isite design customer journey_love_at_2011
DESCRIPTION
Presentation deck from ISITE DesigTRANSCRIPT
Mapping the Customer Journey
Customer
Business
Intersection points
1: Data Visualizationhttp://www.flickr.com/photos/tahini/4048806970/
InspirationReproduced from The Etude, October, 1913
Service Dept. http://www.edutxt.co.uk/preloginjsp/edutxt/customer_journey.jsp
Platform Nick Finck, Übermind
Personas Comcast experience map, nForm
Cross Channelgetallyourducksinarow.com
Website FlowISITE Design
Brand Experiencehttp://www.awardentries.net/groundswell/campaign.htm
Transit SystemLondon Underground
2: Data Collection & StorytellingAfrican cave painting
Customer’s Words
Capture Emotions
Decisions, Sequence, Sources
Prioritization
© Robert Schwartz3. What and How
http://www.flickr.com/photos/statelibraryqueensland/3989365714/sizes/z/in/photostream/
Characteristics
Customer
•Goals
•Emotions
•Channels
Business
•Process
•Highs/lows
•Channels
Tim
e
How: Visualizehttp://jasonfurnell.wordpress.com/2010/08/04/customer-journey-sketchboards/
How: Collect Data
• One question per journey
• Ask open-ended question, “How do/did you…?”
• 15 : 15 draw/describe
• Use open/closed questions to fill in
• Record session
Your Turn
• How did you choose your college?
• How did you end up in your current profession?
Scott Beale / Laughing Squid www.laughingsquid.com
Customer journeys identify where you
can deliver value.
© Robert SchwartzRecap
References
• Bruce Temkin http://experiencematters.wordpress.com/2009/03/03/legos-building-block-for-good-experiences/
• Jason Hobbs http://www.boxesandarrows.com/person/122-jasonhobbs
• Boxes and Arrows http://www.boxesandarrows.com/view/journeys_needs
• The Yard Creativehttp://www.theyardcreative.com/bandqhongkong.html
• Engine Group http://www.enginegroup.co.uk/service_design/m_page/customer_journey_mapping
• Adam Richardson http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html
• Joyce Hostyn http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/
• People and Participation.net http://www.peopleandparticipation.net/display/Methods/Customer+Journey+Mapping
Academic Pathwaywww.mhcc.edu