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A good product and a good customer experience
is the collection of attention to lots of little details.
And I think one really good way to think
about what's going to be going on with your customer,
as you use your work or your user as you work to
get them involved with your business model and your product market fit,
is to storyboard that customer journey using AIDAOR.
Let's take a look at how you can do that.
Well for Enable Quiz.
And there isn't just one of these.
Obviously, for every single customer,
there is a customer journey.
So just like the persona's we're going to kind of abstract this into something that is,
on the one hand synthetic,
because it's an amalgam of different peoples experiences.
But at the same time,
we're going to have to fit the data to what's
actually happening in a way that's meaningful and actionable.
So maybe have just one of these,
maybe you have a couple.
It depends, you'll sort of figure that out as you go along and test these.
For Enable Quiz, we're going to suppose
that someone has shared about Enable Quiz on LinkedIn.
This is our protagonist Helen or could be a Hank.
And she says this is interesting.
I see that there is something from somebody I know,
about something that I care about,
which is evaluating tech hires.
I click through from here to this landing page for Enable Quiz that says,
"Hey, we have a better way for you the HR person to screen engineering candidates."
And she's like, "Oh my goodness gracious,
that is on my A-list."
There isn't like a thousand pages of text here that she's got to read through.
There's one focal message that engages her interest.
And we have learned about Helen or Hank that she really wants to have a win.
This is an important area,
a key activity for her business.
And she wants to do something meaningful here.
So, of all the 100 things she has on her list,
using Enable Quiz rises into the A-list,
the top two or three or four things.
She talks to Frank or maybe it's a Francine,
about trying this out because this is the hiring manager,
so they're going to have to work together a bit on actually using
this tool since he or she is the one hiring this candidate.
And she creates her first quiz.
That storyboard is a great place for us to realize things like,
she's going to have a little bit of a challenge
probably or he's going to be a little bit of
a challenge the first time creating this very first quiz,
because they're learning how to use our product,
they really have to kind of understand all the things in the job description,
technically, skill set wise which may be hard for them.
We've already kind of hypothesized and/or validated that through interviews.
So, we learn here that this is a key point that we really have to watch.
And while we're hypothesizing since
our action or rather our attention step had to do with this.
We're really hypothesizing that,
in the retention steps,
she's going to go and say,
I used this and it really worked.
Okay. So this is something that is vivid,
it's actionable we can go make all this stuff
happen with product and promotion and it's super testable.
We can instrument observation into our product to see whether these things are
happening and set key trigger points for us to intervene and call the customer.
Send him an email and say, "Hey,
how are things going?"
And this is what the storyboard looks like in summary.
Now I used a tool called
storyboardthat.com to do this because I wanted it to be clear for you.
It is absolutely okay to just make a simple sketch like this and start from that,
and even just use this.
Now, this is my drawing,
that I made it's probably apparent now why I am,
for production purposes, I used the tool.
I don't have the best handwriting but even if this wouldn't
make sense to someone else without a little bit of explanation, that's okay.
The point is to really put yourself in the shoes of the subject and sketch this out.
And I will tell you just making notes about the six steps, that'll help you.
But is silly and kind of puerile maybe as this seems,
actually sketching it out will really help you
put yourself in the user shoes and be more detail oriented,
and I think that over time you're certainly going to
notice that you find little details that are super important.
And good product experiences are the accumulation of lots of thoughtful little details.
Now, once you have a few storyboard or storyboards that you're comfortable with.
Another common place to summarize this stuff is this journey map.
And there are different ways of doing these.
But generally speaking, the X axis here is time.
Like the AIDAOR time frame.
And then basically there's this Y vector which is,
are they happy or are they sad?
Are they feeling good or are they feeling bad?
That's all we really need to know for our purposes.
This is a slightly more detailed view of this for Enable Quiz.
This is our trigger for Helen or Hank.
Like I want to do more in recruiting.
This is what you kind of roughly what you saw in the action step here.
Someone sees this.
Helen sees that somebody posted something on LinkedIn.
She gets buy-in from the hiring managers.
Now she's on this onboarding step,
of creating her first quiz.
This is our bottom point
here because she doesn't know if she's going to be able to get this done.
And so, for example,
in our analytics if we see a big gap from say,
let's say she signs up,
maybe here or somewhere along here,
and we see a really long duration
until they they create their first quiz or more indicative.
Still we see them start to create their first quiz and then not finish it or test it.
Then maybe we test intervening and seeing if that
increases our rate of onboarding and getting people to sign up for the paid plan.
She screens her first candidate.
She's on the uptick now or he's on the uptick.
They made their first hire big uptick still.
Maybe there's another little catch here,
where she has to take a new job description and repeat this thing that she did here.
So it's a little bit higher because she's at least done it once and she has
the confidence that she knows how to get through it somehow but it's still hard.
And then we hypothesized that once they've made two hires,
then they're going to be onboarded and we're going to retain them and
whatever it is that we want to have happen in our relationship like,
they stay on the product for at least 24 months or they do a share about us on
social media or we just make a certain amount of money or all three of those things.
Those are the things we're going to watch for under this retention rubric at this point.
And so this is a tool that you can use.
And what I would do before you even go through and detail out
customer relationships and channels which we'll do shortly,
is why don't you just try on a simple piece of paper
detailing out a customer journey for whatever your project is.
And I think that,
even if this seems a little funny, just give it a trial.
It'll take you like five or ten minutes.
And just see what happens.
See what it does for you. See what questions it raises for you.
Alex CowanFaculty & Batten Fellow
