digital challenges List of products that have been viewed and presentation of products related to these. Digital opportunities Track history of current visit. Relevant suggestions in conjunction with the above. Evaluation of product together DECISION Item is added to wish list Full wish list is produced Wish list is not found/not used 9 I wish I had somewhere to save the best options DECISION The adult creates a wish list based on what they have viewed. Digital challenges Users are unaware of wish list functionality. items Adult reviews wish list. Marks most important Digital opportunities easily viewed, shared and edited. Design for multiple access points for wish list. Wish list possibly reconceptualised as favourites. Distribution of wish list Information need from shop Perceived digital servicelevel 1 Persona / scenario descripbon 2 Step by step journey 3 Service requirements 4 Quotes 5 Stages 6 Service level 7 Challenges 8 Pain points 9 Gaps 10 OpportuniBes

28 Miniworkshop: Bogindkøb Sæt jer i grupper med 3-4 personer. Hvis du sidder med kolleger, så find et andet sted at sidde. Hver gruppe vælger et scenarie, som I skal arbejde med. Workshop i alt 60 min.

29 Kunden Amazon.com vil forstå sine kunders rejser Scenarie Jeg er på vej på ferie og leder eoer den perfekte bog Gruppen vælger 1 af de 3 scenarier 3. minuyer Dl at vælge Scenarie Jeg leder eoer en bestemt bog, som jeg har læst om, men jeg kan hverken huske forfa\eren eller Btlen Scenarie Jeg har været trofast amazon.com kunde i årevis, men har hao nogle dårlige oplevelser. Jeg søger eoer alternabver SIDE 29

30 Journey mapping workshop Amazon.com AcDons When Where With whom Why How 1. Step by step: Map what you actually do DETAILS!! 20 min 3. Prototype one touch point (interaction) to facilitate the journey 20 min EmoDonal Factors Thoughts Feelings ExpectaBons MoBvaBon 2. Step by step: Note your experiences 20 min Sequence

31 Læringer? Kommentarer? Hvad er svært? Hvad var aha? SIDE 31

32 Bedste råd (undgå mine fejl)

33 outside in / inside out fordele og ulemper SIDE 33

34 Forskel på strategi og takdk Forretningsstrategi Strategisk Målgrupper Målgrupper OrganisaBon OrganisaBon CJM AkBviteter AkBviteter Målinger Gap analyse Analyse (as is) Målsætninger (to be) CX strategi CX vision Plan Road map Service design TakBsk Tracking CJM change AkDviteter SIDE 34

35 Research Analysis Ideation Prototyping Test Involve organisation Involve organisation MAPPING PRODUCT DEVELOPMENT

36 Konstrueret linearitet 36

37 The stages of learning to home improve Unconscious incompetence Conscious incompetence Conscious competence Building project Unconscious competence I do not recognize that I have a problem I recognize that I have a problem and start looking for solutions I am (involved in) solving my problem I live with my solution and can advocate it to others Desire Awareness Interest Action Advocacy

38 38? o k s s i Hv

39 Hvilket niveau skal man mappe på? High level Low experience High degree of generalizabon Low level High experience Low degree of generalizabon

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42 Eksempler på detaljeringsniveau Awareness - Research - Engaging - Buying Delivery Use Support - Sharing Research Sees outdoor ad checks online for specifications discusses with peers goes back online for price comparison choses cheapest outlet goes to any outlet store for showrooming goes back online at cheapest outlet compares prices goes back online at cheapest outlet Enters url navigates via top unable to locate product tries search unable to locate product googles shop url and product name finds product page product no not identical to physical store double checks on google back to site, ads to basket, goes through check out. goes through check out Clicks basket - sees product in basket - is distracted by alternate product reconsiders - decides on original - goes to address form - discovers unexpected shipping costs abandons - purchases in physical store

43 B2B & B2C Læs mere om casen på hyp://goo.gl/w0etov

44 PrakDsk redskab eller artefakt

45 Fly-in-a-bottle-behaviour eller kan vi overhovedet postulere linearitet i dag? SIDE 45

46 Det brugerne ikke kan se, påvirker deres oplevelse Father Orders product for child Receives confirma- Bon NoBces billing mistake Calls customer service Talks to service agent Tweets in frustrabon Web shop E- mail Web shop Phone Formelle touch points Arbejd med line of visibility Back stage påvirker brugeroplevelsen E- com managers ERP E- com plazorm Tracking Category managers etc. ERP CRM IT Call center Procedures Commun- icabons dept.

47 Diskussion

48 SIDE 48

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