2015 Customer Journey Mapping &
CX Research Marc Stickdorn UI20 – Boston, MA 2–4 November 2015

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”* Customer Journey Mapping & CX Research UI20, Boston @MrStickdorn

AGENDA ◊1. TYPOLOGY OF JOURNEY
MAPS ◊2. CX RESEARCH ◊3. PROTOTYPING ◊4. SOMETHING DIFFERENT … Customer Journey Mapping & CX Research UI20, Boston @MrStickdorn

01. TYPOLOGY OF A CUSTOMER
JOURNEY MAP Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

MY EXAMPLE JOURNEY MAP FROM
2014 … Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

The story of Jake and
his old TV set … A TV set is a product, right? Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

JAKE 1 That old TV
set breaks down 1 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

JAKE 2 Reading advertisements in
print media 1 2 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

JAKE 3 Looking for offers
online 2 31 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

JAKE 4 Reading online reviews
42 31 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

42 3 JAKE 5 Collecting
information in store 5 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

43 5 JAKE 6 Comparing
prices on mobile device 6 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

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 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

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 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

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 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

7 8 9 JAKE 10
Using TV set for the first time 10 S E R V I C E Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

8 9 10 JAKE 11
Writing a review online 11 S E R V I C E Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

9 10 JAKE 12 Using
TV set after a month S E R V I C E 11 12 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

10 11 12 JAKE 13
Using TV set after a year S E R V I C E 13 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

11 12 13 JAKE 14
Recommending friends S E R V I C E 14 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

42 3 5 11 12
13 14 6 7 8 9 10 1 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

1. TYPE OF JOURNEY MAP
A FEW THINGS TO CONSIDER 2. MAIN ACTOR 3. SCOPE AND SCALE 4. PERSPECTIVES AND LEVEL OF DEPTH Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

1. TYPE OF JOURNEY MAP
CURRENT STATE (AS-IS) TARGET STATE (ASPIRATIONAL MAP) Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

2. MAIN ACTOR CONSIDER PERSONAS,
TARGET GROUPS, ROLES, JOBS-TO-BE-DONE, ETC. CUSTOMER JOURNEY MAPPING EMPLOYEE JOURNEY MAPPING STAKEHOLDER JOURNEY MAPPING Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

3. SCOPE AND SCALE WHAT
IS THE TIME FRAME? IS THIS REALLY THE END? IS THIS REALLY THE START? Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

A HIGH-LEVEL JOURNEY MAP …
Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

9 UNPACKINGARRANGING GETTING RID OF
OLD STUFF SETTING UP CHANNELS TIDY UP LIVING ROOM CONNECT TO WIFI SOFTWARE UPDATE SET UP CABLES … VS. A MORE DETAILLED JOURNEY MAP Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

4. PERSPECTIVES AND LEVEL OF
DEPTH WHICH ADDITIONAL VISUALIZATIONSDO YOU NEED? Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

78.4 % ARE SATISFIED WITH YOUR
PRODUCT. YEAH, NUMBERS. NOW WHAT? Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

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 JAKE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

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 JAKE When do you measure customer satisfaction? Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

EMOTIONAL JOURNEY 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 JAKE 9 78.4 % OF OUR CUSTOMERS RATE OUR SERVICE: “VERY GOOD”. Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

TALK TO YOUR F***ING CUSTOMER.
REALLY. Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

EMOTIONAL JOURNEY …

DRAMATIC ARC?
EMOTIONAL JOURNEY …

Courtesy of Adam and Markus
from WorkPlayExperience Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

MULTIPLE PERSONAS IN ONE JOURNEY
MAP FOR EXAMPLE: FRONTSTAGE AND BACKSTAGE EXPERIENCE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

VISUALIZE CROSS-CHANNEL EXPERIENCE Customer Journey
Mapping CX Research UI20, Boston @MrStickdorn

A SWIMLANE DIAGRAM FOR UNDERSTANDING
CHANNELS Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

A SWIMLANE DIAGRAM FOR UNDERSTANDING
CHANNELS Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

A SWIMLANE DIAGRAM FOR UNDERSTANDING
CHANNELS Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

ASSUMPTION BASED RESEARCH BASED Customer
Journey Mapping CX Research UI20, Boston @MrStickdorn

CONSIDER: WHO IS IN THE
ROOM? WHO FACILITATES? DID YOU CREATE A SAFE SPACE? WORKSHOP ◊1. CHOOSE A MAIN ACTOR. ◊2. DEFINE THE SCOPE. ◊3. MAP OUT THE STEPS OF THE JOURNEY. ◊4. ITERATE AND REFINE. ◊5. ADD MORE VISUALISATIONS AS USEFUL. Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

CHALLENGE YOUR F***ING ASSUMPTIONS! DO
RESEARCH! Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

2. CX RESEARCH Customer Journey
Mapping CX Research UI20, Boston @MrStickdorn

BASE YOUR CUSTOMER JOURNEY ON
F***ING RESEARCH!Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

QUALITATIVE   QUANTITATIVE 
 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

Big Data Customer segmentation A/B
testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVE   QUANTITATIVE   … AND MANY MORE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

SURVEYS photo credit shutterstock /
mama_mia QUANTITATIVE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

CONVERSION ANALYSIS QUANTITATIVE photo credit
shutterstock / GaudiLab Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

FOCUS GROUPS photo credit shutterstock
/ wavebreakmedia QUALITATIVE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

CONTEXTUAL INTERVIEWS QUALITATIVE photo credit
shutterstock / af8images Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

NON-PARTICIPANT OBSERVATION QUALITATIVE photo credit
shutterstock / Yiulia Grigoryeva Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

PARTICIPANT OBSERVATION QUALITATIVE photo credit
shutterstock / Monkey Business Images Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

CULTURAL PROBES QUALITATIVE photo credit
shutterstock / Bartosz Budrewicz Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

WORK-ALONG QUALITATIVE photo credit shutterstock
/ Num Skyman Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

photo credit shutterstock / Kzenon
SELF-DOCUMENTATION QUALITATIVE AUTO-ETHNOGRAPHY Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

Big Data Customer segmentation A/B
testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVE   QUANTITATIVE   … AND MANY MORE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

Big Data Customer segmentation A/B
testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVE   QUANTITATIVE   … AND MANY MORE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes methods, data types, researchers 1. TRIANGULATE! 2. TRIANGULATE! 3. TRIANGULATE! Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

… AND MANY MORE Big
Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking QUALITATIVE   QUANTITATIVE   … AND MANY MORE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes Mobile EthnographyWELCOME THE NEW CREW MEMBER since 2008 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

SELF-CONDUCTED DESIGN RESARCH Mobile Ethnography
Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

Free smartphone app for participants
Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

How to use the ExperienceFellow
smartphone app VIMEO.COM/34160910 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

Real-time Visualization as journey map
Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

Advanced filtering techniques Customer Journey
Mapping CX Research UI20, Boston @MrStickdorn

Advanced filtering techniques Customer Journey
Mapping CX Research UI20, Boston @MrStickdorn

Location-based visualization with clustering Customer
Journey Mapping CX Research UI20, Boston @MrStickdorn

Location-based visualization with clustering Customer
Journey Mapping CX Research UI20, Boston @MrStickdorn

High-resolution PDF export for large
format prints Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

www.experiencefellow.com DISCOUNT VOUCHER 100 EURO
VALUE CODE ui20 VALID UNTIL 31 December 2015 Just sign up on our website and use this code. Vouchers can only be used once. Please see our website for terms and conditions. JOHN, IT IS UN-BE-LIE-VABLE! IF YOU CALL RIGHT NOW, YOU GET THIS VOUCHER FOR FREE! COMMERCIAL PRESENTATION MODE ON COMMERCIAL PRESENTATION MODE OFF Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

(ACTUALLY ALSO RESEARCH) Customer Journey
Mapping CX Research UI20, Boston @MrStickdorn 3. PROTOTYPING

PROTOTYPING CONSIDER … ◊1. DECIDE
WHAT YOU PROTOTYPE ◊2. CHOSE HOW YOU PROTOTYPE ◊3. SET THE FIDELITY OF YOUR PROTOTYPE ◊4. KEEP A LIST OF YOUR IDEAS/BUGS/WHAT-IF’S Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

1. DECIDE WHAT YOU PROTOTYPE
Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

Courtesy of Adam and Markus
from WorkPlayExperience Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

Courtesy of Adam and Markus
from WorkPlayExperience Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

Courtesy of Adam and Markus
from WorkPlayExperience Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

Courtesy of Adam and Markus
from WorkPlayExperience Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

2. CHOSE HOW YOU PROTOTYPE
Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

JOURNEY MAPS PROTOTYPE Customer Journey
Mapping CX Research UI20, Boston @MrStickdorn

ADVERTISEMENTS PROTOTYPE Customer Journey Mapping
CX Research UI20, Boston @MrStickdorn

DESKTOP WALKTHROUGH PROTOTYPE Customer Journey
Mapping CX Research UI20, Boston @MrStickdorn

PHYSICAL PROTOTYPES PAPER/CARDBOARD/LEGO PROTOTYPE Customer
Journey Mapping CX Research UI20, Boston @MrStickdorn

WIREFRAME/DUMMY PAPER/SOFTWARE DUMMY PROTOTYPE Customer
Journey Mapping CX Research UI20, Boston @MrStickdorn

IMPROV THEATER PROTOTYPE Courtesy of
Adam and Markus from WorkPlayExperience Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

PRETOTYPING PROTOTYPE photo credit shutterstock
photobank.ch Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

BUSINESS MODEL PROTOTYPE Customer Journey
Mapping CX Research UI20, Boston @MrStickdorn

3. SET THE FIDELITY OF
YOUR PROTOTYPE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

HIGH FIDELITY MOCKUP LOW FIDELITY
MOCKUP Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

HIGH FIDELITY MOCKUP LOW FIDELITY
MOCKUP #WIN#FAIL Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

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 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

4. KEEP A LIST OF
YOUR IDEAS/ BUGS/WHAT-IF’S … TO REFINE YOUR JOURNEY MAP. Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

A JOURNEY MAP IS NOT
A F***ING DELIVARABLE! Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

AND NOWCustomer Journey Mapping CX
Research UI20, Boston @MrStickdorn

TO SOMETHING COMPLETELY DIFFERENT. Customer
Journey Mapping CX Research UI20, Boston @MrStickdorn

SERVICE DESIGN START-UPS Customer Journey
Mapping CX Research UI20, Boston @MrStickdorn

LEAN UX LEAN STARTUP DESIGN
THINKING SERVICE DESIGN AGILE DEVELOPMENT … AND MANY MORECustomer Journey Mapping CX Research UI20, Boston @MrStickdorn

ITERATIVE PROCESS LEANUX LEANSTARTUP DESIGNTHINKING
SERVICEDESIGN AGILEDEVELOPMENT IT’S ALL ABOUT THE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

VISUALIZE CUSTOMER EXPERIENCE RESEARCH CUSTOMER
EXPERIENCE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

WE USE SERVICE DESIGN TO
BUILD SERVICE DESIGN TOOLS Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

WE USE SERVICE DESIGN TO
BUILD SERVICE DESIGN TOOLSSINCE 2008 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

AND THIS WORKS AWESEOME!SOMETIMES. Customer
Journey Mapping CX Research UI20, Boston @MrStickdorn

CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS
IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS
IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

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 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS
IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

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 START HERE! Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS
IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

THE IDEA PORTFOLIO IMPACT ON
CUSTOMER SATISFACTION FEASIBILITY HARDEASY Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

THE IDEA PORTFOLIO IMPACT ON
CUSTOMER SATISFACTION FEASIBILITY HARDEASY Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

FEASIBILITY HARDEASY THE IDEA PORTFOLIO
IMPACT ON CUSTOMER SATISFACTION START HERE! Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS
IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS
IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

A picture says more than
thousand words. A prototype says more than thousand concepts. PROTOTYPING IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

Manage complexity in service design.
INCREASEOFCOMPLEXITY EFFORT FOR PLANNING/PROTOTYPING/ITERATING HAZARD ZONE GETTING LOST WASTING TIME BURNING MONEY  TRACER BULLET DEVELOPMENT EARLY FEEDBACK IMPLEMENT FAST WORKING RESULTS FEATURE / EPIC / JTBD “THE BIGGER PICTURE” Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS
IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS
IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

WISELY THE FORCE YOU MUST
USE. photo Credit shutterstock / CTR Photos Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

Marc Stickdorn Jakob Schneider @MrStickdorn
@jakobliesTHANK YOU! OUT 2016 Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Customer Journey Mapping CX Research UI20, Boston @MrStickdorn

5 BASIC PRINCIPLES #servicedesign Customer
Journey Mapping CX Research UI20, Boston @MrStickdorn

1 USER-CENTRED Customer Journey Mapping
CX Research UI20, Boston @MrStickdorn

2 CO-CREATIVE Customer Journey Mapping
CX Research UI20, Boston @MrStickdorn

3 SEQUENCING Customer Journey Mapping
CX Research UI20, Boston @MrStickdorn

4 EVIDENCING Customer Journey Mapping
CX Research UI20, Boston @MrStickdorn

5 HOLISTIC Customer Journey Mapping
CX Research UI20, Boston @MrStickdorn