A talk Marc gave at the UI20 conference in Boston, November the 3rd, 2015.
Smaply: www.smaply.com
ExperienceFellow: www.experiencefellow.com
This is Service Design Thinking: www.thisisservicedesignthinking.com
This is Service Design Doing: www.thisisservicedesigndoing.com
Content:
1. The typology of journey maps
2. Customer experience research
3. Prototyping services
4. Service design and start-ups
EV Electric Vehicle Startup Pitch Deck- StartupSprouts.in
Customer Journey Mapping and CX Research
1. 2015 Customer Journey Mapping & CX Research
Marc Stickdorn
UI20 – Boston, MA 2–4 November 2015
2. 89% of companies expect to compete mostly on the basis of customer
experience by 2016 – vs. 36% four years ago.
*
Gartner Research, 2015
Poor customer experiences result in an estimated $83 Billion loss by
US enterprises each year because of defections and abandoned purchases.
Forbes, 2013
Customer power has grown, as 73% of firms trust recommendations
from friends and family, while only 19% trust direct communication.
Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012
86% of consumers will pay more for a
better customer experience.
RightNow Customer Experience Impact Report, 2011
“CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”*
Customer Journey Mapping & CX Research
UI20, Boston @MrStickdorn
3. AGENDA
◊1. TYPOLOGY OF JOURNEY MAPS
◊2. CX RESEARCH
◊3. PROTOTYPING
◊4. SOMETHING DIFFERENT …
Customer Journey Mapping & CX Research
UI20, Boston @MrStickdorn
4. 01. TYPOLOGY OF A
CUSTOMER JOURNEY MAP
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
5. MY EXAMPLE JOURNEY MAP FROM 2014 …
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
6. The story of Jake and his old TV set …
A TV set is a product, right?
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
7. JAKE
1 That old TV set
breaks down
1
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
11. 42 3
JAKE
5 Collecting information
in store
5
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
12. 43 5
JAKE
6 Comparing prices
on mobile device
6
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
13. 4 5 6
JAKE
7 Buying new TV set
in store
7
P R E - S E R V I C E P E R I O D S E R V I C E
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
14. 5 6 7
JAKE
8 Transportation
home
8
P R E - S E R V I C E P E R I O D S E R V I C E
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
15. 6 7 8
JAKE
9 Setting up
the new TV set
9
P R E - S E R V I C E P E R I O D S E R V I C E
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
16. 7 8 9
JAKE
10 Using TV set for
the first time
10
S E R V I C E
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
17. 8 9 10
JAKE
11 Writing a review
online
11
S E R V I C E
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
18. 9 10
JAKE
12 Using TV set
after a month
S E R V I C E
11 12
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
19. 10 11 12
JAKE
13 Using TV set
after a year
S E R V I C E
13
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
20. 11 12 13
JAKE
14 Recommending
friends
S E R V I C E
14
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
22. 1. TYPE OF JOURNEY MAP
A FEW THINGS TO CONSIDER
2. MAIN ACTOR
3. SCOPE AND SCALE
4. PERSPECTIVES AND
LEVEL OF DEPTH
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
23. 1. TYPE OF JOURNEY MAP
CURRENT STATE
(AS-IS)
TARGET STATE
(ASPIRATIONAL MAP)
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
24. 2. MAIN ACTOR
CONSIDER
PERSONAS,
TARGET GROUPS,
ROLES,
JOBS-TO-BE-DONE,
ETC.
CUSTOMER
JOURNEY MAPPING
EMPLOYEE
JOURNEY MAPPING
STAKEHOLDER
JOURNEY MAPPING
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
25. 3. SCOPE AND SCALE
WHAT IS THE
TIME FRAME? IS THIS REALLY
THE END?
IS THIS REALLY
THE START?
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
26. A HIGH-LEVEL JOURNEY MAP …
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
27. 9
UNPACKINGARRANGING
GETTING RID OF OLD STUFF
SETTING UP CHANNELS
TIDY UP LIVING ROOM
CONNECT TO WIFI
SOFTWARE UPDATE
SET UP CABLES
… VS. A MORE DETAILLED JOURNEY MAP
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
28. 4. PERSPECTIVES AND
LEVEL OF DEPTH
WHICH ADDITIONAL
VISUALIZATIONSDO YOU NEED?
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
29.
30.
31.
32.
33.
34.
35. 78.4 % ARE SATISFIED
WITH YOUR PRODUCT.
YEAH, NUMBERS.
NOW WHAT?
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
36. EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
37. EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKE
When do you measure
customer satisfaction?
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
38. EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKE
9
78.4 % OF OUR CUSTOMERS
RATE OUR SERVICE: “VERY GOOD”.
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
39. TALK TO YOUR
F***ING CUSTOMER.
REALLY.
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
42. Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
43. MULTIPLE PERSONAS
IN ONE JOURNEY MAP
FOR EXAMPLE:
FRONTSTAGE
AND BACKSTAGE
EXPERIENCE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
50. CONSIDER: WHO IS IN THE ROOM? WHO FACILITATES?
DID YOU CREATE A SAFE SPACE?
WORKSHOP
◊1. CHOOSE A MAIN ACTOR.
◊2. DEFINE THE SCOPE.
◊3. MAP OUT THE STEPS OF THE JOURNEY.
◊4. ITERATE AND REFINE.
◊5. ADD MORE VISUALISATIONS AS USEFUL.
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
55. Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
QUANTITATIVE
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
64. photo credit
shutterstock / Kzenon
SELF-DOCUMENTATION
QUALITATIVE
AUTO-ETHNOGRAPHY
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
65. Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
QUANTITATIVE
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
66. Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
QUANTITATIVE
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
methods, data types, researchers
1. TRIANGULATE!
2. TRIANGULATE!
3. TRIANGULATE!
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
67. … AND MANY MORE
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
QUALITATIVE
QUANTITATIVE
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Mobile EthnographyWELCOME THE
NEW CREW MEMBER
since 2008
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
76. High-resolution PDF export for large format prints
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
77. www.experiencefellow.com
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Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
79. PROTOTYPING
CONSIDER …
◊1. DECIDE WHAT YOU PROTOTYPE
◊2. CHOSE HOW YOU PROTOTYPE
◊3. SET THE FIDELITY OF YOUR PROTOTYPE
◊4. KEEP A LIST OF YOUR IDEAS/BUGS/WHAT-IF’S
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
80. 1. DECIDE WHAT YOU PROTOTYPE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
81. Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
82. Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
83. Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
84. Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
85. 2. CHOSE HOW YOU PROTOTYPE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
103. LEAN UX
LEAN STARTUP
DESIGN THINKING
SERVICE DESIGN
AGILE DEVELOPMENT
… AND MANY MORECustomer Journey Mapping CX Research
UI20, Boston @MrStickdorn
109. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
110. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
111. 1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
112. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
113. 1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
START HERE!
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
114. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
115. THE IDEA PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
FEASIBILITY HARDEASY
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
116. THE IDEA PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
FEASIBILITY HARDEASY
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
117. FEASIBILITY HARDEASY
THE IDEA PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
START HERE!
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
118. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
119. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
120. A picture says more than thousand words.
A prototype says more than thousand concepts.
PROTOTYPING
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
121. Manage complexity in service design.
INCREASEOFCOMPLEXITY
EFFORT FOR PLANNING/PROTOTYPING/ITERATING
HAZARD ZONE
GETTING LOST
WASTING TIME
BURNING MONEY
TRACER BULLET DEVELOPMENT
EARLY FEEDBACK
IMPLEMENT FAST
WORKING RESULTS
FEATURE / EPIC / JTBD
“THE BIGGER PICTURE”
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
122. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
123. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
124. WISELY
THE FORCE
YOU MUST USE.
photo Credit
shutterstock / CTR Photos
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
125. Marc Stickdorn
Jakob Schneider
@MrStickdorn
@jakobliesTHANK YOU!
OUT 2016
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn