The document discusses various strategic design tools, including customer journey maps, service blueprints, ecosystem maps, and experience flows, highlighting their respective advantages and limitations. It emphasizes the importance of understanding user experiences and generating insights rather than merely producing visuals. Key takeaways include prioritizing user needs, fostering collaboration, and being flexible with templates.

1. VALUE
S T R A T E G I C D E S I G N T O O L S
MAPS
WWW.CHOPCHOPSTUDIOS.COM

2. A
WHAT
NOW?

3. VALUE M A PD I A G R A M M A T I C A L LY
R E P R E S E N T E D
E X C H A N G E B E T W E E N
C O M P A N Y & C U S T O M E R

4. “PRICE IS WHAT
YOU PAY, VALUE IS
WHAT YOU GET”
W A R R E N B U F F E T

5. U S E R
B U S I N E S S

6. U S E R
B U S I N E S S
V A L U E

7. U S E R
B U S I N E S S

8. FOUR TYPES
OF VALUE MAP

9. CUSTOMER
JOURNEY
SERVICE
BLUEPRINT
ECOSYSTEM
MAP
EXPERIENCE
FLOW

10. CUSTOMER
JOURNEY
A CUSTOMER’S MOVEMENT THROUGH A SERVICE,
USUALLY INCORPORATING SOME FORM OF CONVERSION

12. GREAT
FOR:GETTING AN OUTSIDE IN VIEW OF YOUR
CUSTOMER’S JOURNEY THROUGH CONVERSION
IDEATING NEW WAYS TO IMPROVE YOUR CONVERSION FLOW
SPOTTING OPPORTUNITIES TO CONNECT TOUCHPOINTS
ACROSS A COMPLETE CUSTOMER JOURNEY

13. UNDERSTANDING THE COMPLETE FRONT AND
BACK OFFICE COMPONENTS OF SERVICE DELIVERY
NOT
GREAT
FOR:

14. CUSTOMER
JOURNEY
SERVICE
BLUEPRINT
ECOSYSTEM
MAP
EXPERIENCE
FLOW

15. EXPERIENCE
FLOW
A CUSTOMER’S MOVEMENT THROUGH AN EXPERIENCE,
SERVICE OR PRODUCT - USUALLY WITHOUT CONVERSION

17. GREAT
FOR:DEEPER UNDERSTANDING OF USER’S NEEDS AND EXPECTATIONS
WHEN MOVING THROUGH AN EXPERIENCE
ALIGNING THE BUSINESS AROUND A SHARED EXPECTATION SET

18. UNPACKING CONVERSION
NOT
GREAT
FOR:

19. SERVICE
BLUEPRINT
A COMPLETE BREADOWN OF WHAT A COMPANY NEEDS TO
DO TO DELIVER AN END TO END SERVICE.

21. GREAT
FOR:COMPLETE PICTURE OF FRONT AND BACK OFFICE CAPABILITIES
REQUIREMENT TO DELIVER A COMPLETE SERVICE

22. UNDERSTANDING VARIABLE NEEDS OF
DIFFERENT USERS/CUSTOMERS.
NOT
GREAT
FOR:

23. ECOSYSTEM
MAP
A MAP OF A COMPLETE SYSTEM

25. GREAT
FOR:SEEING HOW YOUR PRODUCT/SERVICE/EXPERIENCE SITS WITHIN
A BROADER SYSTEM OF INFLUENTIAL OR AFFECTING FORCES.

26. UNDERSTANDING INDIVIDUAL USER JOURNEYS.
NOT
GREAT
FOR:

27. CUSTOMER
JOURNEY
SERVICE
BLUEPRINT
ECOSYSTEM
MAP
EXPERIENCE
FLOW

28. DO

29. LEAVE GAPS FOR PARTICIPATION
ASK FOR HELP
PRINT THEM REAL BIG
TREAT THEM AS CONVERSATIONS NOT PRODUCTS

30. DON’T

31. ASSUME YOU HAVE TO STICK TO THESE TEMPLATES
BUILD THEM ALONE
THINK YOU NEED TO BE A DESIGNER
CATCH YOURSELF PRESENTING THE ENTIRE DIAGRAM

32. LAST WORD

33. “THE PURPOSE OF
VISUALISATION IS
INSIGHT, NOT
PICTURES”
BEN SCHNEIDERMAN

34. THANKSWWW.CHOPCHOPSTUDIOS.COM