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

3. 80% of businesses stated that they offered a superior customer experience 8% of customers felt the same James Allen, 2005

4. Emily Bowman @awesomania

5. WHEN IN DOUBT, MAP IT OUT

6. Emily Bowman @awesomania EXPERIENCE MAPS JOURNEY MAPS LIFECYCLE MAPS SERVICE BLUEPRINTS

7. Emily Bowman @awesomania a visual artifact that outlines CUSTOMER INTERACTIONS with products and/or services at a specific level of detail

8. Emily Bowman @awesomania TELL ME WHERE IT HURTS

9. Emily Bowman @awesomania GOING GLOBAL GLOBAL EUROPEASIA PACIFICLATIN AMERICAMIDDLE EAST & AFRICA

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

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

12. Emily Bowman @awesomania

13. WHERE DID I PUT THAT THING AGAIN?

14. Emily Bowman @awesomania Never forget the ultimate undisputed UX maxim: YOU ARE NOT YOUR USERS.

15. Emily Bowman @awesomania Conduct Primary Research Gather Secondary Research Aggregate & Analyze Findings Update Documentation Conduct Internal & Stakeholder Meetings Update Documentation & Identify Gaps OUR PROCESS

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

17. Emily Bowman @awesomania “Nice wallpaper.”

18. CHANGE MANAGEMENT MODEL Make the Case Develop a Vision Communicate Remove Barriers Acknowledge Progress Reinforce Change Emily Bowman @awesomania

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

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

21. 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 Bowman @awesomania

22. YOU CAN HELP STEER THE SHIP

23. Emily Bowman @awesomania THANKS!