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Oracle . CX Strategy & Design Workshop . DesigningCX.com
CX Journey Mapping Workshop
Oracle :: CX Strategy & Design
Oracle . CX Strategy & Design Workshop . DesigningCX.com
cus·tom·er ex·pe·ri·ence
The sum of all experiences a consumer has with a
supplier of goods or services, over the duration of their
relationship with that supplier.
http://en.wikipedia.org/wiki/Customer_experience
Oracle . CX Strategy & Design Workshop . DesigningCX.com
The Customer Lifecycle
PURCHASE RECOMMEND
MAINTAIN
RESEARCH NEED RECEIVE USE
1
2
3
4
5
6
7
8
SELECT BUY OWN Support & Serve Market & Sell
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Fundamentals of Learning a New Approach
One Step at a Time
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ Goals }
Learn a hands-on approach to identify the “Four Eyes”:
Insights – clear understanding of customer needs
Impact – clear focus on the resulting business value
Issues/Opportunities – what’s getting in the way, or
could be improved, in order to meet customer needs
Innovate – design solutions that deliver both customer
and organizational value
CX Journey Mapping
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://dschool.stanford.edu/student/doug-dietz/
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ The Experience } Journey Mapping the Patient Experience
Oracle . CX Strategy & Design Workshop . DesigningCX.com
CREATE INITIAL MAP Attitudes, Behaviors and Experiences
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Select a specific customer persona to map
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
BEHAVIORS
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
PEOPLE
THINGS ON
STA
GE
EX
PE
RIE
NC
E
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
ATTITUDES
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
PEOPLE
THINGS
BA
CK
STA
GE
SU
PP
OR
T
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization
NURSE
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization
NURSE
TISSUES
IMPACT
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization
NURSE
TISSUES
IMPACT MORE STAFF
COST OF DRUGS
IMAGING TIME
SIDE EFFECTS
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
TISSUES
NURSE
ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
TISSUES
NURSE
ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled
NEEDS
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
TISSUES
NURSE
ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled
FEEL SAFE
FEEL BETTER NEEDS
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
TISSUES
NURSE
ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled
FEEL SAFE
FEEL BETTER NEEDS
Roles & Processes
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
TISSUES
NURSE
ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled
FEEL SAFE
FEEL BETTER NEEDS
Roles & Processes
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
TISSUES
NURSE
ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled
FEEL SAFE
FEEL BETTER
TAKE IMAGE
DEVELOP IMAGE
NEEDS
Roles & Processes POSITION PATIENT
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
EVALUATE & FRAME ISSUE OR OPPORTUNITY Based on deep customer understanding
NURSE
FEEL SAFE
FEEL BETTER
TISSUES
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
EVALUATE & FRAME ISSUE OR OPPORTUNITY Based on deep customer understanding
NURSE
FEEL SAFE
FEEL BETTER
TISSUES
POSITION PATIENT
TAKE IMAGE
DEVELOP IMAGE
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://dschool.stanford.edu/student/doug-dietz/
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
DESIGN NEW EXPERIENCES Influence attitudes to change behaviors
TISSUES
NURSE
FEEL SAFE
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM DOCTOR
ANESTH. IMAGING TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
DESIGN NEW EXPERIENCES Influence attitudes to change behaviors
TISSUES
NURSE
FEEL SAFE
IDEA: LETS GO CAMPING
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM IMAGING
TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG IMAGING TECH
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
…
TEST NEW EXPERIENCES New attitudes, new behaviors….different result
NURSE
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GOES THROUGH
MRI … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM IMAGING
TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE
NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG IMAGING TECH
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
IDEA: CAMP GUIDE
…
TEST NEW EXPERIENCES New attitudes, new behaviors….different result
NURSE
IDEA: CAMPING
SITE
IDEA: CAMP
BACKPK
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM IMAGING
TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG IMAGING TECH
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
IDEA: CAMP GUIDE
WOW, A CAMP-FIRE!
FEELS LIKE I’M CAMPING
THIS ISN’T
TOO BAD
THIS PLACE
IS NEAT!
TODAY COULD BE FUN
…
TEST NEW EXPERIENCES New attitudes, new behaviors….different result
NURSE
IDEA: CAMPING
SITE
IDEA: CAMP
BACKPK
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM IMAGING
TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG IMAGING TECH
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
IDEA: CAMP GUIDE
WOW, A CAMP-FIRE!
FEELS LIKE I’M CAMPING
THIS ISN’T
TOO BAD
THIS PLACE
IS NEAT!
TODAY COULD BE FUN
LAYS DOWN IN MACHINE
LISTENS TO
CRICKETS …
TEST NEW EXPERIENCES New attitudes, new behaviors….different result
NURSE
IDEA: CAMPING
SITE
IDEA: CAMP
BACKPK
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM IMAGING
TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG IMAGING TECH
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
IDEA: CAMP GUIDE
WOW, A CAMP-FIRE!
FEELS LIKE I’M CAMPING
THIS ISN’T
TOO BAD
THIS PLACE
IS NEAT!
TODAY COULD BE FUN
LAYS DOWN IN MACHINE
LISTENS TO
CRICKETS …
TEST NEW EXPERIENCES New attitudes, new behaviors….different result
NURSE
HAS MRI SCAN
IDEA: CAMPING
SITE
IDEA: CAMP
BACKPK
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM IMAGING
TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG IMAGING TECH
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
IDEA: CAMP GUIDE
WOW, A CAMP-FIRE!
FEELS LIKE I’M CAMPING
THIS ISN’T
TOO BAD
CAN WE DO IT AGAIN??
THIS PLACE
IS NEAT!
TODAY COULD BE FUN
LAYS DOWN IN MACHINE
LISTENS TO
CRICKETS …
TEST NEW EXPERIENCES New attitudes, new behaviors….different result
NURSE
HAS MRI SCAN
IDEA: CAMPING
SITE
IDEA: CAMP
BACKPK
Oracle . CX Strategy & Design Workshop . DesigningCX.com
GOES TO INITIAL DOCTOR
RIDES TO
HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI
MACHINE … … …
DOCTOR MOM CHECKIN NURSE
IMAGING TECH MOM IMAGING
TECH
MRI MACHINE
DESK & COMPUT. CHART CAR
TAKE-HOME
PACKET
MRI MACHINE
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG IMAGING TECH
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
IDEA: CAMP GUIDE
WOW, A CAMP-FIRE!
FEELS LIKE I’M CAMPING
THIS ISN’T
TOO BAD
CAN WE DO IT AGAIN??
THIS PLACE
IS NEAT!
TODAY COULD BE FUN
LAYS DOWN IN MACHINE
LISTENS TO
CRICKETS …
TEST NEW EXPERIENCES New attitudes, new behaviors….different result
NURSE
HAS MRI SCAN
IDEA: CAMPING
SITE
IDEA: CAMP
BACKPK
FEWER STAFF
NO DRUGS
IMAGING TIME ↓
↓ SIDE EFFECTS
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/
cus·tom·er jour·ney map
…visually illustrates customers’ processes, needs, &
perceptions throughout their interaction and relationship
with an organization
Understanding & diagnosing experiences
Designing experiences (redesign existing, create new)
Implementing (as blue prints)
Communicating (orient, train)
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@jkembel
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ Part 1 } Finding a car
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Jen 28 years old New York City Doesn’t own a car Fashion blogger Budget conscious Environmentally minded
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
RECEIVES WEDDING
INVITATION
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
LEARNS THEY HAVE SPORTY
ELECTRIC CARS
CALCULATES IT WILL BE LESS
EXPENSIVE THAN RENTING
Oracle . CX Strategy & Design Workshop . DesigningCX.com
CREATES A ZOOMGO ACCOUNT
DOWNLOADS AND OPENS ZOOMGO MOBILE APP ON
HER PHONE
Oracle . CX Strategy & Design Workshop . DesigningCX.com
SELECTS A SPORTY
ELECTRIC CAR
(MATCHES HER DRESS)
Oracle . CX Strategy & Design Workshop . DesigningCX.com
FINDS ONE HALF MILE FROM HER
APARTMENT
RECEIVES CONFIRMATION
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ Part 2 } Getting to the wedding
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
{ Part 3 } Seeking a return
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@jkembel
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Journey Mapping Activity
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Design New Experiences
Brainstorm Innovation
Consider Brand Attributes Select Innovation
New Attitude & Behavior
CX Hypothesis
Evaluate & Prioritize
Evaluate Attitudes
Prioritize Focus
Determine Impact
Readout
Create Initial Map
Create Persona Map Behavior On Stage Experience
Attitudes
Back Stage Support
CX Journey Mapping Process
Drop “line of focus” string
“We focused here, because….”
Add Detail to Understand
Brainstorm Needs
Consider Trends
Define Roles & Processes
Evaluate & Frame Issue or Opportunity
Evaluate Needs
Evaluate Issue / Opportunity
Build CX Design Canvas
INSTANT REBATE DUE TO
BREAKDOWNS
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Design New Experiences
Brainstorm Innovation
Consider Brand Attributes Select Innovation
New Attitude & Behavior
CX Hypothesis
Evaluate & Prioritize
Evaluate Attitudes
Prioritize Focus
Determine Impact
Readout
Create Initial Map
Create Persona Map Behavior On Stage Experience
Attitudes
Back Stage Support
CX Journey Mapping Process Add Detail to Understand
Brainstorm Needs
Consider Trends
Define Roles & Processes
Evaluate & Frame Issue or Opportunity
Evaluate Needs
Evaluate Issue / Opportunity
Build CX Design Canvas
Oracle . CX Strategy & Design Workshop . DesigningCX.com
ROADSIDE SERVICE MECHANIC
ZOOMGO CAR
ON STAGE EXPERIENCE
What: people & things customer comes into direct contact with along the journey
Why: gain view of whom & what directly influences the experience
Oracle . CX Strategy & Design Workshop . DesigningCX.com
results
Oracle . CX Strategy & Design Workshop . DesigningCX.com
results behaviors deliver
Oracle . CX Strategy & Design Workshop . DesigningCX.com
results attitudes drive behaviors deliver
Oracle . CX Strategy & Design Workshop . DesigningCX.com
experiences influence
results attitudes drive behaviors deliver
Oracle . CX Strategy & Design Workshop . DesigningCX.com
THIS IS REALY FRIGHTENING. I’M STRANDED & DRESSED UP.
ATTITUDES
What: what the customer is thinking during each moment in their own words
Why: begin to understand met and unmet needs via their feelings & emotions
Oracle . CX Strategy & Design Workshop . DesigningCX.com
FLEET MANAGER
INCIDENT RECORD SYSTEM
BACKSTAGE SUPPORT
What: supporting people & things customer doesn’t interact with
along the journey
Why: understand the ecosystem supporting the On Stage experience
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Design New Experiences
Brainstorm Innovation
Consider Brand Attributes Select Innovation
New Attitude & Behavior
CX Hypothesis
Evaluate & Prioritize
Evaluate Attitudes
Prioritize Focus
Determine Impact
Readout
Create Initial Map
Create Persona Map Behavior On Stage Experience
Attitudes
Back Stage Support
CX Journey Mapping Process Add Detail to Understand
Brainstorm Needs
Consider Trends
Define Roles & Processes
Evaluate & Frame Issue or Opportunity
Evaluate Needs
Evaluate Issue / Opportunity
Build CX Design Canvas
Oracle . CX Strategy & Design Workshop . DesigningCX.com
EVALUATE ATTITUDES
What: rate positive (green) and negative (red) attitudes
Why: visually illustrates the emotional highs and lows during journey
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
PRIORITIZE FOCUS The Moments that Matter
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
PRIORITIZE FOCUS The Moments that Matter
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
PRIORITIZE FOCUS The Moments that Matter
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
PRIORITIZE FOCUS The Moments that Matter
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
PRIORITIZE FOCUS The Moments that Matter
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
PRIORITIZE FOCUS The Moments that Matter
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
PRIORITIZE FOCUS The Moments that Matter
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
PRIORITIZE FOCUS The Moments that Matter
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
PRIORITIZE FOCUS The Moments that Matter
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
PRIORITIZE FOCUS The Moments that Matter
Oracle . CX Strategy & Design Workshop . DesigningCX.com http://blogs.forrester.com/kerry_bodine/12-04-02-
boom_wow_wow_wow_boom_does_your_customer_experience_have_a_dramatic_arc http://www.workplayexperience.com/
PRIORITIZE FOCUS The Moments that Matter
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Business Impact Area influenced by a Moment Driving Revenue (Simple formula)
Traffic x Conversion rate = # of Customers
# of Customers x Frequency = Purchases per Year
Units per Transaction (UPT)
x Average Selling Price (ASP) = Average Order Value (AOV)
Purchases per Year x Average Order Value (AOV) = Gross Revenue
Gross Revenue - Returns+ Cost of Loyalty Program (Discount)
= Net Revenue
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Net Sales $ 2,292,149 1.1% $ 2,397,924 1.1% $ 2,478,936 1.1%
(Cost of Good Sold) $ 884,769 0.8% $ 916,434 0.8% $ 940,499 0.8%
Gross Income $ 1,407,379 1.4% $ 1,481,489 1.4% $ 1,538,437 1.4%
Selling Expenses (COS&A) $ - 0.0% $ - 0.0% $ - 0.0%
General (COR) $ - 0.0% $ - 0.0% $ - 0.0%
Administrative $ - 0.0% $ - 0.0% $ - 0.0%
Delta Income StatementYear 1 Year 2 Year3
Operating Income / Profit $ 1,407,379 3.7% $ 1,481,489 3.5% $ 1,538,437 3.4%
9.00% 9.00% 9.00%Unit Return Rate % 9.00%
10.00% 10.00% 10.00%Unit Return Rate % 10.00%Current State
Future State
What could be the Impact if the Experience changes ?
Oracle . CX Strategy & Design Workshop . DesigningCX.com
INCREASE REFFERAL
RATE
DETERMINE IMPACT
What: chose financial metric that could be influenced at this moment
Why: determines Impact of delivering new experience
?
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@jkembel
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Design New Experiences
Brainstorm Innovation
Consider Brand Attributes Select Innovation
New Attitude & Behavior
CX Hypothesis
Evaluate & Prioritize
Evaluate Attitudes
Prioritize Focus
Determine Impact
Readout
Create Initial Map
Create Persona Map Behavior On Stage Experience
Attitudes
Back Stage Support
CX Journey Mapping Process
Drop “line of focus” string
“We focused here, because….”
Add Detail to Understand
Brainstorm Needs
Consider Trends
Define Roles & Processes
Evaluate & Frame Issue or Opportunity
Evaluate Needs
Evaluate Issue / Opportunity
Build CX Design Canvas
Oracle . CX Strategy & Design Workshop . DesigningCX.com
“I want to buy a digital
camera”
“So I can capture and share
special moments”
“Because I fear that I will
lose them forever”
“I want to make the
right choice between
these two cameras”
(Select)
Emotional Need What motivates me
Moment (s) Need (s) What task am I trying to
complete now Journey Need
What am I trying to get done overall
“So I don’t make
a bad decision
I will regret”
“..and look stupid
to my friends” Why ? Why ?
Why ?
Why ?
“Because they are
growing so quick and will
leave me soon” Why ?
“..and feel inferior
to them ” Why ?
BRAINSTORM NEEDS Getting to Emotional Needs
Oracle . CX Strategy & Design Workshop . DesigningCX.com
BRAINSTORM MOMENT AND EMOTIONAL NEEDS
What: needs at the moment that matters and emotional relevance
Why: solving for emotional needs is powerful
Oracle . CX Strategy & Design Workshop . DesigningCX.com
TRENDS & ACCELERATORS
Political
Economic
Social
Technology
Legal
Environmental
What: macro factors outside company’s control
Why: awareness of inhibiting/supporting factors
Oracle . CX Strategy & Design Workshop . DesigningCX.com
DEFINE ROLES & PROCESSES
What: uncover the intended role & processes of the people & things
Why: describes current state of onstage & backstage roles & processes
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@jkembel
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Design New Experiences
Brainstorm Innovation
Consider Brand Attributes Select Innovation
New Attitude & Behavior
CX Hypothesis
Evaluate & Prioritize
Evaluate Attitudes
Prioritize Focus
Determine Impact
Readout
Create Initial Map
Create Persona Map Behavior On Stage Experience
Attitudes
Back Stage Support
CX Journey Mapping Process Add Detail to Understand
Brainstorm Needs
Consider Trends
Define Roles & Processes
Evaluate & Frame Issue or Opportunity
Evaluate Needs
Evaluate Issue / Opportunity
Build CX Design Canvas
Oracle . CX Strategy & Design Workshop . DesigningCX.com
EVALUATE NEEDS
What: were the customer’s needs met at this moment?
Why: identifies needs worth fulfilling
Oracle . CX Strategy & Design Workshop . DesigningCX.com
EVALUATE ROLES & PROCESSES
What: were roles / processes performed properly to meet Jen’s needs?
Why: identifies Issue or Opportunity areas worth solving
Oracle . CX Strategy & Design Workshop . DesigningCX.com
STRATEGIC BUSINESS OBJECTIVES
Acquisition Retention Efficiency
IMPACT ISSUES /
OPPORTUNITIES
CUSTOMER NEEDS
Emotional Journey Moment
INNOVATION INSIGHTS
TRENDS & ACCELERATORS Technology, Behavioral, Business Trends
CX Strategy Design Approach
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@jkembel
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Design New Experiences
Brainstorm Innovation
Consider Brand Attributes Select Innovation
New Attitude & Behavior
CX Hypothesis
Evaluate & Prioritize
Evaluate Attitudes
Prioritize Focus
Determine Impact
Readout
Create Initial Map
Create Persona Map Behavior On Stage Experience
Attitudes
Back Stage Support
CX Journey Mapping Process Add Detail to Understand
Brainstorm Needs
Consider Trends
Define Roles & Processes
Evaluate & Frame Issue or Opportunity
Evaluate Needs
Evaluate Issue / Opportunity
Build CX Design Canvas
Oracle . CX Strategy & Design Workshop . DesigningCX.com
BRAINSTORM INNOVATION
What: brainstorm new experiences to meet customer needs, considering
current issue or opportunity
Why: volume of ideas that fulfill needs at the moment that matters
INSTANT REBATE DUE TO
BREAKDOWNS
Oracle . CX Strategy & Design Workshop . DesigningCX.com
Consider Your Organization’s Brand Attributes
Useful (function) Usable (effort) Meaningful (emotion)
• Features
• Price
• Selection
• Convenient
• Easy
• Intuitive
• Stylish
• Reputable
• Trusted
What a product / service
offers customers functionally
How easy is it to engage an
organization and it’s offerings
How meaningful experiences
are at an emotional level
Desirable experiences are made up of 3 categories of attributes
Oracle . CX Strategy & Design Workshop . DesigningCX.com
SELECT INNOVATION
What: select one idea (or several related ideas) to prototype and test
Why: to build a hypothesis to test for more Insight
INSTANT REBATE DUE TO
BREAKDOWNS
Oracle . CX Strategy & Design Workshop . DesigningCX.com
DETERMINE NEW ATTITUDES AND BEHAVIORS
What: imagine what the customer would say after your new experience
and the expected behaviors that would follow
Why: to understand your expected Impact of Innovation
Oracle . CX Strategy & Design Workshop . DesigningCX.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
INSTANT REBATE DUE TO
BREAKDOWNS
IMMEDIATE TEXT TO CUSTOMER
(M) GET REFUND FROM THE LATE FEE & RESERVATION
Oracle . CX Strategy & Design Workshop . DesigningCX.com
WE BELIEVE
{description of the new experience }
WILL SOLVE
{customer needs & organization’s issue/opportunity }
ENABLED BY
{ full solution: people + processes + technology }
RESULTING IN
{new attitude/ behavior / result }
That an Instant Refund program due to breakdowns
Jen believing that we are a company that solves our mistakes quickly resulting in Jen renting from us again, producing higher retention by 10 basis points = $1.45 M incremental revenue
Jen’s need for timely refunds and not feeling like being taken advantage of by our inability to process refunds
Connecting the Field Service database and the billing system to proactively identify when a refund is appropriate and sending a text to the customer immediately
INSTANT REBATE DUE TO
BREAKDOWNS
IMMEDIATE TEXT TO CUSTOMER
(M) GET REFUND FROM THE LATE FEE & RESERVATION
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@jkembel
Oracle . CX Strategy & Design Workshop . DesigningCX.com
DESIGNINGCX.COM
Oracle . CX Strategy & Design Workshop . DesigningCX.com
I LIKE _______
HOW TO _______
Workshop Retrospective
Oracle . CX Strategy & Design Workshop . DesigningCX.com
@jkembel