Create B2B Persona Networks to Empathize with Companies / Audrey Liehn & Step...Service Experience Camp
This is Audrey Liehn’s and Stephan Kochen's presentation from Service Experience Camp 2018 on creating B2B Persona Networks to Empathize with Companies
Reimagining & transforming the digital travelling experience / Sneha KhullarService Experience Camp
This is Sneha Khullar’s key talk from Service Experience Camp 2016 on Reimagining & transforming the digital travelling experience, held on Day 2 on the big stage.
Making ourselves redundant: Delivering impact by building design capabilities...Service Experience Camp
This is Simone Carrier’s key talk from Service Experience Camp 2016 on Delivering impact by building design capabilities, held on Day 2 on the big stage.
This is Marc Stickdorn’s key talk from Service Experience Camp 2016 on lean, agile, design thinking and service design, held on Day 2 on the big stage.
Design and prepare your open session / Claudia Brückner & Mauro RegoService Experience Camp
This is Claudia Brückner & Mauro Rego’s presentation from Service Experience Camp 2016 on Design and prepare your open session, held on Day 1 in Atelier.
From Gamification through Engagement to Behavioural Change / Martin RuskovService Experience Camp
This is Martin Ruskov’s presentation from Service Experience Camp 2016 on From Gamification through Engagement to Behavioural Change, held on Day 2 in Raum 3.
What does your job title really mean? / Ben Fausone & Yannic ScheffelService Experience Camp
This is Ben Fausone & Yannic Scheffel’s presentation from Service Experience Camp 2016 on What does your job title really mean, held on Day 1 in Raum 5.
Create B2B Persona Networks to Empathize with Companies / Audrey Liehn & Step...Service Experience Camp
This is Audrey Liehn’s and Stephan Kochen's presentation from Service Experience Camp 2018 on creating B2B Persona Networks to Empathize with Companies
Reimagining & transforming the digital travelling experience / Sneha KhullarService Experience Camp
This is Sneha Khullar’s key talk from Service Experience Camp 2016 on Reimagining & transforming the digital travelling experience, held on Day 2 on the big stage.
Making ourselves redundant: Delivering impact by building design capabilities...Service Experience Camp
This is Simone Carrier’s key talk from Service Experience Camp 2016 on Delivering impact by building design capabilities, held on Day 2 on the big stage.
This is Marc Stickdorn’s key talk from Service Experience Camp 2016 on lean, agile, design thinking and service design, held on Day 2 on the big stage.
Design and prepare your open session / Claudia Brückner & Mauro RegoService Experience Camp
This is Claudia Brückner & Mauro Rego’s presentation from Service Experience Camp 2016 on Design and prepare your open session, held on Day 1 in Atelier.
From Gamification through Engagement to Behavioural Change / Martin RuskovService Experience Camp
This is Martin Ruskov’s presentation from Service Experience Camp 2016 on From Gamification through Engagement to Behavioural Change, held on Day 2 in Raum 3.
What does your job title really mean? / Ben Fausone & Yannic ScheffelService Experience Camp
This is Ben Fausone & Yannic Scheffel’s presentation from Service Experience Camp 2016 on What does your job title really mean, held on Day 1 in Raum 5.
Storytelling For The Web: Integrate Storytelling in your Design ProcessChiara Aliotta
In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
Fonts play a crucial role in both User Interface (UI) and User Experience (UX) design. They affect readability, accessibility, aesthetics, and overall user perception.
Technoblade The Legacy of a Minecraft Legend.Techno Merch
Technoblade, born Alex on June 1, 1999, was a legendary Minecraft YouTuber known for his sharp wit and exceptional PvP skills. Starting his channel in 2013, he gained nearly 11 million subscribers. His private battle with metastatic sarcoma ended in June 2022, but his enduring legacy continues to inspire millions.
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?