The document describes an agenda for a workshop on using customer journey mapping and emotional technology to improve customer experiences. The workshop will include presentations on case studies, explaining customer journey mapping, conducting persona and journey mapping exercises, identifying areas for improvement, and ideating potential technology solutions. Customer journey mapping is a design method that maps out the customer's experience at each touchpoint to identify opportunities for enhancing their experience through new technologies.

1. Workshop
Emotional technology driving excellent customer experiences
(using customer journey mapping to know more about your customer’s need)
Tim Schuurman
Marc Stickdorn

2. OVERALL PROGRAMME
09:30 - 10:00 hr Welcome / Introduction Service Design
10:00 - 10.30 hr Case Studies IT Services / Technology Mind Mapping
11.00 - 11.15 hr Explain Customer Journey Mapping
11.15 - 12.00 hr Persona / Customer Journey Mapping
(including brief presentations)
12:00 - 13:00 hr
13:00 - 14:00 hr
14:00 - 14:30 hr
14:30 - 15:00 hr
15:00 - 16:00 hr
Lunch
Customer Journey Mapping
Areas of Opportunity / Customer Insights for IT Services
Ideation IT Services
Service Scenarios / Business Models
Presentations / Discussion
16:00 - 17:00 hr
17:00 - 18:00 hr How to apply in daily activities / reflect with peers / Closure

3. Project DNA Fashion
Collection Project DNA by
designer Catherine Wales presents
the wardrobe as an
interchangeable set of building
blocks and provides people with
an opportunity to customize their
own clothing, this allows them to
display a body image that they
desire, rather than one imposed on
them by the fashion industry.

4. Ikea’s 2014 Catalog appIication
Ikea took the plunge into the wide
world of augmented retail reality,
when it released a companion app
to go with its. Namely, users can
now see what certain pieces of
furniture (or at least a digital version
of said furniture) will look like in a
given room. The app superimposes
a 3D model of that bit of decor on
your mobile device’s screen,
allowing users to assure their would-be
furniture will maintain perfect
without having to actually move stuff
around.

5. Adaptive Storefront Display
This application revolutionizes the
average store display with an
interactive digital touchscreen
display that integrates form and
function. The new display is a great
marketing scheme, as it provides
opportunities to draw in new
customers and clients, as well as
inject a little fun and inspiration into
the shopping experience as a
whole. Using Bluetooth Low Energy
(BLE,) the system instantaneously
reacts to the prospective buyer’s
personal data. All of the information
is obtained through the viewer’s
smartphone.

6. The Mirrus Retail Mirror
Mirrus creates true consumer facing
technology utilizing a mirror that
influences consumer behavior with
relevance and emotion to optimize
the buying opportunity of the
consumer. The Digital Retail Mirror
helps to save costs and gives an
unforced customer interaction, which
is great for Millennials (18 to 35-year-olds).

7. Interactive Mannequin
TeamLabHanger created an
incredible retail system that
features virtual high-tech
mannequins. The system
requires an entire installation in
the store and is operated on
virtual mannequins appearing on
the screen once a piece of
clothing has been taken off of
the rack. The digitization of the
mannequins is appropriately
progressive and has the
advantage of being versatile.

8. Beacon-Powered Retail Platforms
Through a smart bluetooth device,
the indoor positioning broadcasting
devices offer a new level of location
tracking to any mobile app. The
marketing console allows for
administration, analytics and
reporting, beacon and campaign
management. The app creates a
more engaging in-store shopping
experience while allowing publishers
and lifestyle brands to generate
revenue.

9. Shopping Survey Tablets
Stores are trying to get you to fill out
a customer survey by highlighting
places you can give feedback on a
receipt or a card, but it’s highly
unlikely that you’re going to
remember, however, Co-operative
Food’s smart shopping carts make
customer service more successful.
Co-operative Food shopping carts
are equipped with tablets that will
prompt shoppers to answer
questions about the effectiveness of
the store layout, the range of
products and issues pertinent to
them like sustainability and locally-sourced
products.

10. Hands-Free Shopping Carts
The cart uses Microsoft Kinect
Sensor for Windows, and there is a
tablet attached to each cart. When
the customer walks into the store,
the motorized cart can identify him
from his loyalty card and follow him
or her around the store. Then, as
the customer buys products, it
simultaneously scans them in and
crosses them off the customer’s
shopping list. Once the shopping
list is complete, the cart will inform
the customer, and the customer
can check out in the cart itself.

11. CUSTOMER JOURNEY MAPPING designthinkersacademy
+
Explain Emotions
-
Customer’s Needs
Barriers
EMOTIONAL STATUS OF
PERSONA
CONTEXT
WHAT IS THE PERSONA
TRYING TO DO?
JOURNEY STAGES
TOUCHPOINTS
WHICH TECHNOLOGY
SUPPORTS THIS TOUCHPOINT?
OPPORTUNITY AREAS
OPPORTUNITIES FOR
APPLICATION OF
NEW TECHNOLOGY
+
Name
Profile
Behaviour
Objective:
Explore customer experience in journey and
find opportunities for improvement/innovation.
How does it work:
Step 1: Build Persona. Name, Profile, Objectives
And Behavior. Journey is focussing on this Persona.

12. CUSTOMER JOURNEY MAPPING designthinkersacademy
Step 2: Filling in horizontal +
lanes
Explain Emotions
Journey Stages: General -
phases of a journey of customer
(Explore, Decide, Order, Use,..).
Customer Jobs: Actual activities, within each phase, a
customer is doing with certain objective.
Touchpoints: Points of interaction relating to each
customer job (website, shop, reception,…).
Customer’s Needs
Context: Background, Barriers
environment, setting or situation
surrounding the customer job (mood, experience before
job, physical situation,…)
EMOTIONAL STATUS OF
PERSONA
CONTEXT
WHAT IS THE PERSONA
TRYING TO DO?
JOURNEY STAGES
TOUCHPOINTS
WHICH TECHNOLOGY
SUPPORTS THIS TOUCHPOINT?
OPPORTUNITY AREAS
OPPORTUNITIES FOR
APPLICATION OF
NEW TECHNOLOGY
+
Name
Profile
Behaviour

13. CUSTOMER JOURNEY MAPPING designthinkersacademy
+
Explain Emotions
-
Customer’s Needs
Barriers
EMOTIONAL STATUS OF
PERSONA
CONTEXT
WHAT IS THE PERSONA
TRYING TO DO?
JOURNEY STAGES
TOUCHPOINTS
WHICH TECHNOLOGY
SUPPORTS THIS TOUCHPOINT?
OPPORTUNITY AREAS
OPPORTUNITIES FOR
APPLICATION OF
NEW TECHNOLOGY
+
Name
Profile
Behaviour
Emotional Status: Rough rating (eg 1-10) on
feeling and description
Technology: Which technology is supporting touchpoint
Insights Opportunities: Opportunities to improve
customerr experience using specific technology

14. CUSTOMER JOURNEY MAPPING designthinkersacademy
+
Explain Emotions
-
Customer’s Needs
Barriers
EMOTIONAL STATUS OF
PERSONA
CONTEXT
WHAT IS THE PERSONA
TRYING TO DO?
JOURNEY STAGES
TOUCHPOINTS
WHICH TECHNOLOGY
SUPPORTS THIS TOUCHPOINT?
OPPORTUNITY AREAS
OPPORTUNITIES FOR
APPLICATION OF
NEW TECHNOLOGY
+
Name
Profile
Behaviour
Incorporating focus on Technology in
Customer Journey Mapping
> Introduce technology case studies for inspiration
> Focus on customer touch points
> Ideation on how technology can help to get customer
experience on higher level

15. CUSTOMER JOURNEY MAPPING designthinkersacademy
+
Explain Emotions
-
Customer’s Needs
Barriers
EMOTIONAL STATUS OF
PERSONA
CONTEXT
WHAT IS THE PERSONA
TRYING TO DO?
JOURNEY STAGES
TOUCHPOINTS
WHICH TECHNOLOGY
SUPPORTS THIS TOUCHPOINT?
OPPORTUNITY AREAS
OPPORTUNITIES FOR
APPLICATION OF
NEW TECHNOLOGY
+
Name
Profile
Behaviour

16. Customer Insight = Context + Customer Need + Barrier

17. Technology Opportunity Cards: Describe briefly the
application of the technology within the opportunity area.
Business Model: What is the value to the customer,
what costs do you expect for implementation and
which values can be monetized.