the customer experience blueprint: how journey mapping leads to innovation

T H E C U S T O M E R E X P E R I E N C E B L U E P R I N T

H O W J O U R N E Y M A P P I N G L E A D S T O I N N O V AT I O N

25 JULY 2016

INTRODUCTION WHAT IS CUSTOMER EXPERIENCE? CUSTOMER JOURNEY MAPPING MAPPING EXERCISE

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O V E R V I E W

GROWTH STRATEGY

EXPERIENCE STRATEGY

PRODUCT AND SERVICE DESIGN

PRODUCT REALIZATION

Tools and capabilities that help our clients capture value by identifying untapped opportunities in the market and converting them into meaningful strategies.

Strategy and design that choreographs interactions between people and a brand’s products and services over extended time.

The concepting, planning and engineering of products and services that connect on a functional and emotional level.

Helping our clients get their products to market quickly by supporting internal development and manufacturing processes.

SERVICES

FROG IS A GLOBAL STRATEGY AND DESIGN FIRM

AT FROG, WE ARE PASSIONATE ABOUT CREATING MEANINGFUL SOLUTIONS THAT ADVANCE THE HUMAN EXPERIENCE.

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WHAT GOT US STARTED

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WHAT IS CUSTOMER EXPERIENCE?

W H AT I S C U S T O M E R E X P E R I E N C E ?

Customer Experience (CX) is comprised of all interactions and impressions people have with an organization over time, creating memories and shaping their opinions that determine value of the brand.

Each interaction and impression create memories and expectations that shape customer opinion of the organization.

I N T E R A C T I O N SM E M O R I E S

& O P I N I O N S

I M P R E S S I O N S


I N T E R A C T I O N SM E M O R I E S

& O P I N I O N S

I M P R E S S I O N S

Interactions happen when customers engage with an organization’s value propositions (e.g. products and services) across a variety of touch-points and channels.

Impressions happen when your organization is brought to the attention of your customers through official communication (marcomm, social) and unofficial communication (word of mouth, news media, social).

THE AGE OF THE CUSTOMER

Cumulative experiences that aim for higher-order importance in people’s lives

Transactions and tools that make everyday tasks more efficient and seamless.

M E M O R A B L E

ASPIRATIONAL

PERSONAL

FUNCTIONAL (USEFUL)

T R A N S A C T I O N A L

A SATISFIED CUSTOMER IS NO LONGER ENOUGH


Frictionless, easy and personalized interactions are the new standard for most customer transactions.

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PEOPLE WANT EXPERIENCES THAT ADD JOY TO THEIR LIVES OR REMOVE PAIN.

IT’S THAT SIMPLE.

HOW DO JOURNEY MAPS LEAD TO MORE INNOVATIVE CX?

CUSTOMER EXPERIENCE

FROG’S CX BLUEPRINTAWARENESS

{ ACQUISITION }

CONSIDERATION

DECISION

PURCHASE *CONSUMPTION &USE

CUSTOMER SEGMENTATION

• Target customers & personas • Key customer behaviors

EXPERIENCE STRATEGY

• Experience principles • Vision for ideal

CUSTOMER JOURNEYS

• Current state journeys • Future state journey

ROADMAP

• Fix, elevate & innovate • MVP to scale initiatives

{ RETENTION }

CARE & SUPPORT

MEANINGFUL ENGAEMENT

ADVOCACY

© 2016 frogdesign

W H AT I S A C U S T O M E R J O U R N E Y M A P ?

A Customer Journey Map defines the user touch points in the context of the end-to-end experience.

A journey map can also include lenses such as behaviors, motivations, emotional states, mindsets and needs. Ultimately, Journey Maps are meant to unearth opportunities for improvement or creation of new products, services and/or experiences.

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Understand

The Customer Journey Map helps surfacing the unexpressed structure of the experiences that customers have of the brand.

Align

The Customer Journey Map creates a common ground that facilitates the discussion with multiple stakeholders by aligning diverse perspectives around a shared interpretation of the customer experience.

Facilitate

The Customer Journey Map is a valuable support to guide user research activities and collaborative sessions.

Ideate + Prioritize

The Customer Journey Map helps identify the optimal disclosure of features and services that will encourage customers to intensify their frequency of interaction with a product limiting or eliminating pain points and dead-ends in the experience.

W H AT I S T H E V A L U E ?

H O W D O W E B U I L D A J O U R N E Y M A P ?

The Customer Journey Map is built by establishing the phases of engagement on the horizontal axis and intersecting them with the lenses of information that flow within the stages along the vertical axis.

1)Define the core audiences 2)Identify the key stages 3)Identify challenges and emotions 4)Identify stakeholder or functional groups with accountability to the experience

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H O W D O W E B U I L D A J O U R N E Y M A P ?

Once the current state of a customer journey is understood, an ideal journey can be built. This includes optimal products and services that will solve the user’s needs and pain points across the journey.

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LET’S MAKE ONE!

S TA R T W I T H A P E R S O N A

Meet Jenn.

Jenn is 32 and a new mom to Gus. Jenn is married to Tom who is a musician and an Uber driver. Jenn is taking time off work as a designer to care for Gus.

Jenn and Tom love to be in the know about new restaurants, music and art openings. They are also foodies and passionate about eating healthy, local and organic. They want the same for Gus. Jenn buys only Plum Organic baby food and orders all her baby supplies from the Honest Company.

It’s a crazy new world with a baby and…

S TA R T W I T H A P E R S O N A

Jenn just needs a vacation.

Customer Journey Map Worksheet

Awareness Research Consideration Use Reuse

M A P P I N G J E N N ’ S J O U R N E Y

Write down the steps of Jenn’s vacation planning journey.

Remember to do it from the point of view of Jenn. Put yourself in her shoes!

5 Minutes

Customer Journey Map Worksheet

Awareness Research Consideration Use Reuse

M A P P I N G J E N N ’ S J O U R N E Y

Now, note where the different steps are positive and where they are negative. What do you think Jenn is feeling at each step?

5 Minutes

the customer experience blueprint: how journey mapping leads to innovation

Data & Analytics