journey map tips: how to evaluate a journey map
TRANSCRIPT
HOW TO EVALUATE A JOURNEY MAP?
… six aspects to consider
Journey Map Tips
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ASPECTSTO CONSIDER
CURRENT-STATE (AS-IS)
FUTURE-STATE (TO-BE)
ASSUMPTION-BASED
RESEARCHED-BASED
HIGH-LEVEL PERSPECTIVE
DETAILED SCOPEJourney Map Tips
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MAIN ACTOR:
KIND OF VISUALIZATION:
CUSTOMER, USER, EMPLOYEE
STORYBOARD, GRAPHS, …
ASPECTSTO CONSIDER
PRODUCT-FOCUSED
EXPERIENCED-FOCUSED
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CURRENT-STATE JOURNEY MAP THIS TYPE OF JOURNEY MAP REPRESENTS AN EXPERIENCE AS IT IS RIGHT NOW. THEY CAN HELP IDENTIFY PROBLEMS OR OPPORTUNIEIS. ASK YOURSELF:DOES MY JOURNEY MAP SHOW WHAT IS CURRENTYHAPPENING?
FUTURE-STATE JOURNEY MAP THIS TYPE SHOWS A STATE THAT IS NOT YET A REALITY THEY CAN HELP SHOW WHAT YOU WOULD LIKE TO HAPPEN OR WHAT YOU WOULD LIKE TO DESIGN FOR THE FUTURE.
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ASSUMPTION BASED IS THE JOURNEY MAP BASED ON RESEARCH? INTERVIEWS WITH CUSTOMERS?
RESEARCH BASED A JOURNEY MAP THAT IS CREATED WITH CUSTOMERS, USERS OR BASED OFF OF RESEARCH WITH THE END-USER.
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HIGH LEVEL PERSPECTIVE 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?
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5 6 7 8
TESS
1 4
This is a high-level perspective …
2 3 9
Introduction to Service Design© More Than Metrics
Each step can be separated into smaller steps …
7
SEND A TEXT
SCANNING INSTAGRAM
OPENS ORDERING APP
UPDATE PROFILE
COFFEE POINTS ON APP
SOFTWARE UPDATE
Introduction to Service Design© More Than Metrics
MAIN ACTOR WHO IS THE MAIN ACTOR OF THE JOURNEY MAP? IS IT A CUSTOMER? AN EMPLOYEE? A USER?
P.S. REGARDLESS OF WHO IS THE MAIN ACTOR, JOURNEY MAPS USE PERSONAS TO SHOWTHE MAIN ACTOR
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HOW DO YOU ILLUSTRATE THE JOURNEY? DO YOU USE IMAGES, SKETCHES TO CREATE A STORY BOARD?
DO YOU USE GRAPHS TO ILLUSTRATE THE EMOTIONAL JOURNEY?
KIND OF VISUALIZATION:STORYBOARD, GRAPHS, …
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PRODUCT-FOCUSED DOES THE JOURNEY MAP EMPHASIZE THE JOURNEY THAT YOUR CUSTOMER HAS WITH YOUR SERVICE OR PRODUCT OVER THAT OF A MORE HOLLISTIC VIEW OF THE CUSTOMER‘S EXPERIENCE.
EXPERIENCED FOCUSED DOES THE JOURNEY TAKE INTO ACCOUNT EXPERIENCES THAT YOUR CUSTOMER MIGHT HAVE OUTSIDE OF THEIR EXPERIENCE WITH YOUR PRODUCT OR SERVICE?
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VISUALIZE CUSTOMER EXPERIENCE