discovering hidden contexts through experience maps

Experience MappingDiscovering hidden contexts through experience maps

PersonalTravel, Talk to people

Discover new experiences

ProfessionalDesign Thinking, Methodology,What is good design?

Dmytro Svarytsevych

Tesco Shopping Experience

Tesco Virtual Shopping

http://www.businesstoday.in/magazine/lbs-case-study/case-study-tesco-virtually-created-new-market-based-on-country-lifestyle/story/214998.html

900’000 app downloads

https://sensortower.com

Best Customer Service

90%Golden Bank Quality of Service User Satisfaction

for the highest quality of service in 2016. Awarded in Pulse of

Business by Bankier.pl

in Banks category at IX edition of the Polish Program Service Quality awarded on the basis of ratings and

reviews submitted by customers

90% of customers would recommend their relatives to open

accounts at OUR Bank

http://giphy.com

“ 51% of customers who left companies blamed their exits on bad online experiences”Katie Devlin, IBMhttps://www.ibm.com/blogs/commerce/2016/03/how-are-you-measuring-your-digital-customer-experience/

Customer Decision Journey

http://giphy.com

Customer Emotions

http://blogs.forrester.com/kerry_bodine/12-04-02-boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc

“ A chain is no stronger than its weakest link”William JamesAmerican philosopher and psychologist

Methodology

Tripomatic

Tripomatic helps you explore historic sites, museums, and other spots worth seeing around the world. It lets you plot out your destinations over multiple days.

Tripomatic's app is very similar in concept to City Guides, Offline Maps, Stay.com apps.

Research

User tries to manage trip plan to fit all constrains.

Group places by location and book hotel nearby.

User don’t know the location, have limited access to the internet, weather conditions are continuously changing.

Frequently, your initial font choice is taken out of your hands; companies often

specify

At this phase user knows nothing about the country

he plans to visit. He and his friends collect all possible

interesting places.

Set the Scope

TravelPlanExplore Follow Up

User tries to manage trip plan to fit all constrains.

Group places by location and book hotel nearby.

User don’t know the location, have limited access to the internet, weather conditions are continuously changing.

Frequently, your initial font choice is taken out of your hands; companies often

specify

At this phase user knows nothing about the country

he plans to visit. He and his friends collect all possible

interesting places.

User Interviews

§ What triggered start of journey?

§ What were his expectations?

§ What actions did he takes?

§ What did he feel at different points of time?

§ What was he thinking at specific moments?

§ What touchpoints did he interact with?

§ What other events were involved?

§ What artifacts were involved?

§ What locations did place take in?

http://designingcx.com

Building Blocks

RelationshipUber is usually used

as a taxi provider

ActorFriend

EventCanceled Flight

ExpectationsWhat do people like

me choose?

DoPlan vacation dates

ThinkCan I stay one day

longer for sightseeing

Positive FeelingFound special

restaurant with view

Negative FeelingDon’t understand the

booking process

StageBook flight

ChannelFoursquare

TouchpointSearch flight

LocationCafe

TakeawaysEasy import from

other services

FactsVacation budget

should be in range

InsightsGroups plan trip

together

OpportunitiesSocial integration to

grow user base

Identify Touchpoints

Used Apps

Identify Channels

Mobile App

Products Shelf

Subway Station

http://www.businesstoday.in/magazine/lbs-case-study/case-study-tesco-virtually-created-new-market-based-on-country-lifestyle/story/214998.html

% lost users

Amount of lost users

Time for task

https://medium.com/@wnialloconnor/how-to-build-an-experience-map-5e55b7ee4f32#.8bi679fuv

Manage touchpoints

§ Users mostly travel in groups with family or friends, all of them take part in planning

§ Different sources used to find POIs, but there is no simple way to gather all of them in one place

§ There are different vacation preferences: sun bathes, sightseeing, parties

§ Web is more for planning, mobile is more for use§ It is difficult to remember all the cities and facilities names,

people operate better with images§ People take into account not only time and distance, but also

time for location and budget (entrance fees, so on)§ Shit happens. Rainy days require dynamic plan change

Takeaways

New Design

New calendar view gives better overview of whole trip, emphasizing overloaded days. Places tags help to personalize the users experience. It suggests more content based on already selected places and other users considerations.Social networks integration will help users collaborate effectively, share ideas and review plans and benefit in growing the community by establishing more user-to-user connections.

New Design

Advanced filters allow to narrow the places list by categories, visit duration, price and distance. Search field contains summary of the query. Predefined selections can be easily switched from tabs.Each place now has more details presented. Bigger square photos are more informative than round ones. Place metadata allow to scan the list and make decision faster. Swipe right will mark the place as selected.

ArchitectUX Designer Project Manager Business Analyst

http://giphy.com

WorkshopPrepareRoom, Time, Handouts, Grid, Sticky notes, Flipchart/Wall, Cookies

Set the contextShort introduction to catch participants, Define objectives, goals

Be organized4-6 participants, Focus on user, Track time, Iterate

DeconstructPull out building blocks, Sticky notes

StageFacilitator moves notes to the board

ConstructFind relationships, Group similarities

ShapeArrange insights into a story. Takeaways

https://www.flickr.com/photos/nearsoft/

§ Consistent good experience

§ Shared reference about customer experience

§ Distribute key customer insights in team

§ Increase conversion and efficiency

§ Identify gaps and opportunities

§ Remove ineffective touchpoints

§ Quality Control

§ Prioritize next steps

Benefits

Customer (User) Journey Map

Experience MapShows the journey of the user through the different touchpoints that afford and characterize his or her interactions.

Service Blueprint (Process Map)Shows the nature and characteristics of interactions in enough detail for and org to verify, implement, and maintain it.

Definitions

Map Visualization

http://adaptivepath.org/guides/experience-mapping/

Story Visualization

Visualization techniques

Questions?

Tools

http://mappingexperiences.comExperience Mapping Guide (Adaptive Path)

http://www.servicedesigntoolkit.org/downloads.htmlService Design Toolkit

http://designingcx.com/cx-journey-mapping-toolkit/Experience Mapping Toolkit

https://www.smaply.comSmaply

http://www.experiencefellow.comExperience Fellow

https://itunes.apple.com/us/app/journeys-customer-experience/id821605133Journeys: The Customer Experience Mapping Tool

Tools

Email: dmytro.svarytsevych@volvo.comMobile: +48 570 797 727

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Dmytro Svarytsevych