Journey Mapping & Experience Mapping - Real Word Example

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Information about Journey Mapping & Experience Mapping - Real Word Example

Published on January 30, 2016

Author: NigelHudson1

Source: slideshare.net

1. V 2.2 Page: 10 Notes:Page: Journey Map Ref #: Exploration & ResearchSTAGES ACTIONS DOING THINKING EXPERIENCE RATING Site Landing DEVICE Product Discovery Order Process Learn Sign In Explore LearnBrowse Find Compare Consider Redeem Checkout Learn Enroll Redeem Earn Check Order Status Points BalanceSign In Password Account Browse History Offers Type Product Catagory Find Offers Type Product CategoryNavigate Search Explore Offers Type Product Category Find Navigate Search SortFilter NavigateSearch Related Recommended Learn Product Detail Specs EmotivePoints Compare Compare Specs Points Google 3rd Party Consider Points Add Shipping Redeem Sign In Add To Cart View Cart Items Delivery Address Review Confirm Password Account Continue Shopping FEELING  What can I redeem for?  Do they have a specific item I need?  Do they have a specific category?  What are specials?  Is there anything I need/want?  What is my points balance?  How do I enroll?  How does it work?  How do I earn points?  What should I save up for?  Frustrated by the rotating banners  Confused how campaign shopping works (CA)  Can’t find the categories or lines of redemption  Nothing is enticing me in to shop  I probably don’t have enough points to redeem  Where do I see the products?  Confused by the navigation  Which Page is home?  Where’s the Navigation? goes away on inner pages  I need anything but I would like to redeem as it’s fun  I want to browse by what I can afford (points)  Do they have similar products to this (type/brand)  I just want to browse until something pops out  I want to save products to revisit later  I need to find a specificproduct  I need to browse by a certain category and filter  I need to search for a specific product SKU  Is there a quick view of categories  Why can’t I get a quick view ofthe product  Good – I can browse by points range  Points info is small, inconsistent  Can it tell be what I can afford and what I can’t?  I can’t easily save a product ofinterest  Frustrated How do I get home?  Frustrated by the navigation to change categories  Can’t find the right category  Confused by the product hierarchy  Is this best product?  I want to compare products, prices, specs  I want to save and view products ofinterest  How do transact?  How long until I get the product?  I want to learn more about this product?  Is it right for me?  I want to see more images, emotional connection  How may points, Can I afford it?  Am I getting the best value for my points  Happy shipping info is available  Hard to set options and add to cart – auto udpate  Hard to save for later or add to wish list  Shopping cart doesn’t have a preview to assess all items of interest – need to log in  More product detail and easier to absorb  Wish I could quick view all options (colours)  The MSRP would help me judge value  A quick product view with Add/save would help me shop faster User Journey – VRP Site Specific  What is the shipping time?  Am I using my points wisely?  How quickly can I earn these back?  Do I have to pay anything?  How long until I get the product?  Can I quickly know see my cart and the totals  I need to quickly update my cart and continue  Need to review my items  Can I trust the website and shipping est.  Am I getting good value for my points  It’s not easy traversing the checkout flow  My cart items doesn’t stay with me  Why do I need to enter my credit c ard up front?  Shopping c art doesn’t have a preview to assess all items of interest  Frustrated by the usability of the checkout flow  Why doesn’t cart update automatically  Can I review the product details in my cart  Is it easier to just call and order? SITE SECTIONS Membership Rewards Shopping Home About Accounts News and Offers Product Pages Landing Pages L1 Category L2 CategorySearch Product Pages Wishlist Cart Wish List L1 L2 Search View Cart Items Delivery Address Review Confirm Enjoyability Helpfulness Content Findability Enjoyability Helpfulness Content Findability Enjoyability Helpfulness Content Findability Enjoyability Helpfulness Content Findability Experience Insights and Opportunities OBSERVATIONS Enjoyability Helpfulness Content Findability ANALYTICS Desktop Tablet Mobile Enjoyability Helpfulness Content Findability 71% Direct Entries 20% Other Traffic Sources Observations VRP Shopping home and Home compete in traffic High Bounce Rate & Increasing 74% VRP Landing Pages 10% VRP Landing Pages 16% VRP Landing Pages Desktop Tablet Mobile 83% L1 Catalogue 11% L1 Catalogue 6% L1 Catalogue 83% L2 Catalogue 11% L2 Catalogue 6% L2 Catalogue Desktop Tablet Mobile 88% Checkout Start 10% Checkout Start 2% Checkout Start 89% Confirm 9% Confirm 2% Confirm No Data Sources: 2013 CA Deep Dive RM International Dashboard Source: Jan’2014 VRP Dashboard  Major confusion between the home page and finding the home page  Mobile considerations  Navigation is difficult to use  Limited content on learning and earning  Small Prominence of points and account information  No Personalization for triggering interest  MR home banner are not great triggers  MR VRP Shopping page  3 rd Party Campaigns are great but not integrated  Lack ofemotive / product triggers  Content Requires better Prioritization  Lack ofcontent bridges and product information  Lines of redemption should better exposed GLOBAL  Difficult to navigate  Landing pages don’t entice me to explore  Lack ofemotive / product triggers  Content Requires better Prioritization  Lack ofcontent bridges and product information  Search is limited – no predictive and preview  Results should offer more way to continue exploring  Catalogue shows limited product information  No preview or quick look of information  Can’t see what you can afford and what you would want to save up for  Difficult to save products while browsing  Difficult to traverse categories – not lateral exploration  Limited sort and filtering  No redemption awards shouldn’t feel like point award No Data No Data  Product detail is limited and not engaging  Options are not selected by default/related to images  Point is small and sometimes not offered *business  No Comparable MRSP Price (confusing?)  No product SKU numbers  No Ratings and Review  No or limited related product browsing  No shopping cart quick view  Shopping cart doesn’t automatically update  Can’t see what you can afford and what you would want to save up for  Unclear Call-to-Actions small & confusing  Limited sort and filtering  Non redemption awards feel like points award  Non-points awards un-clear call to action Call Order Call Find / OrderCall Find / Order LANDING & EXPLORATION PRODUCT DISCOVERY REDEEM  Periodization and layout needs to be address  Cart doesn't updated automatically  Terms and conditions validation is buried  Limited presence and clarity on shipping info  Address entry or selection is convoluted  email address is buried – important for transfers/cards  General messaging is too clinical, not personal  Error messaging is not inline and hard to follow  General layout is not compact enough to absorb on one screen  Social sharing just seems like a distraction at this point  Missed opportunity on confirmation page to lead users to other activities. Home page to drive more exploration and education material to drive engagement Design a single home page and logical way of navigating to it. Bring forward inner content inline on landing pagesto entice exploration and learning Device agnostic design would translate into greater engagement and redemption Enticeguest to login – logged in experience isoptimal (shopping cart, points, availability, personalization) Introducelateral movement through categories & Cross awards on Gift Cards Present a level of exclusivity and reward in the messaging to entice participation and login Present users with personalized content. Promote access to high volume awards. Self Directed Restructureand group the catalogue into logical navigation patterns for easier recognition Improve education on how to redeem – providemoreguided material. Fresh content. Enticeengagement through categorical and product based triggers. Create more engaging secondary landing pageswith increased content and triggers Introducegreater filtering and sorting to keep users engaged and considering products Providea better way to save, favoriteor add to wish list to aid in consideration. Makesearch more prominent smarter and predictive with search previews. Introducemoreproduct detail and great emotive triggers. Create default product options. Providespecific L1 & product templates for points, transfer and gift card products and special uses (earn). Introduceproduct rating and reviews, SKU information and possibly MRSP to aid in consideration research ProvideQuick View for shopping cart and products to streamlinethe shopping and consideration experience Self directed personalization, sign-up for award discount alertsor new products, reminders on points balance Restructurecalls-to-action and provide proactive information on availability based on points information Improve shopping cart content prioritization and layout to aid in cart progression Better integratefraud protection experience and possibly dynamically placed based on transaction Maintain product emotive content through the checkout journey to entice completion. Reduce the number of steps dynamically where applicable. Create task specific experiences Confirm Page - Provideinformation and calls-to-action for programs, earning, pay-with-points, CRM, etc Present thoughtful, personal messaging around this journey rewarding yourself, friendly, encouraging Data Insights 3.7% of are actually proceeding to checkout 37% of people who searched went on to redeem 21% performed a blank search 5-8 pages viewed per visit Repeat visitors rate is high wish may contribute to bounce rates Observations Travel & Gift cards are the highest volume. High Volume of search Campaigns seem to drive an increase in engagement Low amount percentage of shopping cart engagement. Limited Data on trafficreaching product pages and behavior No Data on site traffic flow Data Insights 36% cart abandonment at delivery address (shop) 30% cart abandonment at transfer points (transfer) 50% in partner enrollment abandonment (partner) Observations Fraud protection may be causing abandonment at locations in the c heck out journey Limited data on traffic behavior after abandonment Information Sources Strategic Documents Reports (VRP,IMR) Stakeholder Directions Cognitive Walkthrough Heuristic Evaluation Non-linear Linear Process Linear w/ loop backs 2.9 3.1 3.0 3.2 3.3 3.4 3.5 3.8 4.1 3.6 3.9 4.2 3.7 4.0 4.3 4.4 4.6 4.8 4.5 4.7 4.9 5.0 5.2 5.4 5.1 5.3 5.5

2. V 2.2 Page: 9 Notes:Page: Audience Analysis Ref #: Audience Analysis Business Segmentation What we are looking to understand?  They types of user visiting the , their motivation and possible triggers to complete business and site objectives.  The visitors context whether it be traffic source, device type or use type. Why are we looking to understand this?  Gather insights to help determine and prioritize content in order to present contextually relevant content and customer triggers that ultimately lead to completing site objectives.  Gather insights to formulate the optimal user flows and functionality to align with customer behaviour. Traffic Source Devices Markets segment their tier by wide array of card products and lines of business. This segmentation is varies per market. This segmentation may have a correlation on award eligibility and point-per-awards. This segmentation through setup award inheritance in the VRP Retail Data Model (RDM). N PointsSegments Marketing Objectives Analytics Sample Segmentation Insights and Considerations BUSINESS SEGMENTATION The logged in state add many experience benefits and removes any possible product confusion. Generate awareness and interest in MR, educate about program benefits, encoura ge trial, drive red emptio n. Migrate t o Shoppers 2% 3,503 % of Average # of Overview Determine why they have not engaged, address the issue, encoura ge engagement. Migrate to Shopper category 35% 34,321 Low- Priority - never redeemed, spent less than $1,000, low % of memb ers in e ach m kt 1% 3,213 Chan ge Behaviour: Increase perce nt of points redeeme d for merchandise vs. air. Migrate to Shopper category 11% 93,385 Chan ge Behaviour: Increase perce nt of points redeeme d for merchandise vs. air. Migrate to Occasional Air category 41% 91,065 Stren gthen custom er relationships, contin ue to drive mercha ndise redemption 11% 44,262 Visits: > 1% Page Views: >1% Visits: 8% Page Views: 8% Visits: 0% Page Views: 0% Visits: 25% Page Views: 25% Visits: 33% Page Views: 25% Visits: 31% Page Views: 40% Analytics Source: 1month sample from VRP Dashboard Objectives Source: 71% Overview Direct / Bookmark 5% MR State ment 20% Other 4% MR Home (Guest) Shop Hub Travel HubMR Home * Other(20%) traffic segmentation is not defined * No data on CRM and Campaign * No Data on Search Engine Traffic * No data on Guest behaviour Analytics Source: VRP Measurement – CA Deep Dive Desktop Tablet Mobile 74% 83% Source: Jan’2014 VRP Dashboard Landing L1 & L2 Product Cart (confirm) Overview 10% 16% 11% 6% 9%-- -- -- 89% 2% Significant drop off in tablet/mobile due to optimized experience. Supports responsive rebuild. Limited or no data on mobile usage & behaviour, assumptions based on industry mobile commerce/loyalty behaviours will be made. * No data on guest behaviour on VRP Audience Segmentation and Knowledge Enticeguest to log-in via messaging of exclusivity, offers & personalization Observations Points per award and award eligibility are bound to Tier and product segmentation. No Guest Shopping card experience is available due to possible inconsistencies in award tiers. Enticeuser to link all cardsto VRP account to better offers. Enticefor better card products Do not expose theproduct differences from tiers but do not hinder the experience (points/CO) PERSONAE SEGMENTATION Air Junkies account for 33% of traffic while only 25% of page views. Suggests their visits are focused on transaction of Air transfers. Shoppers have higher page view indicating they are spending time trying to find a product to engage on. Non Redeemers site engagement is very low. Horders need enticement to visit the site. Cross sell/promote merchandise to Junkies to provide consideration and shift to Occ. Air Better product discovery and findability for shoppers Improving wishlist functionality to promote future activity and enticement for horders/newbies Providebetter shopping exploration and findability may increase shoppers conversions. Use CRMcampaigns to drive to horders to the siteand driveredemption consideration Streamlined checkout flow and shopping assistance to promote conversion for shoppers 71% of traffic is direct/bookmarked indicating this is card member traffic with purposeful visits to redeem specific items or browsing Analytics doesn’t reveal insights into search engine traffics – there may be opportunities to open VRP for SEO optimizations to increase traffic. Industry trends in mobile behaviour point to mobile behaviour being more purposeful in nature. Shopping research for specific products. Google trend reports indicate heavy usage of sequential screening where research begins on one device and transacts on another. TRAFFIC CMfocused shopping content as most of thetrafficis familiar with the program Better product discovery and findability for shoppers. This content takes priority Open VRP to SErobots for SEO. Intercept agnostic online shoppers to MR expereinces Integrated campaign landing pages to promote engagement and contextual experiences Focusmobile experience on purposeful shopping experiences (search,nav) Providemobile friendly checkout flows to increase conversions Consistency in functionality and behaviour to support sequential screening Integration ofwishlist + Shopping card across devices to sequential screening DEVICES 1.1 1.3 1.2 1.4 1.5 1.8 1.6 1.7 1.9 2.0 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8

3. V 2.2 Page: 12 Notes:Page: Journeys & ArchitectureAnalysis Ref #: Journeys & Architecture Analysis MR HOME MYCA SHOP HOME VRP CAMPAIGN Micro Site MYCA MYCA Product MYCA MYCA L1 Catalogue MYCA MYCA L2 Catalogue Traffic Sources Architecture & Flow CM Guest Search Campaign CM Referral Direct / Bookmark MYCA MYCA 2nd LANDING Experience Insights and Opportunities Traffic Shopping Cart Wish List Transfer Cart Delivery Address Summary Confirm Fraud Protect Disabling the MR Home and replacing it with theVRP Home 5.9 Number Of Points Summary Confirm Fraud Protect Cart Select Partner Enroll/Link Enroll Complete Enroll Form Exploration & ResearchSite Landing Product Discovery & Consideration Order ProcessPRIORITY JOURNEYS Open VRP up to search engine traffic to intercept product shoppers. Convert to redeem or convert to consider card productsand enrollment 5.6 Site Landing Provideother lines of business direct links to priority landing pages. Examples; Direct links to travel or L1 landing and campaign pages 5.8 Integrate campaign microsite into VRP for seamless experiences 6.0 Exploration and Product Discovery Check Out & Transactional  Most traffic is direct, opportunity to intercept more shopping traffic for acquisition consideration.  Better Integration into  Confusing and limited enticement on home pages.  Landing pages are not optimized  Campaigns are not well integrated  Navigating through L1 and L2 can be cumbersome  The same L1 & L2 Pages are used for special offers and promos.  Product details are behind a click  Commerce like Product pages are used for non transactional products  Wish list is for CM Only and is cumbersome to use.  Shopping card is for CM only with not quick access for consideration  Fraud protection could be causing higher abonnement rate  Limited messaging around why fraud protection is happening  Same shopping cart is used for different transactions – confusing. Develop special landing page templates with modular components for various uses Create amicrosite shell and modular componentsfor campaigns 6.26.1 Create asinglecatalogue experience to address cross category/lateral & search results 6.1 Integrate L1 & L2 Categorieswith use of sort and filters 6.2 Providevariations and modular pages for different promotional uses acrossmarkets Create product previewsfor quicker consideration and easier browsing 6.56.4 Observations + Search Results Secondary Landing pages for priority categories and promotions External Micro-Sites and Campaign Landing pages Makethe wishlist & shopping more useable accessible. and available for guests (notifications?) 6.3 Develop variationsof products page to support different award types 6.6 Create cart specificexperiences for transfer and enrollment to avoid confusion 6.7 Streamline checkout where possible, persist products emotive to entice redemptions 6.9 Fully Integrate fraud protection dynamically and only if required. 6.8 Providemoremessaging around fraud protection and why it’s needed. Don’t make it scary or cumbersome 7.0 Existing Priority Journeys

4. V 2.2 Page: 14 Notes:Page: Journey Architecture Ref #: Integrated L2 Integrated L2 Journey Architecture SHOP HOME VRP CAMPAIGN Micro Site MYCA MYCA ProductMYCA MYCA L1 Catalogue ALL CAT + Search MYCA MYCA L1 Catalogue Traffic Sources Architecture & Flow CM Guest Search Campaign CM Referral AMEX Direct / Bookmark MYCA MYCA 2nd LANDING Shopping Cart Wish List Transfer Cart Delivery Address Summary Confirm Fraud Protect Number Of Points Summary Confirm Fraud Protect Cart Select Partner Enroll/Link Enroll Complete Enroll Form Exploration & ResearchSite Landing Product Discovery & Consideration Order ProcessPRIORITY JOURNEYs + Search Results Integrated campaign pages with VRP wrapper and modular widgets* Standard Customizable Secondary Landing pages for priority categories and promotions. Journey Revisions & Considerations VRP Component (Redesigned) New VRP Component Campaign Traffic/Exp. Search Traffic Referral Traffic Direct Traffic Legend Full Catalogue ExplorationImproved Landing Pages Full catalogue page with deep linking (prepopulated filters) for search results and cross category lateral movement and exploration Improved Landing pages with prioritized content and emotive content bridgedriving exploration Expose VRP to SEO Expose landing and product pages to intercept search traffic Integrated Campaign Shell Integrated campaign shell and modular product widgets for 3rd party agencies and markets to created integrated campaigns. *requires investigation and needs assessment Contextual Linking Contextual Linking Variations in product pages to address different award types and uses of these pages Improved wishlist exposed to guests to aid in shopping considerations L1 & L2 Integration Integration of L1 & L2 catalogue pages for streamlined browsing and shopping. Allow for contextuallinking from content bridges and campaigns Improved Shopping Tools Improve, expose and persist shopping tools such as wish list and shopping cart throughout the journey (Ifpossible for Guest & CM) Product Template Pages Providemore product template variations for different product types and uses to providemore clarity on direction Streamlined Shopping Cart Providemore product template variations for different product types and uses to providemore clarity on direction NOTE: Shopping Cart Experience will be flushed out individually. See “Experience Mapping for Shopping Cart”. High Level considerations below Shopping Cart Variations Onesize doesn’t fit all – provide shopping cart templatevariations to streamline experience and clarity on actions Secondary Landing Pages Providestandardized and customizable secondary landing for markets to adopt and revise for marketspecific marketing initiatives

5. V 2.2 Page: 16 Notes:Page: Experience Mapping_Home Ref #: Experience Mapping Home Page Components & Prioritization Audience Considerations Related JourneysDevice Considerations Mapped Insights Main Objectives Guest Card Member Emotive Panels Global Components Customizable Emotive Panels (show/hide) Brand, Promotional, emotive and informative 1st Priority 2nd Priority 3rd Priority Search Predictive and preview search Prominent Inline and incorporated into navigation  Single Landing page to replace MYCApages  Promoteand present improved search functionality for purposeful shoppers  Guide users into the shopping experiencewith content bridges and enticing landing page  Accommodatefor all shopping funnel positions and levels of considerations  Leveragepromotional materialto further enticeand guide audiencedirection  Present brand messaging and feeling ofexclusivity and excitement  Entice guest to log-in for a better experience  Introduce navigational structure and usage  Promotehigh volume award categories  Present different way to burn points  Provideinformation on earning points  Providepersonalization whereapplicable (Fingerprint) Shopping Content Portals Emotive content portals to trigger action and bridge into deeper shopping experience (LPs, categories, Products) 1.1 1.2 1.5 1.6 1.7 2.1 2.21.3 1.4 1.8 1.9 2.0 2.3 2.4 2.5 2.6 2.7 3.0 3.1 3.2 3.6 3.72.8 2.9 3.3 3.4 3.5 3.8 4.0 4.1 4.2 4.3 4.6 4.7 4.8 5.2 5.34.4 4.5 4.9 5.0 5.1 5.4 5.5 5.6 5.7 5.8 6.1 6.2 6.3 6.7 6.85.9 6.0 6.4 6.5 6.6 Promotional Callouts Components to house promotional events and special notices (campaigns, CRM, special offers) 3.9 Other Points Program Callouts About Points Program Callout Call outs for Earning and understanding the program Featured Products Portals Component to house featured products such as recommendation, favoriteawards to awards thebusiness centers wish to feature FP * Denotes possible Fingerprint personalization opportunity FP FP FP FP Responsive Navigation & Breadcrumb Simplified and restructured responsive navigation to improve way finding and delineate between priority an non-priority content. Other ways to use your points, shrink your bill, pay with points, etc Login Call Outs/CTAs Strong callouts for guest journey to sign in as the experience is improved (product eligibility and point cost, wish list and cart). Dynamic visibility. XXXX Embedded Navigation embedded responsive iNav & Premium Nav (where applicable) XXXX Embedded Footer XXXX embedded footer Profile and Points Balance Simplified and restructured responsive navigation to improve way finding and delineate between priority an non-priority content Prominent Inline and incorporated into navigation Mobile Application Callout? Call out to promotethe mobile application and it’s benefits Wish List and/or Save* Ability to quickly view, add and edit products to wish lists. *This functionality may beimproved by adding the ability to temporary session favorite items Shopping Cart Preview / Access * Shopping cart access and quick preview to aid in theshopping and consideration experience. *This functionality may be improved allowing for guest access(session storage) to the shopping cart until checkout time. Enroll Callout and CTAfor enrollment for Guests and Add additional Card for Members. Dynamic visibility.  Entice login to get a better experience (products, offers, cost award based on product Tier) Access to shopping tools*  *if possible, access to shopping tools (cart, wish list) through sessions and log-in to save or transact  Entice users these users to learn and earn as a portion could be acquisition based traffic All Required  Entice shopping behavior and facilitate browsing on landing page to draw users into deeper consideration  Provide fast search and find of categories and products through search  Accommodate all spots on the shopping tier with browse based experience to purposeful visits  Provide information on earning to entice card usage but also justify or nudge spending of points  Where applicable, experiences will be tailored for more purposeful visits  Content may be truncated or adjust to accommodated readability and screen realestate  Tablet to ensure full content capability, site familiarity with an emphasis on browsing  Consistent experience and considerations for wider screen sizes – emphasis on transactional  Base responsive experience across device types will be consistent across device types however, where applicable priority and scale of content and/or functionally may adjust.  All interactions will be conducive an optimized or adjust to mobile (touch) interacts and interaction behavior (rollover equivalents, swipe, etc)  Guest vs CM  Browser (learning)  Browser (earning)  Browser (Burning)  Purposeful (shopping)  Purposeful (Travel)  Purposeful (Transfer)  Purposeful (Repeat visit, screen transition, transitional completion)  Personalization (Fingerprint) User objectives Priority Flow Direction  Shopping Catalogue  Landing Pages  Offers  Earning Pages  Account / Login  Product  Wishlist  About  Cart Home landing pages to inform and entice entry into all aspects of the IMR program from burn, earn and learn – weighted an prioritized based on audience research. Landing page main objectives are to promote findability and enticement into the various journeys across the funnel positioning. 6.9 7.0

6. Notes: V 2.2 Page: 17 Page: Experience Blocking - Home Ref #: THIS IS NOT A WIREFRAME Experience Blocking Home Page The purpose of experience blocking is to plan content/functionality position and weight within a page. * Please refer to the corresponding experience mapping on the previous page for insights driving decisions. * This is not a wireframe Search Predictive and preview search Prominent Inline and incorporated into navigation Promotional Callouts (1of2) Components to house promotional events and special notices (campaigns, CRM, special offers) Other Points Program Callouts About Points Program Callout Call outs for Earning and understanding the program Featured Products Portals Component to house featured products such as recommendation, favoriteawards to awards thebusiness centers wish to feature FP FP Responsive Navigation & Breadcrumb Simplified and restructured responsive navigation to improve way finding and delineate between priority an non-priority content. Other ways to use your points, shrink your bill, pya with points, etc Login Call out / CTAs Strong callouts for guest journey to sign in as the experience is improved (product eligibility and point cost, wish list and cart). Dynamic visibility. XXXX Embedded Navigation XXXX embedded responsive iNav & Premium Nav (where applicable) XXXX Embedded Footer Profile and Points Balance Simplified and restructured responsive navigation to improve way finding and delineatebetween priority an non-priority content Prominent Inline and incorporated into navigation Wish List and/or Save Ability to quickly view, add and edit products to wish lists Shopping Cart Preview / Access * Shopping cart access and quick preview to aid in theshopping and consideration experience. Enroll Callout and CTAfor enrollment for Guests and Add additional Card for Members. Dynamic visibility. Emotive Panels Customizable Emotive Panels (show/hide) Brand, Promotional, emotive and informativeFP Note: Secondary Search in panel? Shopping Content Portals Emotive content portals to trigger action and bridge into deeper shopping experience (LPs, categories, Products) FP Functional Emotive PromotionalShoppingEmotiveShopping SHOP ALL Informational Shop All / Full Catalouge Link Call outs for Earning and understanding the program Promotional Callouts (2of2) (Dynamic) Components to house promotional events and special notices (campaigns, CRM, special offers) A/B Testing Functional

7. V 2.2 Page: 26 Notes:Page: Transfer Journey Analysis & Recommendations Ref #: 1. Product MYCA Product MYCA MYCA L1 Catalogue MYCA MYCA L2 Catalogue 1. Transfer Cart Number Of Points Fraud Protect Select Partner 2. Enroll/Add Enroll Form Architecture & Flow Exploration & ResearchSite Landing Product Discovery & Consideration Order Process Existing Journey Enhanced Journey Integrated L2MYCA MYCA L1 Catalogue 1. Enroll/Add 1.5 Enroll/Add Complete Enroll Form Fraud Protect 2 Number Of Points Fraud Protect Change/ add/enroll Summary Confirmation 2 3 2.5 Choose Partner 1.5 Fraud Protect 1.5 Summary Confirmation 3 4 Contextual Link Journey Revisions & Considerations VRP Component (Redesigned) New VRP Component Legend Integrated / Dynamic Fraud Protection Transfer Specific Product Page Transfer specific landing doubles as theto start the points transfer, select, and act as the umping offpoint for partner accounts Transfer specific landing page highlighting enroll and available partner pages. Filterable. Optional Emotive Content. Transfer CTA directly on page. Specific Product Page Transfer specific landing page highlighting enroll and available partner pages. Filterable. Optional Emotive Content. Transfer CTA directly on page. Fraud protection is inline on the pages and is dynamically only available upon proceeding with a transfer Confirmation 3 Currently not helpful – extra step Currently not helpful – extra step Time Delay Notification Any Page Wish List Page Preview Wish List CM Guest Possible single page integration to be explored in the wireframe stage. Consolidated steps into single page Possible consolidation of steps into a single page. Marketing Opportunity Marketing opportunity for high value customer. Market other programs (PWP, SYB and CRM) and earning points. Confirmation Pages Marketing Marketing opportunity for high value customer. Market other programs (PWP, SYB and CRM) and earning points.

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