experience mapping and orchestrating touchpoints

EXPERIENCE MAPPING and ORCHESTRATING TOUCPOINTSby NINA JURCIC

EAI | EUROPEAN ALLIANCE FOR INNOVATIONOCT 28TH 2015

ABOUT ME

UX / PRODUCT / GRAPHIC / COMMUNICATION DESIGNERBA APPLIED ARTS AND GRAPHIC DESIGN (2015)hub:raum WARP14 by Deutsche Telekom (2014)FOUNDER INSTITUTE (2013)BA INFORMATION TECHNOLOGY (2012)

KEYWORDS

CUSTOMER EXPERIENCE, EXPERIENCE MAPPING, TOUCHPOINTS, CHANNELS, USER JOURNEY

EXPERIENCE

EXPERIENCE

CUSTOMERS ARE INCREASINGLY CHOOSING PRODUCTS AND EXPERIENCES BASED ON THE QUALITY OF THE EXPERIENCES THEY HAVE WITH THEM

EXPERIENCE

YOU NEED TO UNDERSTAND THE EXPERIENCE OF YOUR CUSTOMER WHILE HE’S USING YOUR PRODUCT, AND THE CONTEXT AROUND IT

EXPERIENCE VS. JOURNEY

WHAT TRIGGERED HER VISIT TO SUPERMARKET?WHAT WERE HER EXPECTATIONS?WHAT ACTIONS DID SHE TAKE?WHAT DID SHE FEEL AT CERTAIN POINTS OF TIME?WHAT DID SHE THINK ABOUT AT KEY MOMENTS?WHAT TOUCHPOINTS SHE INTERACTED WITH?WHAT PEOPLE DID SHE MEET?WHAT LOCATIONS WERE INVOLVED?HER OVERALL IMPRESSION?

EXPERIENCE VS. JOURNEY

CONSIDER WHAT CUSTOMERS IDEALLY DO, THINK AND FEEL AS THEY INTERACT WITH TOUCHPOINTS ON THE WAY TO SATISFYING THEIR NEEDS.

TOUCHPOINTS

A POINT OF INTERACTION BETWEEN A PERSON (CUSTOMER) AND ANY ASPECT OR ARTIFACT IN ORGANISATIONIN CERTAIN POINT OF TIME, IN A CERTAIN CONTEXT

TOUCHPOINTS

HIS/HERNEEDS

YOUR BRAND

X

CHANNEL

MEDIUM OF INTERACTION WITH CUSTOMERS OR USERS (PRINT, WEB, MOBILE, VOICE CALL, ATM…).DEFINES OPPORTUNITIES OR CONSTRAINTS OF A TOUCHPOINT

FINDING A FIT

USER GOALS

BUSINESSGOALS

X

FINDING A FIT

USER GOALS

BUSINESSGOALS

X

“I had fun clicking / selecting favorite bands in thewebsite…”

“We gained lot of user data about his tastes and preferences.”

TRIGGERS

CURIOSITY VISUAL IMAGERYPATTERN RECOGNITIONSENSORY EXPERIENCEPOINTS AND LEVELS (GAMIFICATION)CHALLENGECOMPETITION

CUSTOMERS

CUSTOMERS DON’T CARE ABOUT CHANNELS AND TOUCHPOINTS. ALL THEY CARE ABOUT IS ACHIEVING THEIR GOALS AND MEETING THEIR NEEDS.

MAPPING THE IDEAL JOURNEY

CONSIDER WHAT CUSTOMERS IDEALLY DO, THINK AND FEEL AS THEY INTERACT WITH TOUCHPOINTS ON THE WAY TO SATISFYING THEIR NEEDS.

EXPERIENCE MAPPING

PROCESS OF CAPTURING AND PRESENTING KEY INSIGHTS INTO COMPLEX CUSTOMER INTERACTIONS THAT OCCUR ACROSS EXPERIENCE WITH A PRODUCT, SERVCE, ECOSYSTEM

FEELINGMOTIVATIONTHINKINGFRAMINGDOINGBEHAVIOUR

WHY MAPPING

KNOW YOUR TERRITORY AND WHAT TO IMPROVE, E.G.:GET PEOPLE TO SPEND MORE TIME USING YOUR APPINCREASE # OF REGISTERED USERSINCREASE # OF NEWSLETTER SUBSCRIBTIONSSTAND OUT FROM COMPETITION INCREASE USAGE AND ADOPTION

STARTING POINT

DATA (ANALYTICS)KPIs YOU NEED TO MEET / IMPROVEPUBLIC RESEARCHSURVEYSINTERVIEWS

VALIDATE/wRESEARCH

YOU WANT USER TO

COMPLETE DESIRED ACTION (CLICK, SIGN UP..)BUY A PRODUCTSPREAD A WORDBUY AGAINCHOOSE YOU OVER COMPETITION

SYNTHETIZE INTO PHASES

SYNTHETIZE KEY INSIGHTS INTO A JOURNEY MODEL SPLIT INTO PHASES FROM POINT A TO POINT Z

VISUALISE STORY

TRY TO IMAGINE OR RE-EXPERIENCE HIS OR HER JOURNEY

ANATOMY OF AN EXPERIENCE MAP

STAGES (PHASES)THINKING FEELINGDOINGTOUCHPOINTSCHANNELSOVERALL IMPRESSION ( :-) OR :-/ )OPPORTUNITIES

INCREASEtheMOTIVATIONREMOVEtheFRICTION

Q&A

TIPS / CONCLUSION

USE DELIGHTERSMAKE TOUCHPOINTS MORE HUMANTURN COMPLAINTS INTO UPSELLS REVEAL CUSTOMER NEEDSCREATE NEW REVENUE STREAMS AND POWER INNOVATIONUNDERSTAND THE TERRITORY

KNOWyourTERRITORY

RESOURCES

GUIDE TO EXPERIENCE MAPPING by ADAPTIVE PATH, http://mappingexperiences.com/SEDUCTIVE INTERACTION DESIGN by STEPHEN P. ANDERSONhttp://startitup.co/guides/374/aarrr-startup-metricshttp://www.kaushik.net/avinash/lean-analytics-cycle-metrics-hypothesis-experiment-act/

IMAGE RESOURCES

https://experience.sap.com/wp-content/uploads/2014/09/ExperienceMapSmall-800x400.png

THANKYOU

Get in touch!@ninayu

nina@ebloo.co