Attend a CX Journey Mapping Workshop with Oracle

I want to share this quick video that the Oracle Marketing team put together of testimonials from attendees of our CX Journey Mapping workshops. These fun 1/2 day CXJM events are a great way to get up to speed on the methodology we outline here on DesigningCX.


If you’re interested in attending a session, keep an eye out for the latest additions to Oracle.com/events and the DesigningCX.com sidebar.

Tools for Running a CX Journey Mapping Design Session

As we’ve mentioned before – we recommend organizations follow a Learn – Design – Execute approach when adopting CX Journey Mapping.

After initially learning the CXJM methodology through the use of a generic example, we like to move into what we call our CXJM Design session. This session is intended to kick off the second phase of our approach by enabling attendees to design innovative new experiences through the creation of their own Personas and Journey Maps.

As you look towards running your own CXJM Design sessions, consider leveraging some of the below resources from our CX Journey Mapping Toolkit:

Instructional Slidedeck:
(Download as a PPT or PDF)

             

Persona Worksheet           CX Design Canvas      CX Hypothesis Statement

template for building a personaWS2. CX Strategy Design Canvas 201309

CX Design Worksheet v2 

 

 

 

Blank DIY CX Journey Mapping Poster

Blank DIY Journey Mapping Canvas

As always, please leave us a comment if you have any questions or suggestions relating to these materials. We are continuously working to refine our methodology and we love hearing from our readers.

Building an Effective Behavior Line on your Journey Maps

Creating an effective behavior line is one of the most important steps of building a Journey Map, but it also tends to be one of the most difficult. This is why good preparation here is vital to ensuring you will get the most value out of your Journey Mapping activities.

Customer Journey Map behavior lineThe pre-work for building behavior lines can be done either assumptivly or in a research anchored way. While both approaches work well, it’s often helpful to start things off in an assumptive manner for quick progress, and then to subsequently move towards research based activities as your mature your techniques and look to further validate your findings.
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Pre-work for Assumptive Behavior Line:
  • Create simple assumptive persona(s)
  • Create scaffold of behavior lines after creating a simple behavior line
Pre-work for Research Anchored Behavior Line:
  • Create deep research-driven persona(s)
  • Build full behavior lines in advance with input from multiple parties
We recommend that you frame out behavior lines with 4-5 key steps that will act as a scaffold for your teams to use as a starting point. Providing the first step, the last step, plus a few steps in the middle will help ensure your teams build effective behavior lines without getting too bogged down by the details.

Worksheet For Building Personas

Here is a worksheet we developed for creating personas that you can use in association with your CX Transformation efforts. This worksheet is broken into three parts (1) Profile, (2) Behaviors & (3) Needs and is a helpful tool for humanizing your customer base.

We’ve been using this at our recent CX Journey Mapping engagements and have found it to be a great resource for developing your initial personas in a relatable manner.

Download the Persona Worksheet as a PDF or a JPG

Worksheet for building a persona

Learn – Design – Execute (framework for rolling out CX Journey Mapping)

When looking at customer centric transformation, it is clear that there are many steps involved. While Journey Mapping is definitely an important component, it is only a piece of the puzzle.

In an effort to showcase how CX Journey Mapping can be used to kick-start customer centric transformation, we recently developed our Learn -> Design -> Execute framework.

Learn Desing Execute

Step 1: Learn

The first stage is to learn how to create a journey map. We recommend using a generic scenario for this initial step, as to ensure the focus remains solely on learning the basic methodology. After Learning how to build a map, you’ll want to bring it back to your organization and use it on your customers and their journeys.

Step 2: Design

This 2nd step gives you the chance to Design new experiences. Here you have the chance to develop personas, build maps around portions of the customer life cycle, identify issues & opportunities for your customers and organization, and then innovate with new experiences.

Step 3: Execute

After designing new experiences, you’ll be eager to move to execution.  This 3rd step of journey mapping is where you can test, pilot, and then validate and scale your new experiences. With continued practice, a disciplined and repeatable test methodology will emerge for your organization.

While most folks we encounter want to jump right in and learn and try new CX Design techniques on their business challenges, we strongly encourage you to use this Learn-Design-Execute approach.

Updated CX Journey Mapping Process Diagram

In association with the release of our latest CXJM workshop deck, here is an updated version of our CX Journey Mapping Process Diagram that reflects our latest refinements to the process.

This diagram is a simple one-page visual illustration of the five phases of the process and their associated steps.  Alongside each step is a visual reminder of which sticky note color is used, as well as an example entry.

Customer Journey Mapping Diagram

Download links: PDF or JPG

Key differences from our previous CXJM process steps:

1) The Persona, Brand Attributes & Key Trends have all been moved to the front  This provides a clearer overview of these three components, creating a better understanding of their overarching importance when building effective Journey Maps.

2) Teams select one moment need together & one emotional need as individuals This change helps teams quickly move towards brainstorming the core emotional drivers, which is a key skill we are trying to unlock with participants in our Journey Mapping workshops.

3) Desired new attitude & behavior now come before building CX Design Canvas We’ve found doing this step before brainstorming innovations really helps focus teams their ideas on things that truly meet the selected transformation impact.

All of these additions are also reflected within the slidedeck that can be found on the CXJM Toolkit page

Updated CX Journey Mapping Workshop Slides

We are excited to be rolling out our new and improved version of our CXJM workshop deck that reflects all the refinements we’ve made over the last 12 months. We’ve incorporated lots of your feedback and have used it to make our Journey Mapping methodology even more efficient and effective. This file can be downloaded as a PDF or as a PPT

New updates include:

  1. New slidedeck with improved formatting
  2. better examples throughout the deck
  3. refinements to Journey Mapping process

More details about the changes in our Journey Mapping process in in our overview of the CX Journey Map process diagram. 

New Roll-up CX Journey Mapping Poster

We’re excited to introduce a new way to facilitate great journey mapping sessions with a “roll up” version of our CX Journey Mapping boards. 

This new poster makes it easier to set up and run a CX Journey Mapping session. Instead of using large foam core boards, butcher paper, or some other medium, we put everything you need on one large poster.

This new poster provides:

  • The Jen/ZoomGo story line across the 3 posters
  • A map of the overall step by step CX Journey Mapping process (bottom left)
  • Dedicated areas for brainstorming needs, processes, & innovations
  • The CX Design Canvas, with color coding to simplify instruction
  • Clear designation of areas for On Stage, Back Stage, & Attitudes

Roll up Customer Journey Mapping Template

Like any good CX practitioner, we have piloted them, incorporated feedback, tested revised versions, and are now ready to share these more broadly.  We’ve found that not only does it speed up the set up for your session, but that it greatly improves the learning experience for the participants.   We’ve been using it it at our recent workshops and have found it to be an all around great experience.

Download Links:

CXJM Learn Workshop Templates:
ZoomGo Chapter 1 - ZoomGo Chapter 2  - ZoomGo Chapter 3

CXJM Design Session Template:
Blank DIY Roll Up Poster

Tips & Directions for use:

  • Print these on 42 inch by 96 inch paper  (can be re-sized to fit metric paper sizes)
  • Laminate it using a matte finish to reduce glare and improve longevity
  • We recommend 3M adhesives to mount it without damaging painted wall surfaces
  • Ensure you have enough contiguous wall space in your meeting location
  • You’ll still need to print out blank CX Hypothesis Statements for the final step in the workshop

Let us know what your think of these and please send us some pictures of you using them in action!

5 Tips For Building Great Customer Journey Maps

We’ve spent the last 2 years building Customer Experience Journey Maps with clients all over the world. During that time we’ve learned a lot of great information about how to maximize the value and effectiveness of your Journey Mapping activities.

Here are 5 quick Journey Mapping tips we’ve collected in our work:

 

1) Start small (be assumptive)

Start Small

It can be easy to get bogged down by trying to build the perfect Journey Map. Be careful to not let the scope of your activity overwhelm you. We recommend starting things out assumptivly with low resolution when creating your initial Journey Maps. From there you can perform validation exercises on the areas that require more detail to understand.

 

2) Keep it collaborative (cross-functional)

cross functional

Journey mapping provides the most value when done with a wide range of people from your organization.This will help maximize your collective understanding during this activity.

 

Here are some examples of people to consider including:

    • Someone with a good understanding of strategic business objectives and financials
    • Someone who knows the arch of the sales relationship
    • Someone who understands CRM system and email marketing touchpoints
    • Someone with insight into product direction and development
    • Someone from front-line customer support


3) Build initial Journey Maps in person

in personWhenever possible, we strongly recommend creating your maps as a collocated activity. Journey Mapping requires high energy, collaborative decision making and heavy focus.  For these reasons, teams who do their initial mapping activities in person tend to gain greater value from their efforts.

 

4) Use consistent sticky note colors

colorsThis may seem trivial, but using a consistent color pallet will maximize your ability to gain rapid understanding from viewing a Journey Map. This will help everyone gain a clear understanding of the layout at a quick glance.

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5) Make your Journey Maps visible

visibleIt’s no secret that Journey Maps draw attention. These maps can serve as a great reference point for bringing different stakeholders up to speed on your efforts. We recommend placing your maps on the hallway walls, in meeting rooms, or anywhere else that will get them seen by passerby’s.

Hopefully these tips are helpful for you. We’d love to hear some other suggestions you have for building great Customer Experience Journey Maps in the comments below.

An Overview of Journey Mapping from the Stanford d.school

Check out this cool 6 minute explanation of Journey Mapping created by our friends at the Stanford d.school.  By using the relatable experience of visiting a coffee shop, this video serves as a great way to quickly share the value of Journey Mapping with people around your organization.

We’ve had an ongoing collaboration with the d.school and love the work they do. If you like this video, I highly recommend you check out their site for some great materials around design thinking.