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