How do you understand your customer's hopes, feelings, and dreams? I look at the power of narratives to understand your customer to the point of empathy. I focus on Customer Journey Maps, a practical UX method. Video here: https://twitter.com/DesignLabMeetup/status/923235675977277440

1. BUILDING EMPATHY WITH
YOUR CUSTOMER
THROUGH NARRATIVES
The Power of Customer Journey Maps to Define
a Narrative and Create Empathy

2. I’M NOT AN EXPERT.
Jeffrey Humble
UX Lead
Twitter: @JeffBumbles

3. WE NEED TO HAVE EMPATHY
FOR OUR CUSTOMER IN ORDER
TO BE SUCCESSFUL
Assumption #1

10. EMPATHY
the action of understanding, being aware of, being
sensitive to, and vicariously experiencing the
feelings, thoughts, and experience of another without
having the feelings, thoughts, and experience fully
communicated in an objectively explicit manner

11. WE HAVE TO UNDERSTAND
OUR USERS TO DESIGN
ANYTHING MEANINGFUL.
EMPATHY IS THE GOLD
STANDARD.

12. EMPATHY IS THE FIRST PART OF OUR RECIPE

13. BUT I CONDUCT USER INTERVIEWS,
AND USABILITY TESTS, AND I
ALWAYS A/B TEST NEW FEATURES.
ISN’T THAT ENOUGH?

14. THE CUSTOMER THE UX DESIGNER

15. THE UX DESIGNERTHE CUSTOMER

16. THE UX DESIGNERTHE CUSTOMER

17. NARRATIVES ARE A POWERFUL
WAY TO BUILD EMPATHY.
Assumption #2

28. UNDERSTANDING YOUR
CUSTOMER’S JOURNEY IS KEY TO
FINDING THEIR NARRATIVE
Assumption #3

29. SOMETIMES, YOU CAN LOSE
YOUR CUSTOMER’S NARRATIVE
IN YOUR QUEST TO HELP THEM

30. YOUR CUSTOMERS DON’T EXPERIENCE
YOUR PRODUCT LIKE A PHOTOGRAPH…
YOU EXPERIENCE IT LIKE A FILM.

31. USER PERSONAS
SCENARIOS
USER RESEARCH
STORY MAPS
CUSTOMER JOURNEY MAPS
STORYBOARDS

33. MAPPING THE JOURNEY.
FINDING THE NARRATIVE.

34. 5 TIPS FOR SUCCESSFUL
CUSTOMER JOURNEY
MAPS

35. 1. THINK FROM THE CUSTOMER’S
POINT OF VIEW, NOT AN INTERNAL
BUSINESS POINT OF VIEW

36. 2. INVITE YOUR COLLEAGUES TO
TAKE PART SO THAT IT’S AN OPEN
AND COLLABORATIVE PROCESS

37. 3. BASE IT ON RESEARCH AND
VALIDATE WITH CUSTOMERS

38. 4. MAKE IT VISUAL AND
EASILY ACCESSIBLE TO
EVERYONE IN THE COMPANY

39. 5. PLAN FOR IT TO GROW AND
EVOLVE WITH THE CUSTOMER

40. OTHER COMPANIES ARE
STARTING TO SEE THE VALUE
OF A CUSTOMER JOURNEY

43. FIND A NARRATIVE THAT
INSPIRES YOU TO DO MORE
Bonus:

44. YOUR CUSTOMERS
HAVE A STORY.
SEEK IT OUT.

48. LINKS
FOR THE SLIDES
Twitter: @JeffBumbles