Mapping the customer experience with customer experience journey maps. Visualizing the customer experience using customer experience journey maps. Too often when we think of a customer, our view is filtered through the lens of our job, profession, department, or specialty.
Think of how patients are treated in most hospitals. They are viewed as a disease, an illness, a collection of parts – each with its own specialist. The hospital system is designed for the convenience of the specialists, not for the needs of the patient. Specialists in a hospital are much like the silos in an organization, each viewing a customer from their own departmental lens. Bringing the outside in using customer experience journey maps Customer experience journey maps are a tool to help bring the outside world into an organization.
And as we map out the customer’s story, our organization’s own story becomes visible. Below are a few examples of different types of customer experience journey maps. [updated September 28, 2011 & May 22 2012 with additional examples] Social Gamer created by nForm Lego’s WOW map for an executive’s experience visiting LEGO. VMA_CustomerJourneyMap_1DAY_V4%2020th%20Jan-V2. Create a new Customer Journey Canvas. This tool supports the audit of existing services and covers not only the period of time associated with the encounter but also the pre-service and post-service phases of the journey.
Customer journey maps are typically focused on the front stage encounter from the customer’s point-of-view but as an audit it’d be great to see a complementary version demonstrating the connections with the back stage supporting processes. Service Design Thinking is an upcoming term that will be (or already is) going viral among businesses. The name is pretty self explanatory—it basically refers to the process of brainstorming and designing services.
The Customer Journey Canvas is a template to facilitate this process. The big deal about service design thinking is that it can help a business to stand out from its competitors by offering value-added services that will heighten customer satisfaction and develop brand loyalty. No business can go without reflections and evaluations of their services. Starbucks-experience-map. Customer-journey. Tisdt_cujoca.pdf. Legowheel. Visualizing the customer experience using customer experience journey maps. Experience_map_social_gamer. Customer Journey Map. Tiia Metzke. Virgin Mobile Australia Working with Proto Partners’ ongoing client, Virgin Mobile Australia, a series of visual artifacts were produced to communicate detailed data sets. Service design attempts to make every interaction that a customer has with a brand more meaningful. At Proto Partners, I worked with Virgin Mobile Australia over many months to collaboratively design current & ideal Customer Journey Maps, detailed personas, and service strategies which lead to a range of viable, desirable ideas being generated.
The Customer Journey Maps in particular required complicated design templates as they have to communicate a huge amount of information and data in a way that is valuable to the client. This work was a collaborative effort, and was co-designed by Lauren Tan and Sandhya Sharma. New Ways of Visualizing the Customer Journey Map. [Credit: Evan Litvak ] Evan chose to represent his journey as a circular graphic instead of the more common linear or chart structure.
As the field of service design evolves so do the tools. At Adaptive Path we often find ourselves debating the form and definition of service design artifacts. I was curious to see how a new crop of interaction designers might interpret the journey map. Luckily I had access to an army of fresh thinkers when I co-taught an undergrad Visual Interaction Design class at the California College of the Arts this past year. One thing that struck me about the CCA undergrads was their natural ability to think cross-functionally. I took the students on a good old fashioned field trip to Adaptive Path and recruited six colleagues to help me guide them through a journey mapping activity. Healthcare Innovation Now: 3 themes and 10 insights.