Tag Archives: qualitative research

User stories & customer journey mapping

noun_1213168A big mistake that many organisations make when they try to map the customer journey is that they stick too close to their own perspective.

The result may be a customer view of their process map, but it’s not a true customer journey map.

Why not? The tell-tale problems are:

  • Too much detail
  • Ignoring context in customer’s life
  • Focused on products, processes & touchpoints
  • Starting too late in the journey
  • Finishing too early in the journey

How can we overcome this tendency to let the inside-out view dominate? The best way is to use qualitative research and allow customers to lead the creation of the journey map.

User stories are a really useful tool to make sure you approach the journey with the right mindset. They’re normally written in the form

As a__________ I want to__________in order to__________.

Doing this will allow you to stretch your view of the journey, so that you start when the customer became aware of their need, not when they first got in touch with you. This more accurately reflects the customer experience, and opens up opportunities for innovation.

It also puts the customer’s goal (not your product) front and centre. This helps you to make sure that the experience you design is addressing the right problem, and opens you up to the possibility of solving it in new ways.

“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”

—Theodore Levitt

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Classifying journey maps – a thought-starter

This is a slide from my briefing on Customer Journey mapping.
Taxonomy
It’s my attempt to bring a bit of order to the chaos of journey mapping. The beginnings of a taxonomy, if you’re feeling generous.

It’s not comprehensive, but I hope it highlights some of the things to be aware of when mapping a journey:

  • Is it focused on an individual’s experience, or on more general stages?
  • Does it include:
    • Experiences
    • Emotions
    • Attitudes
  • Is it looking from the organisation’s perspective, or from the customer’s?
  • Is it based on qualitative insight, quantitative data, or a mixture?
  • Does it show us what makes the difference, and how much?
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Qualitative research: conversation not judgement

Focus groups get a bad press.

They’re overused by politicians, ignored by the business leaders we admire (Steve Jobs), often made up of “tame” participants.

Critics usually trot out the Henry Ford quote:

If I had asked people what they wanted, they would have said faster horses.

Which is actually a really good example of what focus groups do badly (innovation) and what they do well (identifying fundamental needs).

It’s true that customers won’t invent your new product, or even your next ad, for you.

They’re not even very good at picking between options, because customers get too focused on details at an early stage of development.

Which is why I wasn’t impressed by the car manufacturer who proudly announced that its new model had been “rejected by focus groups”.

When used properly, focus groups can provide the spark of insight that allows a brand to connect with customer emotions and radically differentiate itself.

At a recent MRS event, Peter from Voodoo gave a good example of this. Lurpak used focus groups to identify a globally shared emotional moment of truth in cooking – the “moment of alchemy” at which a dish comes together.

Based on that they developed an immersive ad called “weave your magic“.
No doubt this ad would have been rejected by focus groups. Probably in favour of one showing a green field full of cows with a dull voice over about quality and provenance.

We all like to think we’re rational.

By engaging customers in a conversation early, using research to inform creative rather than to judge it, Lurpak were able to create something truly memorable.

Qualitative research is about opening doors, not closing them.

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