A presentation at 2016 Digital Marketing World Forum New York in in New York, NY, USA by Markus Grupp
#DMWF NYC 2016 Customer Experience Masterclass Experience Mapping Workshop Markus Grupp Director, Digital Customer Experience Indigo Books & Music Ltd.
WARM-UP ACTIVITY: Sketch your morning coffee routine.
4 MINUTES. GO.
ACTIVITY: Customer Experience Mapping
Why map the customer experience? Common understanding • Create a common understanding about the existing customer experience • Share insights of behaviors & needs across touchpoints in an easily understood format Uncover pain points & opportunities to innovate • Identify opportunity to enhance the customer experience and spark innovation Uncover pain points & opportunities to innovate • Identify opportunity to enhance the customer experience and spark innovation
3 Keys to Experience Mapping 1. Do your (customer) research 2. Involve the cross-functional team 3. Create a map that will be used
Start by understanding your customers better.
Observe them in context. What are they doing? How are they doing it?
Observe them in context. Look for how they interact with their surroundings, with people & with tech.
Ask good questions. Be curious. Listen. Ask the “5 Whys”.
Listen with an open mind. Don’t judge. Question everything. Use a beginner’s mindset 38
User research is about asking the right questions Good questions to ask: 1. “What is the most frustrating thing about (your day, a specific task) ?” 2. “How do you do that today?” 3. “What solution do you currently use?” 4. “How do you feel about (the current solution)?” 5. “What do you wish you could do with (a product, a task, etc.) that you can’t do today?” AND always ask WHY (5 times!) 39
Need help? Good news, there’s lots of help… Here are some FREE tools to get you started. Stanford University Institute of Design designkit.org dschool.stanford.edu/dgift/ “Interviewing Users” Steve Portigal (not FREE, worth every cent J)
Field research simplified Android/ iOS app that allow you to: • Easily engage with users to understand their needs, motivations and behaviours via sharing real-world experiences • Get in-the-moment ideas with real-time feedback from the field • No need to conduct research yourself 43
It’s as much about mapping as the map.
Create a map that will be used.
Now it’s your turn. Map an experience you recently had. Vacation Smartphone Buying a home
A curious format: part keynote, part workshop & part panel discussion.
This “Customer Experience Masterclass” started with my keynote on designing great digital and in-person customer experiences, followed with an hour-long experience mapping workshop (with participants seated in auditorium-style seating, nonetheless) before finishing with a panel discussion.
The masterclass was rated one of the highlights of the DMWF 2016, thanks to the highly engaged audience, active participation and insightful panelists:
Jessica Randazza, Head of Marketing - Early Life Nutrition US, Danone Kibi Anderson, Head of Digital Strategy and Business Development, Bloomberg Christian Watts, CEO, City Sightseeing San Francisco Markus Grupp, Director, Digital Customer Experience, Indigo Books & Music Ltd. Elliott Bell, Senior Director, Brand and Marketing, The Muse
Here’s what was said about this presentation on social media.
for free. You
can too.