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FACILITATINGA

JOURNEYMAPPING

WORKSHOP
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
VISUALIZECUSTOMEREXPERIENCE RESEARCHCUSTOMEREXPERIENCE
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
NOTEDOWN
EXERCISE
WHAT DO YOU
EXPECT OF
THIS
WORKSHOP?
SOMETHING
THAT HAS
SURPRISED
YOU IN YOUR
LIFE…
AGENDA!
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
01 FACILITATING
02 BASICS
03 PERSONAS
04 JOURNEY MAPS
05 Q & A
AGENDA
01FACILITATION
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
WHYFACILITATING?
„WE’RE ALL PROFESSIONALS!”

„IT’S A TEAM OF GROWN-UPS HERE!“

„WE’RE IN THIS FOR 35 YEARS NOW!“
If service design is a truly co-creative activity,
then facilitation must be the key tool of any
practitioner.
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
WHYFACILITATING?
* to encourage a rounded approach
* rooted in reality
* buy-in from a wide group of stakeholders
* precious range of viewpoints and experiences
BRING TOGETHER A MULTI-DISCIPLINARY TEAM!
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
KEYCONCEPTS
01 CONSENT
02 STATUS
03 NEUTRALITY
A facilitator works on three different levels: process, group
and individuals. Simultaneously!
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
01 ADOPTING A ROLE
02 CO-FACILITATION
03 TEAM MEMBER AS FACILITATOR
STYLES&ROLES
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
SUCCESSFACTORS
01 BUILDING THE TEAM
02 PURPOSE & EXPECTATION
03 PLANNING THE WORK
04 CREATING A SAFE SPACE
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
TEAMBUILDING
A good rule of thumb is to include representatives of anyone 

affected by the workshop or project, anyone 

who will deliver on the outcomes 

and outputs and anyone 

who can stop it.
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
SUCCESSFACTORS
01 BUILDING THE TEAM
02 PURPOSE & EXPECTATION
03 PLANNING THE WORK
04 CREATING A SAFE SPACE
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
CREATINGSAFESPACES
// OWN THE SPACE
// START IN A FAMILIAR TERRITORY

// INVOKE AUTHORITY
// BREAK WITH THE ROUTINE
// EASE IN

// GIVE ORIENTATION
// SHITTY FIRST DRAFTS
// MIX ACTIVITIES, MAKE A MESS
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
SHITTY
FIRST
DRAFTS!
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
KEYFACILITATIONTECHNIQUES
WARM UPS
TIMING
THE ROOM
TOOLS AND PROPS
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
(C) SIMEON JOHNKE
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
KEYFACILITATIONTECHNIQUES
VISUALIZATION
POST-IT OR LOSE-IT
SPACE, DISTANCE, AND POSITIONING
FEEDBACK
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
KEYFACILITATIONTECHNIQUES
CHANGING STATUS
DOING, NOT TALKING
GROWING AS FACILITATOR
In a “doing not talking” mindset, ideas are
evolved by pragmatically iterating on
the prototype, instead of making
hypothetical leaps through discussion.
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
KEYFACILITATIONTECHNIQUES
Don’t tell your clients what they need to discover;
instead, help them with the means to find it themselves.
Be ready and happy to pivot. Things don’t always
follow the path you intended, even when well designed up front.
Try to help prove your findings from an emotional
perspective first and a rational perspective second.
DAMIAN KARNAHAN - PROTOPARTNERS
02BASICS
MICHAEL STEINGRESS / HARDY TITZ
METHODS

VS.

TOOLS
BASICS
MICHAEL STEINGRESS / HARDY TITZ
BASICS - METHODS VS. TOOLS
≥ represent “how” we
create specific tools
≥ e.g. conducting
research, facilitating
co-creative workshops
Methods
MICHAEL STEINGRESS / HARDY TITZ
≥ represent “how” we
create specific tools
≥ e.g. conducting
research, facilitating
co-creative workshops
≥ represent “what” we use
≥ concrete models
≥ based on specific structures 

or templates
Methods Tools
BASICS - METHODS VS. TOOLS
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
BASICS
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.
EXERCISE
"
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
EXERCISE
SKETCHYOUR
NEIGHOUR BUT HEY!
DO NOT LOOK AT
THE POST-IT
WHILE SKETCHING
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
EXERCISE
ALWAYSSTARTWITH
SHITTYFIRSTDRAFT
YES, ONE CANNOT STATE 

IT OFTEN ENOUGH!
THECHALLENGE
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
A Improve the airline check-in process.
B Improve the order process in a café.
CHOOSEACHALLENGE

FORTODAY
EXERCISE
"
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
EXERCISE
DRAW
SUN
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
EXERCISE
DRAW
SUNSET
02PERSONAS
MICHAEL STEINGRESS / HARDY TITZ
PERSONAS
CRITERIONI
CRITERION II
DESIGNFORTHEAVERAGE TESTWITHEXTREMES
MICHAEL STEINGRESS / HARDY TITZ
CRITERIONI
CRITERION II
DESIGNFORTHEAVERAGE TESTWITHEXTREMES
PERSONAS
MICHAEL STEINGRESS / HARDY TITZ
CRITERIONI
CRITERION II
DESIGNFORTHEAVERAGE TESTWITHEXTREMES
PERSONAS
DIFFERENCES

INTER-SEGMENT 

HETEROGENEITY
MICHAEL STEINGRESS / HARDY TITZ
CRITERIONI
CRITERION II
DESIGNFORTHEAVERAGE TESTWITHEXTREMES
PERSONAS
DIFFERENCES

INTER-SEGMENT 

HETEROGENEITY
SIMILARITIES

INTRA-SEGMENT 

HOMOGENEITY
MICHAEL STEINGRESS / HARDY TITZ
PERSONAS
CRITERIONI
CRITERION II
DESIGNFORTHEAVERAGE TESTWITHEXTREMES
DIFFERENCES

INTER-SEGMENT 

HETEROGENEITY
SIMILARITIES

INTRA-SEGMENT 

HOMOGENEITY
MAIN PERSONA
MICHAEL STEINGRESS / HARDY TITZ
CRITERIONI
CRITERION II
DESIGNFORTHEAVERAGE TESTWITHEXTREMES
PERSONAS
DIFFERENCES

INTER-SEGMENT 

HETEROGENEITY
SIMILARITIES

INTRA-SEGMENT 

HOMOGENEITY
MAIN PERSONA
EDGE CASES

EXTREME PERSONAS
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
PERSONAS
DESIGNFOR

THEAVERAGE
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
PERSONAS
DESIGNFOR

THEAVERAGE
FREQUENCY
E.G. SMARTPHONE USAGE
SEGMENTATION CRITERION
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
PERSONAS
DESIGNFOR

THEAVERAGE
FREQUENCY
E.G. SMARTPHONE USAGE
SEGMENTATION CRITERION
TESTWITHEXTREMES
EXERCISE
"
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
PERSONAS
EXERCISE
1. Think of potential customer groups
2. Create 3 ad-hoc personas for the most
common customer groups
15
03JOURNEYMAP
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS
ACUSTOMER’S
JOURNEY FROM A PERSONA PERSPECTIVE
OR AS SOME MIGHT CALL IT: 

“SLIPPING INTO YOUR

CUSTOMER’S SHOES.”
#
MICHAEL STEINGRESS / HARDY TITZ
VISUALIZE THE
EXPERIENCE OF A
PERSON OR A GROUP
OF PEOPLE AS A
SEQUENCE OF STEPS.
JOURNEY MAPS
STEPS,
TOUCHPOINTSAND
MOMENTSOFTRUTH
% &
MICHAEL STEINGRESS / HARDY TITZ
%
STEPS
MICHAEL STEINGRESS / HARDY TITZ
%
any experience

of the main actor
STEPS
MICHAEL STEINGRESS / HARDY TITZ
%
any experience

of the main actor
can be activities like
waiting, walking
STEPS
MICHAEL STEINGRESS / HARDY TITZ
%
STEPS
any experience

of the main actor
can be activities like
waiting, walking
TOUCHPOINTS
&
MICHAEL STEINGRESS / HARDY TITZ
%
TOUCHPOINTS
&
interactions with
your brand
STEPS
any experience

of the main actor
can be activities like
waiting, walking
MICHAEL STEINGRESS / HARDY TITZ
%
TOUCHPOINTS
&
interactions with
your brand
can involve different
channels, such as
personal contact,
smartphone, TV
any experience

of the main actor
can be activities like
waiting, walking
STEPS
MICHAEL STEINGRESS / HARDY TITZ
%
TOUCHPOINTS
&
interactions with
your brand
can involve different
channels, such as
personal contact,
smartphone, TV
MOMENTS
OF TRUTH

any experience

of the main actor
can be activities like
waiting, walking
STEPS
MICHAEL STEINGRESS / HARDY TITZ
% &
MOMENTS
OF TRUTH
decisive steps
in a journey

TOUCHPOINTS
interactions with
your brand
can involve different
channels, such as
personal contact,
smartphone, TV
any experience

of the main actor
can be activities like
waiting, walking
STEPS
MICHAEL STEINGRESS / HARDY TITZ
% & 
MOMENTS
OF TRUTH
decisive steps
in a journey
situations that
make or break
the experience
TOUCHPOINTS
interactions with
your brand
can involve different
channels, such as
personal contact,
smartphone, TV
any experience

of the main actor
can be activities like
waiting, walking
STEPS
HOWTOEVALUATEA
JOURNEYMAP
SIX ASPECTS TO CONSIDER
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER
CURRENT-STATE

FUTURE-STATE
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
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?
JOURNEY MAPS

ASPECTS TO CONSIDER - STATE
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER - STATE
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.
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER
ASSUMPTION-BASED
RESEARCH-BASED
CURRENT-STATE

FUTURE-STATE
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER - LEVEL OF RESEARCH
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.
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER - LEVEL OF RESEARCH
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.
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER
ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE

DETAILED SCOPE
CURRENT-STATE

FUTURE-STATE
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER - SCOPE
HIGH-LEVEL SCOPE
How far does the Journey Map zoom out?

Does it capture an end-to-end experience?
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER - SCOPE
TESS
1 2 3 54 6 7 8 9
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER - SCOPE
TESS
1 2 3 54 6 7 8 9
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER - SCOPE
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?
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER - SCOPE
7
SCANNING INSTAGRAM
OPENING ORDERING APP
UPDATE ORDERING APP
SEND A TEXT
UPDATE PROFILE
COFFEE POINTS SHOW IN APP
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER
ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE

DETAILED SCOPE
CURRENT-STATE

FUTURE-STATE
MAIN ACTOR:
CUSTOMER, EMPLOYEE
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
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
JOURNEY MAPS

ASPECTS TO CONSIDER - MAIN ACTOR
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER
ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE

DETAILED SCOPE
CURRENT-STATE

FUTURE-STATE
MAIN ACTOR:
CUSTOMER, EMPLOYEE
PROPOSITION-CENTRED

EXPERIENCE-CENTRED
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER - LEVEL OF FOCUS
PROPOSITION-CENTERED
Does the Journey Map only focus on experiences
with a specific product? Does it mainly show direct
interactions with your brand?
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
TESS
1 2 3 4 5
JOURNEY MAPS

ASPECTS TO CONSIDER - LEVEL OF FOCUS
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER - LEVEL OF FOCUS
PROPOSITION-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?
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
TESS
1 2 3 54 6 7 8 9
TESS
1 2 3 4 5
JOURNEY MAPS

ASPECTS TO CONSIDER - LEVEL OF FOCUS
PROPOSITION-CENTERED
EXPERIENCE-CENTERED
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER
ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE

DETAILED SCOPE
CURRENT-STATE

FUTURE-STATE
MAIN ACTOR:
CUSTOMER, EMPLOYEE
PROPOSITION-CENTRED

EXPERIENCE-CENTRED
KIND OF VISUALIZATIONS:
STORYBOARD, GRAPHS, …
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS

ASPECTS TO CONSIDER - VISUALISATIONS (LANES)
TEXT LANES
STORYBOARD
CHANNELS
EMOTIONAL JOURNEY
DRAMATIC ARC
BACKSTAGE LANES

FILES
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAP

EXPORTED
BASIC STRUCTURE
EXERCISE
"
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BASIC INFORMATION
EXERCISE
1. Choose one persona
2. Think about their

end-to-end experience
3. Give each step a title
4. Sketch what is happening
5. Write a short description
15
CHANNELS
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS - CHANNELS
CHANNELS
Tess TESS' MORNING
Tess / Friend CHANNELS OF COMMUNICATION
Tess TESS’ STORYBOARD
Tess TESS’ DETAILED DESCRIPTION
Tess BACKSTAGE ACTIONS FOR CAFÉ BEAN
Buying a Cup of Coffee (Current State, Assumption Based, Experience Centered)
JOURNEY MAP
Coffee Project (multiple journeys)
PROJECT
10 July 2017
EXPORT DATE
Pre Coffee at home Untitled Stage Heading to Café Bean Experience at Café Bean
7:00 AM. Tess wakes up. Realizes she is out of coffee and milk. Decides to go to Café Bean for coffee. Decides to go to Café Bean for coffee. 8:00 AM. Steps inside of Café Bean and waits in line.Chats with the owner and tastes a sample of a muffin.Places her order on her smartphone. Arrives to
Liz is on her way to the office She reads a book while sitting on the train. After she gets off of the train she walks to Café Central.She orders a chocolatine and cappuccino. She receives an urgent text message from her employee.She decides to take her breakfast to go. She puts her order on her tab. She head
7:00 AM. Tess wakes up. Realizes she is out of
coffee and milk.
Decides to go to Café Bean for
coffee.
Decides to go to Café Bean for
coffee.
8:00 AM. Steps inside of Café
Bean and waits in line.
Chats with the owner and
tastes a sample of a muffin.
Places her order on her
smartphone.
Arrives
her cup
waiting
Smart Phone
Face to Face communication
Online Reviews
Jetlagged and tired from her business trip
to Shanghai.
Her flight didn't get in until eleven so
she couldn't pick up groceries for the
next day!
Tess has had coffee every morning
since she was in high school.
Café Bean is a new café that sources in
season, direct trade beans. They also
have great selection of chia yogurt
parfaits, baked sweets and fresh fruit. She
checks on her phone to see if they are
open.
Tess lives near Place de la Bastille in
Paris, but works outisde of the city. She
jumps in her car and drives to Café Bean
on the way to work.
Café Bean prides itself on being a
progressive, customer friendly,
community space.
Ali, the café owner talks to Tess about her
trip to Hong Kong.
Tess is a Café Bean regular and loves how
they blend technology with the
experience (pun intended) :)
She orders a coffee and yogurt parfait.
▸ A drip co
splash o
▸ Chia par
▸ She take
breakfa
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS - CHANNELS
TESS
Tess TESS’ STORYBOARD
Tess / Carl CHANNELS OF INTERACTION
Coffee
Smart Phone
Chat
Radio
Money
Credit Card
SWIMLANEDIAGRAMFOR
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS - CHANNELS
INTRODUCING CARL
THE TOURIST
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS - CHANNELS
SWIMLANEDIAGRAMFORTess TESS’ STORYBOARD
Carl CARL’S STORYBOARD
TESS & CARL
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS - CHANNELS
SWIMLANEDIAGRAMFORTess TESS’ STORYBOARD
Carl CARL’S STORYBOARD
TESS & CARL
Tess / Carl CHANNELS OF INTERACTION
Coffee
Smart Phone
Chat
Radio
Money
Credit Card
Coffee Shop
Menu Display
JOURNEY MAPS - CHANNELS
Tess TESS’ STORYBOARD
Carl CARL’S STORYBOARD
THEPOWEROF

SOCIALMARKETING
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS - CHANNELS
POSITIVESOCIALMARKETING
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS - CHANNELS
POSITIVESOCIALMARKETING
JOSHIE, 

THE GIRAFFE
Images
www.huffingtonpost.com/chris-hurn/

stuffed-giraffe-shows-wha_b_1524038.html
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS - CHANNELS
POSITIVESOCIALMARKETING
Images
www.huffingtonpost.com/chris-hurn/

stuffed-giraffe-shows-wha_b_1524038.html
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS - CHANNELS
POSITIVESOCIALMARKETING
Images
www.huffingtonpost.com/chris-hurn/

stuffed-giraffe-shows-wha_b_1524038.html
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS - CHANNELS
NEGATIVESOCIALMARKETING
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS - CHANNELS
NEGATIVESOCIALMARKETING
21.000.000+
DAVE CARROL -

UNITED BREAKS

GUITARS
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS - CHANNELS
NEGATIVESOCIALMARKETING
Source
The Guardian, Twitter
“MISTAKE OF 

EPIC PROPORTIONS”
— OSCAR MUNOZ, CEO, UNITED AIRLINES
EXERCISE
"
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - CHANNELS
EXERCISE
1. Go through your journey map 

and discover which channels 

are used for each step.
2. Keep track of all channels in your

journey map.
5
MIN
CUSTOMERSATISFACTION
EXPECTATIONS VS. EXPERIENCES
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - CUSTOMER SATISFACTION
EMOTIONAL

JOURNEY
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:
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
▸ ...
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C EBUT WAIT!

WHEN DO YOU 

MEASURE 

SATISFACTION?
9
HERE?
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
9
HERE?
78,4 % OF OUR CUSTOMERS

ARE SATISFIED 

WITH OUR SERVICE.
— OKAY. AND NOW WHAT?
EXERCISE
"
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - EMOTIONAL JOURNEY
EXERCISE
15
1. Estimate individually the satisfaction of
your persona at each step of the journey
on a post-it (numbering all steps helps)
2. Mark your own ratings on the graph 

(no average values)
3. Discuss common negative ratings 

and differing ratings
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - EMOTIONAL JOURNEY
DEBRIEF
Tess / Carl / Michael / Laura EMOTIONAL JOURNEYS
WHERE TO START?
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - EMOTIONAL JOURNEY
DEBRIEFWHERE TO START?
Tess / Carl / Michael / Laura EMOTIONAL JOURNEYS
CUSTOMEREXPERIENCE
ISMORETHAN

F***INGMETRICS.
DRAMATICARC
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - DRAMATIC ARC
DRAMATIC ARC
Tess PAIN POINTS
Tess / Friend DRAMATIC ARC (INTENSITY) LEVEL OF ACTIVITY
-2
-1
+0
+1
+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
▸ ...
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - DRAMATIC ARC
BOOM-WOW-WOW-WOW-BOOM!
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - DRAMATIC ARC
BOOM-WOW-WOW-WOW-BOOM!
LEVELOF

ENGAGEMENT
STUNT SCENE
BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - DRAMATIC ARC
BOOM-WOW-WOW-WOW-BOOM!
LEVELOF

ENGAGEMENT
STUNT SCENE
CREDITS AND
BRIEFINGS
BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - DRAMATIC ARC
BOOM-WOW-WOW-WOW-BOOM!
LEVELOF

ENGAGEMENT
STUNT SCENE
NEW LOCATION
AND RISK
CREDITS AND
BRIEFINGS
BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - DRAMATIC ARC
BOOM-WOW-WOW-WOW-BOOM!
LEVELOF

ENGAGEMENT
STUNT SCENE
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
CREDITS AND
BRIEFINGS
BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - DRAMATIC ARC
BOOM-WOW-WOW-WOW-BOOM!
LEVELOF

ENGAGEMENT
STUNT SCENE
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
CREDITS AND
BRIEFINGS
BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - DRAMATIC ARC
BOOM-WOW-WOW-WOW-BOOM!
LEVELOF

ENGAGEMENT
EVIL HQ
CLIMAX
STUNT SCENE
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
CREDITS AND
BRIEFINGS
BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - DRAMATIC ARC
BOOM-WOW-WOW-WOW-BOOM!
LEVELOF

ENGAGEMENT
EVIL HQ
CLIMAX
STUNT SCENE
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
JAMES FAILS
CREDITS AND
BRIEFINGS
BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - DRAMATIC ARC
BOOM-WOW-WOW-WOW-BOOM!
LEVELOF

ENGAGEMENT
EVIL HQ
CLIMAX
STUNT SCENE
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
JAMES FAILS
CREDITS AND
BRIEFINGS
BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
CAPTAIN’S BALL
ARRIVAL BALL EVENING SHOW
VIEW PORT,
EVENING SHOW
VIEW PORT,
EVENING SHOW
FAIRWELL,
SHIP DEPARTS
VIEW PORT
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - DRAMATIC ARC
THE SOAP OPERA, AKA OWNING A PHONE
LEVELOF

ENGAGEMENT
NEW PHONEPHONE CONTRACT BILL BILL BILL BILLBILL
MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - DRAMATIC ARC
THE EPIC
LEVELOF

ENGAGEMENT
INTERIOR ADDEDPLANNING THE HOUSE 1ST FLOOR 2ND FLOOR ROOF HOUSE FINISHEDSTART CONSTRUCTION
EXERCISE
"
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
EXERCISE
15
JOURNEY MAPS - DRAMATIC ARC
1. Define your Dramatic Arc
2. Each group member estimates the
engagement of your persona at each
step (numbering all steps help)
3. Mark all ratings on the graph 

(no average values)
4. Evaluate the type of your Dramatic Arc
MICHAEL STEINGRESS / HARDY TITZ
SATISFACTION VS
ENGAGEMENT
SATISFACTION
ENGAGEMENT
POS.+2NEG.–2
LOW 0 HIGH +5
3 4
21
DEBRIEF
JOURNEY MAPS - DRAMATIC ARC
BACKSTAGE
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
BACKSTAGE
Tess TESS’ DETAILED DESCRIPTION
Tess BACKSTAGE ACTIONS FOR CAFÉ BEAN
Tess / Friend EMOTIONAL JOURNEY
Tess PAIN POINTS
-2
-1
+0
+1
+2
Jetlagged and tired from her business trip
to Shanghai.
Her flight didn't get in until eleven so
she couldn't pick up groceries for the
next day!
Tess has had coffee every morning
since she was in high school.
Café Bean is a new café that sources in
season, direct trade beans. They also
have great selection of chia yogurt
parfaits, baked sweets and fresh fruit. She
checks on her phone to see if they are
open.
Tess lives near Place de la Bastille in
Paris, but works outisde of the city. She
jumps in her car and drives to Café Bean
on the way to work.
Café Bean prides itself on being a
progressive, customer friendly,
community space.
Ali, the café owner talks to Tess about her
trip to Hong Kong.
Tess is a Café Bean regular and loves how
they blend technology with the
experience (pun intended) :)
She orders a coffee and yogurt parfait.
▸ A drip coffee, Guatem
splash of half and ha
▸ Chia parfait with blue
▸ She takes out some c
breakfast.
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
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
TOOLS
EXAMPLE
Customer action triggers internal

processes of front-stage staff
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
TOOLS
EXAMPLE
Customer action triggers internal

processes of back-stage staff
BACKSTAGE PROCESSES
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
TOOLS
EXAMPLE
Back-stage staff triggers external

process in a different department
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
TOOLS
EXAMPLE
External department triggers

third-party process
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
TOOLS
EXAMPLE
Third-party/external department

triggers certain customer action
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
TOOLS
EXAMPLE
Customer action triggers an 

automated support process
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
TOOLS
EXAMPLE
Customer action triggers a series of

internal/external and

Manual/automated micro-interactions
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
ANDTHISISJUSTASIMPLEEXAMPLE
EXERCISE
"
MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
EXERCISE
15
1. Go through your journey step by step and
add potential backstage processes
(triggered by a step or by other backstage
processes)
2. Write down the process as well as the
internal/external stakeholder responsible
for this process
JOURNEY MAP - BACKSTAGE
04Q&A
THANKYOU
Questions? Workshops? Interest?

steini@morethanmetrics.com

@steini_mtm

slides: Schneider / Steingress / Stickdorn / Titz


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Workshop RoX2017 Customer Journey Mapping

  • 2. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
  • 3. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 VISUALIZECUSTOMEREXPERIENCE RESEARCHCUSTOMEREXPERIENCE
  • 4. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 NOTEDOWN EXERCISE WHAT DO YOU EXPECT OF THIS WORKSHOP? SOMETHING THAT HAS SURPRISED YOU IN YOUR LIFE…
  • 6. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 01 FACILITATING 02 BASICS 03 PERSONAS 04 JOURNEY MAPS 05 Q & A AGENDA
  • 8. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 WHYFACILITATING? „WE’RE ALL PROFESSIONALS!”
 „IT’S A TEAM OF GROWN-UPS HERE!“
 „WE’RE IN THIS FOR 35 YEARS NOW!“ If service design is a truly co-creative activity, then facilitation must be the key tool of any practitioner.
  • 9. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 WHYFACILITATING? * to encourage a rounded approach * rooted in reality * buy-in from a wide group of stakeholders * precious range of viewpoints and experiences BRING TOGETHER A MULTI-DISCIPLINARY TEAM!
  • 10. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 KEYCONCEPTS 01 CONSENT 02 STATUS 03 NEUTRALITY A facilitator works on three different levels: process, group and individuals. Simultaneously!
  • 11. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 01 ADOPTING A ROLE 02 CO-FACILITATION 03 TEAM MEMBER AS FACILITATOR STYLES&ROLES
  • 12. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 SUCCESSFACTORS 01 BUILDING THE TEAM 02 PURPOSE & EXPECTATION 03 PLANNING THE WORK 04 CREATING A SAFE SPACE
  • 13. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 TEAMBUILDING A good rule of thumb is to include representatives of anyone 
 affected by the workshop or project, anyone 
 who will deliver on the outcomes 
 and outputs and anyone 
 who can stop it.
  • 14. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 SUCCESSFACTORS 01 BUILDING THE TEAM 02 PURPOSE & EXPECTATION 03 PLANNING THE WORK 04 CREATING A SAFE SPACE
  • 15. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 CREATINGSAFESPACES // OWN THE SPACE // START IN A FAMILIAR TERRITORY
 // INVOKE AUTHORITY // BREAK WITH THE ROUTINE // EASE IN
 // GIVE ORIENTATION // SHITTY FIRST DRAFTS // MIX ACTIVITIES, MAKE A MESS
  • 16. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 SHITTY FIRST DRAFTS!
  • 17. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
  • 18. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
  • 19. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
  • 20. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 KEYFACILITATIONTECHNIQUES WARM UPS TIMING THE ROOM TOOLS AND PROPS
  • 21. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 (C) SIMEON JOHNKE
  • 22. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 KEYFACILITATIONTECHNIQUES VISUALIZATION POST-IT OR LOSE-IT SPACE, DISTANCE, AND POSITIONING FEEDBACK
  • 23. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 KEYFACILITATIONTECHNIQUES CHANGING STATUS DOING, NOT TALKING GROWING AS FACILITATOR In a “doing not talking” mindset, ideas are evolved by pragmatically iterating on the prototype, instead of making hypothetical leaps through discussion.
  • 24. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 KEYFACILITATIONTECHNIQUES Don’t tell your clients what they need to discover; instead, help them with the means to find it themselves. Be ready and happy to pivot. Things don’t always follow the path you intended, even when well designed up front. Try to help prove your findings from an emotional perspective first and a rational perspective second. DAMIAN KARNAHAN - PROTOPARTNERS
  • 26. MICHAEL STEINGRESS / HARDY TITZ METHODS
 VS.
 TOOLS BASICS
  • 27. MICHAEL STEINGRESS / HARDY TITZ BASICS - METHODS VS. TOOLS ≥ represent “how” we create specific tools ≥ e.g. conducting research, facilitating co-creative workshops Methods
  • 28. MICHAEL STEINGRESS / HARDY TITZ ≥ represent “how” we create specific tools ≥ e.g. conducting research, facilitating co-creative workshops ≥ represent “what” we use ≥ concrete models ≥ based on specific structures 
 or templates Methods Tools BASICS - METHODS VS. TOOLS
  • 29. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 BASICS 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.
  • 31. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE SKETCHYOUR NEIGHOUR BUT HEY! DO NOT LOOK AT THE POST-IT WHILE SKETCHING
  • 32. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE ALWAYSSTARTWITH SHITTYFIRSTDRAFT YES, ONE CANNOT STATE 
 IT OFTEN ENOUGH!
  • 34. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 A Improve the airline check-in process. B Improve the order process in a café. CHOOSEACHALLENGE
 FORTODAY
  • 36. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE DRAW SUN
  • 37. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE DRAW SUNSET
  • 39. MICHAEL STEINGRESS / HARDY TITZ PERSONAS CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES
  • 40. MICHAEL STEINGRESS / HARDY TITZ CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES PERSONAS
  • 41. MICHAEL STEINGRESS / HARDY TITZ CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES PERSONAS DIFFERENCES
 INTER-SEGMENT 
 HETEROGENEITY
  • 42. MICHAEL STEINGRESS / HARDY TITZ CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES PERSONAS DIFFERENCES
 INTER-SEGMENT 
 HETEROGENEITY SIMILARITIES
 INTRA-SEGMENT 
 HOMOGENEITY
  • 43. MICHAEL STEINGRESS / HARDY TITZ PERSONAS CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES DIFFERENCES
 INTER-SEGMENT 
 HETEROGENEITY SIMILARITIES
 INTRA-SEGMENT 
 HOMOGENEITY MAIN PERSONA
  • 44. MICHAEL STEINGRESS / HARDY TITZ CRITERIONI CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES PERSONAS DIFFERENCES
 INTER-SEGMENT 
 HETEROGENEITY SIMILARITIES
 INTRA-SEGMENT 
 HOMOGENEITY MAIN PERSONA EDGE CASES
 EXTREME PERSONAS
  • 45. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 PERSONAS DESIGNFOR
 THEAVERAGE
  • 46. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 PERSONAS DESIGNFOR
 THEAVERAGE FREQUENCY E.G. SMARTPHONE USAGE SEGMENTATION CRITERION
  • 47. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 PERSONAS DESIGNFOR
 THEAVERAGE FREQUENCY E.G. SMARTPHONE USAGE SEGMENTATION CRITERION TESTWITHEXTREMES
  • 49. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 PERSONAS EXERCISE 1. Think of potential customer groups 2. Create 3 ad-hoc personas for the most common customer groups 15
  • 51. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS ACUSTOMER’S JOURNEY FROM A PERSONA PERSPECTIVE OR AS SOME MIGHT CALL IT: 
 “SLIPPING INTO YOUR
 CUSTOMER’S SHOES.” #
  • 52. MICHAEL STEINGRESS / HARDY TITZ VISUALIZE THE EXPERIENCE OF A PERSON OR A GROUP OF PEOPLE AS A SEQUENCE OF STEPS. JOURNEY MAPS
  • 54. MICHAEL STEINGRESS / HARDY TITZ % STEPS
  • 55. MICHAEL STEINGRESS / HARDY TITZ % any experience
 of the main actor STEPS
  • 56. MICHAEL STEINGRESS / HARDY TITZ % any experience
 of the main actor can be activities like waiting, walking STEPS
  • 57. MICHAEL STEINGRESS / HARDY TITZ % STEPS any experience
 of the main actor can be activities like waiting, walking TOUCHPOINTS &
  • 58. MICHAEL STEINGRESS / HARDY TITZ % TOUCHPOINTS & interactions with your brand STEPS any experience
 of the main actor can be activities like waiting, walking
  • 59. MICHAEL STEINGRESS / HARDY TITZ % TOUCHPOINTS & interactions with your brand can involve different channels, such as personal contact, smartphone, TV any experience
 of the main actor can be activities like waiting, walking STEPS
  • 60. MICHAEL STEINGRESS / HARDY TITZ % TOUCHPOINTS & interactions with your brand can involve different channels, such as personal contact, smartphone, TV MOMENTS OF TRUTH  any experience
 of the main actor can be activities like waiting, walking STEPS
  • 61. MICHAEL STEINGRESS / HARDY TITZ % & MOMENTS OF TRUTH decisive steps in a journey  TOUCHPOINTS interactions with your brand can involve different channels, such as personal contact, smartphone, TV any experience
 of the main actor can be activities like waiting, walking STEPS
  • 62. MICHAEL STEINGRESS / HARDY TITZ % &  MOMENTS OF TRUTH decisive steps in a journey situations that make or break the experience TOUCHPOINTS interactions with your brand can involve different channels, such as personal contact, smartphone, TV any experience
 of the main actor can be activities like waiting, walking STEPS
  • 64. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER CURRENT-STATE
 FUTURE-STATE
  • 65. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 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? JOURNEY MAPS
 ASPECTS TO CONSIDER - STATE
  • 66. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER - STATE 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.
  • 67. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER ASSUMPTION-BASED RESEARCH-BASED CURRENT-STATE
 FUTURE-STATE
  • 68. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER - LEVEL OF RESEARCH 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.
  • 69. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER - LEVEL OF RESEARCH 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.
  • 70. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE
 DETAILED SCOPE CURRENT-STATE
 FUTURE-STATE
  • 71. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER - SCOPE HIGH-LEVEL SCOPE How far does the Journey Map zoom out?
 Does it capture an end-to-end experience?
  • 72. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER - SCOPE TESS 1 2 3 54 6 7 8 9
  • 73. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER - SCOPE TESS 1 2 3 54 6 7 8 9
  • 74. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER - SCOPE 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?
  • 75. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER - SCOPE 7 SCANNING INSTAGRAM OPENING ORDERING APP UPDATE ORDERING APP SEND A TEXT UPDATE PROFILE COFFEE POINTS SHOW IN APP
  • 76. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE
 DETAILED SCOPE CURRENT-STATE
 FUTURE-STATE MAIN ACTOR: CUSTOMER, EMPLOYEE
  • 77. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 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 JOURNEY MAPS
 ASPECTS TO CONSIDER - MAIN ACTOR
  • 78. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE
 DETAILED SCOPE CURRENT-STATE
 FUTURE-STATE MAIN ACTOR: CUSTOMER, EMPLOYEE PROPOSITION-CENTRED
 EXPERIENCE-CENTRED
  • 79. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER - LEVEL OF FOCUS PROPOSITION-CENTERED Does the Journey Map only focus on experiences with a specific product? Does it mainly show direct interactions with your brand?
  • 80. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 TESS 1 2 3 4 5 JOURNEY MAPS
 ASPECTS TO CONSIDER - LEVEL OF FOCUS
  • 81. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER - LEVEL OF FOCUS PROPOSITION-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?
  • 82. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 TESS 1 2 3 54 6 7 8 9 TESS 1 2 3 4 5 JOURNEY MAPS
 ASPECTS TO CONSIDER - LEVEL OF FOCUS PROPOSITION-CENTERED EXPERIENCE-CENTERED
  • 83. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL SCOPE
 DETAILED SCOPE CURRENT-STATE
 FUTURE-STATE MAIN ACTOR: CUSTOMER, EMPLOYEE PROPOSITION-CENTRED
 EXPERIENCE-CENTRED KIND OF VISUALIZATIONS: STORYBOARD, GRAPHS, …
  • 84. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS
 ASPECTS TO CONSIDER - VISUALISATIONS (LANES) TEXT LANES STORYBOARD CHANNELS EMOTIONAL JOURNEY DRAMATIC ARC BACKSTAGE LANES
 FILES
  • 85. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAP
 EXPORTED BASIC STRUCTURE
  • 87. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BASIC INFORMATION EXERCISE 1. Choose one persona 2. Think about their
 end-to-end experience 3. Give each step a title 4. Sketch what is happening 5. Write a short description 15
  • 89. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS CHANNELS Tess TESS' MORNING Tess / Friend CHANNELS OF COMMUNICATION Tess TESS’ STORYBOARD Tess TESS’ DETAILED DESCRIPTION Tess BACKSTAGE ACTIONS FOR CAFÉ BEAN Buying a Cup of Coffee (Current State, Assumption Based, Experience Centered) JOURNEY MAP Coffee Project (multiple journeys) PROJECT 10 July 2017 EXPORT DATE Pre Coffee at home Untitled Stage Heading to Café Bean Experience at Café Bean 7:00 AM. Tess wakes up. Realizes she is out of coffee and milk. Decides to go to Café Bean for coffee. Decides to go to Café Bean for coffee. 8:00 AM. Steps inside of Café Bean and waits in line.Chats with the owner and tastes a sample of a muffin.Places her order on her smartphone. Arrives to Liz is on her way to the office She reads a book while sitting on the train. After she gets off of the train she walks to Café Central.She orders a chocolatine and cappuccino. She receives an urgent text message from her employee.She decides to take her breakfast to go. She puts her order on her tab. She head 7:00 AM. Tess wakes up. Realizes she is out of coffee and milk. Decides to go to Café Bean for coffee. Decides to go to Café Bean for coffee. 8:00 AM. Steps inside of Café Bean and waits in line. Chats with the owner and tastes a sample of a muffin. Places her order on her smartphone. Arrives her cup waiting Smart Phone Face to Face communication Online Reviews Jetlagged and tired from her business trip to Shanghai. Her flight didn't get in until eleven so she couldn't pick up groceries for the next day! Tess has had coffee every morning since she was in high school. Café Bean is a new café that sources in season, direct trade beans. They also have great selection of chia yogurt parfaits, baked sweets and fresh fruit. She checks on her phone to see if they are open. Tess lives near Place de la Bastille in Paris, but works outisde of the city. She jumps in her car and drives to Café Bean on the way to work. Café Bean prides itself on being a progressive, customer friendly, community space. Ali, the café owner talks to Tess about her trip to Hong Kong. Tess is a Café Bean regular and loves how they blend technology with the experience (pun intended) :) She orders a coffee and yogurt parfait. ▸ A drip co splash o ▸ Chia par ▸ She take breakfa
  • 90. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS TESS Tess TESS’ STORYBOARD Tess / Carl CHANNELS OF INTERACTION Coffee Smart Phone Chat Radio Money Credit Card SWIMLANEDIAGRAMFOR
  • 91. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS INTRODUCING CARL THE TOURIST
  • 92. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS SWIMLANEDIAGRAMFORTess TESS’ STORYBOARD Carl CARL’S STORYBOARD TESS & CARL
  • 93. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS SWIMLANEDIAGRAMFORTess TESS’ STORYBOARD Carl CARL’S STORYBOARD TESS & CARL Tess / Carl CHANNELS OF INTERACTION Coffee Smart Phone Chat Radio Money Credit Card Coffee Shop Menu Display
  • 94. JOURNEY MAPS - CHANNELS Tess TESS’ STORYBOARD Carl CARL’S STORYBOARD THEPOWEROF
 SOCIALMARKETING
  • 95. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS POSITIVESOCIALMARKETING
  • 96. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS POSITIVESOCIALMARKETING JOSHIE, 
 THE GIRAFFE Images www.huffingtonpost.com/chris-hurn/
 stuffed-giraffe-shows-wha_b_1524038.html
  • 97. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS POSITIVESOCIALMARKETING Images www.huffingtonpost.com/chris-hurn/
 stuffed-giraffe-shows-wha_b_1524038.html
  • 98. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS POSITIVESOCIALMARKETING Images www.huffingtonpost.com/chris-hurn/
 stuffed-giraffe-shows-wha_b_1524038.html
  • 99. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS NEGATIVESOCIALMARKETING
  • 100. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS NEGATIVESOCIALMARKETING 21.000.000+ DAVE CARROL -
 UNITED BREAKS
 GUITARS
  • 101.
  • 102. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAPS - CHANNELS NEGATIVESOCIALMARKETING Source The Guardian, Twitter “MISTAKE OF 
 EPIC PROPORTIONS” — OSCAR MUNOZ, CEO, UNITED AIRLINES
  • 104. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - CHANNELS EXERCISE 1. Go through your journey map 
 and discover which channels 
 are used for each step. 2. Keep track of all channels in your
 journey map. 5 MIN
  • 106. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION EMOTIONAL
 JOURNEY 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: 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 ▸ ...
  • 107. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
  • 108. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
  • 109. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
  • 110. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
  • 111. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
  • 112. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
  • 113. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
  • 114. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
  • 115. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
  • 116. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C EBUT WAIT!
 WHEN DO YOU 
 MEASURE 
 SATISFACTION? 9 HERE?
  • 117. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E 9 HERE? 78,4 % OF OUR CUSTOMERS
 ARE SATISFIED 
 WITH OUR SERVICE. — OKAY. AND NOW WHAT?
  • 119. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - EMOTIONAL JOURNEY EXERCISE 15 1. Estimate individually the satisfaction of your persona at each step of the journey on a post-it (numbering all steps helps) 2. Mark your own ratings on the graph 
 (no average values) 3. Discuss common negative ratings 
 and differing ratings
  • 120. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - EMOTIONAL JOURNEY DEBRIEF Tess / Carl / Michael / Laura EMOTIONAL JOURNEYS WHERE TO START?
  • 121. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - EMOTIONAL JOURNEY DEBRIEFWHERE TO START? Tess / Carl / Michael / Laura EMOTIONAL JOURNEYS
  • 124. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC DRAMATIC ARC Tess PAIN POINTS Tess / Friend DRAMATIC ARC (INTENSITY) LEVEL OF ACTIVITY -2 -1 +0 +1 +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 ▸ ...
  • 125. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM!
  • 126. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF
 ENGAGEMENT STUNT SCENE BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
  • 127. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF
 ENGAGEMENT STUNT SCENE CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
  • 128. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF
 ENGAGEMENT STUNT SCENE NEW LOCATION AND RISK CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
  • 129. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF
 ENGAGEMENT STUNT SCENE NEW LOCATION AND RISK NEW LOCATION AND RISK NEW LOCATION AND RISK CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
  • 130. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF
 ENGAGEMENT STUNT SCENE NEW LOCATION AND RISK NEW LOCATION AND RISK NEW LOCATION AND RISK CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
  • 131. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF
 ENGAGEMENT EVIL HQ CLIMAX STUNT SCENE NEW LOCATION AND RISK NEW LOCATION AND RISK NEW LOCATION AND RISK CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
  • 132. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF
 ENGAGEMENT EVIL HQ CLIMAX STUNT SCENE NEW LOCATION AND RISK NEW LOCATION AND RISK NEW LOCATION AND RISK JAMES FAILS CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
  • 133. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF
 ENGAGEMENT EVIL HQ CLIMAX STUNT SCENE NEW LOCATION AND RISK NEW LOCATION AND RISK NEW LOCATION AND RISK JAMES FAILS CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH. CAPTAIN’S BALL ARRIVAL BALL EVENING SHOW VIEW PORT, EVENING SHOW VIEW PORT, EVENING SHOW FAIRWELL, SHIP DEPARTS VIEW PORT
  • 134. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC THE SOAP OPERA, AKA OWNING A PHONE LEVELOF
 ENGAGEMENT NEW PHONEPHONE CONTRACT BILL BILL BILL BILLBILL
  • 135. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC ARC THE EPIC LEVELOF
 ENGAGEMENT INTERIOR ADDEDPLANNING THE HOUSE 1ST FLOOR 2ND FLOOR ROOF HOUSE FINISHEDSTART CONSTRUCTION
  • 137. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE 15 JOURNEY MAPS - DRAMATIC ARC 1. Define your Dramatic Arc 2. Each group member estimates the engagement of your persona at each step (numbering all steps help) 3. Mark all ratings on the graph 
 (no average values) 4. Evaluate the type of your Dramatic Arc
  • 138. MICHAEL STEINGRESS / HARDY TITZ SATISFACTION VS ENGAGEMENT SATISFACTION ENGAGEMENT POS.+2NEG.–2 LOW 0 HIGH +5 3 4 21 DEBRIEF JOURNEY MAPS - DRAMATIC ARC
  • 140. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE BACKSTAGE Tess TESS’ DETAILED DESCRIPTION Tess BACKSTAGE ACTIONS FOR CAFÉ BEAN Tess / Friend EMOTIONAL JOURNEY Tess PAIN POINTS -2 -1 +0 +1 +2 Jetlagged and tired from her business trip to Shanghai. Her flight didn't get in until eleven so she couldn't pick up groceries for the next day! Tess has had coffee every morning since she was in high school. Café Bean is a new café that sources in season, direct trade beans. They also have great selection of chia yogurt parfaits, baked sweets and fresh fruit. She checks on her phone to see if they are open. Tess lives near Place de la Bastille in Paris, but works outisde of the city. She jumps in her car and drives to Café Bean on the way to work. Café Bean prides itself on being a progressive, customer friendly, community space. Ali, the café owner talks to Tess about her trip to Hong Kong. Tess is a Café Bean regular and loves how they blend technology with the experience (pun intended) :) She orders a coffee and yogurt parfait. ▸ A drip coffee, Guatem splash of half and ha ▸ Chia parfait with blue ▸ She takes out some c breakfast. 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
  • 141. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE
  • 142. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE TOOLS EXAMPLE Customer action triggers internal
 processes of front-stage staff
  • 143. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE TOOLS EXAMPLE Customer action triggers internal
 processes of back-stage staff BACKSTAGE PROCESSES
  • 144. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE TOOLS EXAMPLE Back-stage staff triggers external
 process in a different department
  • 145. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE TOOLS EXAMPLE External department triggers
 third-party process
  • 146. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE TOOLS EXAMPLE Third-party/external department
 triggers certain customer action
  • 147. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE TOOLS EXAMPLE Customer action triggers an 
 automated support process
  • 148. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE TOOLS EXAMPLE Customer action triggers a series of
 internal/external and
 Manual/automated micro-interactions
  • 149. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY MAP - BACKSTAGE ANDTHISISJUSTASIMPLEEXAMPLE
  • 151. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE 15 1. Go through your journey step by step and add potential backstage processes (triggered by a step or by other backstage processes) 2. Write down the process as well as the internal/external stakeholder responsible for this process JOURNEY MAP - BACKSTAGE
  • 152. 04Q&A