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UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action Planning
The document outlines a comprehensive framework for journey mapping to enhance customer experience (CX) and user experience (UX) through a five-step process: Discover, Hypothesize, Research, Map & Plan, and Act. It emphasizes the importance of understanding stakeholder perspectives and customer interactions at various touchpoints, while also providing methods and tools for gathering relevant data and insights. Additionally, the document highlights the need for continuous improvement and effective implementation of action plans based on research findings.
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UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action Planning
- 1. Journey Mapping Tools and Techniques SUMMER2020 FALL 2020 SUMMER 2021 JOSH DELUNG PARTNER, ICF NEXT
- 2. Nice to meetyou. 2 I’m Josh. I lead customer experience (CX) and user experience (UX) teams who do research and design projects intended to improve outcomes for people and the organizations with which they interact. I do that for federal government agencies and some large private sector clients, mostly in the health space. Hello
- 3. Overview 3 We’re going totalk about… What exactly is a journey map, really? Tools and questions that I have found helpful at each step. (Got ones you like? Great! Speak up.) My 5-step process. 1 2 3
- 4. What is ajourney map, really? 4 A chronological, visual representation of touchpoints at which a person* interacts with another entity, integrated with their emotional responses. *employee, customer, citizen, et al Mila Jordan Customer information ☻ ☹ Touchpoint Description of touchpoint and channel What’s going well What’s causing frustration
- 5. Journey maps canbe simple, or they can be complex.
- 6. They can bebeautiful, and they can be basic. 6
- 7. Typical Journey Map Lanes / Elements 7 Phases CustomerActions and Touchpoints Goals Emotions Pain Points / Moments of Delight Opportunities Systems and Processes
- 8. But aren’t systemsand processes part of a service blueprint? 8 From https://flic.kr/p/68c8dQ by Brandon Schauer. Shared via CC BY-SA 2.0. Journey maps are the starting points for service blueprints. Deciding how many things you include behind the line of visibility is a matter of your research scope.
- 9. Process, Tools and Techniques Thejourney mapping process, and methods and tools at each phase 9
- 10. 5-Step Journey MappingOverview 10 Discover Hypothesize Research Map & Plan Act Stakeholder research Existing data Questions Ideas Hypothesis map Research plan Primary research Synthesis and insights Opportunities How might we Ideation Final mapping Action planning Team buy-in Infrastructure Prototyping and testing Piloting and production Continuous feedback Measurement
- 11. 1. Discover 11 The purposeof this phase is to: Get up to speed on the organization, its customers and any existing research or documentation relevant to the journey Avoid ‘recreating the wheel’ Understand stakeholders’ perspectives and organizational goals Catalog relevant channels, departments and other entities that influence the employee or customer experience Develop key research questions Common Activities stakeholder interviews intake canvas literature review channel/feedback inventory preliminary customer interviews existing research report review environmental scan comparative analysis usability reviews analytics data evaluation
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- 13. 1. Discover 13 Stakeholder interviewscan ask about: Context/stakeholder role/perspective Customer journey steps Perceived positive points Perceived barriers to satisfaction Availability of resources Hypothetical satisfaction scores Employee experience elements
- 14. 1. Discover 14 Customer InteractionVoC Channel Insight Complete a form on the website Web intercept survey Was the form understandable and easy to find and use? Discuss need at a field office Automated text message after customer leaves office Was the agency representative courteous and empathetic? Was the customer’s need met? Ask question via 1-800 number Interactive voice response survey before call disconnects Was the customer’s question answered? Were they on hold an appropriate amount of time? Complain about service received Social media platforms (e.g., Twitter) What concerns are customers voicing online regarding services provided?
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- 16. 1. Discover 16 Usability reviewscan evaluate: Potential impact on overall journey based on inability to complete tasks or frustration Interaction design/heuristics Information architecture Navigation/organization Content/labeling Search Functionality Accessibility
- 17. 2. Hypothesize theJourney 17 The purpose of this phase is to: Turn organizational knowledge into a draft journey map Understand gaps in institutional knowledge Craft research questions and pinpoint corresponding methodology and instruments to be developed and used in the research phase Common Activities persona development empathy mapping storyboarding low-fidelity journey map diagramming documenting steps, systems, processes and more (pre-mapping) stakeholder workshop
- 18. 2. Hypothesize 18 Personas arearchetypes that should be based on preliminary research and real conversations. In marketing, they often are based on marketability demographics. In CX, they should be focused on the customer’s goals. This tool helps stakeholders evaluate the customer journey from the right perspective.
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- 20. 2. Hypothesize 20 A hypothesisworkshop is a good tool for gathering insights from many stakeholders, sharing preliminary findings, conducting empathy mapping, and crafting an initial customer journey • Use personas as guides to sketch out customer journeys in small groups • Capture perceived touchpoints, goals and positive/negative feelings on sticky notes
- 21. 2. Hypothesize 21 To avoida lot of rework, try capturing initial journey data in something low-fidelity, such as a spreadsheet.
- 22. 2. Hypothesize 22 You caneven use an online collaborative whiteboarding tool, such as Mural
- 23. 3. Research 23 The purposeof this phase is to: Understand the behaviors, needs and emotions of real customers Validate or refute hypotheses/assumptions Find out how meaningful different interactions and different touchpoints are, relative to one another Uncover new pain points/opportunities or moments of delight Discover gaps in the hypothesized journey phases and steps Gain quantitative and qualitative support for recommended actions Common Activities surveys (online, email, phone, paper) in-depth interviews dyads and triads focus groups (less so) diary studies
- 24. 3. Research 24 There aremany possible research methods you can use. Two of the most common are interviews (qualitative) and surveys (quantitative). Things to Consider • Do you want qualitative or quantitative info, or both? • Quant: What people do • Qual: Why they do it • Are there regulatory or compliance reviews needed? • How large-scale should the research be? • What matches your budget reality? • Should all research efforts run in parallel or should early efforts inform later approaches? • How will data be analyzed, synthesized and reported? What staff, timelines and tools are needed? Things to Ask About • Map questions to the hypothesis journey • Ask about experiences at each phase and with each touchpoint • Ask for ratings and relative importance of journey elements, product features, etc., to one another • Understand who the influencers are • Get open-ended information (why questions) and illustrative anecdotes • Try not to influence positive/negative feedback, but be sure to ask about both pain points and moments of delight at each stage in the journey
- 25. 3. Research 25 There aremany tools and services that can aid in your research, dependent on your budget and the scale you hope to achieve.
- 26. 3. Research 26 Potential ResearchOutputs Cross-tabs and raw data Visualizations Reports and presentations Preliminary recommendations Additional research questions and hypotheses Findings targeted by customer segments, department, product or geographic region Persona updates Customer stories Analysis: Objective reporting of what you found. Synthesis: Insights about what it may mean.
- 27. 4. Map andPlan 27 The purpose of this phase is to: Use research findings to complete a verified customer journey map Develop action plans based on key opportunities to improvement the customer experience Identify strategies and tactics Review available resources Decide in key performance indicators Commit to timelines and owners Common Activities journey map design action planning workshop action plans and roadmaps CX metrics framework
- 28. 4. Map andPlan 28 FACT #1: There is no one perfect tool for designing journey maps. FACT #2: The map is just a visualization, and it matters a lot less than what you end up doing with the research. Designers have many different tools available to them based on their deadline, fidelity required, skill set and budget available: UXPressia Bootstrap/web Adobe creative software (e.g., InDesign) Sketch Omnigraffle Lucidchart PowerPoint Vizio And just about anything else!
- 29. 4. Map andPlan 29 The action roadmap contains ideas generated by subject matter experts in the action planning workshop in response to the research findings, which validated the major pain points in the journey map. Those pain points, supported by the research, were framed into opportunities for improvement to be addressed by the action roadmap. In the future, working groups will use the roadmap to begin tying actions to key resources and timelines for implementation of recommended strategies and tactics. Hypotheses •Stakeholder Interviews •Preliminary Member Interviews •Mapping Workshop Findings and Insights •Survey •Triad Interviews •Research Findings Report •Updated Journey Map Action Planning •Action Planning Workshop •Action Roadmap •Working Group Formation •Prioritization and Resourcing Implementation •Voice of the Customer Program •CX Metrics Monitoring •Deployment of Planned Strategies and Tactics
- 30. 4. Map andPlan 30 Pains Points & Improvement Opportunities Evidence Customers don’t know who to contact when they have an issue with a product that they’ve purchased. • 60% of customers were unable to identify who they should contact for help • Customers said they had no idea they had an assigned support representative Customers are unaware of the rewards program but very interested in learning more when they find out about it. • Only 14% of customers participate in the program. • When asked, customer wanted to get more information and start participating, but they didn’t know where to go. Tie evidence from research findings directly to the pain points you suggest action planning for with your working groups.
- 31. 4. Map andPlan 31 Hypotheses Findings Floor representatives have the most influence on customer purchasing decisions. Refuted. Members consider family and friends to be more influential, and that’s who they tend to go to for help in making decisions about which product to buy. 80% already made up their mind before they came into the store. Customers are overall happy with the performance of the product. Confirmed. 75% of customers who have used the product for at least one year are “very satisfied” with their purchase. Circle back with stakeholders to show where research refuted or confirmed their original hypotheses.
- 32. 4. Map andPlan 32 Use action plan templates in a workshop setting to collaborative solve problems. Use cross-disciplinary groups to solve 1-2 problems. Opportunity Area Objectives Strategies and Tactics Owners Partners and Resources Success Metrics Timeline
- 33. 4. Map andPlan 33 Consider summarizing the roadmaps into a snapshot for stakeholders after initial action planning has occurred. Customers report not being able to reach customer support in a timely fashion Customers say the product is too expensive in comparison to similar products from competitors Pain Points Add more customer care resources and expand hours; implement chat bot on the website Conduct cost-benefit analysis inclusive of materials, production, marketing and other costs to target price point improvements • Assign working group owner and members • Determine time and resource availability • Develop hiring and staffing strategy • Create backlog for IT R&D tasks • Enlist finance and product teams for work sessions • Pull additional market research data • Conduct competitor analysis Actions Next Steps
- 34. 5. Act 34 The purposeof this phase is to: Implement action plans Close the loop with customers Ensure journey mapping and customer research mechanisms are institutionalized Ensure CX metrics frameworks are in place and actively captured/synthesized for continuous improvements Common Activities customer communications (messaging framework, email, social media, etc.) working groups/teams implement process improvements measure improvement against benchmarks/metrics dashboarding longer-term updates to journey maps
- 35. 5. Act 35 Most organizationsstall at this point. Analysis paralysis Lack of centralized CX leadership No formal voice of the customer (VoC) program Absence of agile culture Test ideas. Make CX independent. Consolidate and formalize VoC collection and reporting. Use lean roadmaps and agile principles.
- 36. 5. Act 36 VoC programbasics Outline goals Inventory and identify gaps Establish baseline metrics Design for actionable feedback Synthesize and triage Close the loop! Perception metrics How people feel Descriptive metrics What happens (e.g., average hold time, clicks to complete a transaction) Outcome metrics The impact on the organization (e.g., applications processed, policy requirements met, forms completed, downloads achieved)
- 37. 5. Act 37 Creating aCX measurement framework demonstrates the value of CX and the results of your targeted improvement efforts CX measurement uses data from customer touchpoints to understand the impact each interaction has on your organization. Funnel Level Journey Touchpoint Type of Metric Data Collected and How Owners Influencers Awareness Receive marketing collateral Perception Mail house Customer interviews Marketing CMO/CXO Consideration Contact help line for more information Descriptive IVR survey Customer Service CMO, Call Center Directors Review additional information online Perception Web analytics Pop-up survey IT, Marketing, UX CTO, CMO/CXO Use online chat feature Descriptive Chat scripts Survey IT, UX, Customer Service CTO, CMO/CXO Acquisition Make a purchase Outcome Time to complete purchase (e- commerce system) IT, UX CTO, CMO/CXO, Sales Compare product model features Descriptive Web analytics Session recordings Customer interviews Product, IT, UX CTO, CMO/CXO, COO, Product Managers Loyalty Tell a neighbor about the product Outcome Post-purchase survey/NPS Marketing, UX, Product CMO/CXO Uses and maintains product Perception Online reviews Subsequent purchases Social media Marketing, Product CMO/CXO, Product Managers, COO
- 38. 5. Act 38 Voice ofthe Customer data and dashboards help operationalize continuous improvements
- 39. Planning a journey mapping initiative 39 There aremany ways to go about this. You can start with a single journey and a few interviews. Or you can conduct large-scale mixed methods studies. It can cost a few weeks’ worth of internal work. It can cost $100,000 or it can cost $500,000. It can take a month, or it can take a year, depending on your regulatory environment and other factors. At minimum, you’ll want: A strategist 1-3 researchers A designer, depending on the fidelity of the map Someone who can coordinate and facilitate stakeholders
- 40. Planning a journey mapping initiative 40 Key questionsfor consideration Do I need survey methodologists or statisticians? How will I analyze and synthesize qualitative data? Where might I need to travel, recruit, or book facilities? Can I work collaboratively and asynchronously on the hypothesis journey map? What level of fidelity and format works best for stakeholders for the final product? Should I use research methods in parallel, in succession, or both? How easy or difficult is it to reach my target audience? What kinds of incentives will I need? What kinds of regulatory, IRB, internal and other approvals are needed for research? Can I make my study more focused, rather than including multiple products, services, or segments? What departments may have input (or be sensitive) toward this project?
- 41. Thank You 41 Let’s BuildSomething Beautiful Together! 41 Feel free to reach out to me with questions or ideas! ✚ [email protected] ✚ https://www.linkedin.com/in/joshuadelung Josh DeLung Partner, ICF Next I would love to discuss your next CX, UX, content strategy, digital analytics or similar project and share ideas!