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Customer Journey Mapping and CX Research - Marc Stickdorn | UX Riga 2016

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Customer Journey Mapping and CX Research - Marc Stickdorn | UX Riga 2016

In his UX Riga 2016 conference talk, Marc Stickdorn explains various journey mapping options and when to use them. He shared also some basic guidelines for conducting customer experience research based on ethnographic approaches.

In his UX Riga 2016 conference talk, Marc Stickdorn explains various journey mapping options and when to use them. He shared also some basic guidelines for conducting customer experience research based on ethnographic approaches.

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Customer Journey Mapping and CX Research - Marc Stickdorn | UX Riga 2016

  1. 1. 2016 Journey Mapping & CX Research 25 February 2016UX Riga 2016 Marc Stickdorn
  2. 2. UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  3. 3. 89% of companies expect to compete mostly on the basis of customer experience by 2016 – vs. 36% four years ago. * Gartner Research, 2015 Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases. Forbes, 2013 Customer power has grown, as 73% of firms trust recommendations from friends and family, while only 19% trust direct communication. Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012 86% of consumers will pay more for a better customer experience. RightNow Customer Experience Impact Report, 2011 “CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”* UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  4. 4. 78.4 % ARE SATISFIED WITH YOUR PRODUCT. YEAH, NUMBERS. NOW WHAT? UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  5. 5. CUSTOMER EXPERIENCE IS MORE THAN F***ING METRICS. UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  6. 6. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  7. 7. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE … or as some might call it: “slipping into your customer’s shoes.” UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  8. 8. PERSONA Jake 30 Male German “Don’t believe the hype!” UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  9. 9. PERSONA “Don’t believe the hype!” User/customer profiles based on research Jake 30 Male German UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  10. 10. The story of Jake and his old TV set … A TV set is a product, right? UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  11. 11. JAKE 1 That old TV set breaks down 1 UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  12. 12. JAKE 2 Reading advertisements in print media 1 2 UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  13. 13. JAKE 3 Looking for offers online 2 31 UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  14. 14. JAKE 4 Reading online reviews 42 31 UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  15. 15. 42 3 JAKE 5 Collecting information in store 5 UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  16. 16. 43 5 JAKE 6 Comparing prices on mobile device 6 UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  17. 17. 4 5 6 JAKE 7 Buying new TV set in store 7 P R E - S E R V I C E P E R I O D S E R V I C E UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  18. 18. 5 6 7 JAKE 8 Transportation home 8 P R E - S E R V I C E P E R I O D S E R V I C E UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  19. 19. 6 7 8 JAKE 9 Setting up the new TV set 9 P R E - S E R V I C E P E R I O D S E R V I C E UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  20. 20. 7 8 9 JAKE 10 Using TV set for the first time 10 S E R V I C E UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  21. 21. 8 9 10 JAKE 11 Writing a review online 11 S E R V I C E UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  22. 22. 9 10 JAKE 12 Using TV set after a month S E R V I C E 11 12 UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  23. 23. 10 11 12 JAKE 13 Using TV set after a year S E R V I C E 13 UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  24. 24. 11 12 13 JAKE 14 Recommending friends S E R V I C E 14 UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  25. 25. 42 3 5 11 12 13 14 6 7 8 9 10 1 UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  26. 26. And this is just a high-level perspective … UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  27. 27. Each touchpoint can be separated into smaller steps … 9 UNPACKINGARRANGING GETTING RID OF OLD STUFF SETTING UP CHANNELS TIDY UP LIVING ROOM CONNECT TO WIFI SOFTWARE UPDATE SET UP CABLES UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  28. 28. A SWIMLANE DIAGRAM FOR Understanding channels UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  29. 29. A SWIMLANE DIAGRAM FOR Understanding channels UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  30. 30. INTRODUCING KLAUS Cool! UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  31. 31. A SWIMLANE DIAGRAM FOR & Understanding channels UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  32. 32. 16 17 18 JAKE 21 KLAUS 3 UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  33. 33. 16 17 18 JAKE 21 KLAUS 3 social media UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  34. 34. POSITIVE social media UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  35. 35. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlUX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  36. 36. POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlUX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  37. 37. POSITIVE social media Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlUX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  38. 38. NEGATIVE social media UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  39. 39. Dave Carroll – United breaks guitars 14.000.000+ UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  40. 40. Dave Carroll – United breaks guitars 14.000.000+ UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  41. 41. CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  42. 42. CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Expectations Experiences Satisfaction UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  43. 43. CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Expectations Experiences Satisfaction UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  44. 44. CUSTOMER SATISFACTION Expectations Experiences Satisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  45. 45. CUSTOMER SATISFACTION Expectations Experiences Satisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  46. 46. CUSTOMER SATISFACTION Expectations Experiences Satisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  47. 47. CUSTOMER SATISFACTION Expectations Experiences Satisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  48. 48. EMOTIONAL JOURNEY 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEUX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  49. 49. EMOTIONAL JOURNEY 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUSUX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  50. 50. EMOTIONAL JOURNEY 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUSLAURAUX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  51. 51. EMOTIONAL JOURNEY 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUSLAURA When do you measure customer satisfaction? UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  52. 52. 1 2 3 4 5 6 7 8 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUSLAURA EMOTIONAL JOURNEY 78,4 % of our customers are satisfied with our service. 9 UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  53. 53. #servicedesign UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  54. 54. Service design is an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONRESEARCH IDEATION PROTOTYPING IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  55. 55. 1. RESEARCH UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  56. 56. QUALITATIVE   QUANTITATIVE   UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  57. 57. Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVE   QUANTITATIVE   Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongMobile ethnography … AND MANY MORE UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  58. 58. SURVEYS photo credit shutterstock / mama_mia QUANTITATIVE UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  59. 59. CONVERSION ANALYSIS QUANTITATIVE photo credit shutterstock / GaudiLab UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  60. 60. CONTEXTUAL INTERVIEWS QUALITATIVE photo credit shutterstock / af8images UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  61. 61. NON-PARTICIPANT OBSERVATION QUALITATIVE photo credit shutterstock / Yiulia Grigoryeva UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  62. 62. PARTICIPANT OBSERVATION QUALITATIVE photo credit shutterstock / Monkey Business Images UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  63. 63. WORK-ALONG QUALITATIVE photo credit shutterstock / Num Skyman UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  64. 64. photo credit shutterstock / Kzenon SELF-DOCUMENTATION QUALITATIVE AUTO-ETHNOGRAPHY UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  65. 65. BASE YOUR CUSTOMER JOURNEY ON F***ING RESEARCH!UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  66. 66. 2. IDEATION UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  67. 67. 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C EP R E - S E R V I C E S E R V I C E P O S T - S E R V I C E UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  68. 68. THE IDEA PORTFOLIO IMPACT ON CUSTOMER FEASIBILITY START HERE! UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  69. 69. 3. PROTOTYPING UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  70. 70. JOURNEY MAPS PROTOTYPE UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  71. 71. ADVERTISEMENTS PROTOTYPE UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  72. 72. DESKTOP WALKTHROUGH PROTOTYPE UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  73. 73. PHYSICAL PROTOTYPES PAPER/CARDBOARD/LEGO PROTOTYPE UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  74. 74. WIREFRAME/DUMMY PAPER/SOFTWARE DUMMY PROTOTYPE UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  75. 75. IMPROV THEATER PROTOTYPE Courtesy of Adam and Markus from WorkPlayExperienceUX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  76. 76. PRETOTYPING PROTOTYPE photo credit shutterstock photobank.chUX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  77. 77. BUSINESS MODEL PROTOTYPE UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  78. 78. THE FIDELITY OF A PROTOTYPE UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  79. 79. HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  80. 80. HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP #WIN#FAIL UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  81. 81. Development 12 hours Testing 20 hours Discussion 26 hours Insights 04 Iterations 02 Development 20 mins Testing 20 mins Discussion 02 hours Insights 31 Iterations 27 HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  82. 82. 4. IMPLEMENTATION UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  83. 83. A JOURNEY MAP IS NOT A F***ING DELIVARABLE! UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  84. 84. #servicedesign UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  85. 85. “The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, ecommerce, advertising, search, social applications, location-based services, unified communications and many other things. Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem. This means we’re going to have to decide how we either build, catalyse or join an ecosystem.” — Stephen Elop, February 2011 CEO of Nokia THINK IN SERVICE ECOSYSTEMS UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  86. 86. CA B A SERVICE ECOSYSTEM UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  87. 87. CA B A SERVICE ECOSYSTEM JAKE KLAUS UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  88. 88. CA B REV A SERVICE ECOSYSTEM WIFI TRANS JAKE PAYTV KLAUS POST SHOP PRICE UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  89. 89. KLAUS EMPLOYEES PARKING LOT ONLINE SHOP LOGISTICS MAINTENANCE A SERVICE ECOSYSTEM TRA JAKE SHOP UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  90. 90. KLAUS EMPLOYEES PARKING LOT ONLINE SHOP SHAREHOLDERS LOGISTICS SUPPLIERS AUTHORITIES COMMUNITY MAINTENANCE MARKETING SALES ETC … A SERVICE ECOSYSTEM TRA JAKE SHOP UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  91. 91. CA B REV A SERVICE ECOSYSTEM WIFI TRANS JAKE PAYTV KLAUS POST SHOP PRICE UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  92. 92. #servicedesign UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  93. 93. Corporate communications Infrastructure Usability Look and feelTechnical supportCustomer relationship management Customer support Point-of-Sales MARKETING IT DESIGN/UX SALES Service Design is not new. UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  94. 94. Service design is inter-disciplinary. UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  95. 95. Every discipline has its language. UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  96. 96. Service design is a common language. UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  97. 97. Service design is an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONRESEARCH IDEATION PROTOTYPING IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  98. 98. CO-CREATE WITH YOUR F***ING CUSTOMER. REALLY. UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn
  99. 99. THANK YOU! OUT 2016 Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn: @MrStickdorn marc@smaply.com Slides designed by Jakob Schneider: @jakoblies jakob@smaply.com UX Riga 2016 Customer Journey Mapping and CX Research 25 February 2016 Marc Stickdorn

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