1. ISITE Design
Journey Mapping
January 23, 2014 :: Portland Ad Federation

2. Barbara Holmes
Colin O’Neill
Just a small town girl. Livin' in a
lonely world. She took the
midnight train, goin' anywhere.
Just a city boy. Born and raised in
South Detroit. Also took the
midnight train goin' anywhere.
@volleyballbarb
@oneill_colin

3. Agenda
• Why Journey Mapping?
• Three types of maps:
– Ethnographic Technique
– “As Is” Snapshot of a Business/Process
– Future State
• What, Why, When, Who (and a little bit of How)
• How to use your Map
• Q&A
@volleyballbarb
@oneill_colin

4. Fron0ers,
1983

5. Connected Journeys
Loyalty
Connection
Meaning
Value
Compare
Acquisition
Function
Get Help
Discover
Decide
Share
Tribe
Customer
Experience
Ecosystem
Need
Personalize
Partner
Evangelize
Purchase
Research
Use
Source: Forrester
Search
@volleyballbarb
@oneill_colin

6. Multiple Contexts
@volleyballbarb
@oneill_colin

7. Digital Customer Experience Strategy
Customers’ goals
Content
Who are they, what are
their goals and
behaviors?
What do customers need
to do to accomplish their
goals?
Digital customer
experience
strategy
Personality
Touchpoints
How should the brand
be expressed throughout
all interactions?
Where do customers
consume content?
Source:
May
18,
2011,
“Why
You
Need
A
Digital
Customer
Experience
Strategy”
Forrester
report
@volleyballbarb
@oneill_colin

8. It’s not what we say.
It’s how we help.
chiefmartech.com
@volleyballbarb
@oneill_colin

9. It’s going to be ok.
“The more digital we get, the more
human we must be.”
Gatum Ramdurai, Google

10. Why journey mapping?
•
•
•
•
Complex interactions across connected touch points
Customers expect parity across channel and device
Teams need a shared language and reference point
Technology is changing established processes and
expectations
• Business isn’t typically all that great at holistic
thinking
@volleyballbarb
@oneill_colin

11. What does it do?
• A tool to manage interconnected cross-channel
experiences
• Helps orchestrate touch points over time and space
• Inventories all touch points to illustrate the journey
with clarity and precision
• Helps forge alignment around what’s most important
• Brings a human perspective to organizational and
tactical discussions
@volleyballbarb
@oneill_colin

12. What is the value?
• A tool to collect insight and embed empathy
• A shared lens to collaborate through
• A way to understand the connections and handoffs
between touch points
• A way to identify opportunities for improvement
• And to make better decisions
@volleyballbarb
@oneill_colin

13. But!
A map is not a destination.

14. Customer-focused transformation
Customer experience quality
Sustain
cultural change
Transform
the organization
Improve
today’s experience
Time
Outside
In,
Forrester
@volleyballbarb
@oneill_colin

15. 1913
Reproduced
from
The
Etude,
October,
1913
@volleyballbarb
@oneill_colin

16. Captured,
1981

17. Ethnographic Journey Maps
• WHAT: Hand-drawn sketches that answer a core
question
• WHY: To capture deeper, more relevant stories from
customers
• WHEN: During interviews, as a tool to spark a
conversation
• WHO: Current customers and non-customers
• HOW: Ask person to draw their answer to the core
question; then debrief
@volleyballbarb
@oneill_colin

22. How
• Ask one open-ended question, “How do/did you…?”
to frame the journey map activity
• Allow 5 - 10 min to draw: 15 min to describe
• Use open/closed questions to fill in knowledge gaps
and probe for thinking, feeling, doing data
• Record the interview session for later referral
@volleyballbarb
@oneill_colin

23. Exercise
• How did you choose your primary mode
of transportation?
• Debrief:
– What did you think
– What did you do
– What did you feel
www.kerismith.com/WishJarTales/connect_dots.jpg

24. Revela0on,
2008

25. As Is Journey Maps
• WHAT: Data visualization derived from customer
data, business data, trend data, analytics, etc. Reveals
of what is happening now.
• WHY: Reveals opportunities for a business; catalyzes
customer-centric thinking
• WHEN: Prior to embarking on a transformative
initiative; when customer feedback indicates
• WHO: Stakeholders from the business; customers;
prospects
• HOW: Data collection and analysis; affinity mapping;
data visualization
@volleyballbarb
@oneill_colin

26. Characteristics
Business
Time
• Process/Lifecycle
• Goals
• Brand Impression
• Touch points
Customer
• Goals
• Emotions
• Touch points
@volleyballbarb
@oneill_colin

27. Service
hSp://www.edutxt.co.uk/preloginjsp/edutxt/customer_journey.jsp

28. Platform
Nick
Finck,
Übermind
@volleyballbarb
@oneill_colin

29. Persona-based Journey
Comcast
experience
map,
nForm
@volleyballbarb
@oneill_colin

30. Touch Points
getallyourducksinarow.com
@volleyballbarb
@oneill_colin

31. Internal Processes
@volleyballbarb
@oneill_colin

32. Customer Journey Phases
Loosening
of
status
quo
Commit
to
change
Advocate
Use
the
service
Explore
op0ons
Make
the
selec0on
Compare
solu0ons
Discover
Consider
Decide
Jus0fy
the
decision
Commit
to
solu0on
Step
Back
Use
SiriusDecisions
@volleyballbarb
@oneill_colin

33. Customer Journey Map
• Stages
• Touch Points
•
•
•
•
Customer Needs
Customer Expectations
Customer Activities
Emotional State
• Opportunities
@volleyballbarb
@oneill_colin

35. Elements of an As Is Journey Map
•
•
•
•
•
•
Experience phases
Customer types
The journey itself
Points of delight/opportunities
Points of pain/service barriers
Specific touch points and
interactions
• What the experience is like; the
highs and lows
• Key to explain the map
@volleyballbarb
@oneill_colin
http://jasonfurnell.wordpress.com/2010/08/04/customer-journey-sketchboards/

36. Evolu0on,
1979

37. Future State Journey Maps
• WHAT: Data visualization based on a goal-state
3 to 5 years in the future
• WHY: Informs technology roadmap; informs content
strategy and staffing to fulfill on the desired goal
• WHEN: Periodically, to keep the business focused on
the goals and future
• WHO: Stakeholders from the business
• HOW: Brainstorming, roleplaying and connected
thinking. For example, write a letter from the future
(storytelling parsed into touch points)
@volleyballbarb
@oneill_colin

39. @volleyballbarb
@oneill_colin

40. http://blogdotcrmitdotcom.files.wordpress.com/2013/12/customers.jpg
@volleyballbarb
@oneill_colin

41. @volleyballbarb
@oneill_colin

42. hSp://www.graphicrecordingstudio.com/blog/2013/11/28/crea0ng-­‐a-­‐vision-­‐map-­‐for-­‐asmp-­‐colorado
@volleyballbarb
@oneill_colin

43. Elements of a Future State Journey Map
• Tell a story from a customer’s perspective
• Outline specific touch points
• Describe the expected experience for each
touch point
• Identify triggers to start the journey
• Focus on transitions between the steps in
the journey
http://jasonfurnell.wordpress.com/2010/08/04/customer-journey-sketchboards/
@volleyballbarb
@oneill_colin

44. Greatest
Hits,
1988

45. Recap
• Journey Maps are a powerful tool to align and
manage customer/user experiences across
devices, channels
and time
• Ethnographic Maps help you quickly capture
real-world stories from people
• “As is” Journey Maps reveal business
opportunities through a customer lens
• Future State Journey Maps help make a vision
seem achievable and identify the evolution
required and the potential benefits
http://jasonfurnell.wordpress.com/2010/08/04/customer-journey-sketchboards/

46. Digital is everything.

47. Connection is everything.

48. References
•
•
•
•
•
•
•
•
Bruce Temkin
http://experiencematters.wordpress.com/2009/03/03/legos-building-block-forgood-experiences/
Jason Hobbs
http://www.boxesandarrows.com/person/122-jasonhobbs
Boxes and Arrows
http://www.boxesandarrows.com/view/journeys_needs
The Yard Creative
http://www.theyardcreative.com/bandqhongkong.html
Engine Group
http://www.enginegroup.co.uk/service_design/m_page/
customer_journey_mapping
Adam Richardson
http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html
Joyce Hostyn
http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customerexperience-using-customer-experience-journey-maps/
People and Participation.net
http://www.peopleandparticipation.net/display/Methods/Customer+Journey
+Mapping

49. We help brands embrace the power of
digital to align around their customer.
www.isitedesign.com