research-article

Lightweight Journey Mapping: The Integration of Marketing and User Experience through Customer Driven Narratives

Authors:

Laura Dove,

Stephen Reinach,

Irwin KwanAuthors Info & Claims

CHI EA '16: Proceedings of the 2016 CHI Conference Extended Abstracts on Human Factors in Computing Systems

Pages 880 - 888

https://doi.org/10.1145/2851581.2851608

Published: 07 May 2016 Publication History

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Abstract

Marketing researchers often utilize customer surveys and interviews to gage customer satisfaction, but user experience professionals know that these methods may not reveal discrepancies between self-reported and actual customer behavior. Integrating market research and observational research approaches in a fashion that is agreeable to a cross-functional team can be very challenging, but using hybrid techniques can help a team collaborate to provide a high-quality user experience. This case study describes the development of a customer-driven lightweight journey mapping approach that led to new insights about how our customers were using our product. These insights led to a new understanding of our customers' challenges using our product, and more generally, they helped the team appreciate the variety of user experience challenges our customers faced.

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Cited By

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Piriyakul IKunathikornkit SPiriyakul R(2024)Evaluating brand equity in the hospitality industry: Insights from customer journeys and text miningInternational Journal of Information Management Data Insights10.1016/j.jjimei.2024.1002454:2(100245)Online publication date: Nov-2024
https://doi.org/10.1016/j.jjimei.2024.100245
Kunathikornkit SPiriyakul IPiriyakul R(2023)One-to-one marketing management via customer complaintSocial Network Analysis and Mining10.1007/s13278-023-01082-z13:1Online publication date: 5-May-2023
https://doi.org/10.1007/s13278-023-01082-z
Kujala SMiron-Shatz TJokinen J(2022)The cross-sequential approachJournal of Usability Studies10.5555/3532689.353269314:2(105-116)Online publication date: 18-Apr-2022
https://dl.acm.org/doi/10.5555/3532689.3532693
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Index Terms

Lightweight Journey Mapping: The Integration of Marketing and User Experience through Customer Driven Narratives
1. Human-centered computing

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Published In

CHI EA '16: Proceedings of the 2016 CHI Conference Extended Abstracts on Human Factors in Computing Systems

May 2016

3954 pages

ISBN:9781450340823

DOI:10.1145/2851581

General Chairs:
Jofish Kaye
Yahoo
,
Allison Druin
University of Maryland / National Park Service
,
Program Chairs:
Cliff Lampe
University of Michigan
,
Dan Morris
Microsoft
,
Juan Pablo Hourcade
University of Iowa

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 07 May 2016

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Conference

CHI'16

Sponsor:

SIGCHI

CHI'16: CHI Conference on Human Factors in Computing Systems

May 7 - 12, 2016

California, San Jose, USA

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CHI EA '16 Paper Acceptance Rate 1,000 of 5,000 submissions, 20%;

Overall Acceptance Rate 6,164 of 23,696 submissions, 26%

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Cited By

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Piriyakul IKunathikornkit SPiriyakul R(2024)Evaluating brand equity in the hospitality industry: Insights from customer journeys and text miningInternational Journal of Information Management Data Insights10.1016/j.jjimei.2024.1002454:2(100245)Online publication date: Nov-2024
https://doi.org/10.1016/j.jjimei.2024.100245
Kunathikornkit SPiriyakul IPiriyakul R(2023)One-to-one marketing management via customer complaintSocial Network Analysis and Mining10.1007/s13278-023-01082-z13:1Online publication date: 5-May-2023
https://doi.org/10.1007/s13278-023-01082-z
Kujala SMiron-Shatz TJokinen J(2022)The cross-sequential approachJournal of Usability Studies10.5555/3532689.353269314:2(105-116)Online publication date: 18-Apr-2022
https://dl.acm.org/doi/10.5555/3532689.3532693
Piriyakul IKunathikornkit SPiriyakul MPiriyakul R(2022)Facial Skincare JourneyInternational Journal of Business Intelligence Research10.4018/IJBIR.29761413:1(1-19)Online publication date: 1-Jan-2022
https://dl.acm.org/doi/10.4018/IJBIR.297614
Lord CBates OFriday A(2022)Critical Incident Technique and Gig-Economy Work (Deliveroo): Working with and Challenging Assumptions around AlgorithmsCHI Conference on Human Factors in Computing Systems Extended Abstracts10.1145/3491101.3519865(1-6)Online publication date: 28-Apr-2022
https://doi.org/10.1145/3491101.3519865
Roto VLee JMattelmäki TZimmerman JMandryk RHancock MPerry MCox A(2018)Experience Design meets Service DesignExtended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems10.1145/3170427.3170626(1-6)Online publication date: 20-Apr-2018
https://dl.acm.org/doi/10.1145/3170427.3170626
Sperano IRoberge JBénech PTrgalova JAndruchow R(2018)Exploring New Usages of Journey Maps: Introducing the Pedagogical and the Project Planning Journey MapsProceedings of the 20th Congress of the International Ergonomics Association (IEA 2018)10.1007/978-3-319-96071-5_99(964-982)Online publication date: 11-Aug-2018
https://doi.org/10.1007/978-3-319-96071-5_99

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Managing the online customer experience and subsequent consumer responses across the customer journey: A review and future research agenda

Importance of the perceived quality of touchpoints for customer journey analysis – evidence from the B2B sector