4Developers 2015: Customer Journey Based UX Design - Łukasz Szadkowski

Customer Journey Based UX

UserExpired.com @zagaynikov

Łukasz Szadkowski 4Developers 20.04.2015, Warszawa

This is the client organization structure

UserExpired.com @zagaynikov https://www.flickr.com/photos/jmsmytaste/90648278/sizes/l

https://www.flickr.com/photos/jmsmytaste/90648278/sizes/l


Where is UX?

UserExpired.com @zagaynikov https://www.flickr.com/photos/jmsmytaste/90648278/sizes/l

Business

IT

Marketing



Right here watching you

UserExpired.com @zagaynikov https://www.flickr.com/photos/heyitsarnold/13920627814/sizes/l

https://www.flickr.com/photos/heyitsarnold/13920627814/sizes/l

https://www.flickr.com/photos/heyitsarnold/13920627814/sizes/l

What are the products of UX?


UX strategy

Stakeholders needs

Customer Journey

Maps

Information Architecture

Content strategy

Wireframes

Graphic Designs

User research

How the concept is created?

UserExpired.com @zagaynikov http://lithespeed.com/lean-ux-dont-part-1-3-2/

http://lithespeed.com/lean-ux-dont-part-1-3-2/














What is a Customer Journey Map?

UserExpired.com @zagaynikov https://www.flickr.com/photos/yourdon/14764523834/sizes/l

https://www.flickr.com/photos/yourdon/14764523834/sizes/l


What is a Customer Journey Map?


It’s a customer path through your products and services



How is it constructed?


Step 1 Step 2 Step 3

Mo

tiva

tio

n

So

luti

on



Mo

tiva

tio

n

So

luti

on


Initial concerns, doubts and motors





Your first answers to the issues above

Mo

tiva

tio

n

So

luti

on






New concerns connected to the solutions in step 1

Mo

tiva

tio

n

So

luti

on







Mo

tiva

tio

n

So

luti

on



So

luti

on





Your answers to the issues above


Your answers to the issues above

Mo

tiva

tio

n

How to read CJM?


So

luti

on


Mo

tiva

tio

n

How to read CJM?


So

luti

on


Mo

tiva

tio

n

How to read CJM?


So

luti

on


Mo

tiva

tio

n

Why do you need CJMs?


It explains the business environment to the stakeholders.



Why do you need CJMs?


It’s one of the sources for:

• Business Requirments

• Backlog

• Information architecture

• Prototypes



CJM structure


Ok, so what is the starting point?



CJM structure: Starting point

UserExpired.com @zagaynikov https://www.flickr.com/photos/bigtallguy/182641756/sizes/l

I want to buy a photo camera!

https://www.flickr.com/photos/bigtallguy/182641756/sizes/l



UserExpired.com @zagaynikov https://www.flickr.com/photos/bigtallguy/182641756/sizes/l

I want to buy a photo camera!

NO!




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.

https://www.flickr.com/photos/rjaquino/4237347350/sizes/l



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!




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?

https://www.flickr.com/photos/lost__in__spain/4227393678/sizes/l

https://www.flickr.com/photos/lost__in__spain/4227393678/sizes/l



Birthday

Present

Dinner

A Trip

CJM Example: Vacations

UserExpired.com @zagaynikov https://www.flickr.com/photos/33104187@N04/11771380925/sizes/l

https://www.flickr.com/photos/33104187@N04/11771380925/sizes/l

https://www.flickr.com/photos/33104187@N04/11771380925/sizes/l


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

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!










We have promotions for you! We are safe and we have the best crew!






I wanna fly away!

Explore the offers

Browse possible destinations

Book a flight





Plan Explore Purchase

Mo

tiva

tio

n

So

luti

on




Mo

tiva

tio

n

So

luti

on

I want to travel to exotic places But I want to save some money this year




Mo

tiva

tio

n

So

luti

on


Seasonal promotion Low-budget flights




Mo

tiva

tio

n

So

luti

on





Mo

tiva

tio

n

So

luti

on


It’s going to be a long journey. Is the destination really worth seeing? What am I going to do there beside sightseeing?




Mo

tiva

tio

n

So

luti

on





Mo

tiva

tio

n

So

luti

on


On-line guide Animations and attractions on-place




Mo

tiva

tio

n

So

luti

on




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



Route to the airport

Check-in Before the

flight During the

flight At the airport

Travel to the

destination

Explore the destination

Challenge


Build a CJM


Build a CJM for a individual banking Client.

Build a CJM


Build a CJM for a Insurance Company Client.

Build a CJM


Build a CJM for a person whose Telco commitment is about to expire.

Remember the structure


1. Banking 2. Insurance 3. Telco


Mo

tiva

tio

n

So

luti

on

Thank you


4Developers 2015: Customer Journey Based UX Design - Łukasz Szadkowski

Software

zagaynikov step

zagaynikov https

zagaynikov solutionstep

zagaynikov ukasz szadkowski

initial concerns

new concerns

motivation solutionhow

customer journey based