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USING HUMAN CENTERED DESIGN AND CUSTOMER JOURNEYS TO BRING DIGITAL TRANSFORMATION AND INNOVATION TOGETHER


USING HUMAN CENTERED DESIGN AND CUSTOMER JOURNEYS TO BRING DIGITAL TRANSFORMATION AND INNOVATION TOGETHER HUMAN CENTERED DESIGN

JOURNEY MAPS

DIGITAL TRANSFORMATION

INNOVATION


About Me

Jason Rome Director of Digital Strategy & Customer Experience @ SKOOKUM ● ● ● ●

Experience Advocate Music Skookum Can Journey Map Anything Email Me - jason@skookum.com


37%


Innovate Carolinas

4/5/2019

Customer Experience Ecosystem


The Tools “Ready to Fish”

The Opportunity “Where to Fish” The Technique “How to Fish”


High Opportunity

High Impact

High Risk


Low Opportunity

Low Impact

Low Risk


Low Opportunity

High Impact

High Risk


High Opportunity

Moderate Impact

Low Risk


WHEN

WHY

WHO HOW

360 CX

WHERE

WHAT


WHO

WHEN

HOW

CO-CREATION

PERSONAS JOURNEY MAPS EMPATHY MAPPING

DESIGN SPRINT

SEGMENTATION JTBD / TASK

WHY

ANALYTICS USABILITY TESTING

ETHNOGRAPHY & VoTC

WHERE

WHAT


Key #1 - Fall in love with the problem, not with the solution


Key #2 - Digital Transformation = Business Transformation


Key #3 - Customers Aren’t Going to Applaud Your ‘Digital Transformation’


Key #4 - Customer Experience, Digital Transformation & Innovation are Verbs


Part 1: Where to Fish


Opportunities for CX Transformation

Innovate Carolinas

4/5/2019

Where to Fish - The Opportunity 1. Connective Tissue Don’t Go Chasin’ Waterfalls

2. Things Not to Do Wrong 3. Things To Do Right


Connective Tissue

Innovate Carolinas

4/5/2019

Where to Fish - The Opportunity ● Capabilities Don’t Go Chasin’ Waterfalls

● Channels ● Context ● Communication ● Cognitive Load


Things Not to Do Wrong

Innovate Carolinas

4/5/2019

Where to Fish - The Opportunity ● Effort Don’t Go Chasin’ Waterfalls

● Expectations ● Empowerment ● Experience Engineering


Things to Do Right - Moments

Innovate Carolinas

4/5/2019

Where to Fish - The of Opportunity ● Zero Moment Truth Don’t Go Chasin’ Waterfalls

● First Time User Experience ● Aha Moment ● Sliding Glass Door Moments ● Micromoments


Part 2: How to Fish


Who Why Where When How What


Who Why

The Double Agent Persona

Where When How What

Important For: ● Grounding in Empathy ● Attitudes & Perceptions ● Motivations ● Needs Watch Out For: ● Signal vs. Noise ● Segment Assumptions

Common Techniques: ● Personas ● Segmentation ● Jobs to Be Done ● Task Analysis ● User Testing ● Ethnography ● Voice of the Customer ● Empathy Mapping


Who Why

Be Wary of the Data

Where When How What

Important For: ● Identify Opportunities ● Measure Success ● Validate Impact Watch Out For: ● Vanity Metrics ● Analysis Paralysis ● Working for Data

Common Techniques: ● Big Data / AI / ML ● Analytics ● Surveys ● Cohort Analysis ● CSAT / NPS ● Predictive Modeling ● Math


Who Why

Going Paperless

www.com

Sign On

Home

Action

Confirm

Where When How What

Important For: ● Creating Awareness ● Seeing Progress ● Canvas of CX Insights ● Moments of Truth ● Accountability ● Role of the Employee Watch Out For: ● Creating Wall Art ● Segment Assumptions

Common Techniques: ● Journey Mapping ● Day in the Life ● Aspirational Journeys ● Execution Journeys ● Service Blueprints ● Mental Models ● Business Process Mapping


Who Why

Enhanced Onboarding or Straight Through?

Where When How What

Important For: ● Testing different solutions, ideas or concepts to solving a problem ● Learning ● Validating Hypotheses Watch Out For: ● Falling in Love ● Concept Driven Innovation

Common Techniques: ● User Testing ● Battle Royale ● Paper Prototyping ● Concept Testing ● Focus Groups ● Co-creation Workshops ● Human Centered Design


Who Why

Beware the “Creep” Line

Where When How What

Important For: ● Iterating and Finalizing a Solution ● Content Iteration ● Fine Tuning Watch Out For: ● Iterating on the wrong idea ● Transitional Volatility

Common Techniques: ● Usability Testing ● A/B Testing ● Analytics ● Campaigns


Innovate Carolinas

HUMAN CENTERED Where DESIGN

4/5/2019

JOURNEY DIGITAL to Fish The Opportunity MAPS TRANSFORMATION

Don’t Go Chasin’ Waterfalls

INNOVATION


Innovate Carolinas

HUMAN CENTERED Where DESIGN

4/5/2019

JOURNEY DIGITAL to Fish The Opportunity MAPS TRANSFORMATION

Don’t Go Chasin’ Waterfalls

Remember: ● Don’t Force It ● Build the Connective Tissue ● Stop Doing Things Wrong ● Empower People ● Build the Foundation for Innovation

INNOVATION


Innovate Carolinas

HUMAN CENTERED Where DESIGN

4/5/2019

JOURNEY DIGITAL to Fish The Opportunity MAPS TRANSFORMATION

Don’t Go Chasin’ Waterfalls

Remember: ● Find the Right Opportunities ● Know the Type of Opportunity ● Pick the Right Tool for the Job ● Practice ● Translate learnings to outcomes ● Drive Accountability

INNOVATION


Innovate Carolinas

HUMAN CENTERED Where DESIGN

4/5/2019

JOURNEY DIGITAL to Fish The Opportunity MAPS TRANSFORMATION

INNOVATION

Don’t Go Chasin’ Waterfalls

What You Can Do: ● Are you partnering with your team to see the entire journey? ●

Have you taken care of the opportunities in your backyard?

Are you innovating on a broken foundation?


THANK YOU

COME TO A TECH TALK! JASON@SKOOKUM.COM

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4. Jason Rome Skookum  

4. Jason Rome Skookum  

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