2. WHAT ARE WE GOING TO LEARN TODAY?
ê Understand
how journey models can be used as a
component of an experience strategy to illustrate
relationships with “customers” and an
organization over time and across channels
ê Learn
the steps in developing a journey model
ê Discover
ways to socialize the journey models and
make them a part of your organization’s assets
#MIMASummit @megangrocki
3. WHAT IS A JOURNEY MODEL?
WHAT DO THEY LOOK LIKE?
HOW DO I CREATE & USE IT?
#MIMASummit @megangrocki
6. JOURNEY MAPPING (OR MODELING) IS…
the process of illustrating a complete story
centered on the relationship that unfolds over time
between an individual and a
system / service / product / brand / organization
#MIMASummit @megangrocki
7. WHY DO WE NEED JOURNEY MODELS?
Every day mediocre experiences are delivered
Organizations do not understand our customers, and
are unintentionally neglecting them
Internal politics trump customer needs
Put our systems/services/products in the context of
people and their lives
#MIMASummit @megangrocki
8. WHAT DO WE MEAN BY ENGAGEMENT?
#MIMASummit @megangrocki
9. TOUCHPOINTS
A point of interaction involving a specific
human need in a specific time and place
Comparing products
Paying a bill
Signing up for a service
#MIMASummit @megangrocki
10. CHANNELS
A medium of interaction with customers
– where touchpoints occur
Website
Social media
Phone
Email
#MIMASummit @megangrocki
11. CHANNELS
SINGLE CHANNEL
Need CAN ONLY be fulfilled via ONE channel
MULTI/OMNI-CHANNEL
Need CAN be fulfilled on MANY different channels
CROSS-CHANNEL
Need MUST be fulfilled using MORE THAN ONE channel
#MIMASummit @megangrocki
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18. HOW DO THEY HELP YOUR TEAM?
Create strategic vision prior to design
Build consensus with stakeholders, showing
opportunities across the ecosystem
Identify key interactions to prototype and test
#MIMASummit @megangrocki
19. WHAT IS A JOURNEY MODEL?
WHAT DO THEY LOOK LIKE?
HOW DO I CREATE & USE IT?
#MIMASummit @megangrocki
52. MAPPING THE FUTURE EXPERIENCE
Timeline
Business goals
User expectations/wants/needs/emotions
Touchpoints & Channels
Opportunities for engagement
Other great ideas!
#MIMASummit @megangrocki
55. KEEPING THE JOURNEYS ALIVE
Schedule periodic reflection and research,
update the journey model
Continually involve key stakeholders
Shout from the rooftops
Display prominently in common work areas
Invite the personas and their journey models to
meetings
#MIMASummit @megangrocki
56. SOCIALIZE & USE
ê Who
is your journey owner?
ê Who
is consuming it? How often?
ê How
are you getting/storing feedback?
ê What
is your implementation plan?
ê When
and how are you going to re-evaluate?
#MIMASummit @megangrocki
Temkin, B. (2010) "Mapping the Customer Journey" Forrester Research