BOLO 2018 (Data-driven journey mapping

My first presentation

Lack of empathy & qualitative data

What is journey mapping

Importance of data

Importance of stories

The qualitative story

I love data

C&H's approach to journey mapping

Culturlization

A journey map is not the same as a funnel report, a sales chart, or other quantitative data.

User stories

Journey maps

Human-centered design as an evolution of storytelling

Understanding

Implementation

Continuation

Qual on qual
Qual on quant
Quant on qual
Qant on quant

Why I believe quant on qual is best

Layering quant on journey maps

Simple metrics

Save complex metrics for bigger projects

Importance
Stasifaction
Knowledge

Benefits of putting it all together

Empathy

Loyalty

Customer-centricity

Not process mapping either

Defining moments, crux points, and moments of truth

Empathy first

Interviews

Data second

Start by asking customers

Then build more data using surveys

The "Why" to the "what"

Qual tells the story, data allows you to track it

Helps to narrow down what business sections should focus on it