Weave your

data into

powerful

stories that

advocate for

your users.

IGNITE 2016 @UXDiane

IGNITE 2016 @UXDiane

Oh look, he’s

married!

And he moved from Pittsburg to San Francisco three weeks ago.

IGNITE 2016 @UXDiane

I l ike it I don’t l ik e it so much.

I l ike it again!

My customer loves me!

IGNITE 2016 @UXDiane

He loves me not.

He loves me!

Customer Journey Map by Radarstation for OGT

IGNITE 2016 @UXDiane

Touchpoints

Where Do You Start?

IGNITE 2016 @UXDiane

Start with Goals

The customer-centered data you dive

into must be put into a frame.

The goals are your frame.

IGNITE 2016 @UXDiane

Rail Europe Customer Experience Map by Adaptive Path

IGNITE 2016 @UXDiane

Goals

IGNITE 2016 @UXDiane

Step One--Goals

IGNITE 2016 @UXDiane

Doing

Thinking

Feeling

Persona

IGNITE 2016 @UXDiane

IGNITE 2016 @UXDiane

Persona Building Blocks

Ask for Database, Marketing, and Customer Service data points

IGNITE 2016 @UXDiane

IGNITE 2016 @UXDiane

Your Customer’s Journey may be Circular.

One Thought per Sticky Note

IGNITE 2016 @UXDiane

Performance and Improvement Map from B2B International

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Analytics

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Hubspot Database

Google Analytics

Shared Insights create a Shared Understanding

IGNITE 2016 @UXDiane

The Customer Journey Map Facilitates

• Real Empathy for the Customer

• Understanding the Problem

• Envisioning the End State—Victory for the Customer!

• Uncovering Opportunities for Innovation

• Enhancing Product Quality

IGNITE 2016 @UXDiane

IGNITE 2016 @UXDiane

Take the Dive into the Ocean of DataRich Insights Await