Journey Mapping for Marketers & Makers by Caitlin Vlastakis Smith

Journey Mapping  
for
Marketers & Makers
Caitlin Vlastakis Smith 
 
Director of Digital Strategy @PointSource
@caitvsmith

@caitvsmith
My Presentation Journey
Learn Commit Prepare Present Sleep
Scale of
Emotion

“YOU’RE A GREAT LOVER.”
EXPERIENCE
@caitvsmith
“Why, thank you.”

@caitvsmith
“The CMO and CIO
relationship is
becoming one of the
most important  
C-suite collaborations
when it comes to
delivering the kind of
digital experiences
that customers
demand.”
http://www.deloittedigital.com/us/blog/the-key-to-cio-and-cmo-collaboration-be-customer-centric

@caitvsmith
of customers will
defect after just one
bad experience
Source: McKinsey , Customer Experience Report 2016
of respondents say
their organization
addresses speciﬁc user
needs across all
platforms, channels  
and devices
51%
Source: PointSource , Executing Digital Transformation Survey, 2017
25%

@caitvsmith
-Sarah Gibbons, NN/G
http://www.nngroup.stfi.re/articles/design-thinking-team-building/?sf=kyaexdo#aa
Journey mapping  
is a tool to help us
understand a situation
from someone else’s
point of view.

@caitvsmith
What is beneﬁcial about
Journey Mapping?
https://www.nngroup.com/articles/journey-mapping-ux-practitioners/
Kate Kaplan, NN/G “Journey Mapping in Real Life: A Survey of UX Practitioners”
What is frustrating about
Journey Mapping?
Understanding process
and scope (52%)
Creates common
goals and vision
(32%)
Uncovers hidden
truths (24%)

@caitvsmith
Cultivate empathy and a shared view of customers 
 
Build strategic alignment 
 
Surface moments of truth 
 
Highlight opportunities to reduce friction
Jumpstart ideas for deeper engagement and delight
Why journey map?

Facilitator 
Researcher 
Interpreter 
Questioner
Puncher of holes
YOU can do this!
@caitvsmith

1. State your intent
2. Bring qualitative research
3. Get the right people in the room
4. Embody the persona
5. Identify friction and opportunities
6. Deﬁne moments of truth
7. Capture insights and action
@caitvsmith
8Guiding Principles
Prepare

People are persuaded not by
what you say, but by  
what they understand.
Pro Tip: Whiteboard, Post-Its, Paper, Cookies
“
”John Maxwell
@caitvsmith

[ THE WHO]
JOURNEY MAPPING STARTER WORKSHEET
We want to understand what it’s like for
to
[ DO WHAT]
[GOAL]
This will help us
Are we using
available research?
Stakeholders
Yes No
Present?
Y N
What you  
hope to learn
The moment in time
(i.e., the question you’re answering)
Barometer of truth
@caitvsmith
1. STATE YOUR INTENT
The lens
or POV

[ THE WHO]
to
[ DO WHAT]
[GOAL]
This will help us
Are we using
available research?
Stakeholders
Yes No
Present?
Y N
What you  
hope to learn
Stating your initial scope
(i.e., the question you’re answering)
Barometer of truth
…to onboard as a new patient
…register for an event
…to submit a change order
…to engage with our brand across all
touchpoints
@caitvsmith
Start with reality, then envision the future

[ THE WHO]
to
[ DO WHAT]
[GOAL]
This will help us
Are we using
available research?
Stakeholders
Yes No
Present?
Y N
How you plan to
apply insights
@caitvsmith

[ THE WHO]
to
[ DO WHAT]
[GOAL]
This will help us
Are we using
available research?
Stakeholders
Yes No
Present?
Y N
Barometer of truth
Consensus tracker
2. BRING QUALITATIVE 
 
 
3. GET THE RIGHT PEOPLE IN
@caitvsmith
RESEARCH 
THE ROOM

4. Deﬁne the persona
5. Plot the experience
@caitvsmith
8Guiding Principles
Prepare
Map

A persona is a representation of a unique  
behavior proﬁle.
Attitudes
Motivations
Pains
Preferences
Work styles
Beliefs
4. DEFINE THE PERSONA

Based on patterns and shared attributes from qualitative research

Capture what’s most relevant to your team and organization.
Ask: “What will we do with this data?”

Start with less.
 
Embrace imperfection.
 
Evolve as you learn. 
 
 
Keep learning.
http://dastudios.com/art-com/

MOTIVATIONS
NEEDS & PAINS
NAME, SKETCH & QUOTE
DEMOGRAPHICS
STARTER PROTO-PERSONA TEMPLATE

@caitvsmith
A picture can connect the strategic
with the tactical in a way no other
communication form possibly can.
“
”Dave Gray
5. PLOT THE EXPERIENCE

@caitvsmith

End-to-end brand touchpoints 
 
Specific scenario 
 
Particular use case
Persona’s movement through time.
@caitvsmith
WIDE vs. NARROW

@caitvsmith
Emotions
Activities
Channels
Content
Touchpoints 
Devices
What you seek
to understand!

www.PointSource.comwww.PointSource.com
Betty’s Journey - Basic Checker Fixer (Persona 1)
23
Spreadsheets
Paper
Part list
Email group
Self-query
Ongoing projects
Backlog
Phase
Touchpoints
Initiation Understanding Getting Data Doing Closure
Betty
Procurement Specialist
AGE 54
DEVICES
Based on: Brian, Pat, Kris, Lonnie,
Matt, Scott, Paula, Mark, Jennifer
EXPERIENCE 18 yrs
Waiting
In-person asking
Phone call
Searching WC or
Sharepoint
Email
Infopath
Clovis
Negotiating w/ supplier
Sharepoint
Creo
WC
Proprietary system
Email
Sharepoint
Spreadsheet
Infopath
Clicking “complete”
Paper / stickies
Release
Challenges Clear directive?
What is priority?
Waiting
Processing time?
Analyzing
Fixing
Get more data? (<-)
Outgoing notification What is priority?
Task management
What task is ready?
Communicating
“stalled” progress
status
No source of truth
Problems and
Methods
See the spreadsheet readout from the “Painstorm” for more pain points.
“We use an Outlook
group to keep track
of projects.”
Sharepoint
Creo
WC
Proprietary system
Pen and Paper
“I use my paper
notebook all the time
to jot down part
numbers I need to
enter.”
“My steps are 2a-2d
on this project
screen. You can see
my steps here.
[proprietary tool]”
“The search returns
too many results
sometimes to easily
find what I’m looking
for.”
“Sometimes I’m
missing the
information I need. I
have to hunt it
down.”
“I just let the team
know when I’m done.
They get an email or
I tell them.”
Different maps. 
Different focus.

Complete collaboratively. Make people write!
Emotions, Questions
and Activity
Critical Moments

Polish is nice, but  
NOT THE POINT.

6. Locate the pain
7. Surface opportunities
8. Assign action and ownership
@caitvsmith
8Guiding Principles
Prepare
Map
Act

Find patterns.
Cluster and
categorize.
 
Brainstorm around
pain themes.
6. LOCATE THE PAIN

http://mariecheung.ca/giantant.html
6. LOCATE THE PAIN

@caitvsmith
Ask: How can we reduce friction?
Cognitive ease
Simplification
7. SURFACE OPPORTUNITIES
Clarification

@caitvsmith
Ask: What areas are ripe for disruption?
VR/AR experiences
Artificial Intelligence
Conversational interfaces

Ask: Where can we harness customer data
@caitvsmith
to improve our services?
Personalization
Automation

Ask: Where will speciﬁc content and
@caitvsmith
targeted messaging make an impact?
Align content to pain points 
Customize calls-to-action
Content placement in context
Focus on moments of truth

@caitvsmith
8. ASSIGN OWNERSHIP & ACTION
http://www.kickframe.com/blog/2015/7/29/orchestrating-the-toronto-symphony-experience

@caitvsmith
CAPTURING OPPORTUNITIES
8. ASSIGN OWNERSHIP & ACTION
Next Step:
Owner:
KPI:
The What:
[ WHO’S GONNA OWN IT?]
[ MOVE IT FORWARD]
[WHAT THE BUSINESS CARES ABOUT!]
[ DESCRIPTION]

@caitvsmith
Prioritize opportunities 
 
Research to validate assumptions 
 
Roadmap updates, content, or features 
 
Set up tests/experiments
AFTER THE JOURNEY MAPPING ACTIVITY…….

6. Locate the pain
7. Surface opportunities
8. Assign action and ownership
@caitvsmith
8Guiding Principles
Prepare
Act
Map

Marty Neumeier, Brand Gap
Don’t be this.
@caitvsmith

Learn More About Digital Transformation
@caitvsmith
“Only 35 percent of
retailers strongly
agree that their users
can move easily and
seamlessly across
devices.”
www.PointSource.com/Executing-Digital-Transformation-Study

Journey Mapping for Marketers & Makers by Caitlin Vlastakis Smith

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