In the masterclass customer-journey mapping and innovation, service design plays a major role. Service designer Caroline Beck takes you through a quick course in customer journey thinking, which puts the customer at the center in a practical and applicable way.

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Liveworkstudio.com London Rotterdam Sao Paulo Livework Studio © 2019
Liveworkstudio.com London Rotterdam Sao Paulo Livework Studio © 2019
Customer journey
mapping and innovation
How Livework uses customer journeys to
implement customer centric innovation
NIMA 2019 - Caroline Beck
Liveworkstudio.com London Rotterdam Sao Paulo Livework Studio © 2019

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How Livework realizes customer
centric innovation with a service
design approach.
1 Using customer journeys in
innovation.Mapping
experiences through the lens
of customers.
2
Design and experience a
customer journey yourself.
Draw an individual customer
journey.
3 What does an ideal customer
journey look like? How far is
your organization in realizing
this? And how do you start
improving?
4
Today’s story

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Customer Journey mapping
One of the pillars of service
design
The main objective of service design is to bring a
strong customer focus in your organization. You
will realize this by truly understanding your
customers, by strictly defining where you operate,
by optimizing your service, and by orchestrating
these actions accross time.
“

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Liveworkstudio.com London Rotterdam Sao Paulo Livework Studio © 2019
Liveworkstudio.com London Rotterdam Sao Paulo Livework Studio © 2019
1. About livework
and how we work
1. About Livework
and how we work

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London
São Paulo
Rotterdam
Oslo
Beirut
Introduction
From three locations in
two continents,
Livework works with
organizations to create
smarter, more user
centered services that
deliver real value.
Every solution we
develop is unique to the
client, informed by
authentic user insights
and tested to make sure
it works in the real world.
We work across
the globe

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Service design & mega trends
We envision three mega trends that will have an impact on every sector, and which will
be impossible to solve with traditional methods.
From products to
services
Services are demanded
by customers and
achieve higher margin
and more sustainable
revenue
Digital everything
The impact of digital
necessitates design
around customer
needs & experience
Our understanding
Customer experience
Customer experience
is a competitive edge
as expectations grow
and are set by the
best in class

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Senior service
designer at Livework.
Project lead for
commercial projects,
varying from 2-3
months to 1 year.
Background in
Industrial Design.
Recent projects:
- Gucci
- Ziggo
- Lufthansa
Caroline Beck

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Understand Imagine &
Co-create
Design &
Test
Create &
Pilot
With the steps below we help our clients improve their
services
Our process

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Understand Imagine &
Co-create
Design &
Test
Create &
Pilot
How does it work?
Our process

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Understand Imagine &
Co-create
Design &
Test
Create &
Pilot
How does it work?
Our process

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Understand Imagine &
Co-create
Design &
Test
Create &
Pilot
How does it work?
Our process

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Understand Imagine &
Co-create
Design &
Test
Create &
Pilot
How does it work?
Our process

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2. Using customer
journeys in innovation

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Customer journey mapping is
the process of capturing a
person’s experience of a
product or service over time

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Customer journey mapping is
the process of capturing a
person’s experience of a
product or service over time
THIS CAN BE A USER, OR A CONSUMER, OR A CUSTOMER OR A HUMAN

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Customer journey mapping is
the process of capturing a
person’s experience of a
product or service over time
IT’S A MAP, NOT AN EXCEL SHEET ;-)

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Customer journey mapping is
the process of capturing a
person’s experience of a
product or service over time
IT’S AN ACTIVITY, NOT A DELIVERABLE

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Customer journey mapping is the
process of capturing a person’s
experience of a product or service
over time
THE STEPS IN TIME + THE EMOTIONS, MOTIVATIONS,
BARRIERS ETC

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Customer journey mapping is the
process of capturing a person’s
experience of a product or service
over time
IT CAN LITERALLY BE ANYTHING!

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Service Design
to collaborate
on impact
EXACT IS A RAPIDLY GROWING
SOLUTION PROVIDER THAT HOLDS THE
CUSTOMER IN HIGH REGARD.
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We appreciate the opportunity to present a
proposal to Codan, for a project we feel are
very close to our core skill set and
expertise.
I look forward to presenting our proposal
and hearing your feedback. Please do not
hesitate to reach out to me if you have any
questions regarding our approach and
offer.
Kind regards,
_
Anders Kjeseth Valdersnes
Head of Design, Livework Oslo
+47 920 82 371
anders@liveworkstudio.com
Project voorbeelden:
? ? ?

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Service Design
to collaborate
on impact
EXACT IS A RAPIDLY GROWING
SOLUTION PROVIDER THAT HOLDS THE
CUSTOMER IN HIGH REGARD.
16

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Conclusion
When setting priorities for customer-experience
investments, end-to-end customer journeys are
the unit to measure and not individual touchpoints
Satisfaction
score with
the entire
end-to end
journey
Web interaction
Mail interaction
Phone call
Home visit by
technician
90%
94%
91%
97%
Source: From touchpoints to journeys: Seeing the world as customers do, McKinsey, March 2016
Source: Why you need to measure journeys - not just touchpoints, Kerry Bodine, October 2017
50%
The journey doesn’t equal the sum of its parts
Data visualisation

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Signing up for
telecommunication
service
Installing router
Changing address
Cancelling contract
and subscription
Marketing IT Finance Web Tech support
Source: Why you need to measure journeys - not just touchpoints, Kerry Bodine, October 2017
Journeys crossing organisational silos
Data visualisation

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Peak-end Rule Perfect start
Orchestration
Data visualisation

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3. Design and
experience a customer
journey yourself

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Mini workshop:
customer
journey mapping
in 9 steps

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1. BE A CUSTOMER & MAP JOURNEY
2. BE RESEARCHER & ANALYSE
3. BE A DESIGNER & DEFINE OPPORTUNITIES

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Role 1:
Be the customer

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Explore and map the steps you made during the proces of…
…. choosing a holiday.
How did that proces work, what activities do you undertake?
Step 1: become a customer and map your journey
Be the customer

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Draw an emo-line based on your experience.
Do so intuitively.
Time: approx. 2 min.
Step 2: draw an emo line of your journey
Be the customer

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What draws your attention? What do you consider interesting?
Dig a little deeper!
Step 3: immerse. What stands out?
Be the customer

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Role 2:
Be the researcher

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Divide the journey in 4-8 phases.
Give the phases a name.
Step 4: Determine and name the phases
Be the researcher

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What are the most important outcomes for each step?
An outcome is a result of an action or a series of actions.
An outcome brings you a state that has value to you.
Step 5: Analyse the data and work towards
‘outcomes’
Be the researcher

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Are these functional, emotional or social outcomes?
• functional: something you want to be able to do
• emotional: a way you want to feel
• social: a way you want to relate to other people
Step 6: Differentiate the outcomes
Be the researcher

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Role 3:
Be the designer

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Plot the touchpoints that have been used.
Use the touchpoint swimming lane.
Step 7: Map the used outcomes
Be the designer

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Analyzing the desired outcomes and all available
touchpoints.
Which barriers do you see?
Step 7: Discover the ‘barriers’ in this journey
Be the designer

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Which opportunities for improvement do you see?
Which chances do you see for the tour operator?
Time: approx. 10 min.
Step 7: Come up with ideas
Be the designer

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Let’s compare:
• What is similar?
• Can we see different types of
customers?

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What did you find
interesting?
• What went well?
• Where did you get stuck?

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4. Wrap up

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0. See what is already there...
Customer journey mapping is the
process of capturing a person’s
experience of a product or service
over time.

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1. Deep qualitative insight research

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2. Find the right abstraction level for your question
person
consumer
customer
user

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4. Test with real people & improve

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Thank you
@liveworkstudio@theliveworker Livework Studio
Contact
Caroline Beck
Senior service designer
+316 21 70 22 71
caroline@liveworkstudio.com