Digital Customer Journey Mapping
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The document outlines a digital journey mapping workshop agenda focused on improving public transportation in Amsterdam. It includes various exercises on creating personas, stakeholder maps, and journey maps while encouraging participants to ideate solutions and reflect on their experiences. Key activities involve understanding customer journeys, emotional mapping, and collaborative ideation processes across two days.
Digital Customer Journey Mapping
- 2. AGENDA !
- 3. ARNE, CATHERINE & HARDY 01 INTRODUCTION 02 DESIGN CHALLENGE 03 PERSONAS 04 STAKEHOLDER MAPS 05 JOURNEY MAPS AGENDA DAY 1
- 5. ARNE, CATHERINE & HARDY EXERCISE WRITE DOWN QUESTIONS YOU HAVE ABOUT JOURNEY MAPPING, PERSONAS, SYSTEM MAPS, ALL OF THIS! ONE QUESTION PER STICKY NOTE HOW YOU HAVE INCLUDED YOUR CUSTOMER IN A PROJECT BEFORE…
- 7. ARNE, CATHERINE & HARDY HOW MIGHT WE IMPROVE THE PUBLIC TRANSPORTATION EXPERIENCE IN AMSTERDAM? DESIGN CHALLENGE
- 8. ARNE, CATHERINE & HARDY SHARE YOUR WORST PUBLIC TRANSPORTATION EXPERIENCE WITH A PARTNER DESIGN CHALLENGE
- 9. 03.PERSONAS
- 10. ARNE, CATHERINE & HARDY PERSONAS PERSONAS
- 11. ARNE, CATHERINE & HARDY PERSONAS NAME OCCUPATION NATIONALITY MARITAL STATUSQUOTE KEY ATTRIBUTES DESCRIPTION AGEPERSONA TOPICS
- 12. ARNE, CATHERINE & HARDY TOPICS THAT CONNECT THE PERSONA TO A SPECIFIC PROBLEM, JOB, PRODUCT OR SERVICE PERSONAS
- 13. ARNE, CATHERINE & HARDY TOPICS THAT HELP US RELATE TO THE PERSONA AS A HUMAN PERSONAS
- 14. ARNE, CATHERINE & HARDY How they communicate? How they make decisions? People or places or situations that influence the way they act? What types of technology do they use? … AND MANY MORE… AND MANY MORE " # $ % ☼ A quote Description/longer narrative Needs Goals Pain Points Hear, Think, See, Feel, Say, Do PERSONA AS A HUMAN
- 15. ARNE, CATHERINE & HARDY TOPICS THAT CONNECT THE PERSONA TO A SPECIFIC PROBLEM, JOB, PRODUCT OR SERVICE PERSONAS
- 16. ARNE, CATHERINE & HARDY What questions might they need answered? What pain points are they experiencing that they might be trying to overcome? How are they feeling about the experience? What really matters to them? … AND MANY MORE… AND MANY MORE " # $ % ☼ Expectations of our product/ service/technology? What are they trying to accomplish in this specific context? What is their overall goal when using our product? TOPICS THAT CONNECT TO A CHALLENGE, JOB, PRODUCT, SERVICE
- 17. ARNE, CATHERINE & HARDY PERSONAS ASSUMPTIONBASED VS. RESEARCHBASED
- 18. ARNE, CATHERINE & HARDY MARKETING DATA, RELATIONSHIP DATA, DEMOGRAPHIC DATA PERSONAS
- 19. ARNE, CATHERINE & HARDY MARKETING DATA what/how do we communicate to our customers? what/how they communicate back? BEHAVIORAL DATA purchase history, usage, key activities PERSONAS
- 20. ARNE, CATHERINE & HARDY DEMOGRAPHIC DATA name, age, profession, gender, etc… RELATIONSHIP DATA help desk interaction, feedback, ratings PERSONAS
- 21. ARNE, CATHERINE & HARDY WHAT WILL HELP ME UNDERSTAND MORE ABOUT THE PERSONA AS A HUMAN? PERSONAS
- 22. ARNE, CATHERINE & HARDY WHAT WILL HELP ME UNDERSTAND MORE ABOUT THE PERSONA IN CONNECTION TO THE CHALLENGE? PERSONAS
- 23. ARNE, CATHERINE & HARDY WHAT YOU INCLUDE DEPENDS ON THE CHALLENGE PERSONAS
- 24. 04.SYSTEMMAPS
- 25. ARNE, CATHERINE & HARDY SYSTEM MAPS SYSTEM MAPS Stakeholder Maps Value Network Maps Ecosystem Maps
- 26. ARNE, CATHERINE & HARDY SYSTEM MAPS STAKEHOLDERMAP SHOP CREDIT CARD COMANY $ BANK DELIVERY COMPANY WHOLESALER EMPLOYER PRODUCT REVIEW WEBSITE TELCO A B CONLINE SHOP PRISCILLA NIGHTINGALE FULFILLMENT PROVIDER
- 27. ARNE, CATHERINE & HARDY SYSTEM MAPS A B C $ $ $ $ CREDIT CARD COMANY $ BANK $ $ $ $ ONLINE SHOP DELIVERY COMPANY FULFILLMENT PROVIDER WHOLESALER SHOP PRODUCT REVIEW WEBSITE PRISCILLA NIGHTINGALE TELCO EMPLOYERVALUENETWORKMAP
- 28. ARNE, CATHERINE & HARDY SYSTEM MAPS A $ $ $ $ $ $ ONLINE SHOP DELIVERY COMPANY FULFILLMENT PROVIDER PRISCILLA NIGHTINGALE TELCO IT BACKEND SYSTEM ECOSYSTEMMAP
- 29. ARNE, CATHERINE & HARDY SYSTEM MAPS WHOAREALLOFTHE STAKEHOLDERS?INVOLVED IN PUBLIC TRANSPORTATION?
- 30. QUESTIONS
- 32. ARNE, CATHERINE & HARDY ACUSTOMER’S JOURNEY FROM A PERSONA PERSPECTIVE OR AS SOME MIGHT CALL IT: “SLIPPING INTO YOUR CUSTOMER’S SHOES.” ' THE CUSTOMER JOURNEY
- 33. ARNE, CATHERINE & HARDY JOURNEY MAPS EMPHASISE THE PERSONA’S EXPERIENCE THE CUSTOMER JOURNEY TESS 1 2 3 54 6 7 8 9
- 34. ARNE, CATHERINE & HARDY A HIGH LEVEL JOURNEY MAP … TESS 1 2 3 54 6 7 8 9
- 35. ARNE, CATHERINE & HARDY 7 SCANNING INSTAGRAM SEND A TEXT OPENING ORDERING APP UPDATE ORDERING APP UPDATE PROFILE COFFEE POINTS SHOW IN APP ZOOM IN
- 36. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP MAPTHEJOURNEY THATYOURPERSONA CURRENTLY EXPERIENCES… WITH THE SERVICE
- 37. ARNE, CATHERINE & HARDY PROTOTYPE CREATE A JOURNEY 01 TAKE A JOURNEY MAP TEMPLATE 02 MAP THE JOURNEY THAT YOUR PERSONA/ CURRENTLY EXPERIENCES
- 38. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP PERSONAJOURNEY MAP EMOTIONALJOURNEYDRAMATICARC DATE CLIENT PROJECT# CONCEPT Marc Stickdorn,Jakob Schneider, Klaus Schwarzenberger — www.mrthinkr.com TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARDSUB-STAGENAMESTAGE
- 39. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP JOURNEY MAP EMOTIONALJOURNEYDRAMATICARC DATE CLIENT PROJECT# CONCEPT Marc Stickdorn,Jakob Schneider, Klaus Schwarzenberger — www.mrthinkr.com TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARDSUB-STAGENAMESTAGE TICKETING FOCUS
- 40. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP JOURNEY MAP EMOTIONALJOURNEYDRAMATICARC DATE CLIENT PROJECT# CONCEPT Marc Stickdorn,Jakob Schneider, Klaus Schwarzenberger — www.mrthinkr.com TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARDSUB-STAGENAMESTAGE STEPS
- 41. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP JOURNEY MAP EMOTIONALJOURNEYDRAMATICARC DATE CLIENT PROJECT# CONCEPT Marc Stickdorn,Jakob Schneider, Klaus Schwarzenberger — www.mrthinkr.com TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARDSUB-STAGENAMESTAGE STEPS
- 42. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP JOURNEY MAP EMOTIONALJOURNEYDRAMATICARC DATE CLIENT PROJECT# CONCEPT Marc Stickdorn,Jakob Schneider, Klaus Schwarzenberger — www.mrthinkr.com TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARDSUB-STAGENAMESTAGE STEPS BUYING MY TICKET
- 43. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP JOURNEY MAP EMOTIONALJOURNEYDRAMATICARC DATE CLIENT PROJECT# CONCEPT Marc Stickdorn,Jakob Schneider, Klaus Schwarzenberger — www.mrthinkr.com TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARDSUB-STAGENAMESTAGE STEPS BUYING MY TICKET
- 44. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP JOURNEY MAP EMOTIONALJOURNEYDRAMATICARC DATE CLIENT PROJECT# CONCEPT Marc Stickdorn,Jakob Schneider, Klaus Schwarzenberger — www.mrthinkr.com TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARDSUB-STAGENAMESTAGE STEPS BUYING MY TICKET
- 45. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP JOURNEY MAP EMOTIONALJOURNEYDRAMATICARC DATE CLIENT PROJECT# CONCEPT Marc Stickdorn,Jakob Schneider, Klaus Schwarzenberger — www.mrthinkr.com TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARDSUB-STAGENAMESTAGE STAGES
- 46. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP JOURNEY MAP EMOTIONALJOURNEYDRAMATICARC DATE CLIENT PROJECT# CONCEPT Marc Stickdorn,Jakob Schneider, Klaus Schwarzenberger — www.mrthinkr.com TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARDSUB-STAGENAMESTAGE STAGES PRE TICKET
- 47. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP JOURNEY MAP EMOTIONALJOURNEYDRAMATICARC DATE CLIENT PROJECT# CONCEPT Marc Stickdorn,Jakob Schneider, Klaus Schwarzenberger — www.mrthinkr.com TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARDSUB-STAGENAMESTAGE STAGES PRE TICKET PURCHASE
- 48. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP JOURNEY MAP EMOTIONALJOURNEYDRAMATICARC DATE CLIENT PROJECT# CONCEPT Marc Stickdorn,Jakob Schneider, Klaus Schwarzenberger — www.mrthinkr.com TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARDSUB-STAGENAMESTAGE STAGES PRE TICKET PURCHASE POST TICKET
- 49. TEXTLANES
- 50. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP DESCRIPTION KPI’S IDEAS JOBS TO BE DONE QUESTIONS AND MANY MORE… TEXT LANES
- 51. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP JOURNEY MAP EMOTIONALJOURNEYDRAMATICARC DATE CLIENT PROJECT# CONCEPT Marc Stickdorn,Jakob Schneider, Klaus Schwarzenberger — www.mrthinkr.com TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARDSUB-STAGENAMESTAGE DESCRIPTION I FELT LOST DURING WHEN I WAS BUYING MY TICKET BUYING MY TICKET
- 52. STORYBOARD
- 53. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP JOURNEY MAP EMOTIONALJOURNEYDRAMATICARC DATE CLIENT PROJECT# CONCEPT Marc Stickdorn,Jakob Schneider, Klaus Schwarzenberger — www.mrthinkr.com TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARDSUB-STAGENAMESTAGE STORYBOARD
- 54. EMOTIONALJOURNEY
- 55. ARNE, CATHERINE & HARDY JOURNEY MAP EMOTIONALJOURNEYDRAMATICARC DATE CLIENT PROJECT# CONCEPT Marc Stickdorn,Jakob Schneider, Klaus Schwarzenberger — www.mrthinkr.com TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARDSUB-STAGENAMESTAGE CREATE A JOURNEY MAP EMOTIONAL JOURNEY
- 56. 06.SMAPLY
- 57. ARNE, CATHERINE & HARDY START WITH ANALOG AND THEN DIGITIZE SMAPLY
- 58. ZOOMOUT
- 59. ARNE, CATHERINE & HARDY EXERCISE TAKE-AWAYS FROM STAKEHOLDER MAPS WRITE DOWN TAKE-AWAYS FROM PERSONA CREATION TAKE-AWAYS FROM JOURNEY MAPPING
- 60. QUESTIONS
- 61. ARNE, CATHERINE & HARDY EXERCISE WHAT YOU’D CHANGE? REFLECTION WALL WHAT WENT WELL?
- 62. DAY2 !
- 63. ARNE, CATHERINE & HARDY 01 INTRODUCTION 02 JOURNEY MAPS CONTINUED 03 SHARE AND ITERATE JOURNEY MAPS AGENDA DAY 2
- 64. EXERCISE %
- 65. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP BASICSTRUCTURE OF JOURNEY MAPS
- 66. ARNE, CATHERINE & HARDY JOURNEY MAP EMOTIONALJOURNEYDRAMATICARC DATE CLIENT PROJECT# TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARD TOUCHPOINTDESCRIPTION/JOBS STAKEHOLDERS/STORYBOARDSUB-STAGENAMESTAGE CREATE A JOURNEY MAP IDEALANE
- 67. ARNE, CATHERINE & HARDY HOW | IDEATE JOURNEYMAP TOHELPYOUIDEATE
- 68. ARNE, CATHERINE & HARDY
- 69. ARNE, CATHERINE & HARDY HOWMIGHTWEIMPROVE THEEXPERIENCETESS HASWHILEPURCHASING?
- 70. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP CONSIDER THE JOURNEY YOU’VE CREATED. HIGHLIGHT POINTS OF OPPORTUNITY
- 71. ARNE, CATHERINE & HARDY CREATE A JOURNEY MAP CREATE A HOW MIGHT WE… QUESTION
- 72. 03.IDEATION
- 73. ARNE, CATHERINE & HARDY DESIGN CHALLENGE Photo by Autumn Goodman on Unsplash
- 74. ARNE, CATHERINE & HARDY DRAW 30 CIRCLES ON A PIECE OF PAPER EXERCISE
- 75. ARNE, CATHERINE & HARDY HOW MIGHT WE IMPROVE THE PUBLIC TRANSPORTATION EXPERIENCE IN AMSTERDAM? DESIGN CHALLENGE
- 76. ARNE, CATHERINE & HARDY 5 MINUTES DRAW 5 IDEAS PER PERSON DESIGN CHALLENGE ONE IDEA PER HALF SHEET OF PAPER
- 77. ARNE, CATHERINE & HARDY CHOOSE TWO OF YOUR IDEAS AND SHARE WITH YOUR GROUP VOTING
- 78. ARNE, CATHERINE & HARDY CHOOSE ONE IDEA TO FURTHER VOTING
- 79. ARNE, CATHERINE & HARDY PLACE THE REMAINING IDEAS IN THE IDEA LANE VOTING
- 80. QUESTIONS
- 81. ARNE, CATHERINE & HARDY JOURNEY MAPPING JOURNEYMAPS ARENOT DELIVERABLES
- 82. ARNE, CATHERINE & HARDY BUT, THEY CAN HELP YOU LEARN MORE, IDEATE AND TEST HOW | JOURNEY MAPS
- 83. ARNE, CATHERINE & HARDY HOW | LEARN MORE JOURNEYMAP TOHELPYOUFURTHERTHE CONVERSATIONWITHYOURCUSTOMER
- 84. ARNE, CATHERINE & HARDY JOURNEY MAP EXPORTED BASIC STRUCTURE
- 85. ARNE, CATHERINE & HARDY HOW | LEARN MORE CONTEXTUAL INTERVIEWS PARTICIPATORY OBSERVATION WORK ALONG
- 86. ARNE, CATHERINE & HARDY HOW | IDEATE JOURNEYMAP TOHELPYOUIDEATE
- 87. ARNE, CATHERINE & HARDY
- 88. ARNE, CATHERINE & HARDY HOWMIGHTWEIMPROVE THEEXPERIENCETESS HASWHILEPURCHASING?
- 89. ARNE, CATHERINE & HARDY JOURNEYMAP TOHELPYOUPROTOTYPE
- 90. ARNE, CATHERINE & HARDY MAPTHEJOURNEYTHAT YOURCUSTOMERWOULD EXPERIENCE… WITH NEW CONCEPTS
- 91. ARNE, CATHERINE & HARDY USE JOURNEY MAPS TO LEARN MORE, IDEATE AND TEST HOW
- 92. ARNE, CATHERINE & HARDY JOURNEY MAPPING JOURNEYMAPS ARENOT DELIVERABLES
- 93. ARNE, CATHERINE & HARDY COMMENT MODE
- 94. 03.COMMUNICATE
- 96. ARNE, CATHERINE & HARDY WAYS TO PRESENT A JOURNEY MAP PRESENTING ON A SCREEN
- 97. ARNE, CATHERINE & HARDY WAYS TO PRESENT A JOURNEY MAP GALLERY WALKS
- 98. ARNE, CATHERINE & HARDY WAYS TO PRESENT A JOURNEY MAP SHARE BEFORE A WORKSHOP ) + ,-
- 99. ARNE, CATHERINE & HARDY
- 100. EXERCISE %
- 101. 04.REFLECTION
- 102. ARNE, CATHERINE & HARDY REFLECT REFLECT ON YOUR OWN 01 WHAT STOOD OUT TO ME OVER THE PAST TWO DAYS? 02 WHAT DOES THIS MEAN WHEN I GO BACK TO THE OFFICE TOMORROW? WHAT CAN I INTEGRATE INTO MY WORK? 03 QUESTIONS
- 103. ARNE, CATHERINE & HARDY REFERENCES Photos: Unsplash https://unsplash.com/ Stickdorn, M., Lawrence, A., Hormess, M., and Schneider, J. (2017). This is Service Design Doing. Sebastopol, CA: O'Reilly Kelley, T. Kelley, D. (2013). Creative Confidence. Crown Publishing Group