What are some easy-to-use Service Design Tools…? Part 3 – Customer Journey Maps

Updated: In collaboration with the University of Auckland Business School, get 10% off the course fees for Service Design Thinking at checkout by using this code before the end of 2018: GRAEME10

Customer journey maps are another simple but powerful tool from the Service Design toolkit.

These sit nicely with the other tools I’ve been looking at including Stakeholder maps and using Personas.

The idea is that you map out in a highly visual way the experience of a person (or persona) over time. You can do this for different purposes. Some of these might include:

• Collecting real-life stories from users. In my case, this might include learners or tutors.
• Understanding how services work – don’t work as the case may be. A journey map might help you identify pain points and roadblocks or potential inefficiencies that you want to target.
•  Envisioning future services.

All you need really is a bunch of sticky notes and a decent wall space. I like the style below where you also map the emotional ups and downs of the user journey as well.

I haven’t used this one yet, but I’ve been thinking through how I could use it in the implementation phase of the current project.