RoX 2017 - Customer Journey Map

Journey Map ≠ Journey Map
RoX 2017 Nov 2017 @steini_mtm
JOURNEYMAPPING
JOURNEYMAPPING
Michael Steingress / More than Metrics
≠

◊1 BASIC
◊2 OUR APPROACH
◊3 PERSONAS
◊4 SYSTEM MAPS
◊5 JOURNEY MAPS
◊6 Q&A
AGENDA

01.BASICS

METHODS
VS.
TOOLS

METHODSVS.TOOLS
≥ 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

“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.”
BOUNDARYOBJECTS
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.

02.OURAPPROACH

SERVICEDESIGNSPRINTSA.K.A.
DESIGN THINKING SPRINTS 
EXPERIENCE DESIGN SPRINTS 
CX SPRINTS UX SPRINTS 
INNOVATION LOOPS 
ITERATIONS 
JOURNEY PROJECTS
… YOU NAME IT

SERVICE DESIGN SPRINTS
RESEARCH
IDENTIFICATION OF
CRITICAL EXPERIENCES
IDEATION &  
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT

RESEARCH
IDENTIFICATION OF
IDEATION &  
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT
EXAMPLE
Realizing that you don’t have
enough data on a problem after
you started to explore solutions.

RESEARCH
IDENTIFICATION OF
IDEATION &  
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT
EXAMPLE
Realizing that a concept doesn’t
work during prototyping.

RESEARCH
IDENTIFICATION OF
IDEATION &  
IDEA SELECTION
PROTOTYPING &
DEVELOPMENT
IMPLEMENTATION &
DEPLOYMENT
EXAMPLE
Writing user stories for  
minor improvements directly
from your research.

RESEARCH
QUANTITATIVE QUALITATIVE

MONITOR KPIS OVER TIME GET ACTIONABLE INSIGHTS
QUANTITATIVE QUALITATIVE
RESEARCH

1. TRIANGULATION
2.TRIANGULATION
3.TRIANGULATION
How to get valuable data with limited budgets …
METHODS, DATA TYPES, RESEARCHERS

ASSUMPTIONVS.RESEARCH
≥ based on assumptions
and not on research data
≥ quality of the tool
depends on creator’s
knowledge
≥ based on research data
≥ can have a greater
significance than
assumption based tools
Assumption-based tools Research-based tools

Assumption-based tools Research-based tools
Often assumption-based tools develop into research-based tools over time. 
Assumptions should be challenged. Research gaps should be filled.

WHENSOMEONE’SJOURNEYMAPISBASED 
ONMEREASSUMPTIONS…
CHALLENGE IT!

EXPLORATORYVS.CONFIRMATORYRESEARCH
≥ learn more about
something specific
≥ no assumptions
≥ objective: answering
WHY questions
≥ validating a specific
assumption
≥ testing an assumption/
hypothesis through research
Explorative research Confirmatory research

03.PERSONA

Smaply Intro
Innsbruck June 2017 Roy Trenneman
PERSONAS
THEY CAN FOCUS ON:
NEEDS, HOPES,  
BEHAVIORS AND
FEARS OF A
CUSTOMER GROUP.

Smaply Intro
CRITERIONI
CRITERION II
DESIGNFORTHEAVERAGE TESTWITHEXTREMES

Smaply Intro
CRITERIONI
CRITERION II
DIFFERENCES 
INTER-SEGMENT  
HETEROGENEITY

Smaply Intro
CRITERIONI
CRITERION II
DIFFERENCES 
INTER-SEGMENT  
HETEROGENEITY
SIMILARITIES 
INTRA-SEGMENT  
HOMOGENEITY

Smaply Intro
CRITERIONI
CRITERION II
DIFFERENCES 
INTER-SEGMENT  
HETEROGENEITY
SIMILARITIES 
INTRA-SEGMENT  
HOMOGENEITY
MAIN PERSONA

Smaply Intro
CRITERIONI
CRITERION II
DIFFERENCES 
INTER-SEGMENT  
HETEROGENEITY
SIMILARITIES 
INTRA-SEGMENT  
HOMOGENEITY
MAIN PERSONA
EDGE CASES 
EXTREME PERSONAS

DESIGNFOR 
THEAVERAGE

DESIGNFOR 
THEAVERAGE
FREQUENCY
E.G. SMARTPHONE USAGE
SEGMENTATION CRITERION

DESIGNFOR 
THEAVERAGETESTWITHEXTREMES
FREQUENCY
SEGMENTATION CRITERION
E.G. SMARTPHONE USAGE

04.SYSTEMMAPS

THINKINSERVICEECOSYSTEMS
“The battle of devices has now become a war of ecosystems, where  
ecosystems include not only the hardware and software of the device, but  
developers, applications, eCommerce, advertising, search, social applications,
location-based services, unified communications and many other things.
Our competitors aren’t taking our market share with devices; they are taking
our market share with an entire ecosystem. This means we’re going to have  
to decide how we either build, catalyze or join an ecosystem.”
 
STEPHEN ELOP, FEBRUARY 2011 
FORMER CEO OF NOKIA

SYSTEM MAPS
Stakeholder Maps Value Network Maps Ecosystem Maps

STAKEHOLDERMAP
PERSPECTIVE
Who do you put in the center?
SECTORS
How do you organize the stakeholders?
STAKEHOLDERS
Who should be included?
RELATIONSHIPS (OPTIONAL)
Which relations do you visualize?
SHOP
CREDIT
CARD
COMANY
$
BANK
DELIVERY
COMPANY
WHOLESALER
EMPLOYER
PRODUCT
REVIEW
WEBSITE
TELCO
A B CONLINE
SHOP
PRISCILLA
NIGHTINGALE
FULFILLMENT
PROVIDER

VALUENETWORKMAP
… ALL OF STAKEHOLDER MAP, PLUS:
Value exchanges
Which value exchange takes
place between stakeholders?
A B C
$
$
$
$
CREDIT
CARD
COMANY
$
BANK
$
$
$
$
ONLINE
SHOP
DELIVERY
COMPANY
FULFILLMENT
PROVIDER
WHOLESALER
SHOP
PRODUCT
REVIEW
WEBSITE
PRISCILLA
NIGHTINGALE
TELCO
EMPLOYER

ECOSYSTEMMAP
… ALL OF VALUE NETWORK MAP, PLUS:
Actors beyond stakeholders  
(i.e. people/organizations)
Which other actors are important,
such as IT systems, (mobile) apps,
places, machines, etc.?
A
$
$
$
$
$
$
ONLINE
SHOP
DELIVERY
COMPANY
FULFILLMENT
PROVIDER
PRISCILLA
NIGHTINGALE
TELCO
IT BACKEND
SYSTEM

05.JOURNEYMAPS

MAPSMAPSMAPS!
ONLY APPROACH THE TRUTH!
GIVE ORIENTATION
TAILORED TO NEEDS / USERS
NEED CONTEXT
A MATTER OF PURPOSE, ORIENTATION AND PERSPECTIVE

ACUSTOMERJOURNEY
OR AS SOME MIGHT CALL IT:  
“SLIPPING INTO YOUR CUSTOMER’S SHOES.”
FROM A PERSONA PERSPECTIVE

JOURNEYMAP
VISUALIZE THE
EXPERIENCE OF A
PERSON OR A GROUP
OF PEOPLE AS A
SEQUENCE OF STEPS.

HOWTOEVALUATE 
AJOURNEYMAP?SIX ASPECTS TO CONSIDER

HIGH-LEVEL PERSPECTIVE 
DETAILED SCOPE
JOURNEY MAPS
ASPECTS
TOCONSIDER
CURRENT-STATE 
FUTURE-STATE
ASSUMPTION-BASED
RESEARCH-BASED

JOURNEY MAPS
ASPECTS
TOCONSIDER
MAIN ACTOR:
CUSTOMER, USER, EMPLOYEE
PROPOSITION-CENTRED 
EXPERIENCE-CENTRED
KIND OF VISUALIZATIONS:
STORYBOARD, GRAPHS, …

CURRENT-STATE 
FUTURE-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?

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.

ASSUMPTION-BASED
RESEARCH-BASED
CURRENT-STATE 
FUTURE-STATE

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.

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.

ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE 
DETAILED SCOPE
CURRENT-STATE 
FUTURE-STATE

HIGH-LEVEL SCOPE
How far does the Journey Map zoom out? 
Does it capture an end-to-end experience?

TESS
1 2 3 54 6 7 8 9

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?

7
SCANNING INSTAGRAM
OPENING ORDERING APP
UPDATE ORDERING APP
SEND A TEXT
UPDATE PROFILE
COFFEE POINTS SHOW IN APP

ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE 
DETAILED SCOPE
CURRENT-STATE 
FUTURE-STATE
MAIN ACTOR:
CUSTOMER, EMPLOYEE

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

ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE 
DETAILED SCOPE
CURRENT-STATE 
FUTURE-STATE
MAIN ACTOR:
CUSTOMER, EMPLOYEE
EXPERIENCE-CENTRED

PROPOSITION-CENTERED
Does the Journey Map only focus on experiences
with a specific product? Does it mainly show direct
interactions with your brand?

THIS IS A PROPOSITION-CENTRED JOURNEY MAP.
TESS
1 2 3

THIS IS A PROPOSITION-CENTRED JOURNEY MAP.
THIS IS AN EXPERIENCED-CENTRED JOURNEY MAP.
TESS
1 2 3
TESS
1 2 3 54 6 7 8 9

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?

TESS
1 2 3 54 6 7 8 9
TESS
1 2 3 4 5
EXPERIENCE-CENTERED

ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE 
DETAILED SCOPE
CURRENT-STATE 
FUTURE-STATE
MAIN ACTOR:
CUSTOMER, EMPLOYEE
EXPERIENCE-CENTRED
KIND OF VISUALIZATIONS:
STORYBOARD, GRAPHS, …

STEPS,
TOUCHPOINTS,AND
MOMENTSOFTRUTH

STEPS
≥ any experience of  
the main actor
≥ can be activities like
waiting, walking
TOUCHPOINTS
≥ interactions with  
your brand
≥ can involve different
channels, such  
as personal contact,
smartphone, TV
MOMENTS 
OFTRUTH
≥ decisive steps in a journey
≥ situations that make or
break the experience

TEXT LANES
STORYBOARD
CHANNELS
EMOTIONAL JOURNEY
DRAMATIC ARC
BACKSTAGE LANES 
FILES

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
EMOTIONAL JOURNEY
BUT WAIT! 
WHEN DO YOU  
MEASURE  
SATISFACTION?
9
HERE?

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
EMOTIONAL JOURNEY
9
78,4 % OF OUR CUSTOMERS 
ARE SATISFIED  
WITH OUR SERVICE.
— OKAY. AND NOW WHAT?

CUSTOMEREXPERIENCE
ISMORETHAN 
F***INGMETRICS.

IF THERE ARE ONLY TWO
THINGS TO 
KEEP IN MIND …
After creating these journey maps

AJOURNEY
MAPISNOTA
F***ING
DELIVERABLE!

CO-CREATEWITH
YOURCUSTOMER.
REALLY.

THANKYOU!Journey Mapping ≠ Journey Mapping
steini@morethanmetrics.com
SLIDES: SCHNEIDER / STEINGRESS / STICKDORN / TITZ

RoX 2017 - Customer Journey Map

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