Customer Journey Based UX - a quick guide
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A quick guide to Customer Journey Maps
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Customer Journey Based UX - a quick guide
- 1. Customer Journey Based UX UserExpired.com @zagaynikov Łukasz Szadkowski 4Developers 20.04.2015, Warszawa
- 2. This is the client organization structure UserExpired.com @zagaynikov https://www.flickr.com/photos/jmsmytaste/90648278/sizes/l
- 3. Where is UX? UserExpired.com @zagaynikov https://www.flickr.com/photos/jmsmytaste/90648278/sizes/l Business IT Marketing
- 4. Right here watching you UserExpired.com @zagaynikov https://www.flickr.com/photos/heyitsarnold/13920627814/sizes/l
- 5. What are the products of UX? UserExpired.com @zagaynikov UX strategy Stakeholders needs Customer Journey Maps Information Architecture Content strategy Wireframes Graphic Designs User research
- 6. How the concept is created? UserExpired.com @zagaynikov http://lithespeed.com/lean-ux-dont-part-1-3-2/
- 7. What is a Customer Journey Map? UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l
- 8. What is a Customer Journey Map? UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l It’s a customer path through your products and services
- 9. How is it constructed? UserExpired.com @zagaynikov Step 1 Step 2 Step 3 MotivationSolution
- 10. How is it constructed? UserExpired.com @zagaynikov MotivationSolution Step 1 Step 2 Step 3 Initial concerns, doubts and motors
- 11. How is it constructed? UserExpired.com @zagaynikov Step 1 Step 2 Step 3 Initial concerns, doubts and motors Your first answers to the issues above MotivationSolution
- 12. How is it constructed? UserExpired.com @zagaynikov Step 1 Step 2 Step 3 Initial concerns, doubts and motors Your first answers to the issues above New concerns connected to the solutions in step 1 MotivationSolution
- 13. How is it constructed? UserExpired.com @zagaynikov Step 1 Step 2 Step 3 Initial concerns, doubts and motors Your first answers to the issues above New concerns connected to the solutions in step 1 MotivationSolution
- 14. How is it constructed? UserExpired.com @zagaynikov Solution Step 1 Step 2 Step 3 Initial concerns, doubts and motors Your first answers to the issues above New concerns connected to the solutions in step 1 Your answers to the issues above New concerns connected to the solutions in step 2 Your answers to the issues above Motivation
- 15. How to read CJM? UserExpired.com @zagaynikov Solution Step 1 Step 2 Step 3 Motivation
- 16. How to read CJM? UserExpired.com @zagaynikov Solution Step 1 Step 2 Step 3 Motivation
- 17. How to read CJM? UserExpired.com @zagaynikov Solution Step 1 Step 2 Step 3 Motivation
- 18. Why do you need CJMs? UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l It explains the business environment to the stakeholders.
- 19. Why do you need CJMs? UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l It’s one of the sources for: • Business Requirments • Backlog • Information architecture • Prototypes
- 20. CJM structure UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l Ok, so what is the starting point?
- 21. CJM structure: Starting point UserExpired.com @zagaynikov https://www.flickr.com/photos/bigtallguy/182641756/sizes/l I want to buy a photo camera!
- 22. CJM structure: Starting point UserExpired.com @zagaynikov https://www.flickr.com/photos/bigtallguy/182641756/sizes/l I want to buy a photo camera! NO!
- 23. CJM structure: Starting point UserExpired.com @zagaynikov https://www.flickr.com/photos/rjaquino/4237347350/sizes/l I’ve got to buy a birthday present for my wife. Why not a photo camera? She loves photography.
- 24. CJM structure: Starting point UserExpired.com @zagaynikov https://www.flickr.com/photos/rjaquino/4237347350/sizes/l I’ve got to buy a birthday present for my wife. Why not a photo camera? She loves photography. NO!
- 25. CJM structure: Starting point UserExpired.com @zagaynikov https://www.flickr.com/photos/lost__in__spain/4227393678/sizes/l My wife has a birthday in one week. What am I gonna do?
- 26. CJM structure: Starting point UserExpired.com @zagaynikov Birthday Present Dinner A Trip
- 27. CJM Example: Vacations UserExpired.com @zagaynikov https://www.flickr.com/photos/33104187@N04/11771380925/sizes/l
- 28. CJM Example: Vacations UserExpired.com @zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l I am planning my vacations. Where would I like to go? Some exotic and warm place would be nice
- 29. CJM Example: Vacations UserExpired.com @zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l I am planning my vacations. Where would I like to go? Some exotic and warm place would be nice It’s going to be expensive! I am affraird of flights!
- 30. CJM Example: Vacations UserExpired.com @zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l It’s going to be expensive! I am affraird of flights!
- 31. CJM Example: Vacations UserExpired.com @zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l We have promotions for you! We are safe and we have the best crew! It’s going to be expensive! I am affraird of flights!
- 32. CJM Example: Vacations UserExpired.com @zagaynikov https://www.flickr.com/photos/dgoomany/15904455277/sizes/l I wanna fly away! Explore the offers Browse possible destinations Book a flight
- 33. CJM Example: Vacations UserExpired.com @zagaynikov Plan Explore Purchase MotivationSolution
- 34. CJM Example: Vacations UserExpired.com @zagaynikov Plan Explore Purchase MotivationSolution I want to travel to exotic places But I want to save some money this year
- 35. CJM Example: Vacations UserExpired.com @zagaynikov Plan Explore Purchase MotivationSolution I want to travel to exotic places But I want to save some money this year Seasonal promotion Low-budget flights
- 36. CJM Example: Vacations UserExpired.com @zagaynikov Plan Explore Purchase MotivationSolution Seasonal promotion Low-budget flights
- 37. CJM Example: Vacations UserExpired.com @zagaynikov Plan Explore Purchase MotivationSolution Seasonal promotion Low-budget flights It’s going to be a long journey. Is the destination really worth seeing? What am I going to do there beside sightseeing?
- 38. CJM Example: Vacations UserExpired.com @zagaynikov Plan Explore Purchase MotivationSolution It’s going to be a long journey. Is the destination really worth seeing? What am I going to do there beside sightseeing?
- 39. CJM Example: Vacations UserExpired.com @zagaynikov Plan Explore Purchase MotivationSolution It’s going to be a long journey. Is the destination really worth seeing? What am I going to do there beside sightseeing? On-line guide Animations and attractions on-place
- 40. CJM Example: Vacations UserExpired.com @zagaynikov Plan Explore Purchase MotivationSolution I want to travel to exotic places But I want to save some money this year Seasonal promotion Low-budget flights It’s going to be a long journey. Is the destination really worth seeing? What am I going to do there beside sightseeing? On-line guide Animations and attractions on-place I want a short booking experience Boredome kills me at the airport and during the flight Short booking experience Construct another CJM for Preflight -> During Flight > At the destination
- 41. CJM Example: Vacations UserExpired.com @zagaynikov Route to the airport Check-in Before the flight During the flight At the airport Travel to the destination Explore the destination
- 43. Build a CJM UserExpired.com @zagaynikov Build a CJM for a individual banking Client.
- 44. Build a CJM UserExpired.com @zagaynikov Build a CJM for a Insurance Company Client.
- 45. Build a CJM UserExpired.com @zagaynikov Build a CJM for a person whose Telco commitment is about to expire.
- 46. Remember the structure UserExpired.com @zagaynikov 1. Banking 2. Insurance 3. Telco Plan Explore Purchase MotivationSolution