Presentation I held for participants of EAI360. Keywords: user journey, difference between journey and experience, touchpoints, difference between touchpoints and channels, experience mapping, anatomy of a map. Inspired by Adaptive path's Guide to experience mapping.
Feel free to share and comment - @NinaYu
2. ABOUT ME
UX / PRODUCT / GRAPHIC / COMMUNICATION
DESIGNER
BA APPLIED ARTS AND GRAPHIC DESIGN (2015)
hub:raum WARP14 by Deutsche Telekom (2014)
FOUNDER INSTITUTE (2013)
BA INFORMATION TECHNOLOGY (2012)
6. EXPERIENCE
YOU NEED TO UNDERSTAND THE EXPERIENCE
OF YOUR CUSTOMER WHILE HE’S USING YOUR
PRODUCT, AND THE CONTEXT AROUND IT
7.
8.
9. 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?
10. EXPERIENCE VS. JOURNEY
CONSIDER WHAT CUSTOMERS IDEALLY DO,
THINK AND FEEL AS THEY INTERACT WITH
TOUCHPOINTS ON THE WAY TO SATISFYING
THEIR NEEDS.
11. TOUCHPOINTS
A POINT OF INTERACTION BETWEEN A PERSON
(CUSTOMER) AND ANY ASPECT OR ARTIFACT IN
ORGANISATION
IN CERTAIN POINT OF TIME, IN A CERTAIN
CONTEXT
17. CUSTOMERS
CUSTOMERS DON’T CARE ABOUT CHANNELS
AND TOUCHPOINTS. ALL THEY CARE ABOUT IS
ACHIEVING THEIR GOALS AND MEETING THEIR
NEEDS.
18. MAPPING THE IDEAL JOURNEY
CONSIDER WHAT CUSTOMERS IDEALLY DO,
THINK AND FEEL AS THEY INTERACT WITH
TOUCHPOINTS ON THE WAY TO SATISFYING
THEIR NEEDS.
19. EXPERIENCE MAPPING
PROCESS OF CAPTURING AND PRESENTING
KEY INSIGHTS INTO COMPLEX CUSTOMER
INTERACTIONS THAT OCCUR ACROSS
EXPERIENCE WITH A PRODUCT, SERVCE,
ECOSYSTEM
21. WHY MAPPING
KNOW YOUR TERRITORY AND WHAT TO
IMPROVE, E.G.:
GET PEOPLE TO SPEND MORE TIME USING
YOUR APP
INCREASE # OF REGISTERED USERS
INCREASE # OF NEWSLETTER SUBSCRIBTIONS
STAND OUT FROM COMPETITION
INCREASE USAGE AND ADOPTION
32. TIPS / CONCLUSION
USE DELIGHTERS
MAKE TOUCHPOINTS MORE HUMAN
TURN COMPLAINTS INTO UPSELLS
REVEAL CUSTOMER NEEDS
CREATE NEW REVENUE STREAMS AND POWER
INNOVATION
UNDERSTAND THE TERRITORY
34. RESOURCES
GUIDE TO EXPERIENCE MAPPING by ADAPTIVE PATH, http:
//mappingexperiences.com/
SEDUCTIVE INTERACTION DESIGN by STEPHEN P. ANDERSON
http://startitup.co/guides/374/aarrr-startup-metrics
http://www.kaushik.net/avinash/lean-analytics-cycle-metrics-hypothesis-
experiment-act/