Experiences are increasingly multi-channel and customers expect us to be wherever they land, to know where they’ve been, what they’ve done and what they need to do next.

Journey mappingHelps us understand the experience we provide from our users’ perspectives, both external and internal

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Journey MappingEnables the discovery of challenges and inconsistencies that our constituents may encounter that may not be obvious or visible

Helps to make something intangible more tangible, and therefore easier to evaluate and address

Allows us to evaluate specific touch points (website, email, mail, etc.) in the context of the whole experience

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Identify and sequence touch pointsWhat are all the points our constituents engage with us throughout their experience?

Icons from This is Service Design Thinking

People, technology and processWho are the stakeholders, internal and external, in this service delivery? What systems and technology are they using? What processes are they following and who established them?

5Icons from This is Service Design Thinking

Experiential ExpansionWhat is the customer feeling at different points in the process?What are internal staff feeling and experiencing throughout the process?

6Icons from This is Service Design Thinking

Once completedWe have a better, broader understanding of the experience being delivered today, each touch points’ role in that delivery, and how changes to processes and touch points impact each other.

We have a tangible record of the experience to facilitate further conversations about service improvements

We can better identify and prioritize experience improvements

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There are lots of examples of great Customer Journey Maps

8www.servicedesigntools.org/tools/8

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Our Maps are going to look more like this:

Get MappingStart with your persona – this is their journey

Educated speculation is our jam!

You’ll want post-its, sharpies and butcher paper

Think about your persona’s experience from pre-consideration through re-consideration

Think about the ease of delivering the service as well

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Laura AndersenCustomer Experience and Service Designla@lauraandersen.com@LA0811+1 612 839 6770

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