NOZ URBINA, URBINA CONSULTING

Transcription

1 How to Use Journey Mapping to Yield Fresh & Creative Ideas NOZ URBINA, URBINA CONSULTING AMA Webinar

2 Content strategist & modeller Author Consultant/trainer x88 Nums&StufnTings 24g UC.com 2027 Lecturer Masters programme: University of Applied Sciences, Graz, Austria Noz Event programme director urbinaconsulting.com 18 years experience in

3 30 Jan 1 Feb 2019, Amsterdam, NL Featured speakers from THE TIME HAS COME Call for speakers open until June 15

4 vertical Select clients horizontal 10 points to help you decide if you re a match with Urbina Consulting: urbinaconsulting.com/about-you

5 Our Mission We help organisations have the kind of relationships with people that people have with each other.

6 THE CHALLENGE

7 The channel experience singularity

8 Singularity /sɪŋɡjʊˈlarɪti/ (noun): a point at which a function takes an infinite value, especially in space time when matter is infinitely dense, such as at the centre of a black hole a hypothetical moment in time when artificial intelligence and other technologies have become so advanced that humanity undergoes a dramatic and irreversible change Google it. It s 2018!

9 The Channel Experience Singularity (noun): When channel proliferation accelerates beyond a brand s ability to have channel-specific, teams, strategies, and structures and must approach experience as a omnichannel continuum, supported by an ecosystem of touch-points Noz Urbina

10 How are we supposed to keep up?

11 Omnichannel is an integrated way of thinking about people s relationships with organisations. Rather than working in parallel, communication channels and their supporting resources are designed and orchestrated to cooperate, building a coherent, evolving, crosschannel experience. -

12 JOURNEY MAPPING AKA Experience mapping

13 McKinsey,

14 "If you're not analysing user experience in an omnichannel way, innovative approaches to customer needs will get missed" MARIE GIRARD, IBM Full interview bit.ly/omnix-mg18m

15 "At Google we say, Focus on the user and all else will follow. " DESIGN.GOOGLE

16 PERSONAS & JOURNEYS AKA Walking a mile in the user s shoes Unlocking creativity through shared empathy

17 Inventory, Audit, Analysis Editorial plan, Content modelling, Writing guidelines User research; persona & task lists Taxonomy & information architecture Delivery Unify Omnichannel journey mapping Design Create Brand strategy & commercial goals UX Pattern Libraries Measurement & optimization Market research, insights, (web) analytics Continuous improvement Development specifications

18 Personas

19 Personas Why bother? Personas document the characteristics and decision-making style of the most common (or most strategically interesting) audience segments What are their key objectives and frustrations? What tasks are involved in achieving their common objectives? What drives them in life, and specifically, in ways that might offer engagement opportunities for your brand? What channels and formats do they like to engage on? What forums, groups, or events do they participate in? Are they driven more by hard data, or instinct and emotion? How much are they influenced by environmental factors, like brand and reputation? What are their expectations when they engage with your brand? How well has their background prepared them for understanding your brand s domain, language, cultural references?

20 Selecting from the infinite Personas: A picture A generalised view of what could be millions of real people Journeys: A movie script A generalised narrative (story) representing a theoretically limitless number of potential customer experiences The journey map is a tool that allows the brand to select the stages that have business potential Persona is to Person as a Customer Journey Map is to Real Life Experience

21 Persona/Journey Terms Drive Something that compels me in life. I feel it s a place I want to arrive at, but I may approach it with various strategies. It s potentially ongoing, because it s hard to tell exactly when I ve achieved it. e.g.: I want to be respected by my peers I want to feel my career is progressing I want to feel secure in my financial future Objective (measurable goal) Specific, measurable milestone. The result of achieving this will mean I m making progress in regard to the things that drive me. e.g.: Own my own home Get a car Get a home loan approved by year-end Organise a European holiday for me and my friends Task / subtask (collectively activities ) Small contained series of defined actions that help me achieve an objective. e.g.: Fill out a loan application Get my credit score Action Subtasks: Gather my input data for credit score form, input the data online, etc. Individual step I take to accomplish a task or subtask Scenario The what, where, when, and why that sets the scene of that which I m trying to do. Scope Where my story starts and ends Scale How much detail I m going to go into while telling my story

22 Strategy Tasks Objective Tasks Objective Tasks Tasks Scenario Objective Drive

23 Lifecycles vs journeys Lifecycles ARE NOT journeys (too big)

24 Use cases vs journeys Use cases ARE NOT journeys (too small)

25 Lifecycle = Brand perspective Lifecycle Journeys = User perspective A customer lifecycle has many journeys. Journey Journey Journey Journey A customer journey has many stages. stage stage stage stage stage stage stage stage stage stage stage stage stage stage stage stage A stage may require a system use case Use case Use case Use case Use case = Tech perspective Use case Use case Use case Use case Use case

26 Lifecycle vs Journeys Separate activities and phases: Lifecycles are made of labels that describe a specific phase of the life of relationship: Unaware, Prospect, Customer, Advocate Journeys are broken up into stages of activity* across various touch points: Discovering, Event Evaluation, Researching, Comparing, Visiting, Consumption, Training *Journeys may often start with a Trigger which is not an activity, e.g. Purchase which kicks off an Onboarding journey.

27 Omnichannel journey mapping - before Anonymous Contact Lead Customer Advocate Purchase Learning Booking Installing Paying Customer makes decision and completes order form online [Web] Customer receives with instructions for installation [ ] Calls to make an appointmen t for installation [Call center] Field engineer installs equipment [Field team] Receives and pays first bill [Billing/CRM]

28 Omnichannel journey mapping - after Anonymous Contact Lead Customer Advocate Purchase Learning Booking Installing Paying Customer makes decision and completes order form online [Web] Customer receives with instructions for installation [ ] Calls to make an appointment for installation [Call center] Field engineer installs equipment [Field team] Receives and pays first bill [Billing/CRM]

29 Omnichannel journey mapping - after Anonymous Contact Lead Customer Advocate Purchase Learning Booking Installing Testing Paying Customer makes decision and completes order form online [Web] Customer receives with instructions for installation [ ] Calls to make an appointment for installation [Call center] Field engineer installs equipment [Field team] Field engineer tests equipment with customer [Field team] Receives and pays first bill [Billing/CRM]

30 EXAMPLES Download the template & examples: bit.ly/uc-maps18

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34 Content Experience is king Our customers said they need banking, not banks. You can t differentiate through your products, you need to differentiate through your experience. - Ralph Hamers, CEO, ING Bank

35 Emotion is the currency of experience When we deal with experiences, we re dealing with people s emotions. Emotion is the currency of experience. - John Mellor, VP Strategy & Business Development, Adobe Digital Marketing, Adobe (Adobe Summit 2017)

36 MAPPING JOURNEYS

37 Journey mapping process Gather data and expertise Mapping is best done in cross-disciplinary groups. One or two departments can lead the effort but include diverse roles, like: Marketers and content strategists Product owners Support/call center workers Sales Channel specialists Others with customer, segment, or product expertise

38 Journey mapping Stages Build basic maps Prioritizing Journeys Enrich the key maps Linking Journeys > Content Model

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40 Journey mapping roller coaster Minute detail of a single persona + narrative

41 Journey mapping roller coaster Insights, ideas, & global improvements to: editorial plans, persona guidelines, models, categories, rules Minute detail of a single persona + narrative

42 Go from questions to #intelcontent Question type What is it? What do I get? Information topic type Reference (R) Expected user response To simply to know the facts as conveyed e.g. parameter lists, reference tables, feature lists What is? Concept (C) To learn about and understand a new idea or category of thing e.g. term definitions, glossary entries, feature overviews What should I do (or not do)? Why? Principle (Pi) To change their behaviour according to the new information and parameters they re being given. To comply or be advised e.g. policies, best practices How does it work? Process (Po) To understand how actors in a system interact. To know who (or what) does what e.g. system process flows, feature detailed descriptions How do I? Task (T) To be able to follow a series of commands to achieve a result e.g. instructions, tutorials 51

43 From typed answers to reuse Content model Whitepaper Feature overview (C) Blog Post Title, Short description > Video > Example Study (R) Leaflet Supporting video request list Title, Image, Short description Video >

44 Reuse and personalisation Go through the 5 Ws, thoroughly: Who, what, when, where, why Establish adapting rules for your matrix of content Article: bit.ly/ac-how2

45 Product Family (desktop) Product (desktop) Product (mobile) Flow diagram Product leaflet (Print) AI Chatbot Product Name Short Desc Metadata is the backbone of adaptive, cross-media, omnichannel content strategies Tagline Key Features Benefits Eligibility How to apply Augmented / Virtual Reality

46 Inventory, Audit, Analysis Editorial plan, Content modelling, Writing guidelines User research; persona & task lists Taxonomy & information architecture Delivery Unify Omnichannel journey mapping Design Create Brand strategy & commercial goals UX Pattern Libraries Measurement & optimization Market research, insights, (web) analytics Continuous improvement Development specifications

47 Content process Business Need Task Analysis CJM ATL Work Package (brief) ATL (Annotated Topic List) is a list of topics with titles, relationships, instructions for authors to create content assets that address customer questions. Optionally it can include additional annotations like links to source material, short descriptions, metadata, or notes that are channel-specific. Creation Work Required Review(s) Opportunities Report Publish Post-Launch Feedback GO Team (Governance) Quality Metrics: Standards, Checklists, Models & Processes

48 Content process Business Need Task Analysis CJM ATL Work Package (brief) Work Package (brief) consists of a structural map of content that addresses relevant journeys, content stubs, assignments for authoring and review, and any other guidance packaged for the execution teams to work on ATL (Annotated Topic List) is a list of topics with titles, relationships, instructions for authors to create content assets that address customer questions. Optionally it can include additional annotations like links to source material, short descriptions, metadata, or notes that are channel-specific. Creation Work Required Review(s) Opportunities Report Publish Post-Launch Feedback GO Team (Governance) Quality Metrics: Standards, Checklists, Models & Processes

49 Content process Business Need Task Analysis CJM ATL Work Package (brief) Work Package (brief) consists of a structural map of content that addresses relevant journeys, content stubs, assignments for authoring and review, and any other guidance packaged for the execution teams to work on ATL (Annotated Topic List) is a list of topics with titles, relationships, instructions for authors to create content assets that address customer questions. Optionally it can include additional annotations like links to source material, short descriptions, metadata, or notes that are channel-specific. Creation Work Required Review(s) Opportunities Report Opportunities Report List of improvement opportunities, both general, and ranked by severity and grouped by type. Takes into account quality standards Publish Post-Launch Feedback GO Team (Governance) Quality Metrics: Standards, Checklists, Models & Processes

50 CJMs in our customer s words From Content created to address goal in the linear purchase funnel To Content created to add value through the customer journey Content targeted at Segment level Content targeted at sub-segments identified using data & insight Content planned and developed in line with product priorities Content planned and developed around user moments Content distributed based on assumed relevance and interest Content distributed based on confirmed interest and behavioural triggers Content measured based on performance within the channel silo Content measured based on moving customers to the next stage in their journey

51 THANK YOU!! Q&A? Download the template: bit.ly/uc-maps18 Featured speakers from THE TIME HAS COME Call for speakers open until June 15