ADVANCING USER-CENTEREDNESS, SOLVING PAIN POINTS, AND DRIVING INNOVATION: LESSONS LEARNED FROM MAPPING THE CUSTOMER EXPERIENCE Emily

80% of businesses stated that they offered a superior customer experience 8% of customers felt the same James Allen, 2005

Emily

WHEN IN DOUBT, MAP IT OUT

Emily EXPERIENCE MAPS JOURNEY MAPS LIFECYCLE MAPS SERVICE BLUEPRINTS

Emily a visual artifact that outlines CUSTOMER INTERACTIONS with products and/or services at a specific level of detail

Emily TELL ME WHERE IT HURTS

Emily GOING GLOBAL GLOBAL EUROPEASIA PACIFICLATIN AMERICAMIDDLE EAST & AFRICA

Emily “If you are working on something exciting that you really care about, you don’t have to be pushed. The vision pulls you.”

Emily OUR VISION Understand and address customer pain points, needs, and desires to “Go Further” in steering the Ford customer experience.

Emily

WHERE DID I PUT THAT THING AGAIN?

Emily Never forget the ultimate undisputed UX maxim: YOU ARE NOT YOUR USERS.

Emily Conduct Primary Research Gather Secondary Research Aggregate & Analyze Findings Update Documentation Conduct Internal & Stakeholder Meetings Update Documentation & Identify Gaps OUR PROCESS

Emily MAPPED LOTS OF EXPERIENCES EVALUATED OUR COMPETITORS EXPERIMENTED WITH DOCUMENTATION ANALYZED MARKET & CONSUMER TRENDS DESIGNED STRATEGIES & MODELS SOCIALIZED OUR LEARNINGS

Emily “Nice wallpaper.”

CHANGE MANAGEMENT MODEL Make the Case Develop a Vision Communicate Remove Barriers Acknowledge Progress Reinforce Change Emily

“Everything we do needs to ladder up to the lifecycle and customer pain points.”

Emily 1.DEFINE A VISION 2.MANAGE YOUR KNOWLEDGE 3.CUSTOMERS > STAKEHOLDERS 4.BE PROUD, SAY IT LOUD 5.FIND A CHAMPION

No-one should have to suffer through products and services that get in their way. People should not be made to feel stupid by technology. Emily

YOU CAN HELP STEER THE SHIP

Emily THANKS!