experience mapping and orchestrating touchpoints

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EXPERIENCE MAPPING and ORCHESTRATING TOUCPOINTS by NINA JURCIC EAI | EUROPEAN ALLIANCE FOR INNOVATION OCT 28TH 2015

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Page 1: Experience mapping and orchestrating touchpoints

EXPERIENCE MAPPING and ORCHESTRATING TOUCPOINTSby NINA JURCIC

EAI | EUROPEAN ALLIANCE FOR INNOVATIONOCT 28TH 2015

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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)

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KEYWORDS

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

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EXPERIENCE

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EXPERIENCE

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

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EXPERIENCE

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

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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?

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EXPERIENCE VS. JOURNEY

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

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TOUCHPOINTS

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

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TOUCHPOINTS

HIS/HERNEEDS

YOUR BRAND

X

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CHANNEL

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

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FINDING A FIT

USER GOALS

BUSINESSGOALS

X

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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.”

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TRIGGERS

CURIOSITY VISUAL IMAGERYPATTERN RECOGNITIONSENSORY EXPERIENCEPOINTS AND LEVELS (GAMIFICATION)CHALLENGECOMPETITION

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CUSTOMERS

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

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MAPPING THE IDEAL JOURNEY

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

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EXPERIENCE MAPPING

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

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FEELINGMOTIVATIONTHINKINGFRAMINGDOINGBEHAVIOUR

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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

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STARTING POINT

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

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VALIDATE/wRESEARCH

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YOU WANT USER TO

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

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SYNTHETIZE INTO PHASES

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

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VISUALISE STORY

TRY TO IMAGINE OR RE-EXPERIENCE HIS OR HER JOURNEY

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ANATOMY OF AN EXPERIENCE MAP

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

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INCREASEtheMOTIVATIONREMOVEtheFRICTION

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Q&A

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TIPS / CONCLUSION

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

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KNOWyourTERRITORY

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THANKYOU

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Get in touch!@ninayu

[email protected]