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Seedcamp Customer Experience (CX) Workshop

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Seedcamp Customer Experience (CX) Workshop

  1. 1. Customer Experience Mapping @leisa @polaroidgrrl @uxtuesday Seedcamp, September 2011
  2. 2. the workshop we almost did.... to help communicate value proposition
  3. 3. design the box http://www.airbnb.com/obamaos
  4. 4. Customer Experience Mapping @leisa @polaroidgrrl @uxtuesday Seedcamp, September 2011
  5. 5. If you want to be a brand, you have to work from the inside out A great logo isn’t going to make a shitty product any less shitty, any more than a hard worker is going to make a bad boss a compelling leader.’ Christopher Simmons - http://www.aiga.org/content.cfm/what-design-cant-do
  6. 6. what are you trying to achieve? 1. mission (business purpose) business strategy 2. business strategy value proposition customer experience strategy what’s target audience the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
  7. 7. what are you trying to achieve? 1. mission (business purpose) business strategy 2. business strategy value proposition customer experience strategy what’s target audience the plan? business model customer 3. customer journey/value map experience personas strategy design principles tactics: KPIs & metrics how do we execute the 4. prioritisation plan? strategy led design strategy driven tactical execution design evaluation methodology
  8. 8. “user scented” or user centred http://undercoverux.com/manifesto.php
  9. 9. there are lots of ways to do this. (there’s no template, yet)
  10. 10. http://www.servicedesigntools.org/tools/8
  11. 11. http://www.servicedesigntools.org/tools/8
  12. 12. http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/
  13. 13. http://www.thosepeskyusers.com
  14. 14. http://www.shmula.com/dont-waste-the-customers-time/128/
  15. 15. Indi Young, Mental Models
  16. 16. create the picture
  17. 17. add data ‘put a number on it’
  18. 18. use it to maintain focus & make decisions
  19. 19. make a different one of these for each very different customer eg. consumers vs b2b
  20. 20. maintain alignment customer value = business value
  21. 21. create the picture - what is the customer lifecycle you’re aiming for? - what is the ‘story’ of being your customer (from first hearing of you to becoming an evangelist) - what are the key journeys through your site/app? (add screenshots/flows) - how can/does the customer engage with you across various channels/platforms? - where is money made and money lost (or not made?) - what messages are you sending to your customers (inc. potential)
  22. 22. add data / measurements What do you know about your customers? What behaviour do you want to encourage? How can you measure it? - Cost & Value of Customers - Customer segment value/growth - Email open rates/conversions - Funnel analysis for signup - Onboarding measurements (engagement) - ‘Voice of the Customer’ sentiment (various sources, add verbatim quote) - Customer service feedback - User Research findings
  23. 23. make this big. put it on a wall. stand in front of it, together, regularly to make decisions.
  24. 24. this is a design challenge. you won’t crack it in an hour
  25. 25. your turn. uxtuesday.com/seedcampmap
  26. 26. show and tell
  27. 27. Q&A
  28. 28. thank you. @leisa @polaroidgrrl @uxtuesday

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