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Augusto R├╝ckert

Designer, Learner, Bookcrazyguy

113

4

Music School Customer's Journey

Hi everybody,

My name is Augusto, and I work as Digital Product Designer.

For my project in this class, I chose a different challenge. I mapped the customer experience for a music school in Brazil (where I live). I had some help for this challenge: my wife, who is piano and musicalization's teacher.

Personas

First I identified three personas to represent the main school customers:

  • Teenagers: they are interested on learn an instrument and proactively go to the school;
  • Parents: people that want them children playing some instrument, making music (and sometimes the child is not interested);
  • Elder people: people that are retired and want some new activities.


Touchpoints and Phases

After that I identified the main channels (touchpoints) and the phases that every customer follows.
With these information I made this map:

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Journeys

With this map in hands I tried to understand how is the main path for each one of the persona described

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Analysis

With these maps, I made a more analytical approach. For analyze each phase I used these 5 questions formulated by me based on the content presented in the course:

1) What users need and want? What is the main questions made by people?
2) How do people go and get what they want?
3) What is people's perception of brand/service?
4) What prevent the customer to achieve what they want or need?
5) Who is responsible for this step of customer's experience?

Phase 1: Research
1) What users need and want? What is the main questions made by people?
Did I find the class that I want?
Where is the school?
How I get more information?

2) How do people go and get what they want?
Research on google
Get some references with known people

3) What is people's perception of brand/service?
Give some regular music classes, more one school

4) What prevent the customer to achieve what they want or need?
The website ranked poorly in the google's search
The school doesn't have the phone number on the external communication
The Facebook page has no contact information
There're a little investiment on adwords

5) Who is responsible for this step of customer's experience?
School Administration

Phase 2: Verification
1) What users need and want? What is the main questions made by people?
How class works? Duration? Times in the week? Prices? Schedule? Payment forms?
Who are the teachers?
How is the school space?
How is the class material?
How can I get to the school?

2) How do people go and get what they want?
Asking to available channels
Reading the facebook page
Reading the website information
Asking to known people

3) What is people's perception of brand/service?
Informality
Seriousness
Familiar environment

4) What prevent the customer to achieve what they want or need?
The website is outdated
The facebook page is outdated

5) Who is responsible for this step of customer's experience?
School Administration

Phase 3: Decision
1) What users need and want? What is the main questions made by people?
Is the price right for me?
Is teacher good/cool/accessible?
Did I understand and like the teacher's methodology?
Is the school administration accessible?
Can get easily to the school?
How the class works is fine for me?
Did I fell well inside the school spaces?
Did I fell well with the teacher?
The scholl's schedule is compatible with my schedule?

2) How do people go and get what they want?
Visiting the school
Talking with teacher
Taking a demonstration class
Comparing with other music school

3) What is people's perception of brand/service?
Energetic space
Accessibility
A place to live the music

4) What prevent the customer to achieve what they want or need?
The class is brief (the time is short)
The school schedule is very limitated

5) Who is responsible for this step of customer's experience?
Teacher and School Admnistration

Phase 4: Acquisition
1) What users need and want? What is the main questions made by people?
How can I pay?
When I have to pay?
How can I recover a lost class?
How can I cancel a class?
How can I cancel the entire course?
Is there a contract?

2) How do people go and get what they want?
Talking with school administration

3) What is people's perception of brand/service?
informal and practical

4) What prevent the customer to achieve what they want or need?
When the customer can't get in touch with school administration

5) Who is responsible for this step of customer's experience?
School Administration

Phase 5: Maintenance
1) What users need and want? What is the main questions made by people?
Am I learning what I want to learn?
Am I liking the classes?
Am I liking the teacher?
Is the price right for me?
Did I like the school administration work?
Is the school organized?
Is there a good attendance?
Am I feel good inside the school?

2) How do people go and get what they want?
Using the services
Talking with classmates

3) What is people's perception of brand/service?
My music school
My family

4) What prevent the customer to achieve what they want or need?
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5) Who is responsible for this step of customer's experience?
School Administration and Teacher

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