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MODULE 3

Customer Journey

Location, Date - Incubation

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ENERGIZER�

Celebrations!

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OVERALL OUTCOME

LEARNING OBJECTIVES

Turn your insights on the problem, your customers and the market, into the journey your customer will travel.

Generate insight into how to work on a customer journey;
Understand the basic principles of a customer validation tool;
Reflect on the validation of your solution versus the problem.

MODULE 3

Customer Journey

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PREPARE

Recap

ASSIGNMENT

Customer Journey Map part I

GROUP DISCUSSION

How can the value proposition canvas influence your business?

MODULE 3

Customer Journey

ENERGIZER

HOMEWORK

Wrap up and prepare

10 min

BREAK

10 min

BREAK

ASSIGNMENT

Value Proposition Canvas

ASSIGNMENT

Customer Journey Map part I

20 min

40 min

10 min

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RECAP

Product Scope & Market Scope

Photo by Elodie Oudot

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ASSIGNMENT

Value Proposition Canvas

You will find the template in your Workbook

Photo by RF._.studio from Pexels

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Customer Value Proposition

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Lean Canvas Model

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Customer Value Proposition

Pain relievers

a description of exactly how the product or service alleviates customer pains:

Products and

Services

which create gain and relieve pain, and which underpin the creation of value for the customer.

Gain creators

how the product or service creates customer gains and how it offers added value to the customer:

Gains

the benefits which the

customer expects and

needs, what would delight

customers and the things which

may increase likelihood of

adopting a value proposition:

Pains

the negative experiences, emotions and risks that the customer experiences in the process of getting the job done:

Jobs

the functional,

social and emotional

tasks customers are

trying to perform, problems they are trying to solve and needs they wish to satisfy:

Customer

Product

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Gains

Stress free event planning

Almost no preparation time

No up-front payment

Impressive, nice decor

Pains

Going to many shops to find decoration → taking a lot of time

No inspiration and not finding the right decoration for the event, not knowing appropriate decoration

Upfront investment to buy all

Decoration

Cleaning up after event

Jobs

Decorating a location in a affordable but tasteful way, which is impressive to the guests of the event

Pain relievers

Pre-discussions with hosts to get to know the event and wishes for type of decoration and colours.

Many ideas to be shown and discussed upfront.

Products and

Services

Personal interior stylist for events and locations, payment in installments, shopping, decorating and cleaning up

Gain creators

All-inclusive service for decoration of an entire location

Payment in installments and with mobile money

Decor available in the latest trends

Customer Value Proposition - an example

Customer

Product

Decoration company does the shopping, decorating before the even and cleaning up after the event.

Payment in installments possible (50% payment before and 50% after event)

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Photo by UX Indonesia on Unsplash

Customer Journey Map

Now that we understand what pains we’re solving and gains we’re creating it’s important to understand WHEN and HOW we can do this better. Mapping out your customer journey will aid you in this understanding. It will help you to...

Step into the shoes of your shoppers.
Fuel your content marketing strategy.
Create a smoother experience for your customers creating return customers.
Predict customer behavior.

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ASSIGNMENT

Customer Journey Map

You will find the template in your workbook

Photo by UX Indonesia on Unsplash

What is it?

Visualisation of the most important moments of your product cycle or service delivery. It takes into account not only the Customer journey (i.e. tha moments in which the customer interacts with your business) but also what needs to happen before and after the main customer interactions.

Customer journey mapping is a powerful tool for visualizing your customers' experience. It enables you to empathize with your customers and set them up for success.
Customer journey maps are great for: Identifying ways to engage or reach customers, Unearthing and addressing internal inefficiencies, Increasing conversions and ROI

How to use it?

Create a journey with the list of the main moments of your product/service cycle (e.g. production, packaging, distribution/delivery, buying process, marketing, register, use, discart, customer care, etc.) - the one used for the idea generation
Visualise the different steps of your solution and how the main gain creator and pain reliefs work in reality.
Review the ideas generated, combining, add, change elements to add even more value to the cycle, positioning the improvement points of your journey.
Vote on the ideas according to their fit to address the Design criteria (Must, Should, Could and Won’t) and prioritise what you need to validate and work on first.

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Example - Hotel Sleep Well

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Photo by UX Indonesia on Unsplash

Day-in-the-life:

These maps illustrate the actions, thoughts, and emotions your customers experience during their daily activities – regardless of whether they involve your brand.

Use these types of maps to gain a broader understanding of who your customers are and to expand possible applications of your product.

Customer Journey Mapping - Assignment

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Photo by UX Indonesia on Unsplash

Day-in-the-life:

Customer Journey Mapping - Assignment

1. Set objectives

2. Create Personas

3. List touchpoints

4. Identify elements to show on the map

1. Set objectives: Think about what you want to accomplish. Is there a problem you’re trying to solve? A product you’re about to launch? An experience you want to learn more about? Articulate the challenges you’re facing so you can better use your CJM. Then write down your objectives.

2. Create personas: Build a complete picture of the customer whose journey you will capture in your map. Use all the demographic and psychographic data available to you to make personas.

3. List touchpoints: Touchpoints are all the places on your website or in your brand journey where customers might interact with the company. List the ones your customers are already using and those you would like them to use.

4. Identify elements to show on the map: Customer journey maps can be as zoomed-in or zoomed-out as you need. Working with your team, decide whether you want to plan out an idealized version or the current state of the customer journey, a day in your customer’s life and how your brand might add value. (website, stall, posters)

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Photo by UX Indonesia on Unsplash

What did you notice in your customer journey?
What did you like about making this journey? What did you not like?
How did this mapping help you?

Discuss with your neighbour.

Customer Journey Mapping - REFLECTION

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FINISH YOUR CUSTOMER JOURNEY MAPPING

Create a persona and write out their day-in-the-life related to your product or service. You will then present this to the group.

Include items such as: what problem are you fixing for them, what added value to you have and why? And how does the customer journey influence this for them in a positive way?

HOMEWORK

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HOMEWORK

WRAP UP this module

PREPARE for next module

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GROUP DISCUSSION

Which mindsets should you have when generating solutions?

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ASSIGNMENT

Idea Lottery Brainstorm

You will find the template in your Workbook

Photo by Polina Zimmerman from Pexels

Idea Lottery: list of pains and list of value creation to be matched + add one variant from the ecosystem

Brainstorm session with the business team (invite the rest of the team) or brainstorm in group or alumni

What is it?

An fun ideation exercise that encourages your team to think out-of-the box, combine different aspects and to come up with as many ideas as possible. There is no judgement or criticism in this process - every idea is valid.

Why should I do it?

By creating a large amount of ideas, you boost the creative and ideation mindset of a project team. Even though the ideas might not be feasible, the exercise emphasises out-of-the-box thinking that can trigger new ways of looking at the social issue you are trying to solve.

How to use it?

Preparation - Make a list of:

Main needs and problems that your solution should address. (Based on user need statements, 5 x why, Desk research)
Ways in which you business can creating Human Value (Based on Creating Human Value)
Main moments of your product/service cycle (e.g. production, packaging, distribution/delivery, buying process, marketing, register, use, discart, customer care, etc.)

Generating ideas - For each round, select randomly one item of each list and try to come up with as many ideas as you can. Embrace the combinations, even if they are odd, and try to find ways to combine them into a solution/feature.
Put a timer for each round and make as many rounds as you like, in order to generate a big quantity of ideas to be clustered, merged and prioritised to be further developed. Ideas can be generated in a group of individuals and then shared with the group after each round.

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Idea Lottery Brainstorm

Template

2. Ways in which you business can creating Human Value:

xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx

3. Main moments of your product/service cycle:

xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx

1. Needs and problems that your solution should address:

xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx
xxx

Round 1

Need: xxx

Way to create value: xxx

Moment of the cycle:

Ideas

Idea 1:
Idea 2:
Idea x:

Round 2

Need: xxx

Way to create value: xxx

Moment of the cycle:

Ideas

Idea 1:
Idea 2:
Idea x:

Round 3

Need: xxx

Way to create value: xxx

Moment of the cycle:

Ideas

Idea 1:
Idea 2:
Idea x: