Customer experience map

To identify what is hampering the experience.

1. Identify the different aspects of the process a customer goes through. Write them down.

2. Place the facets on a timeline, in chronological order.

3. Add post-its on the aspects marking whether it is a positive or negative experience.

4. Sort the aspects from the most positive to most negative.

5. Collect the results.

NOTE

Use clear words such as engagement, exit, anticipation, etc. The most negative facets are design opportunities.

OUTPUT

Insight in which facets make an experience negative and which make it positive.

NEXT

Improve negative facets and enhance positive aspects of an experience.

Tips for running this activity online

• Pick an online whiteboard tool that allows you to use a large, zoomable canvas.
• Set up each topic at a different area of the board, spread them out just like you would do it on the walls of a room.
• Invite participants to zoom in and visit each section during the review section of this exercise.
• If you’re not using an online whiteboard, we’d recommend using a collaboration tool such as Google Docs to collect the information for each step under a separate heading. Invite everyone into the document to share their ideas but be very clear in regards to editing rights.
• When facilitating group discussion, we’d recommend that participants use non-verbal means to indicate they’d like to speak. You can use tools like Zoom’s nonverbal feedback tools, a reaction emoji, or just have people put their hands up.The facilitator can then invite that person to talk. 

Source: Digital Society School

REFERENCE

HOWARD, Tharon. Journey mapping: A brief overview. Communication Design Quarterly Review, 2014, 2.3: 10-13.


STICKDORN, M.; SCHNEIDER, J. This Is Service Design Thinking, Amsterdam: BIS. Available at: ThisIsServiceDesignThinking.com, 2010.