customer experience design · design thinking customer journey map a customer journey map is a...
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Customer Experience Design Tom Fleerackers
CustomerExperience
Experience, improvement & design
DesignThinking
CustomerExperience
DesignThinking
Discover Define Develop Deliver
DivergeConverge
Make sure you solve the right
problem.
Time
Idea
s, a
ltern
ativ
es, o
ppor
tuni
ties
Problem Space Solution Space
CustomerExperience
DesignThinking
Iterative & Exploratory
Proces
CustomerExperience
DesignThinking
Discover Define Develop Deliver
DivergeConverge
Time
Idea
s, a
ltern
ativ
es, o
ppor
tuni
ties
Iterative & Exploratory
Proces Problem Space Solution Space
Make sure you solve the right problem.
CustomerExperience
DesignThinking
Discover Define Develop Deliver
DivergeConverge
Make sure you solve the right problem.
Time
Idea
s, a
ltern
ativ
es, o
ppor
tuni
ties
Iterative & Exploratory
Proces
Research Ideation Prototyping Implementation
Problem Space Solution Space
CustomerExperience
DesignThinking
Discover
Research
Desk Research
CustomerExperience
DesignThinking
Discover
Research
Desk Research>Data analysis
Create an as-is customer journey map
CustomerExperience
DesignThinking
customer journey map
A customer journey map is a diagram that describes the different stages a customer goes through when interacting with a company.
CustomerExperience
DesignThinking
customer journey map
A customer journey map is a diagram that describes the different stages a customer goes through when interacting with a company.
Persona
Focus on the person
Customer Journey Map
Focus on the experience
CustomerExperience
DesignThinking
customer journey map
A customer journey map is a diagram that describes the different stages a customer goes through when interacting with a company.
Customer Journey Map
Focus on the experience
A customer journey map helps to identify gaps, points in the customer experience that are disjointed or painful.
CustomerExperience
DesignThinking
customer journey map
Building a customer journey
Customer Journey Map
Focus on the experience
A customer journey map helps to identify gaps, points in the customer experience that are disjointed or painful.
CustomerExperience
DesignThinking
customer journey map
Building a customer journey map.
CustomerExperience
DesignThinking
customer journey map
Building a customer journey map.
Identify the key stages of the customer journey1
CustomerExperience
DesignThinking
customer journey map
Building a customer journey map.
Identify the key stages of the customer journey1Discover Research Purchase Delivery After sales
CustomerExperience
DesignThinking
customer journey map
Building a customer journey map.
Identify the information you want to map2Tasks. What is the user trying to achieve at this stage? Questions. What does the user want to know at this stage? Touchpoints. How does the user interact with the organisation at this point? Emotions. What is the user feeling at this stage in the process? Weaknesses. How does the organisation let the user down at this stage? Influences. Who or what is helping to shape the user's decision-making process at this stage? …
CustomerExperience
DesignThinking
customer journey map
Building a customer journey map.
Create your customer journey grid3
Tasks Questions Touchpoints Emotions Weaknesses Influences
Discover Research Purchase Delivery After sales
CustomerExperience
DesignThinking
customer journey map
Building a customer journey map.
Work in small groups to fill out the grid 4
Tasks Questions Touchpoints Emotions Weaknesses Influences
Discover Research Purchase Delivery After sales
CustomerExperience
DesignThinking
customer journey map
Building a customer journey map.
Work in small groups to fill out the grid 4
Tasks Questions Touchpoints Emotions Weaknesses Influences
Discover Research Purchase Delivery After sales
CustomerExperience
DesignThinking
Discover
Research
Desk Research>Data analysis
Create an as-is customer journey mapidentify needs Detect pain points
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