A Dive Into Data To Understand Your Customer Journey
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Transcript of A Dive Into Data To Understand Your Customer Journey
![Page 1: A Dive Into Data To Understand Your Customer Journey](https://reader033.fdocuments.us/reader033/viewer/2022051521/58f1baee1a28abe00d8b45db/html5/thumbnails/1.jpg)
Weave your
data into
powerful
stories that
advocate for
your users.
IGNITE 2016 @UXDiane
![Page 2: A Dive Into Data To Understand Your Customer Journey](https://reader033.fdocuments.us/reader033/viewer/2022051521/58f1baee1a28abe00d8b45db/html5/thumbnails/2.jpg)
IGNITE 2016 @UXDiane
Oh look, he’s
married!
![Page 3: A Dive Into Data To Understand Your Customer Journey](https://reader033.fdocuments.us/reader033/viewer/2022051521/58f1baee1a28abe00d8b45db/html5/thumbnails/3.jpg)
And he moved from Pittsburg to San Francisco three weeks ago.
IGNITE 2016 @UXDiane
![Page 4: A Dive Into Data To Understand Your Customer Journey](https://reader033.fdocuments.us/reader033/viewer/2022051521/58f1baee1a28abe00d8b45db/html5/thumbnails/4.jpg)
I l ike it I don’t l ik e it so much.
I l ike it again!
My customer loves me!
IGNITE 2016 @UXDiane
He loves me not.
He loves me!
![Page 5: A Dive Into Data To Understand Your Customer Journey](https://reader033.fdocuments.us/reader033/viewer/2022051521/58f1baee1a28abe00d8b45db/html5/thumbnails/5.jpg)
Customer Journey Map by Radarstation for OGT
IGNITE 2016 @UXDiane
Touchpoints
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Where Do You Start?
IGNITE 2016 @UXDiane
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Start with Goals
The customer-centered data you dive
into must be put into a frame.
The goals are your frame.
IGNITE 2016 @UXDiane
![Page 8: A Dive Into Data To Understand Your Customer Journey](https://reader033.fdocuments.us/reader033/viewer/2022051521/58f1baee1a28abe00d8b45db/html5/thumbnails/8.jpg)
Rail Europe Customer Experience Map by Adaptive Path
IGNITE 2016 @UXDiane
Goals
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IGNITE 2016 @UXDiane
Step One--Goals
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IGNITE 2016 @UXDiane
Doing
Thinking
Feeling
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Persona
IGNITE 2016 @UXDiane
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IGNITE 2016 @UXDiane
Persona Building Blocks
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Ask for Database, Marketing, and Customer Service data points
IGNITE 2016 @UXDiane
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IGNITE 2016 @UXDiane
Your Customer’s Journey may be Circular.
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One Thought per Sticky Note
IGNITE 2016 @UXDiane
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Performance and Improvement Map from B2B International
IGNITE 2016 @UXDiane
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Analytics
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Hubspot Database
Google Analytics
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Shared Insights create a Shared Understanding
IGNITE 2016 @UXDiane
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The Customer Journey Map Facilitates
• Real Empathy for the Customer
• Understanding the Problem
• Envisioning the End State—Victory for the Customer!
• Uncovering Opportunities for Innovation
• Enhancing Product Quality
IGNITE 2016 @UXDiane
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IGNITE 2016 @UXDiane
Take the Dive into the Ocean of DataRich Insights Await