Development of a gamified customer journey plan towards optimal User Experience : Case: Launchpad USA (Amcham Finland)
Papadopoulou, Kalliopi (2016)
Papadopoulou, Kalliopi
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016100414825
https://urn.fi/URN:NBN:fi:amk-2016100414825
Tiivistelmä
The objective of this project was to create a comprehensive, gamified Customer Journey towards engagement, satisfaction and optimal customer experience for the Launchpad USA companies. The sub objectives involved minimizing the bottleneck of numerous face-to-face meetings, giving users freedom to explore their options according to their desires and needs, as well as providing them with a platform for communication with their U.S. partners. The project aimed to outline the process of mapping the customer journey for Launchpad USA, list the requirements for its interface towards user engagement, happiness and satisfaction and lay out the criteria for tapping into the psyche of the member companies using gamification principles with the uppermost aim of optimizing their experience.
The theoretical framework of the project involved the exploration of different Customer Journey, Gamification and User Experience models, based on existing literature. The aim of the exploration was to find out whether an appropriate framework exists that could serve as the backbone of the research and the development of the Customer Journey Mapping plan. The research showed that a customized model should be used, in order to take all aspects of the Journey into account. Therefore, the Simplified Monomyth/Player journey was constructed, with the behavioural principles of Hassenzahl and Fogg serving as the Customer Experience basis.
The data collection techniques included extensive internal and mixed brainstorming sessions, interviews with the main Launchpad USA stakeholders and testing sessions with selected Launchpad USA users. The result of all sessions were very promising. They showed that the transformation of the Launchpad Journey from a static, manual status to an immersive, interactive experience was necessary; they also outlined significant touchpoints to take into account when constructing tailored gamified Journeys.
The results also helped make an important discovery: triggering certain emotions throughout the Journey, especially emotions that can be experienced in their everyday lives, are vital in influencing the customers’ behaviour towards the desirable goals. Customer Journey maps are an excellent means of persuasive technology and, when done properly, they can have a huge impact on a company’s brand placement and on customers’ loyalty and acquisition.
The theoretical framework of the project involved the exploration of different Customer Journey, Gamification and User Experience models, based on existing literature. The aim of the exploration was to find out whether an appropriate framework exists that could serve as the backbone of the research and the development of the Customer Journey Mapping plan. The research showed that a customized model should be used, in order to take all aspects of the Journey into account. Therefore, the Simplified Monomyth/Player journey was constructed, with the behavioural principles of Hassenzahl and Fogg serving as the Customer Experience basis.
The data collection techniques included extensive internal and mixed brainstorming sessions, interviews with the main Launchpad USA stakeholders and testing sessions with selected Launchpad USA users. The result of all sessions were very promising. They showed that the transformation of the Launchpad Journey from a static, manual status to an immersive, interactive experience was necessary; they also outlined significant touchpoints to take into account when constructing tailored gamified Journeys.
The results also helped make an important discovery: triggering certain emotions throughout the Journey, especially emotions that can be experienced in their everyday lives, are vital in influencing the customers’ behaviour towards the desirable goals. Customer Journey maps are an excellent means of persuasive technology and, when done properly, they can have a huge impact on a company’s brand placement and on customers’ loyalty and acquisition.