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Making Journey Maps relevant to different stakeholders / Tobias Lichtenstern

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This is Tobias Lichtensterns’s presentation from Service Experience Camp 2018 on making Journey Maps relevant to different stakeholders.

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Making Journey Maps relevant to different stakeholders / Tobias Lichtenstern

  1. 1. MAKINGJOURNEYMAPSRELEVANT
 TODIFFERENTSTAKEHOLDERS
 #SXC18 / BERLIN
  2. 2. TOBIAS LICHTENSTERN / SXC18 / BERLIN
  3. 3. TOBIAS LICHTENSTERN / SXC18 / BERLIN VISUALIZECUSTOMEREXPERIENCE RESEARCHCUSTOMEREXPERIENCE TOOLS
  4. 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.
  5. 5. TOBIAS LICHTENSTERN / SXC18 / BERLIN CLIENTS
  6. 6. TOBIAS LICHTENSTERN / SXC18 / BERLIN AGENDA 01 BASICS OF JOURNEY MAPPING 02 DESIGNING FOR DIFFERENT STAKEHOLDER 03 6 ASPECTS TO CONSIDER 

  7. 7. BASICSOFJOURNEYMAPS
  8. 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. 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. 10. TOBIAS LICHTENSTERN / SXC18 / BERLIN PROCESS MAPS EMPHASISE THE OPERATIONS OF THE BUSINESS NOT THE PERSONA’S EXPERIENCE PROCESS MAPS VS. JOURNEY MAPS
  11. 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. 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.
  13. 13. TOBIAS LICHTENSTERN / SXC18 / BERLIN BASIC STRUCTURE JOURNEY MAPS
  14. 14. TOBIAS LICHTENSTERN / SXC18 / BERLIN STAGES BASIC STRUCTURE
  15. 15. TOBIAS LICHTENSTERN / SXC18 / BERLIN STEPS BASIC STRUCTURE
  16. 16. TOBIAS LICHTENSTERN / SXC18 / BERLIN STORYBOARD BASIC STRUCTURE
  17. 17. TOBIAS LICHTENSTERN / SXC18 / BERLIN TEXT LANES BASIC STRUCTURE
  18. 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. 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 ▸ ...
  20. 20. TOBIAS LICHTENSTERN / SXC18 / BERLIN BASIC STRUCTURE
  21. 21. TOBIAS LICHTENSTERN / SXC18 / BERLIN BUTWHEREDOI INCLUDEMY ORGANISATION’S INTERNALPROCESSES?
  22. 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
  23. 23. TOBIAS LICHTENSTERN / SXC18 / BERLIN TOOLS BACKSTAGE PROCESSES
  24. 24. TOBIAS LICHTENSTERN / SXC18 / BERLIN TOOLS BACKSTAGE PROCESSES EXAMPLE Customer action triggers internal
 processes of front-stage staff
  25. 25. TOBIAS LICHTENSTERN / SXC18 / BERLIN EXERCISE %
  26. 26. TOBIAS LICHTENSTERN / SXC18 / BERLIN WARM UP “YES,AND…”
  27. 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. 28. TOBIAS LICHTENSTERN / SXC18 / BERLIN TALKTOTHEPERSONNEXTTOYOU ANDSHAREYOUREXPERIENCE!
  29. 29. TOBIAS LICHTENSTERN / SXC18 / BERLIN NOTEDOWN EXERCISE ANALYSE THE LAST JOURNEY MAP YOU CREATED FROM A CONTEXT AND AUDIENCE PERSPECTIVE?
  30. 30. DEBRIEF:COMMONLANGUAGE '
  31. 31. TOBIAS LICHTENSTERN / SXC18 / BERLIN JOURNEY MAP EVERY DEPARTMENT/COMPANY HAS ITS LANGUAGE
  32. 32. TOBIAS LICHTENSTERN / SXC18 / BERLIN JOURNEY MAP SERVICE DESIGN IS A COMMON LANGUAGE … AND JOURNEY MAPS ARE A TOOL TO DELIVER VALUE
  33. 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.
  34. 34. HOWTOEVALUATEA JOURNEYMAP SIX ASPECTS TO CONSIDER
  35. 35. TOBIAS LICHTENSTERN / SXC18 / BERLIN CURRENT-STATE
 FUTURE-STATE
  36. 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. 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.
  38. 38. TOBIAS LICHTENSTERN / SXC18 / BERLIN ASSUMPTION-BASED RESEARCH-BASED CURRENT-STATE
 FUTURE-STATE
  39. 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. 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.
  41. 41. TOBIAS LICHTENSTERN / SXC18 / BERLIN ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE
 DETAILED SCOPE CURRENT-STATE
 FUTURE-STATE
  42. 42. TOBIAS LICHTENSTERN / SXC18 / BERLIN HIGH-LEVEL SCOPE How far does the Journey Map zoom out?
 Does it capture an end-to-end experience?
  43. 43. TOBIAS LICHTENSTERN / SXC18 / BERLIN TESS 1 2 3 54 6 7 8 9
  44. 44. TOBIAS LICHTENSTERN / SXC18 / BERLIN TESS 1 2 3 54 6 7 8 9
  45. 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. 46. TOBIAS LICHTENSTERN / SXC18 / BERLIN 7 SCANNING OPENING ORDERING UPDATE ORDERING SEND A UPDATE COFFEE POINTS SHOW IN
  47. 47. TOBIAS LICHTENSTERN / SXC18 / BERLIN ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE
 DETAILED SCOPE CURRENT-STATE
 FUTURE-STATE MAIN ACTOR: CUSTOMER, EMPLOYEE
  48. 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
  49. 49. TOBIAS LICHTENSTERN / SXC18 / BERLIN ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE
 DETAILED SCOPE CURRENT-STATE
 FUTURE-STATE MAIN ACTOR: CUSTOMER, EMPLOYEE PRODUCT-CENTRED
 EXPERIENCE-CENTRED
  50. 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?
  51. 51. TOBIAS LICHTENSTERN / SXC18 / BERLIN TESS 1 2 3 4 5
  52. 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?
  53. 53. TOBIAS LICHTENSTERN / SXC18 / BERLIN TESS 1 2 3 54 6 7 8 9 TESS 1 2 3 4 5 PRODUCT-CENTERED EXPERIENCE-CENTERED
  54. 54. TOBIAS LICHTENSTERN / SXC18 / BERLIN ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE
 DETAILED SCOPE CURRENT-STATE
 FUTURE-STATE MAIN ACTOR: CUSTOMER, EMPLOYEE PRODUCT-CENTRED
 EXPERIENCE-CENTRED KIND OF VISUALIZATIONS: STORYBOARD, GRAPHS, …
  55. 55. TOBIAS LICHTENSTERN / SXC18 / BERLIN TEXT LANES STORYBOARD CHANNELS EMOTIONAL JOURNEY DRAMATIC ARC BACKSTAGE LANES
 FILES
  56. 56. TOBIAS LICHTENSTERN / SXC18 / BERLIN
  57. 57. TOBIAS LICHTENSTERN / SXC18 / BERLIN REDANDGREEN FEEDBACK FEEDBACK
  58. 58. THANKYOU tobias.lichtenstern@morethanmetrics.com
 katharina@morethanmetrics.com 


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