Customer Journey Mapping - AC4D Design Library - Austin Center ...

Customer Journey MappingJon KolkoProfessor, Austin Center for Design

Customer Journey MapA synthesis tool that organizes ideas andsuggests opportunities based on a holisticunderstanding of the customer experience.

Customer Journey MapA synthesis tool that organizes ideas andsuggests opportunities based on a holisticunderstanding of the customer experience.

Customer Journey MapA synthesis tool that organizes ideas andsuggests opportunities based on a holisticunderstanding of the customer experience.

Customer Journey MapA synthesis tool that organizes ideas andsuggests opportunities based on a holisticunderstanding of the customer experience.

Customer Journey MapA synthesis tool that organizes ideas andsuggests opportunities based on a holisticunderstanding of the customer experience.A CUSTOMER JOURNEY MAP/1. Is user-centered2. Different from how clients view the world3. Versatile and can synthesize behavioralinsights, needs, changes over time, ideas4. Looks at facets of the holistic experience(stages, transitions, components, variations)5. Can be used to describe the current experience.It typically occurs early in synthesis.6. Can be used to describe the potentialexperience, suggesting opportunities andconceptual ideas. This typically occurs later insynthesis.

Customer Journey Maps: An Emphasis on TimePeopleInvolvedProcessesUsedTechnologyUsedMajor DecisionsEncounteredPrimary EmotionsEvoked8

Customer Journey Maps: An Emphasis on TimeNo Diagnosis New Patient Normal Care Deviant CasePeopleInvolvedProcessesUsedTechnologyUsedMajor DecisionsEncounteredPrimary EmotionsEvoked9

Customer Journey Maps: An Emphasis on TimeNo DiagnosisNew Patient Normal Care Deviant CasePeopleInvolvedLoved ones, no-one(potentially hidden)ProcessesUsedNone, self-careTechnologyUsedOver-the-countermedicine, internetresearchMajor DecisionsEncounteredTo visit the doctor,potential costs incurred,better not knowingPrimary EmotionsEvokedScared, anxiety,annoyance10

Customer Journey Maps: An Emphasis on TimeNo DiagnosisNew PatientNormal CareDeviant CasePeopleInvolvedLoved ones, no-one(potentially hidden)Doctor, nurse, lovedones, insurancecompanyProcessesUsedNone, self-careMRI, blood testTechnologyUsedOver-the-countermedicine, internetresearchOver-the-countermedicine, internetresearchMajor DecisionsEncounteredTo visit the doctor,potential costs incurred,better not knowingTo begin treatment, drugbenefits vs. side effectstradeoffPrimary EmotionsEvokedScared, anxiety,annoyanceScared, anxiety11

Customer Journey Maps: An Emphasis on TimeNo DiagnosisNew PatientNormal CareDeviant CasePeopleInvolvedLoved ones, no-one(potentially hidden)Doctor, nurse, lovedones, insurancecompanyDoctor, nurse, lovedonesProcessesUsedNone, self-careMRI, blood testDaily pill regiment,physical therapy,treatment diaryTechnologyUsedOver-the-countermedicine, internetresearchOver-the-countermedicine, internetresearchCalendar, pillsMajor DecisionsEncounteredTo visit the doctor,potential costs incurred,better not knowingTo begin treatment, drugbenefits vs. side effectstradeoffTo continue treatment,how to pay, how to treatsymptomsPrimary EmotionsEvokedScared, anxiety,annoyanceScared, anxietyResigned, tedious12

Customer Journey Maps: An Emphasis on TimeNo DiagnosisNew PatientNormal CareDeviant CasePeopleInvolvedLoved ones, no-one(potentially hidden)Doctor, nurse, lovedones, insurancecompanyDoctor, nurse, lovedonesDoctor, nurse, lovedonesProcessesUsedNone, self-careMRI, blood testDaily pill regiment,physical therapy,treatment diaryEmergency serviceTechnologyUsedOver-the-countermedicine, internetresearchOver-the-countermedicine, internetresearchCalendar, pillsAmbulance, IVMajor DecisionsEncounteredTo visit the doctor,potential costs incurred,better not knowingTo begin treatment, drugbenefits vs. side effectstradeoffTo continue treatment,how to pay, how to treatsymptomsFuture avoidance, costand payment, insurancepremiumsPrimary EmotionsEvokedScared, anxiety,annoyanceScared, anxietyResigned, tediousScared, embarrassed13

Customer Journey Maps: An Emphasis on TimeNo DiagnosisNew PatientNormal CareDeviant CasePeopleInvolvedLoved ones, no-one(potentially hidden)Doctor, nurse, lovedones, insurancecompanyDoctor, nurse, lovedonesDoctor, nurse, lovedonesProcessesUsedTechnologyUsedMajor DecisionsEncounteredNone, self-careOver-the-countermedicine, internetresearchTo visit the doctor,potential costs incurred,better not knowingMRI, blood testFacets are variable, anddepend on theOver-the-countersituation; usemedicine, internetyour research research to determine theappropriate y-axis.To begin treatment, drugbenefits vs. side effectstradeoffDaily pill regiment,physical therapy,treatment diaryCalendar, pillsTo continue treatment,how to pay, how to treatsymptomsEmergency serviceAmbulance, IVFuture avoidance, costand payment, insurancepremiumsPrimary EmotionsEvokedScared, anxiety,annoyanceScared, anxietyResigned, tediousScared, embarrassed14

Customer Journey Maps: An Emphasis on TimeNo DiagnosisNew PatientNormal CareDeviant CasePeopleInvolvedLoved ones, no-one(potentially hidden)Doctor, nurse, lovedones, insurancecompanyDoctor, nurse, lovedonesDoctor, nurse, lovedonesProcessesUsedTechnologyUsedNone, self-careOver-the-countermedicine, internetresearchMRI, blood testOver-the-countermedicine, internetresearchDaily pill regiment,physical therapy,treatment diaryStages are also variable, anddepend on the situation. Useyour research to determine theCalendar, pillsx-axis.Emergency serviceAmbulance, IVMajor DecisionsEncounteredTo visit the doctor,potential costs incurred,better not knowingTo begin treatment, drugbenefits vs. side effectstradeoffTo continue treatment,how to pay, how to treatsymptomsFuture avoidance, costand payment, insurancepremiumsPrimary EmotionsEvokedScared, anxiety,annoyanceScared, anxietyResigned, tediousScared, embarrassed15

How to Create a Customer Journey Map1. Plot the y-axis facets.Select the aspects of the experience that have emerged, through research, asbeing “central” or “pivotal.” These typically include things like:• People Involved• Processes Used• Technology Used• Major Decisions Encountered• Primary Emotions Evoked• Handoffs Between Individuals• Policies Constraining Activities• Organizational Constaints16

How to Create a Customer Journey Map2. Plot the x-axis facets.Select the phases of the experience that have emerged. Consider how anexperience starts, evolves, and ends. Pay attention to the sequence of events, andconsider what happens extremely early or late in the process.17

How to Create a Customer Journey Map3. Position content on the map, such as products, services, interactions,messages, and settings.Start with a single phase, and begin to fill out the various aspects of the customerjourney map. If you don’t know what to put in a specific area, skip it and return to itlater. You may need to conduct more research in order to appropriately determinephasing and sequencing.18

How to Create a Customer Journey Map4. Consider what happens at each stage, and in the transitions in betweenThink about how stages evolve. Stages are usually fluid and fuzzy – rarely dophases have a succinct beginning or ending moment. Try to identify the feelings,attitudes, and human relationships that cause or are affected by a change inphase.19

How to Create a Customer Journey Map5. Determine whether to create alternate maps for different segments,archetypes, themes, or platformsYou can create a customer journey map for the ideal case, the existing case, or afuture alternative state. You can also create a number of different views of thesame map, showing different persona archectypes.20

Customer Journey Map, RecapA synthesis tool that organizes ideas andsuggests opportunities based on a holisticunderstanding of the customer experience.A CUSTOMER JOURNEY MAP/1. Is user-centered2. Different from how clients view the world3. Versatile and can synthesize behavioralinsights, needs, changes over time, ideas4. Looks at facets of the holistic experience(stages, transitions, components, variations)5. Can be used to describe the current experience.It typically occurs early in synthesis.6. Can be used to describe the potentialexperience, suggesting opportunities andconceptual ideas. This typically occurs later insynthesis.HOW TO MAKE IT/1. Plot the y-axis facets2. Plot stages on the x-axis3. Position content on the map, such as products,services, interactions, messages, and settings4. Consider what happens at each stage and in thetransitions in between5. Determine whether to create alternate maps fordifferent segments, archetypes, themes, orplatforms

Jon KolkoDirector, Austin Center for Designjkolko@ac4d.comDownload our free book,Wicked Problems: Problems Worth Solving,at http://www.wickedproblems.com