We are also included the concept of marketing on-boarding since we feel it is so critical that marketing is a part of these conversations and thinking with a customer-centric lens. The graph below is by no means exhaustive, but is meant to illustrate that customer journeys / user stories and their matching personas make sense for a wide range of complexity illustrated. This was intentional to show that some stories involve a tremendous amount of complexity, whereas others less so. To best illustrate Customer Journey Maps and user stories, we used two stories of drastically different scope and complexity. In the next article we will ask if these are good assumptions. To be successful though, there needs to be a very easy way for HR Hailey the decision maker to have IT Ivan setup and deploy SoLoMoFoo, and then the company needs to embrace it. ![]() This is an important concept to show enough information about a solution for understanding, but not enough to force one and only one implementation.Īt a high level, looking at the story from HR Hailey’s perspective shows a marketing strategy of going after HR Personnel via targeted marketing content. We will now show a customer journey map starting with an underlying problem HR Hailey has - low company morale - how she learns of SoLoMoFoo, steps to deploy in her office, and ultimately the rewards she has for doing so.Īlthough this story shows a fairly clever solution to enterprise deployment by leveraging Google Apps or Microsoft Exchange, the story still remains fairly high level and does not get into the technical details of how to make this happen. Sometimes Epic and Agile Users may be one in the same, but in many cases, particularly in the corporate environment, decision makers are not necessarily the ones most actively involved with the product or service.Īs you begin to get a sense of your journeys, it may make sense to create a customer journey map of where things are today, and a second of where they should be in five years in a perfect world with infinite development resources.Īs we began to dig into SoLoMoFoo, we have decided to go with a Business to Business (B2B) business model (see Choosing the Right Go-To-Market Strategy) and have done a detailed persona ( Personas for Product Development) for HR Hailey since she is the decision maker who will ultimately decide to purchase SoLoMoFoo. Epic User Stories encompass a fairly broad story what is the process that a purchaser goes through to want, find, and purchase your product or service? Agile User Stories are more specific to the primary users of the product or service. Epic and Agile User Stories can and should be separated out from the complete customer journey, and considered in greater detail. No matter the scope of the story or your phrasing, if you are thinking like a customer, that is a good thing!Ĭustomer Journey Mapping includes looking at both Epic User Stories and Agile User Stories. There may also be some terminology shifts between sales, marketing, UX, project manager, product managers and developers. This should include anything that is currently causing a lot of customer grief (often for no good reason), and use cases that really improve the core product offering. By examining these different customer journeys, it is possible to identify key use cases that your product/service needs to do incredibly well. These maps can become quite long and involve many actors or personas. Customer Journey Mapping is the process of looking at the end-to-end series of events that make up the entire story of before your product/service, using your product/service, and after. Part of product development is understanding your customers. ![]() This is the fourth part of our Illustrated Guide to Product Development series.
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