1. No category

 Customer journey mapping UX2015, Marts 2015 Ina Rosen ir@operate.dk Tel +45 40 33 41 50 Lazy u
ser model Sensible 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. WWW.OPERATE.DK | SIDE 3 WWW.OPERATE.DK 4 Hvor mange budskaber ser vi på en almindelig dag? WWW.OPERATE.DK CX ≠ UX User
experience
Customer
experience
Forrester
http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux WWW.OPERATE.DK Hvordan definerer du
Customer Experience?
WWW.OPERATE.DK | SIDE 6 CX er forretning For most companies, customer
experience is the single greatest
predictor of whether customers will
return or defect to a competitor.
WWW.OPERATE.DK Customer insight + Brand story =
Dine ”experience assets”
Experience assets + Customer interaction =
Customer perception
Customer perception = Customer experience
Digital Clarity Group WWW.OPERATE.DK | SIDE 8 WWW.OPERATE.DK 10 CX væsentlig trend 2014 -­‐> http://www.pwc.dk/da/cxo/index.jhtml
WWW.OPERATE.DK Digital kan være en customer experience differenDator WWW.OPERATE.DK Digital der gør en forskel WWW.OPERATE.DK | SIDE 12 13
75%
Number of consumers more likely
to recommend a brand because
it provides simpler experiences
and communications
(http://www.rankingthebrands.com/PDF/Global%20Brand%20Simplicity%20Index%202013,%20Siegel%20plus%20Gale.pdf)
WWW.OPERATE.DK Customer journey map viser vej Sikke en oplevelse WWW.OPERATE.DK CJM fortæller en historie
og skaber empati for
målgruppen
<3
På tværs af analoge og
digitale kanaler
WWW.OPERATE.DK | SIDE 16 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. WWW.OPERATE.DK | SIDE 17 Scary stuff! WWW.OPERATE.DK | SIDE 18 • 
• 
• 
• 
• 
• 
PR & kommunikationsbureau
40-50 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 WWW.OPERATE.DK PS!
e
V i søg e r ny
g i ve re.
d
å
r
s
n
o
i
t
a
ko m mu n ik
på
Tje k det ud
/j o b
Op e rate.dk
WWW.OPERATE.DK | SIDE 20 WWW.OPERATE.DK | SIDE 21 WWW.OPERATE.DK | SIDE 22 + 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 WWW.OPERATE.DK | SIDE 23 24 Case WWW.OPERATE.DK Six different customer journeys
The Researcher
The user mindset is exploratory
The Resolver
The Social Browser
The user mindset is exploratory and target combined
The user mindset is social and exploratory combined
The Target
Shopper
The Socialiser
The user mindset is target
The user mindset is social
The Dealmaker
The user mindset is target and social combined
Læs mere om mindsets på hYp://goo.gl/uR0xRD WWW.OPERATE.DK Social browsing i hjemmet WWW.OPERATE.DK Håndgribelig tilgang
Touch points er interakBoner The Social Browser
1
Child and adult set time aside with each other in order to create a wish list for an upcoming event.
Opportunity: Facilitate
inspiration e.g. by email
with recommendations
t
ish
lis
of w
tion
Dis
trib
u
duc
ed
wis
h lis
t is
d to
Full
is a
dde
Item
Adu
Mark lt revie
item s mos ws wis
h
t im
s
port list.
ant
uct
pro
wis
h lis
k
loo
ser
Eva
luati
tog
eth on of
er
pro
d
a clo
take
Both
Chil
unk d selec
now
ts
n it
em
tes
s no
take
Unadequate facilitation
for overviewing
many products
Wish list is
not found/not used
High
8
Zoo
exh m out.
ibit
ion Look a
win
t
dow full
t
Child alone-browsing
is not facilitated
search results
and
em
ens
it
Adu
bec lt dism
aus
is
e of ses it
em
age
gro
up
scre
Adu
lt
Chil
exp d wants
lain
an it adult
to
em
Chil
item d indic
a
s fo
r wistes
h lis
t
Chil
sca d brow
ns it
s
ems es alo
ne,
Chil
train d and
sec adult
tion
visit
s
ssio
n
Chil
exh d and
p
ibit
ion arent
s
win
dow elects
pare
s se
pre
Adu
lt
2
Aw
a
birth reness
day
of th
e
Chil
(on d gath
goin
ers
insp
g)
ir
atio
n
Important to create actionable and realistic list for distribution.
9
Low
3
“I need to prepare
Phases of the journey
birthday”
4
“Mom - I need your
help to browse
through the site”
“Oh no - way too
many toys”
“How can I possibly
overview all these
items at once?”
TRIGGER
“I wish I had somewhere to save the
best options”
AWARENESS
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.
DECISION
5
RESEARCH
7
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.
Digital opportunities
10
that conform to appropriate limits.
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.
DECISION
The adult creates a wish list based on what they have viewed.
Digital challenges
Users are unaware of wish list functionality.
Digital challenges
List of products that have been viewed and presentation of products related
to these.
Digital opportunities
Digital opportunities
easily viewed, shared and edited.
Design for multiple access points for wish list.
Wish list possibly reconceptualised as favourites.
Track history of current visit.
Relevant suggestions in conjunction with the above.
Information need from shop
Perceived digital servicelevel
Medium
6
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 WWW.OPERATE.DK 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. WWW.OPERATE.DK Kunden Gruppen 1 af Amazon.com vil forstå sine vælger de 3 kunders rejser scenarier 3. minuYer Dl at vælge Scenarie Jeg er på vej på ferie og leder eoer Scenarie den perfekte Jeg leder eoer en bestemt bog 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 WWW.OPERATE.DK | SIDE 29 Journey mapping
workshop
AcDons When Where With whom Why How EmoDonal Factors Thoughts Feelings ExpectaBons MoBvaBon Amazon.com 1. Step by step: Map what
you actually do
DETAILS!!
3. Prototype one touch point
(interaction) to facilitate the
journey
20 min
20 min
2. Step by step: Note your
experiences
20 min
Sequence
WWW.OPERATE.DK Læringer?
Kommentarer?
Hvad er svært?
Hvad var aha?
WWW.OPERATE.DK | SIDE 31 Bedste råd (undgå mine fejl) outside – in / inside – out
fordele og ulemper
WWW.OPERATE.DK | SIDE 33 Forskel på strategi og takDk Forretningsstrategi Strategisk CJM Analyse (as is) Målsætninger (to be) Målgrupper OrganisaBon AkBviteter Målinger CX strategi CX vision Plan Road map Målgrupper OrganisaBon AkBviteter Gap analyse Service design TakBsk CJM Tracking change AkDviteter WWW.OPERATE.DK | SIDE 34 Research
Analysis
Ideation
Prototyping
Involve organisation
Involve organisation
MAPPING PRODUCT DEVELOPMENT Test
WWW.OPERATE.DK Konstrueret linearitet WWW.OPERATE.DK 36
The stages of learning to home improve Unconscious incompetence I do not recognize
that I have a
problem
Awareness
Conscious incompetence Conscious competence Unconscious competence Building project
I recognize that I have a
problem and start
looking for solutions
Interest
Desire
I am (involved in)
solving my problem
Action
I live with my solution
and
can advocate it to
others
Advocacy
WWW.OPERATE.DK 38 ?
o
k
s
s
i
Hv
http://mshanna.edublogs.org/files/2012/05/DSC01073-1miwn3f.jpg
WWW.OPERATE.DK Hvilket niveau skal man mappe på? High level Low experience High degree of generalizaBon Low level High experience Low degree of generalizaBon WWW.OPERATE.DK | SIDE 40 WWW.OPERATE.DK | SIDE 41 WWW.OPERATE.DK 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
WWW.OPERATE.DK B2B & B2C
Læs mere om casen på hYp://goo.gl/W0eTov WWW.OPERATE.DK PrakDsk redskab eller artefakt WWW.OPERATE.DK Fly-in-a-bottle-behaviour …
eller kan vi overhovedet postulere
linearitet i dag?
WWW.OPERATE.DK | SIDE 45 Det brugerne ikke kan se, påvirker deres oplevelse Father Orders product for child Receives confirma-­‐
Bon Web shop NoBces billing mistake E-­‐mail Web shop Calls customer service Talks to service agent Tweets in frustraBon Phone For melle
to uch po ints
Arbejd med ”line of visibility” tage
s
k
Bac
ker
påvir er
brug lsen
e
oplev
ERP E-­‐com plazorm Tracking E-­‐com managers Procedures ERP CRM Category managers etc. IT Call center Commun-­‐
icaBons dept. WWW.OPERATE.DK Diskussion | SIDE 48 WWW.OPERATE.DK