Digital Innovation Lab: CX Masterclass

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#DMWF NYC 2016 Customer Experience Masterclass Experience Mapping Workshop Markus Grupp Director, Digital Customer Experience Indigo Books & Music Ltd.

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WARM-UP ACTIVITY: Sketch your morning coffee routine.

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4 MINUTES. GO.

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ACTIVITY: Customer Experience Mapping

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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

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3 Keys to Experience Mapping 1. Do your (customer) research 2. Involve the cross-functional team 3. Create a map that will be used

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Start by understanding your customers better.

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Observe them in context. What are they doing? How are they doing it?

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Observe them in context. Look for how they interact with their surroundings, with people & with tech.

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Ask good questions. Be curious. Listen. Ask the “5 Whys”.

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Listen with an open mind. Don’t judge. Question everything. Use a beginner’s mindset 38

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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

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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)

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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

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It’s as much about mapping as the map.

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Create a map that will be used.

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Now it’s your turn. Map an experience you recently had. Vacation Smartphone Buying a home