Midwest UX '12: Mapping the Experience

Download Midwest UX '12: Mapping the Experience

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As services become more interconnected across channels and devicesand more importantly across time and spaceits becoming increasingly important to find ways to gain insight about customers interactions with your service.Experience maps offer a framework for mapping human experiences across multiple situations and interactions, helping to ensure that every occasion where your organization touches or connects with a persons life is appropriate, relevant, meaningful, and endearing.In this presentation I talk about orchestrating touchpoints and their channels through experience maps. I review an experience mapping framework that includes key components and how theyre used for designing for a multi-touchpoint experience. The presentation discusses the activities that feed the map so that it tells a tangible story, the key elements make up a useful and actionable map, and how to then define the characteristics of your mapped touchpoints. Experience maps are intended to be catalysts, not conclusions.

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<ul><li> Mapping the Experience Chris Risdon @chrisrisdon #xmap </li> <li> Service Customer Experience User System Touchpoint Blueprint Map Journey Ecosystem Story Matrix </li> <li> Service Customer Experience User System Touchpoint Blueprint Map Journey Ecosystem Story Matrix </li> <li> Why experience maps over customer journey maps? </li> <li> Customer Journey Map A specic archetype journey Experience Map A generalized, aggregate experience There are some subtle differences, but just as there are differences between a font and a typeface, they ultimately get used interchangeably. And who wants to be the pretentious douche that corrects someone that says font when they should say typeface. For me it comes down to one key technical differece...... </li> <li> Shorter. experience map customer journey map actually, I user either term, depending on context. </li> <li> Whats experience mapping? </li> <li> When you think about experience mapping, think about Indiana Jones. </li> <li> Tell the story with depth and richness around the human experience. </li> <li> Your organization should feel what its like to experience every touchpoint. </li> <li> Outside in vs. Inside Out </li> <li> Inside-out Service Blueprint I describe how a service works. I show the nature and characteristics of interactions in enough detail for an org to verify, implement, and maintain it. </li> <li> Inside-out Service Blueprint I describe how a service works. I show the nature and characteristics of interactions in enough detail for an org to verify, implement, and maintain it. </li> <li> Rail Europe Experience Map Outside-in Guiding Principles Customer Journey STAGES Research &amp; Planning RAIL EUROPE Shopping Enter trips Research destinations, routes and products Destination pages Review fares Select pass(es) Conrm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review &amp; conrm Change plans Map itinerary (nding pass) Print e-tickets at home Web FEELING Check ticket status Google searches What is the easiest way to get around Europe? Where do I want to go? How much time should I/we spend in each place for site seeing and activities? Im excited to go to Europe! Will I be able to see everything I can? What if I cant afford this? I dont want to make the wrong choice. E-ticket Print at Station View maps Paper tickets arrive in mail Look up timetables Research hotels I want to get the best price, but Im willing to pay a little more for rst class. How much will my whole trip cost me? What are my trade-offs? Are there other activities I can add to my plan? Its hard to trust Trip Advisor. Everyone is so negative. Keeping track of all the different products is confusing. Am I sure this is the trip I want to take? Follow-up on refunds for booking changes Share photos Get stamp for refund Web Share experience (reviews) Buy additional tickets Kayak, compare airfare Blogs &amp; Travel sites Share experience Activities, unexpected changes May call if difculties occur Talk with friends Post Travel Live chat for questions DOING THINKING Travel Wait for paper tickets to arrive Look up time tables raileurope.com Plan with interactive map Booking Do I have everything I need? Rail Europe website was easy and friendly, but Do I have all the tickets, passes and reservations I need in this booking so I dont pay more shipping? Rail Europe is not answering the phone. How else can I get my question answered? web/ apps Arrange travel Plan/ conrm activities Request refunds I just gured we could grab a train but there are Trying to return ticket I was not able to use. Not when an issue came up, I couldnt get help. What will I do if my tickets dont arrive in time? Stressed that Im about to leave the country Website experience is easy and friendly! Frustrated to not know sooner about which not more trains. What can we do now? Am I on the right train? If not, what next? I want to make more travel plans. How do I do that? I am feeling vulnerable to be in an unknown place in Excited to share my vacation story with Stressed that the train wont arrive on time for my A bit annoyed to be dealing with ticket refund and Rail Europe wont answer the phone. Frustrated that Rail Europe wont ship tickets to Europe. Happy to receive my tickets in the mail! tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. sure if Ill get a refund or not. People are going to love these photos! Next time, we will explore routes and availability more carefully. the middle of the night. my friends. connection. Meeting people who want to show us around is fun, serendipitous, and special. issues when I just got home. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE Mail tickets for refund Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value proposition. Help people get the help they need. Support people in creating their own solutions. Enable people to plan over time. Visualize the trip for planning and booking. Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. Proactively help people deal with change. Communicate status clearly at all times. STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information sources Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Ongoing, non-linear Linear process Non-linear, but time based Experience Map for Rail Europe | August 2011 </li> <li> Rail Europe Experience Map Outside-in Guiding Principles Customer Journey Research &amp; Planning STAGES RAIL EUROPE Shopping Enter trips Research destinations, routes and products Review fares Select pass(es) Conrm itinerary Post-Booking, Pre-Travel Delivery options Payment options Review &amp; conrm Post Travel Share experience Activities, unexpected changes Wait for paper tickets to arrive Look up time tables Change plans Plan with interactive map Map itinerary (nding pass) Follow-up on refunds for booking changes Kayak, compare airfare Print e-tickets at home Web Talk with friends Google searches What is the easiest way to get around Europe? Where do I want to go? How much time should I/we spend in each place for site seeing and activities? Im excited to go to Europe! Will I be able to see everything I can? What if I cant afford this? I dont want to make the wrong choice. E-ticket Print at Station View maps Paper tickets arrive in mail Look up timetables Research hotels I want to get the best price, but Im willing to pay a little more for rst class. How much will my whole trip cost me? What are my trade-offs? Are there other activities I can add to my plan? Its hard to trust Trip Advisor. Everyone is so negative. Keeping track of all the different products is confusing. Am I sure this is the trip I want to take? Do I have everything I need? Rail Europe website was easy and friendly, but Do I have all the tickets, passes and reservations I need in this booking so I dont pay more shipping? Rail Europe is not answering the phone. How else can I get my question answered? Share photos Get stamp for refund Buy additional tickets May call if difculties occur Blogs &amp; Travel sites FEELING Check ticket status Live chat for questions raileurope.com THINKING Travel Experience Map I describe how a service is experienced. I show the journey of the user through the different touchpoints that afford and characterize his or her interactions. Destination pages DOING Booking Web Share experience (reviews) web/ apps Arrange travel Plan/ conrm activities Request refunds I just gured we could grab a train but there are Trying to return ticket I was not able to use. Not when an issue came up, I couldnt get help. What will I do if my tickets dont arrive in time? Stressed that Im about to leave the country Website experience is easy and friendly! Frustrated to not know sooner about which not more trains. What can we do now? Am I on the right train? If not, what next? I want to make more travel plans. How do I do that? I am feeling vulnerable to be in an unknown place in Excited to share my vacation story with Stressed that the train wont arrive on time for my A bit annoyed to be dealing with ticket refund and Rail Europe wont answer the phone. Frustrated that Rail Europe wont ship tickets to Europe. Happy to receive my tickets in the mail! tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time. sure if Ill get a refund or not. People are going to love these photos! Next time, we will explore routes and availability more carefully. the middle of the night. my friends. connection. Meeting people who want to show us around is fun, serendipitous, and special. issues when I just got home. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe EXPERIENCE Mail tickets for refund Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value proposition. Help people get the help they need. Support people in creating their own solutions. Enable people to plan over time. Visualize the trip for planning and booking. Arm customers with information for making decisions. Improve the paper ticket experience. Accommodate planning and booking in Europe too. STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Make your customers into better, more savvy travelers. Engage in social media with explicit purposes. Connect planning, shopping and booking on the web. Aggregate shipping with a reasonable timeline. Proactively help people deal with change. Communicate status clearly at all times. STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information sources Stakeholder interviews Cognitive walkthroughs Customer Experience Survey Existing Rail Europe Documentation Ongoing, non-linear Linear process Non-linear, but time based Experience Map for Rail Europe | August 2011 </li> <li> How do you do experience mapping successfully? </li> <li> First: What is a touchpoint? </li> <li> Touchpoint Channel </li> <li> Channel: A medium of interaction with customers or users. </li> <li> Touchpoint (UX version): A point of interaction involving a specic human need in a specic time and place. </li> <li> Touchpoints take place in channels but are not ultimately defined by them. </li> <li> research products Channel store check out (i.e. web) print return label </li> <li> environment Touchpoint email mobile </li> <li> Touchpoint: Computer validation Channels: Website and Phone or Text or Email A single touchpointa need being met: validating your compluter spanning multiple channels </li> <li> Touchpoint: Purchase Groceries Channels: Retail (Station?) and Mobile Phone Koreas Home Plus virtual grocery stores Virtual shelves of inventory where ads normal display in subway stations. Mobile photos of QR codes used to purchase groceries. A single touchpointa need being met: purchasing groceries utilizing multiple channels simultaneously </li> <li> Channels dene the opportunity or the constraint around the touchpoint. Example: mobile contraint=screen size mobile opportunity=sensors </li> <li> Touchpoints = Features </li> <li> Touchpoints = Features Touchpoints better reflect the importance of the interaction to the person Context pliable, discrete things to orchestrate the whole experience Information objects (IA) wrapped in interactions (IxD) </li> <li> Touchpoints should be orchestrated* What is each instrument doing; how and when are they doing it. *you can never have too many metaphors! </li> <li> How do you do experience mapping successfully? </li> <li> 1. Science before adventure </li>...</ul>