Customer experience map

Customer experience mapping is a method of documenting and visualizing the experience a customer has as they use the product or service. It also maps out their responses to their experiences.

Customer experience map

4 HOURS - 1 DAY

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TASKS

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.

WHEN

When there is a solution (even in a conceptual stage) that can be analyzed.

WHY

To identify what is hampering the experience.

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.

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.

Customer experience map

4 HOURS - 1 DAY

Customer experience mapping is a method of documenting and visualizing the experience a customer has as they use the product or service. It also maps out their responses to their experiences.

TASKS

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.

WHEN

When there is a solution (even in a conceptual stage) that can be analyzed.

WHY

To identify what is hampering the experience.

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.

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.