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BOLO 2018 (Data-driven journey mapping (What is journey mapping…
BOLO 2018 (Data-driven journey mapping
My first presentation
Lack of empathy & qualitative data
I love data
C&H's approach to journey mapping
Empathy first
Interviews
Data second
Start by asking customers
Then build more data using surveys
What is journey mapping
Importance of data
Importance of stories
Culturlization
Understanding
Implementation
Continuation
A journey map is not the same as a funnel report, a sales chart, or other quantitative data.
Not process mapping either
Defining moments, crux points, and moments of truth
Benefits of putting it all together
Empathy
Loyalty
Customer-centricity
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
The qualitative story
User stories
Human-centered design as an evolution of storytelling
Journey maps
Layering quant on journey maps
Simple metrics
Save complex metrics for bigger projects
Importance
Stasifaction
Knowledge
Qual on qual
Qual on quant
Quant on qual
Qant on quant
Why I believe quant on qual is best