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Customer Journey Mapping and CX Research Slide 1 Customer Journey Mapping and CX Research Slide 2 Customer Journey Mapping and CX Research Slide 3 Customer Journey Mapping and CX Research Slide 4 Customer Journey Mapping and CX Research Slide 5 Customer Journey Mapping and CX Research Slide 6 Customer Journey Mapping and CX Research Slide 7 Customer Journey Mapping and CX Research Slide 8 Customer Journey Mapping and CX Research Slide 9 Customer Journey Mapping and CX Research Slide 10 Customer Journey Mapping and CX Research Slide 11 Customer Journey Mapping and CX Research Slide 12 Customer Journey Mapping and CX Research Slide 13 Customer Journey Mapping and CX Research Slide 14 Customer Journey Mapping and CX Research Slide 15 Customer Journey Mapping and CX Research Slide 16 Customer Journey Mapping and CX Research Slide 17 Customer Journey Mapping and CX Research Slide 18 Customer Journey Mapping and CX Research Slide 19 Customer Journey Mapping and CX Research Slide 20 Customer Journey Mapping and CX Research Slide 21 Customer Journey Mapping and CX Research Slide 22 Customer Journey Mapping and CX Research Slide 23 Customer Journey Mapping and CX Research Slide 24 Customer Journey Mapping and CX Research Slide 25 Customer Journey Mapping and CX Research Slide 26 Customer Journey Mapping and CX Research Slide 27 Customer Journey Mapping and CX Research Slide 28 Customer Journey Mapping and CX Research Slide 29 Customer Journey Mapping and CX Research Slide 30 Customer Journey Mapping and CX Research Slide 31 Customer Journey Mapping and CX Research Slide 32 Customer Journey Mapping and CX Research Slide 33 Customer Journey Mapping and CX Research Slide 34 Customer Journey Mapping and CX Research Slide 35 Customer Journey Mapping and CX Research Slide 36 Customer Journey Mapping and CX Research Slide 37 Customer Journey Mapping and CX Research Slide 38 Customer Journey Mapping and CX Research Slide 39 Customer Journey Mapping and CX Research Slide 40 Customer Journey Mapping and CX Research Slide 41 Customer Journey Mapping and CX Research Slide 42 Customer Journey Mapping and CX Research Slide 43 Customer Journey Mapping and CX Research Slide 44 Customer Journey Mapping and CX Research Slide 45 Customer Journey Mapping and CX Research Slide 46 Customer Journey Mapping and CX Research Slide 47 Customer Journey Mapping and CX Research Slide 48 Customer Journey Mapping and CX Research Slide 49 Customer Journey Mapping and CX Research Slide 50 Customer Journey Mapping and CX Research Slide 51 Customer Journey Mapping and CX Research Slide 52 Customer Journey Mapping and CX Research Slide 53 Customer Journey Mapping and CX Research Slide 54 Customer Journey Mapping and CX Research Slide 55 Customer Journey Mapping and CX Research Slide 56 Customer Journey Mapping and CX Research Slide 57 Customer Journey Mapping and CX Research Slide 58 Customer Journey Mapping and CX Research Slide 59 Customer Journey Mapping and CX Research Slide 60 Customer Journey Mapping and CX Research Slide 61 Customer Journey Mapping and CX Research Slide 62 Customer Journey Mapping and CX Research Slide 63 Customer Journey Mapping and CX Research Slide 64 Customer Journey Mapping and CX Research Slide 65 Customer Journey Mapping and CX Research Slide 66 Customer Journey Mapping and CX Research Slide 67 Customer Journey Mapping and CX Research Slide 68 Customer Journey Mapping and CX Research Slide 69

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Customer Journey Mapping and CX Research Slide 71 Customer Journey Mapping and CX Research Slide 72 Customer Journey Mapping and CX Research Slide 73 Customer Journey Mapping and CX Research Slide 74 Customer Journey Mapping and CX Research Slide 75 Customer Journey Mapping and CX Research Slide 76 Customer Journey Mapping and CX Research Slide 77 Customer Journey Mapping and CX Research Slide 78 Customer Journey Mapping and CX Research Slide 79 Customer Journey Mapping and CX Research Slide 80 Customer Journey Mapping and CX Research Slide 81 Customer Journey Mapping and CX Research Slide 82 Customer Journey Mapping and CX Research Slide 83 Customer Journey Mapping and CX Research Slide 84 Customer Journey Mapping and CX Research Slide 85 Customer Journey Mapping and CX Research Slide 86 Customer Journey Mapping and CX Research Slide 87 Customer Journey Mapping and CX Research Slide 88 Customer Journey Mapping and CX Research Slide 89 Customer Journey Mapping and CX Research Slide 90 Customer Journey Mapping and CX Research Slide 91 Customer Journey Mapping and CX Research Slide 92 Customer Journey Mapping and CX Research Slide 93 Customer Journey Mapping and CX Research Slide 94 Customer Journey Mapping and CX Research Slide 95 Customer Journey Mapping and CX Research Slide 96 Customer Journey Mapping and CX Research Slide 97 Customer Journey Mapping and CX Research Slide 98 Customer Journey Mapping and CX Research Slide 99

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Customer Journey Mapping and CX Research Slide 107 Customer Journey Mapping and CX Research Slide 108 Customer Journey Mapping and CX Research Slide 109 Customer Journey Mapping and CX Research Slide 110 Customer Journey Mapping and CX Research Slide 111 Customer Journey Mapping and CX Research Slide 112 Customer Journey Mapping and CX Research Slide 113 Customer Journey Mapping and CX Research Slide 114 Customer Journey Mapping and CX Research Slide 115 Customer Journey Mapping and CX Research Slide 116 Customer Journey Mapping and CX Research Slide 117 Customer Journey Mapping and CX Research Slide 118 Customer Journey Mapping and CX Research Slide 119 Customer Journey Mapping and CX Research Slide 120 Customer Journey Mapping and CX Research Slide 121 Customer Journey Mapping and CX Research Slide 122 Customer Journey Mapping and CX Research Slide 123 Customer Journey Mapping and CX Research Slide 124 Customer Journey Mapping and CX Research Slide 125 Customer Journey Mapping and CX Research Slide 126 Customer Journey Mapping and CX Research Slide 127 Customer Journey Mapping and CX Research Slide 128 Customer Journey Mapping and CX Research Slide 129 Customer Journey Mapping and CX Research Slide 130 Customer Journey Mapping and CX Research Slide 131 Customer Journey Mapping and CX Research Slide 132 Customer Journey Mapping and CX Research Slide 133 Customer Journey Mapping and CX Research Slide 134
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Customer Journey Mapping and CX Research

A talk Marc gave at the UI20 conference in Boston, November the 3rd, 2015.

Smaply: www.smaply.com
ExperienceFellow: www.experiencefellow.com
This is Service Design Thinking: www.thisisservicedesignthinking.com
This is Service Design Doing: www.thisisservicedesigndoing.com

Content:
1. The typology of journey maps
2. Customer experience research
3. Prototyping services
4. Service design and start-ups

Customer Journey Mapping and CX Research

  1. 2015 Customer Journey Mapping & CX Research Marc Stickdorn UI20 – Boston, MA 2–4 November 2015
  2. 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
  3. AGENDA ◊1. TYPOLOGY OF JOURNEY MAPS ◊2. CX RESEARCH ◊3. PROTOTYPING ◊4. SOMETHING DIFFERENT … Customer Journey Mapping & CX Research UI20, Boston @MrStickdorn
  4. 01. TYPOLOGY OF A CUSTOMER JOURNEY MAP Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  5. MY EXAMPLE JOURNEY MAP FROM 2014 … Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  6. The story of Jake and his old TV set … A TV set is a product, right? Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  7. JAKE 1 That old TV set breaks down 1 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  8. JAKE 2 Reading advertisements in print media 1 2 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  9. JAKE 3 Looking for offers online 2 31 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  10. JAKE 4 Reading online reviews 42 31 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  11. 42 3 JAKE 5 Collecting information in store 5 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  12. 43 5 JAKE 6 Comparing prices on mobile device 6 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  13. 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
  14. 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
  15. 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
  16. 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
  17. 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
  18. 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
  19. 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
  20. 11 12 13 JAKE 14 Recommending friends S E R V I C E 14 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  21. 42 3 5 11 12 13 14 6 7 8 9 10 1 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  22. 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
  23. 1. TYPE OF JOURNEY MAP CURRENT STATE (AS-IS) TARGET STATE (ASPIRATIONAL MAP) Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  24. 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
  25. 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
  26. A HIGH-LEVEL JOURNEY MAP … Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  27. 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
  28. 4. PERSPECTIVES AND LEVEL OF DEPTH WHICH ADDITIONAL VISUALIZATIONSDO YOU NEED? Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  29. 78.4 % ARE SATISFIED WITH YOUR PRODUCT. YEAH, NUMBERS. NOW WHAT? Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  30. 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
  31. 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
  32. 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
  33. TALK TO YOUR F***ING CUSTOMER. REALLY. Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  34. EMOTIONAL JOURNEY …
  35. DRAMATIC ARC? EMOTIONAL JOURNEY …
  36. Courtesy of Adam and Markus from WorkPlayExperience Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  37. MULTIPLE PERSONAS IN ONE JOURNEY MAP FOR EXAMPLE: FRONTSTAGE AND BACKSTAGE EXPERIENCE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  38. VISUALIZE CROSS-CHANNEL EXPERIENCE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  39. A SWIMLANE DIAGRAM FOR UNDERSTANDING CHANNELS Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  40. A SWIMLANE DIAGRAM FOR UNDERSTANDING CHANNELS Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  41. A SWIMLANE DIAGRAM FOR UNDERSTANDING CHANNELS Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  42. ASSUMPTION BASED RESEARCH BASED Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  43. 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
  44. CHALLENGE YOUR F***ING ASSUMPTIONS! DO RESEARCH! Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  45. 2. CX RESEARCH Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  46. BASE YOUR CUSTOMER JOURNEY ON F***ING RESEARCH!Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  47. QUALITATIVE   QUANTITATIVE   Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  48. 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
  49. SURVEYS photo credit shutterstock / mama_mia QUANTITATIVE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  50. CONVERSION ANALYSIS QUANTITATIVE photo credit shutterstock / GaudiLab Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  51. FOCUS GROUPS photo credit shutterstock / wavebreakmedia QUALITATIVE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  52. CONTEXTUAL INTERVIEWS QUALITATIVE photo credit shutterstock / af8images Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  53. NON-PARTICIPANT OBSERVATION QUALITATIVE photo credit shutterstock / Yiulia Grigoryeva Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  54. PARTICIPANT OBSERVATION QUALITATIVE photo credit shutterstock / Monkey Business Images Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  55. CULTURAL PROBES QUALITATIVE photo credit shutterstock / Bartosz Budrewicz Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  56. WORK-ALONG QUALITATIVE photo credit shutterstock / Num Skyman Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  57. photo credit shutterstock / Kzenon SELF-DOCUMENTATION QUALITATIVE AUTO-ETHNOGRAPHY Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  58. 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
  59. 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
  60. … 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
  61. SELF-CONDUCTED DESIGN RESARCH Mobile Ethnography Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  62. Free smartphone app for participants Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  63. How to use the ExperienceFellow smartphone app VIMEO.COM/34160910 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  64. Real-time Visualization as journey map Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  65. Advanced filtering techniques Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  66. Advanced filtering techniques Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  67. Location-based visualization with clustering Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  68. Location-based visualization with clustering Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  69. High-resolution PDF export for large format prints Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  70. 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
  71. (ACTUALLY ALSO RESEARCH) Customer Journey Mapping CX Research UI20, Boston @MrStickdorn 3. PROTOTYPING
  72. 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
  73. 1. DECIDE WHAT YOU PROTOTYPE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  74. Courtesy of Adam and Markus from WorkPlayExperience Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  75. Courtesy of Adam and Markus from WorkPlayExperience Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  76. Courtesy of Adam and Markus from WorkPlayExperience Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  77. Courtesy of Adam and Markus from WorkPlayExperience Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  78. 2. CHOSE HOW YOU PROTOTYPE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  79. JOURNEY MAPS PROTOTYPE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  80. ADVERTISEMENTS PROTOTYPE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  81. DESKTOP WALKTHROUGH PROTOTYPE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  82. PHYSICAL PROTOTYPES PAPER/CARDBOARD/LEGO PROTOTYPE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  83. WIREFRAME/DUMMY PAPER/SOFTWARE DUMMY PROTOTYPE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  84. IMPROV THEATER PROTOTYPE Courtesy of Adam and Markus from WorkPlayExperience Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  85. PRETOTYPING PROTOTYPE photo credit shutterstock photobank.ch Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  86. BUSINESS MODEL PROTOTYPE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  87. 3. SET THE FIDELITY OF YOUR PROTOTYPE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  88. HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  89. HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP #WIN#FAIL Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  90. 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
  91. 4. KEEP A LIST OF YOUR IDEAS/ BUGS/WHAT-IF’S … TO REFINE YOUR JOURNEY MAP. Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  92. A JOURNEY MAP IS NOT A F***ING DELIVARABLE! Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  93. AND NOWCustomer Journey Mapping CX Research UI20, Boston @MrStickdorn
  94. TO SOMETHING COMPLETELY DIFFERENT. Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  95. SERVICE DESIGN START-UPS Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  96. LEAN UX LEAN STARTUP DESIGN THINKING SERVICE DESIGN AGILE DEVELOPMENT … AND MANY MORECustomer Journey Mapping CX Research UI20, Boston @MrStickdorn
  97. ITERATIVE PROCESS LEANUX LEANSTARTUP DESIGNTHINKING SERVICEDESIGN AGILEDEVELOPMENT IT’S ALL ABOUT THE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  98. VISUALIZE CUSTOMER EXPERIENCE RESEARCH CUSTOMER EXPERIENCE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  99. WE USE SERVICE DESIGN TO BUILD SERVICE DESIGN TOOLS Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  100. WE USE SERVICE DESIGN TO BUILD SERVICE DESIGN TOOLSSINCE 2008 Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  101. AND THIS WORKS AWESEOME!SOMETIMES. Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  102. CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  103. CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  104. 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
  105. CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  106. 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
  107. CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  108. THE IDEA PORTFOLIO IMPACT ON CUSTOMER SATISFACTION FEASIBILITY HARDEASY Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  109. THE IDEA PORTFOLIO IMPACT ON CUSTOMER SATISFACTION FEASIBILITY HARDEASY Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  110. FEASIBILITY HARDEASY THE IDEA PORTFOLIO IMPACT ON CUSTOMER SATISFACTION START HERE! Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  111. CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  112. CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  113. 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
  114. 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
  115. CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  116. CUSTOMER EXPERIENCE SPRINTS CX ANALYSIS IMPLEMENTATION DEPLOYMENT IDENTIFICATION OF CRITICAL TOUCHPOINTS IDEATION REQUIREMENTS PROTOTYPING DEVELOPMENT Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  117. WISELY THE FORCE YOU MUST USE. photo Credit shutterstock / CTR Photos Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  118. 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
  119. 5 BASIC PRINCIPLES #servicedesign Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  120. 1 USER-CENTRED Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  121. 2 CO-CREATIVE Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  122. 3 SEQUENCING Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  123. 4 EVIDENCING Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
  124. 5 HOLISTIC Customer Journey Mapping CX Research UI20, Boston @MrStickdorn
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A talk Marc gave at the UI20 conference in Boston, November the 3rd, 2015. Smaply: www.smaply.com ExperienceFellow: www.experiencefellow.com This is Service Design Thinking: www.thisisservicedesignthinking.com This is Service Design Doing: www.thisisservicedesigndoing.com Content: 1. The typology of journey maps 2. Customer experience research 3. Prototyping services 4. Service design and start-ups

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