3. TOBIAS LICHTENSTERN / SXC18 / BERLIN
VISUALIZECUSTOMEREXPERIENCE RESEARCHCUSTOMEREXPERIENCE
TOOLS
4. TOBIAS LICHTENSTERN / SXC18 / BERLIN
VISION
The positive impact of service design has the ability
to change not just people’s experiences, but also their
everyday lives and our society. This is why we strive
to make it the default method of working for
organisations around the globe.
8. TOBIAS LICHTENSTERN / SXC18 / BERLIN
ACUSTOMER’S
JOURNEY FROM A PERSONA PERSPECTIVE
OR AS SOME MIGHT CALL IT:
“SLIPPING INTO YOUR
CUSTOMER’S SHOES.”
!
JOURNEY MAPS
9. TOBIAS LICHTENSTERN / SXC18 / BERLIN
JOURNEY MAPS FOCUS ON THE PERSONA’S
EXPERIENCE
JOURNEY MAPS
TESS
1 2 3 54 6 7 8 9
10. TOBIAS LICHTENSTERN / SXC18 / BERLIN
PROCESS MAPS EMPHASISE THE OPERATIONS OF
THE BUSINESS NOT THE PERSONA’S EXPERIENCE
PROCESS MAPS VS. JOURNEY MAPS
11. TOBIAS LICHTENSTERN / SXC18 / BERLIN
PROCESS MAPS VS JOURNEY MAPS
PROCESS MAPS
"
#
$
%
☼
Often focuses on the company
Describes mostly the internal
process triggered by relevant
customer actions
Audience is narrow and
typically geared towards
internal use.
Uses language that is specific
to the company
Doesn’t step into the customer’s shoes
and lacks an empathy for the customer
Often created by an internal
team and draws on internal
metrics
12. TOBIAS LICHTENSTERN / SXC18 / BERLIN
PROCESS MAPS VS JOURNEY MAPS
JOURNEY MAPS
"
#
$
%
☼
Can focus on the customer,
employee or other stakeholder
Describes the
persona’s experience
Audience is broad and a journey
map is intended to be read by
anyone.
Uses language that is specific to
the customer or persona
Create’s empathy with the main
persona
Ideally created with the customer or
relevant stakeholders and draws on
data relevant to the main persona or
challenge.
18. TOBIAS LICHTENSTERN / SXC18 / BERLIN
EMOTIONAL
JOURNEY
BASIC STRUCTURE
Tess BACKSTAGE ACTIONS FOR CAFÉ BEAN
Tess / Friend EMOTIONAL JOURNEY
Tess PAIN POINTS
Tess / Friend DRAMATIC ARC (INTENSITY) LEVEL OF ACTIVITY
-2
-1
+0
+1
+2
+1
+2
+3
+4
+5
Café Bean Mobile App
Mobile app shows Tess that Café Bean
is open
Mobile app sends Tess' order to barista
Barista at Café Bean
Barista prepares Tess' order and places
it at the counter
To Do:
Deadlines:
Barista prepa
Café Owner
At café Bean an employee is dedicated
to supporting the guest experience from
those folks in line who are trying to log
onto the internet.
Community at Café Bean COPY
Note: This is a text lane. It can also be
used for...
▸ Pain Points and Opportunities
▸ Jobs to be done
▸ Metrics
▸ ...
19. TOBIAS LICHTENSTERN / SXC18 / BERLIN
DRAMATIC ARC
BASIC STRUCTURE
Tess PAIN POINTS
Tess / Friend DRAMATIC ARC (INTENSITY) LEVEL OF ACTIVITY
+1
+2
+3
+4
+5
Note: This is a text lane. It can also be
used for...
▸ Pain Points and Opportunities
▸ Jobs to be done
▸ Metrics
▸ ...
22. TOBIAS LICHTENSTERN / SXC18 / BERLIN
BACKSTAGE
LANES
Tess BACKSTAGE ACTIONS FOR CAFÉ BEAN
Tess / Friend EMOTIONAL JOURNEY
Tess PAIN POINTS
Tess / Friend DRAMATIC ARC (INTENSITY) LEVEL OF ACTIVITY
-2
-1
+0
+1
+2
+1
+2
+3
+4
+5
Café Bean Mobile App
Mobile app shows Tess that Café Bean
is open
Mobile app sends Tess' order to barista
Barista at Café Bean
Barista prepares Tess' order and places
it at the counter
To Do:
Deadlines:
Barista prep
Café Owner
At café Bean an employee is dedicated
to supporting the guest experience from
those folks in line who are trying to log
onto the internet.
Community at Café Bean COPY
Note: This is a text lane. It can also be
used for...
▸ Pain Points and Opportunities
▸ Jobs to be done
▸ Metrics
▸ ...
JOURNEY MAPS
27. TOBIAS LICHTENSTERN / SXC18 / BERLIN
THINKING OF THE VERY LAST TIME YOU HAVE CREATED A
JOURNEY MAP…
WHAT CONTENT/DATA DID YOU INCLUDE?
QUESTION TO THE CROWED
28. TOBIAS LICHTENSTERN / SXC18 / BERLIN
TALKTOTHEPERSONNEXTTOYOU
ANDSHAREYOUREXPERIENCE!
29. TOBIAS LICHTENSTERN / SXC18 / BERLIN
NOTEDOWN
EXERCISE
ANALYSE THE LAST
JOURNEY MAP YOU
CREATED FROM A
CONTEXT AND AUDIENCE
PERSPECTIVE?
31. TOBIAS LICHTENSTERN / SXC18 / BERLIN
JOURNEY MAP
EVERY DEPARTMENT/COMPANY HAS ITS
LANGUAGE
32. TOBIAS LICHTENSTERN / SXC18 / BERLIN
JOURNEY MAP
SERVICE DESIGN IS A COMMON LANGUAGE …
AND JOURNEY MAPS ARE A TOOL TO
DELIVER VALUE
33. TOBIAS LICHTENSTERN / SXC18 / BERLIN
JOURNEY MAP
BOUNDARY
OBJECTS
“Boundary objects are objects which [...] have
different meanings in different social worlds but
their structure is common enough to more than
one world to make them recognizable, a means
of translation.
The creation and management of boundary
objects is key in developing and maintaining
coherence across intersecting social worlds.”
Source
Star, S. L., & Griesemer, J. R. (1989). Institutional ecology, translations’ and boundary
objects: Amateurs and professionals in Berkeley’s Museum of Vertebrate Zoology,
1907–39. Social studies of science, 19(3), 387–420.
36. TOBIAS LICHTENSTERN / SXC18 / BERLIN
CURRENT-STATE JOURNEY MAP
This type of Journey Map represents an experience
as it is right now. It can help identify problems or
opportunities. Ask yourself: Does my Journey Map
show what is currently happening?
37. TOBIAS LICHTENSTERN / SXC18 / BERLIN
CURRENT-STATE JOURNEY MAP
This type of Journey Map represents an experience
as it is right now. It can help identify problems or
opportunities. Ask yourself: Does my Journey Map
show what is currently happening?
FUTURE-STATE JOURNEY MAP
This type shows a state that is not yet reality.
They can help show what you would like to happen or
what you would like to design for the future.
39. TOBIAS LICHTENSTERN / SXC18 / BERLIN
ASSUMPTION-BASED JOURNEY
MAP
A Journey Map that is not created based on research
data. Always check your assumptions if you create an
assumption-based Journey Map.
40. TOBIAS LICHTENSTERN / SXC18 / BERLIN
ASSUMPTION-BASED JOURNEY
MAP
A Journey Map that is not created based on research
data. Always check your assumptions if you create an
assumption-based Journey Map.
RESEARCH BASED
A Journey Map that is created with customers,
users and/or based on of research with the end-user.
45. TOBIAS LICHTENSTERN / SXC18 / BERLIN
HIGH-LEVEL SCOPE
How far does the Journey Map zoom out?
Does it capture an end-to-end experience?
DETAILED SCOPE
How much does the journey map zoom in? Does it
focus a specific part of Journey? Perhaps the smaller
interactions taking place?
46. TOBIAS LICHTENSTERN / SXC18 / BERLIN
7
SCANNING
OPENING ORDERING
UPDATE ORDERING
SEND A
UPDATE
COFFEE POINTS SHOW IN
47. TOBIAS LICHTENSTERN / SXC18 / BERLIN
ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE
DETAILED SCOPE
CURRENT-STATE
FUTURE-STATE
MAIN ACTOR:
CUSTOMER, EMPLOYEE
48. TOBIAS LICHTENSTERN / SXC18 / BERLIN
MAIN ACTOR
Who is the main actor of the Journey Map? Is it a
customer? An employee? A user?
NO MATTER WHO IT IS, JOURNEY MAPS USE
PERSONAS TO ILLUSTRATE THE MAIN ACTOR
50. TOBIAS LICHTENSTERN / SXC18 / BERLIN
PRODUCT-CENTERED
Does the Journey Map only focus on experiences
with a specific product? Does it mainly show direct
interactions with your brand?
52. TOBIAS LICHTENSTERN / SXC18 / BERLIN
PRODUCT-CENTERED
Does the Journey Map only focus on experiences
with a specific product? Does it mainly show direct
interactions with your brand?
EXPERIENCE-CENTERED
Does the Journey Map illustrate a more holistic view
of the customer’s experience? Does it take into
account experiences that customers have beside their
brand-specific contacts?