Experience Mapping Case Study:

myBerkeleyApplication

Service Design Network

San Francisco

4/8/14

Bernadette GeuyCalCentral Product Mgr

UC Berkeley

Agenda

Case study:

Designing for the customer experience

new admits

student

Discussion / critique

Context...

New portal solution (my project)

Aging “onboarding” solution

Campus IT moving to ITIL service model

Student Information System (SIS) replacement project starting soon

Outside In

Inside Out

Customer Journey

Delight

Easy

Meets Needs

Tools- Experience Mapping- Service Blueprints- …...

SERVICE DESIGN

ITIL Service Management

Touchpoint

Service

Measures- SLAs- Metrics- …...

Process mappings

Perspectives Research Questions

Student Experience

❏ Student satisfaction?❏ Gaps or unmet needs?❏ Service “hot spots”?❏ Improvement opportunities?

Technology (mBA replacement)

❏ Functional requirements?❏ Interfaces / integration requirements?❏ Replacement options?

Functional Ownership ❏ Will Admissions continue to be the functional owner?❏ Who owns the overall “student experience”? ❏ How can we extended to include the 4-year experience?

workshop

Preparation

Research● 15 x student

Interviews

Review● Functional map

of mBA

WorkshopShare interview data

Build the Map● Post-it notes● Map - doing,

thinking & feeling

Student experience?● Satisfaction?● Gaps and needs?● “Hot Spots” -

emotional highs and lows

● Opportunities?

Analysis & Report Out

Map Analysis● Synthesized

map with “Hot Spot” examples

● Estimate happiness

Opportunities● Service

improvement opportunities

Functional view of myBerkeleyApp

DRAFT Synthesized Experience Map

Emotional “Hot Spots”

● Receiving their Acceptance Notification

● Securing Housing● Understanding Financial Aid● Confusion about the Spring Admit

and Summer Bridge programs● Attending CalSO orientation and the

Class Enrollment process● Making friends and finding community

Experience Mapping

A useful method for: ● Learning about and looking “horizontally”

at journeys● Learning from colleagues● Problem-solving across units● Doing a qualitative exploration of

improvement opportunities ● Extrapolating some quantitative data

Communications● Many opportunities to clarify programs, set better

expectations, explain options, etc.mBA Checklists● Make sure required vs. optional tasks are clearly

identified● Integrate with Housing system, currently a link ● Get the “what” but need to know more about “how”Housing● More personalized help with escalation support

Financial Aid● Financial literacy training● More communications on how it works and how to pay

my billCalSO and Class Enrollment● More time for class planning and to get questions

answered● Major mapping, students want to plan for multiple

semestersMentorship● 1:1 person to connect with to help navigate campus

● myBerkeleyApp continues to function well and is valued by newly admitted students

● No gaps or unmet service needs were found ● myBerkeleyApp helps to orchestrate numerous

onboarding services but only a handful of these were referenced in students interviews as “hot spots”

● A number of onboarding opportunities were identified to improve student experiences

Source: Adaptive Path’s mappingexperiences.com