Mapping the Customer Journey

Customer

Business

Intersection points

1: Data Visualizationhttp://www.flickr.com/photos/tahini/4048806970/

InspirationReproduced from The Etude, October, 1913

Service Dept. http://www.edutxt.co.uk/preloginjsp/edutxt/customer_journey.jsp

Platform Nick Finck, Übermind

Personas Comcast experience map, nForm

Cross Channelgetallyourducksinarow.com

Website FlowISITE Design

Brand Experiencehttp://www.awardentries.net/groundswell/campaign.htm

Transit SystemLondon Underground

2: Data Collection & StorytellingAfrican cave painting

Customer’s Words

Capture Emotions

Decisions, Sequence, Sources

Prioritization

© Robert Schwartz3. What and How

http://www.flickr.com/photos/statelibraryqueensland/3989365714/sizes/z/in/photostream/

Characteristics

Customer

•Goals

•Emotions

•Channels

Business

•Process

•Highs/lows

•Channels

Tim

e

How: Visualizehttp://jasonfurnell.wordpress.com/2010/08/04/customer-journey-sketchboards/

How: Collect Data

• One question per journey

• Ask open-ended question, “How do/did you…?”

• 15 : 15 draw/describe

• Use open/closed questions to fill in

• Record session

Your Turn

• How did you choose your college?

• How did you end up in your current profession?

Scott Beale / Laughing Squid www.laughingsquid.com

Customer journeys identify where you

can deliver value.

© Robert SchwartzRecap

References

• Bruce Temkin http://experiencematters.wordpress.com/2009/03/03/legos-building-block-for-good-experiences/

• Jason Hobbs http://www.boxesandarrows.com/person/122-jasonhobbs

• Boxes and Arrows http://www.boxesandarrows.com/view/journeys_needs

• The Yard Creativehttp://www.theyardcreative.com/bandqhongkong.html

• Engine Group http://www.enginegroup.co.uk/service_design/m_page/customer_journey_mapping

• Adam Richardson http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html

• Joyce Hostyn http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/

• People and Participation.net http://www.peopleandparticipation.net/display/Methods/Customer+Journey+Mapping

Thank you!

bholmes@isitedesign.com @volleyballbarb

Academic Pathwaywww.mhcc.edu