Research
Analysing the domain and interviewing stakeholders.
Customer Journey Mapping
The Customer Journey Map is an instrument to capture a client's actions, emotions and thoughts in a structured way. This will give the researcher insights into possible painpoints and opportunities.
Customer Journey Mapping is a research tool that we use in most projects to analyse the user, the context and the product within that context.
For service design activities, the customer journey map is the crucial first step that leads to service design products like the service concept and the service blueprint.
Why
- Collecting and understanding insights in a structured way.
- Getting insights into pains and gains that the users of a service experience.
Who
- Lead Design
- UX Researcher or UX Designer
- Client stakeholders
Conditions
- These stakeholders should be available during the process: Product Owner, Business Analyst.
- 3 to 5 users per target group should be available for interviews.
- A similar service is already in place.
Client effort
- Intake and interview.
- Determine scope & persona.
- Review final version.
- Participating in a pain and gain session.
Skills involved
- Research, fact-finding, analytical skills
- Create personas
- Interview techniques
- Facilitate a pains & gains session
- Visualisation skills
- Make a customer journey map
Steps
01
02
User research
Preparing and executing interviews, reporting on interviews.
03
Personas
Creating the first (alfa) version of the personas.
04
Pains and gains session
Prepare and execute a pains and gains session. Reporting on the session.
05
Customer Journey Map
Create a streamlined Customer Journey Map.
Deliverable
A Customer Journey Map.
Optional: interview reports
