Customer Journey Mapping and CX Research

2015 Customer Journey Mapping & CX Research
Marc Stickdorn
UI20 – Boston, MA 2–4 November 2015

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

AGENDA
◊1. TYPOLOGY OF JOURNEY MAPS
◊2. CX RESEARCH
◊3. PROTOTYPING
◊4. SOMETHING DIFFERENT …
Customer Journey Mapping & CX Research

01. TYPOLOGY OF A
CUSTOMER JOURNEY MAP
Customer Journey Mapping CX Research

MY EXAMPLE JOURNEY MAP FROM 2014 …

The story of Jake and his old TV set …
A TV set is a product, right?

JAKE
1 That old TV set
breaks down
1

JAKE
2 Reading advertisements
in print media
1 2

JAKE
3 Looking for offers
online
2 31

JAKE
4 Reading
online reviews
42 31

42 3
JAKE
5 Collecting information
in store
5

43 5
JAKE
6 Comparing prices
on mobile device
6

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

5 6 7
JAKE
8 Transportation
home
8

6 7 8
JAKE
9 Setting up
the new TV set
9

7 8 9
JAKE
10 Using TV set for
the first time
10
S E R V I C E

8 9 10
JAKE
11 Writing a review
online
11
S E R V I C E

9 10
JAKE
12 Using TV set
after a month
S E R V I C E
11 12

10 11 12
JAKE
13 Using TV set
after a year
S E R V I C E
13

11 12 13
JAKE
14 Recommending
friends
S E R V I C E
14

42 3 5
11 12 13 14
6 7 8 9 10
1

1. TYPE OF JOURNEY MAP
A FEW THINGS TO CONSIDER
2. MAIN ACTOR
3. SCOPE AND SCALE
4. PERSPECTIVES AND
LEVEL OF DEPTH

1. TYPE OF JOURNEY MAP
CURRENT STATE
(AS-IS)
TARGET STATE
(ASPIRATIONAL MAP)

2. MAIN ACTOR
CONSIDER
PERSONAS,
TARGET GROUPS,
ROLES,
JOBS-TO-BE-DONE,
ETC.
CUSTOMER
JOURNEY MAPPING
EMPLOYEE
JOURNEY MAPPING
STAKEHOLDER
JOURNEY MAPPING

3. SCOPE AND SCALE
WHAT IS THE
TIME FRAME? IS THIS REALLY
THE END?
IS THIS REALLY
THE START?

A HIGH-LEVEL JOURNEY MAP …

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

4. PERSPECTIVES AND
LEVEL OF DEPTH
WHICH ADDITIONAL
VISUALIZATIONSDO YOU NEED?

78.4 % ARE SATISFIED
WITH YOUR PRODUCT.
YEAH, NUMBERS.
NOW WHAT?

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

EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
JAKE
When do you measure
customer satisfaction?

EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 10
JAKE
9
78.4 % OF OUR CUSTOMERS
RATE OUR SERVICE: “VERY GOOD”.

TALK TO YOUR
F***ING CUSTOMER.
REALLY.

DRAMATIC ARC?
EMOTIONAL JOURNEY …

Courtesy of Adam and Markus from
WorkPlayExperience

MULTIPLE PERSONAS
IN ONE JOURNEY MAP
FOR EXAMPLE:
FRONTSTAGE
AND BACKSTAGE
EXPERIENCE

VISUALIZE
CROSS-CHANNEL
EXPERIENCE

A SWIMLANE DIAGRAM FOR
UNDERSTANDING CHANNELS

ASSUMPTION
BASED
RESEARCH
BASED

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.

CHALLENGE
YOUR F***ING
ASSUMPTIONS!
DO RESEARCH!

2. CX RESEARCH

BASE YOUR
CUSTOMER
JOURNEY
ON F***ING
RESEARCH!Customer Journey Mapping CX Research

QUALITATIVE
 
QUANTITATIVE
 

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

SURVEYS
photo credit
shutterstock / mama_mia
QUANTITATIVE

CONVERSION ANALYSIS
QUANTITATIVE
photo credit
shutterstock / GaudiLab

FOCUS GROUPS
photo credit
shutterstock / wavebreakmedia
QUALITATIVE

CONTEXTUAL INTERVIEWS
QUALITATIVE
photo credit
shutterstock / af8images

NON-PARTICIPANT OBSERVATION
QUALITATIVE
photo credit
shutterstock / Yiulia Grigoryeva

PARTICIPANT OBSERVATION
QUALITATIVE
photo credit
shutterstock / Monkey Business Images

CULTURAL PROBES
QUALITATIVE
photo credit
shutterstock / Bartosz Budrewicz

WORK-ALONG
QUALITATIVE
photo credit
shutterstock / Num Skyman

photo credit
shutterstock / Kzenon
SELF-DOCUMENTATION
QUALITATIVE
AUTO-ETHNOGRAPHY

Big Data
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
 
QUANTITATIVE
 
… AND MANY MORE
Self-documentation
methods, data types, researchers
1. TRIANGULATE!
2. TRIANGULATE!
3. TRIANGULATE!

… AND MANY MORE
Big Data
Conversion analysis
Surveys Tracking
QUALITATIVE
 
QUANTITATIVE
 
… AND MANY MORE
Self-documentation
Mobile EthnographyWELCOME THE
NEW CREW MEMBER
since 2008

SELF-CONDUCTED
DESIGN RESARCH
Mobile Ethnography

Free smartphone app for participants

How to use the ExperienceFellow smartphone app
VIMEO.COM/34160910

Real-time Visualization as journey map

Advanced filtering techniques

Location-based visualization with clustering

High-resolution PDF export for large format prints

www.experiencefellow.com
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(ACTUALLY ALSO RESEARCH)
3. PROTOTYPING

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

1. DECIDE WHAT YOU PROTOTYPE

2. CHOSE HOW YOU PROTOTYPE

JOURNEY MAPS
PROTOTYPE

ADVERTISEMENTS
PROTOTYPE

DESKTOP WALKTHROUGH
PROTOTYPE

PHYSICAL PROTOTYPES
PAPER/CARDBOARD/LEGO
PROTOTYPE

WIREFRAME/DUMMY
PAPER/SOFTWARE DUMMY
PROTOTYPE

IMPROV THEATER
PROTOTYPE
Courtesy of Adam and Markus from
WorkPlayExperience

PRETOTYPING
PROTOTYPE
photo credit
shutterstock photobank.ch

BUSINESS MODEL
PROTOTYPE

3. SET THE FIDELITY
OF YOUR PROTOTYPE

HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP

#WIN#FAIL

Development 12 hours
Testing 20 hours
Discussion 26 hours
Insights 04
Iterations 02
Development 20 mins
Testing 20 mins
Discussion 02 hours
Insights 31
Iterations 27

4. KEEP A LIST OF YOUR IDEAS/
BUGS/WHAT-IF’S
… TO REFINE YOUR JOURNEY MAP.

A JOURNEY
MAP IS NOT A
F***ING
DELIVARABLE!

AND NOWCustomer Journey Mapping CX Research

TO SOMETHING
COMPLETELY DIFFERENT.

SERVICE DESIGN
START-UPS

LEAN UX
LEAN STARTUP
DESIGN THINKING
SERVICE DESIGN
AGILE DEVELOPMENT
… AND MANY MORECustomer Journey Mapping CX Research

ITERATIVE PROCESS
LEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT
IT’S ALL ABOUT THE

VISUALIZE
CUSTOMER
EXPERIENCE
RESEARCH
CUSTOMER
EXPERIENCE

WE USE SERVICE DESIGN
TO BUILD
SERVICE DESIGN TOOLS

WE USE SERVICE DESIGN
TO BUILD
SERVICE DESIGN TOOLSSINCE 2008

AND THIS
WORKS
AWESEOME!SOMETIMES.

CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT

1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10
START HERE!

THE IDEA PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
FEASIBILITY HARDEASY

FEASIBILITY HARDEASY
THE IDEA PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
START HERE!

A picture says more than thousand words.
A prototype says more than thousand concepts.
PROTOTYPING
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT

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”

WISELY
THE FORCE
YOU MUST USE.
photo Credit
shutterstock / CTR Photos

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

5 BASIC PRINCIPLES
#servicedesign

1 USER-CENTRED

2 CO-CREATIVE

3 SEQUENCING

4 EVIDENCING

5 HOLISTIC

Customer Journey Mapping and CX Research

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Customer Journey Mapping and CX Research