Transcript of Workshop RoX2017 Customer Journey Mapping
1. FACILITATINGA JOURNEYMAPPING WORKSHOP
2. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
3. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
VISUALIZECUSTOMEREXPERIENCE RESEARCHCUSTOMEREXPERIENCE
4. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 NOTEDOWN
EXERCISE WHAT DO YOU EXPECT OF THIS WORKSHOP? SOMETHING THAT HAS
SURPRISED YOU IN YOUR LIFE
5. AGENDA!
6. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 01
FACILITATING 02 BASICS 03 PERSONAS 04 JOURNEY MAPS 05 Q & A
AGENDA
7. 01FACILITATION
8. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
WHYFACILITATING? WERE ALL PROFESSIONALS! ITS A TEAM OF GROWN-UPS
HERE! WERE IN THIS FOR 35 YEARS NOW! If service design is a truly
co-creative activity, then facilitation must be the key tool of any
practitioner.
9. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
WHYFACILITATING? * to encourage a rounded approach * rooted in
reality * buy-in from a wide group of stakeholders * precious range
of viewpoints and experiences BRING TOGETHER A MULTI-DISCIPLINARY
TEAM!
10. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
KEYCONCEPTS 01 CONSENT 02 STATUS 03 NEUTRALITY A facilitator works
on three different levels: process, group and individuals.
Simultaneously!
11. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 01
ADOPTING A ROLE 02 CO-FACILITATION 03 TEAM MEMBER AS FACILITATOR
STYLES&ROLES
12. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
SUCCESSFACTORS 01 BUILDING THE TEAM 02 PURPOSE & EXPECTATION 03
PLANNING THE WORK 04 CREATING A SAFE SPACE
13. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
TEAMBUILDING A good rule of thumb is to include representatives of
anyone affected by the workshop or project, anyone who will deliver
on the outcomes and outputs and anyone who can stop it.
14. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
SUCCESSFACTORS 01 BUILDING THE TEAM 02 PURPOSE & EXPECTATION 03
PLANNING THE WORK 04 CREATING A SAFE SPACE
15. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
CREATINGSAFESPACES // OWN THE SPACE // START IN A FAMILIAR
TERRITORY // INVOKE AUTHORITY // BREAK WITH THE ROUTINE // EASE IN
// GIVE ORIENTATION // SHITTY FIRST DRAFTS // MIX ACTIVITIES, MAKE
A MESS
16. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 SHITTY
FIRST DRAFTS!
17. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
18. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
19. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
20. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
KEYFACILITATIONTECHNIQUES WARM UPS TIMING THE ROOM TOOLS AND
PROPS
21. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 (C)
SIMEON JOHNKE
22. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
KEYFACILITATIONTECHNIQUES VISUALIZATION POST-IT OR LOSE-IT SPACE,
DISTANCE, AND POSITIONING FEEDBACK
23. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
KEYFACILITATIONTECHNIQUES CHANGING STATUS DOING, NOT TALKING
GROWING AS FACILITATOR In a doing not talking mindset, ideas are
evolved by pragmatically iterating on the prototype, instead of
making hypothetical leaps through discussion.
24. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
KEYFACILITATIONTECHNIQUES Dont tell your clients what they need to
discover; instead, help them with the means to find it themselves.
Be ready and happy to pivot. Things dont always follow the path you
intended, even when well designed up front. Try to help prove your
findings from an emotional perspective first and a rational
perspective second. DAMIAN KARNAHAN - PROTOPARTNERS
25. 02BASICS
26. MICHAEL STEINGRESS / HARDY TITZ METHODS VS. TOOLS
BASICS
27. MICHAEL STEINGRESS / HARDY TITZ BASICS - METHODS VS. TOOLS
represent how we create specific tools e.g. conducting research,
facilitating co-creative workshops Methods
28. MICHAEL STEINGRESS / HARDY TITZ 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 BASICS - METHODS VS.
TOOLS
29. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 BASICS
BOUNDARY OBJECTS 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. Source Star, S. L., & Griesemer, J.
R. (1989). Institutional ecology, translations and boundary
objects: Amateurs and professionals in Berkeleys Museum of
Vertebrate Zoology, 190739. Social studies of science, 19(3),
387420.
30. EXERCISE "
31. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE
SKETCHYOUR NEIGHOUR BUT HEY! DO NOT LOOK AT THE POST-IT WHILE
SKETCHING
32. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE
ALWAYSSTARTWITH SHITTYFIRSTDRAFT YES, ONE CANNOT STATE IT OFTEN
ENOUGH!
33. THECHALLENGE
34. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 A Improve
the airline check-in process. B Improve the order process in a caf.
CHOOSEACHALLENGE FORTODAY
35. EXERCISE "
36. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE
DRAW SUN
37. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE
DRAW SUNSET
38. 02PERSONAS
39. MICHAEL STEINGRESS / HARDY TITZ PERSONAS CRITERIONI
CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES
40. MICHAEL STEINGRESS / HARDY TITZ CRITERIONI CRITERION II
DESIGNFORTHEAVERAGE TESTWITHEXTREMES PERSONAS
41. MICHAEL STEINGRESS / HARDY TITZ CRITERIONI CRITERION II
DESIGNFORTHEAVERAGE TESTWITHEXTREMES PERSONAS DIFFERENCES
INTER-SEGMENT HETEROGENEITY
42. MICHAEL STEINGRESS / HARDY TITZ CRITERIONI CRITERION II
DESIGNFORTHEAVERAGE TESTWITHEXTREMES PERSONAS DIFFERENCES
INTER-SEGMENT HETEROGENEITY SIMILARITIES INTRA-SEGMENT
HOMOGENEITY
43. MICHAEL STEINGRESS / HARDY TITZ PERSONAS CRITERIONI
CRITERION II DESIGNFORTHEAVERAGE TESTWITHEXTREMES DIFFERENCES
INTER-SEGMENT HETEROGENEITY SIMILARITIES INTRA-SEGMENT HOMOGENEITY
MAIN PERSONA
44. MICHAEL STEINGRESS / HARDY TITZ CRITERIONI CRITERION II
DESIGNFORTHEAVERAGE TESTWITHEXTREMES PERSONAS DIFFERENCES
INTER-SEGMENT HETEROGENEITY SIMILARITIES INTRA-SEGMENT HOMOGENEITY
MAIN PERSONA EDGE CASES EXTREME PERSONAS
45. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 PERSONAS
DESIGNFOR THEAVERAGE
46. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 PERSONAS
DESIGNFOR THEAVERAGE FREQUENCY E.G. SMARTPHONE USAGE SEGMENTATION
CRITERION
47. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 PERSONAS
DESIGNFOR THEAVERAGE FREQUENCY E.G. SMARTPHONE USAGE SEGMENTATION
CRITERION TESTWITHEXTREMES
48. EXERCISE "
49. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 PERSONAS
EXERCISE 1. Think of potential customer groups 2. Create 3 ad-hoc
personas for the most common customer groups 15
50. 03JOURNEYMAP
51. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS ACUSTOMERS
JOURNEY FROM A PERSONA PERSPECTIVE OR AS SOME MIGHT CALL IT:
SLIPPING INTO YOUR CUSTOMERS SHOES. #
52. MICHAEL STEINGRESS / HARDY TITZ VISUALIZE THE EXPERIENCE OF
A PERSON OR A GROUP OF PEOPLE AS A SEQUENCE OF STEPS. JOURNEY
MAPS
53. STEPS, TOUCHPOINTSAND MOMENTSOFTRUTH % &
54. MICHAEL STEINGRESS / HARDY TITZ % STEPS
55. MICHAEL STEINGRESS / HARDY TITZ % any experience of the
main actor STEPS
56. MICHAEL STEINGRESS / HARDY TITZ % any experience of the
main actor can be activities like waiting, walking STEPS
57. MICHAEL STEINGRESS / HARDY TITZ % STEPS any experience of
the main actor can be activities like waiting, walking TOUCHPOINTS
&
58. MICHAEL STEINGRESS / HARDY TITZ % TOUCHPOINTS &
interactions with your brand STEPS any experience of the main actor
can be activities like waiting, walking
59. MICHAEL STEINGRESS / HARDY TITZ % TOUCHPOINTS &
interactions with your brand can involve dierent channels, such as
personal contact, smartphone, TV any experience of the main actor
can be activities like waiting, walking STEPS
60. MICHAEL STEINGRESS / HARDY TITZ % TOUCHPOINTS &
interactions with your brand can involve dierent channels, such as
personal contact, smartphone, TV MOMENTS OF TRUTH any experience of
the main actor can be activities like waiting, walking STEPS
61. MICHAEL STEINGRESS / HARDY TITZ % & MOMENTS OF TRUTH
decisive steps in a journey TOUCHPOINTS interactions with your
brand can involve dierent channels, such as personal contact,
smartphone, TV any experience of the main actor can be activities
like waiting, walking STEPS
62. MICHAEL STEINGRESS / HARDY TITZ % & MOMENTS OF TRUTH
decisive steps in a journey situations that make or break the
experience TOUCHPOINTS interactions with your brand can involve
dierent channels, such as personal contact, smartphone, TV any
experience of the main actor can be activities like waiting,
walking STEPS
63. HOWTOEVALUATEA JOURNEYMAP SIX ASPECTS TO CONSIDER
64. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER CURRENT-STATE FUTURE-STATE
65. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
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? JOURNEY MAPS ASPECTS TO CONSIDER - STATE
66. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER - 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? 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.
67. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER ASSUMPTION-BASED RESEARCH-BASED
CURRENT-STATE FUTURE-STATE
68. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER - LEVEL OF RESEARCH 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.
69. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER - LEVEL OF RESEARCH 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.
70. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL
SCOPE DETAILED SCOPE CURRENT-STATE FUTURE-STATE
71. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER - SCOPE HIGH-LEVEL SCOPE How far does the
Journey Map zoom out? Does it capture an end-to-end
experience?
72. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER - SCOPE TESS 1 2 3 54 6 7 8 9
73. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER - SCOPE TESS 1 2 3 54 6 7 8 9
74. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER - SCOPE 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?
75. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER - SCOPE 7 SCANNING INSTAGRAM OPENING
ORDERING APP UPDATE ORDERING APP SEND A TEXT UPDATE PROFILE COFFEE
POINTS SHOW IN APP
76. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL
SCOPE DETAILED SCOPE CURRENT-STATE FUTURE-STATE MAIN ACTOR:
CUSTOMER, EMPLOYEE
77. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 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 JOURNEY MAPS ASPECTS TO CONSIDER -
MAIN ACTOR
78. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL
SCOPE DETAILED SCOPE CURRENT-STATE FUTURE-STATE MAIN ACTOR:
CUSTOMER, EMPLOYEE PROPOSITION-CENTRED EXPERIENCE-CENTRED
79. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER - LEVEL OF FOCUS PROPOSITION-CENTERED Does
the Journey Map only focus on experiences with a specific product?
Does it mainly show direct interactions with your brand?
80. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 TESS 1 2
3 4 5 JOURNEY MAPS ASPECTS TO CONSIDER - LEVEL OF FOCUS
81. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER - LEVEL OF FOCUS PROPOSITION-CENTERED 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 customers experience? Does it take into account
experiences that customers have beside their brand-specific
contacts?
82. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 TESS 1 2
3 54 6 7 8 9 TESS 1 2 3 4 5 JOURNEY MAPS ASPECTS TO CONSIDER -
LEVEL OF FOCUS PROPOSITION-CENTERED EXPERIENCE-CENTERED
83. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER ASSUMPTION-BASED RESEARCH-BASED HIGH-LEVEL
SCOPE DETAILED SCOPE CURRENT-STATE FUTURE-STATE MAIN ACTOR:
CUSTOMER, EMPLOYEE PROPOSITION-CENTRED EXPERIENCE-CENTRED KIND OF
VISUALIZATIONS: STORYBOARD, GRAPHS,
84. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS ASPECTS TO CONSIDER - VISUALISATIONS (LANES) TEXT LANES
STORYBOARD CHANNELS EMOTIONAL JOURNEY DRAMATIC ARC BACKSTAGE LANES
FILES
87. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAP - BASIC INFORMATION EXERCISE 1. Choose one persona 2. Think
about their end-to-end experience 3. Give each step a title 4.
Sketch what is happening 5. Write a short description 15
88. CHANNELS
89. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS - CHANNELS CHANNELS Tess TESS' MORNING Tess / Friend CHANNELS
OF COMMUNICATION Tess TESS STORYBOARD Tess TESS DETAILED
DESCRIPTION Tess BACKSTAGE ACTIONS FOR CAF BEAN Buying a Cup of
Coffee (Current State, Assumption Based, Experience Centered)
JOURNEY MAP Coffee Project (multiple journeys) PROJECT 10 July 2017
EXPORT DATE Pre Coffee at home Untitled Stage Heading to Caf Bean
Experience at Caf Bean 7:00 AM. Tess wakes up. Realizes she is out
of coffee and milk. Decides to go to Caf Bean for coffee. Decides
to go to Caf Bean for coffee. 8:00 AM. Steps inside of Caf Bean and
waits in line.Chats with the owner and tastes a sample of a
muffin.Places her order on her smartphone. Arrives to Liz is on her
way to the office She reads a book while sitting on the train.
After she gets off of the train she walks to Caf Central.She orders
a chocolatine and cappuccino. She receives an urgent text message
from her employee.She decides to take her breakfast to go. She puts
her order on her tab. She head 7:00 AM. Tess wakes up. Realizes she
is out of coffee and milk. Decides to go to Caf Bean for coffee.
Decides to go to Caf Bean for coffee. 8:00 AM. Steps inside of Caf
Bean and waits in line. Chats with the owner and tastes a sample of
a muffin. Places her order on her smartphone. Arrives her cup
waiting Smart Phone Face to Face communication Online Reviews
Jetlagged and tired from her business trip to Shanghai. Her flight
didn't get in until eleven so she couldn't pick up groceries for
the next day! Tess has had coffee every morning since she was in
high school. Caf Bean is a new caf that sources in season, direct
trade beans. They also have great selection of chia yogurt
parfaits, baked sweets and fresh fruit. She checks on her phone to
see if they are open. Tess lives near Place de la Bastille in
Paris, but works outisde of the city. She jumps in her car and
drives to Caf Bean on the way to work. Caf Bean prides itself on
being a progressive, customer friendly, community space. Ali, the
caf owner talks to Tess about her trip to Hong Kong. Tess is a Caf
Bean regular and loves how they blend technology with the
experience (pun intended) :) She orders a coffee and yogurt
parfait. A drip co splash o Chia par She take breakfa
90. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS - CHANNELS TESS Tess TESS STORYBOARD Tess / Carl CHANNELS OF
INTERACTION Coffee Smart Phone Chat Radio Money Credit Card
SWIMLANEDIAGRAMFOR
91. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS - CHANNELS INTRODUCING CARL THE TOURIST
92. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS - CHANNELS SWIMLANEDIAGRAMFORTess TESS STORYBOARD Carl CARLS
STORYBOARD TESS & CARL
93. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS - CHANNELS SWIMLANEDIAGRAMFORTess TESS STORYBOARD Carl CARLS
STORYBOARD TESS & CARL Tess / Carl CHANNELS OF INTERACTION
Coffee Smart Phone Chat Radio Money Credit Card Coffee Shop Menu
Display
95. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS - CHANNELS POSITIVESOCIALMARKETING
96. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS - CHANNELS POSITIVESOCIALMARKETING JOSHIE, THE GIRAFFE Images
www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.html
97. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS - CHANNELS POSITIVESOCIALMARKETING Images
www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.html
98. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS - CHANNELS POSITIVESOCIALMARKETING Images
www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.html
99. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS - CHANNELS NEGATIVESOCIALMARKETING
100. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS - CHANNELS NEGATIVESOCIALMARKETING 21.000.000+ DAVE CARROL -
UNITED BREAKS GUITARS
101. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAPS - CHANNELS NEGATIVESOCIALMARKETING Source The Guardian,
Twitter MISTAKE OF EPIC PROPORTIONS OSCAR MUNOZ, CEO, UNITED
AIRLINES
102. EXERCISE "
103. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAP - CHANNELS EXERCISE 1. Go through your journey map and discover
which channels are used for each step. 2. Keep track of all
channels in your journey map. 5 MIN
104. CUSTOMERSATISFACTION EXPECTATIONS VS. EXPERIENCES
105. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER
SATISFACTION EMOTIONAL JOURNEY Tess BACKSTAGE ACTIONS FOR CAF BEAN
Tess / Friend EMOTIONAL JOURNEY Tess PAIN POINTS Tess / Friend
DRAMATIC ARC (INTENSITY) LEVEL OF ACTIVITY -2 -1 +0 +1 +2 +1 +2 +3
+4 +5 Caf Bean Mobile App Mobile app shows Tess that Caf Bean is
open Mobile app sends Tess' order to barista Barista at Caf Bean
Barista prepares Tess' order and places it at the counter To Do:
Deadlines: Caf Owner At caf Bean an employee is dedicated to
supporting the guest experience from those folks in line who are
trying to log onto the internet. Community at Caf Bean COPY Note:
This is a text lane. It can also be used for... Pain Points and
Opportunities Jobs to be done Metrics ...
106. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER
SATISFACTION 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
107. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER
SATISFACTION 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
108. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER
SATISFACTION 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
109. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER
SATISFACTION 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
110. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER
SATISFACTION 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
111. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER
SATISFACTION 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
112. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER
SATISFACTION 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
113. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER
SATISFACTION 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
114. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER
SATISFACTION 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
115. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER
SATISFACTION 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 EBUT WAIT! WHEN DO YOU MEASURE
SATISFACTION? 9 HERE?
116. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - CUSTOMER
SATISFACTION 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 9 HERE? 78,4% OF OUR CUSTOMERS ARE
SATISFIED WITH OUR SERVICE. OKAY. AND NOW WHAT?
117. EXERCISE "
118. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAP - EMOTIONAL JOURNEY EXERCISE 15 1. Estimate individually the
satisfaction of your persona at each step of the journey on a
post-it (numbering all steps helps) 2. Mark your own ratings on the
graph (no average values) 3. Discuss common negative ratings and
differing ratings
119. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAP - EMOTIONAL JOURNEY DEBRIEF Tess / Carl / Michael / Laura
EMOTIONAL JOURNEYS WHERE TO START?
120. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAP - EMOTIONAL JOURNEY DEBRIEFWHERE TO START? Tess / Carl /
Michael / Laura EMOTIONAL JOURNEYS
123. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC
ARC DRAMATIC ARC Tess PAIN POINTS Tess / Friend DRAMATIC ARC
(INTENSITY) LEVEL OF ACTIVITY -2 -1 +0 +1 +1 +2 +3 +4 +5 Note: This
is a text lane. It can also be used for... Pain Points and
Opportunities Jobs to be done Metrics ...
126. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC
ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF ENGAGEMENT STUNT SCENE CREDITS
AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
127. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC
ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF ENGAGEMENT STUNT SCENE NEW
LOCATION AND RISK CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!!
BOOOM!!! AAAH.
128. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC
ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF ENGAGEMENT STUNT SCENE NEW
LOCATION AND RISK NEW LOCATION AND RISK NEW LOCATION AND RISK
CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
129. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC
ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF ENGAGEMENT STUNT SCENE NEW
LOCATION AND RISK NEW LOCATION AND RISK NEW LOCATION AND RISK
CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.
130. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC
ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF ENGAGEMENT EVIL HQ CLIMAX STUNT
SCENE NEW LOCATION AND RISK NEW LOCATION AND RISK NEW LOCATION AND
RISK CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!! BOOOM!!!
AAAH.
131. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC
ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF ENGAGEMENT EVIL HQ CLIMAX STUNT
SCENE NEW LOCATION AND RISK NEW LOCATION AND RISK NEW LOCATION AND
RISK JAMES FAILS CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!!
BOOOM!!! AAAH.
132. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC
ARC BOOM-WOW-WOW-WOW-BOOM! LEVELOF ENGAGEMENT EVIL HQ CLIMAX STUNT
SCENE NEW LOCATION AND RISK NEW LOCATION AND RISK NEW LOCATION AND
RISK JAMES FAILS CREDITS AND BRIEFINGS BOOM! WOW. WOW! WOW!!!
BOOOM!!! AAAH. CAPTAINS BALL ARRIVAL BALL EVENING SHOW VIEW PORT,
EVENING SHOW VIEW PORT, EVENING SHOW FAIRWELL, SHIP DEPARTS VIEW
PORT
133. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC
ARC THE SOAP OPERA, AKA OWNING A PHONE LEVELOF ENGAGEMENT NEW
PHONEPHONE CONTRACT BILL BILL BILL BILLBILL
134. MICHAEL STEINGRESS / HARDY TITZ JOURNEY MAPS - DRAMATIC
ARC THE EPIC LEVELOF ENGAGEMENT INTERIOR ADDEDPLANNING THE HOUSE
1ST FLOOR 2ND FLOOR ROOF HOUSE FINISHEDSTART CONSTRUCTION
135. EXERCISE "
136. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE
15 JOURNEY MAPS - DRAMATIC ARC 1. Define your Dramatic Arc 2. Each
group member estimates the engagement of your persona at each step
(numbering all steps help) 3. Mark all ratings on the graph (no
average values) 4. Evaluate the type of your Dramatic Arc
137. MICHAEL STEINGRESS / HARDY TITZ SATISFACTION VS ENGAGEMENT
SATISFACTION ENGAGEMENT POS.+2NEG.2 LOW 0 HIGH +5 3 4 21 DEBRIEF
JOURNEY MAPS - DRAMATIC ARC
138. BACKSTAGE
139. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAP - BACKSTAGE BACKSTAGE Tess TESS DETAILED DESCRIPTION Tess
BACKSTAGE ACTIONS FOR CAF BEAN Tess / Friend EMOTIONAL JOURNEY Tess
PAIN POINTS -2 -1 +0 +1 +2 Jetlagged and tired from her business
trip to Shanghai. Her flight didn't get in until eleven so she
couldn't pick up groceries for the next day! Tess has had coffee
every morning since she was in high school. Caf Bean is a new caf
that sources in season, direct trade beans. They also have great
selection of chia yogurt parfaits, baked sweets and fresh fruit.
She checks on her phone to see if they are open. Tess lives near
Place de la Bastille in Paris, but works outisde of the city. She
jumps in her car and drives to Caf Bean on the way to work. Caf
Bean prides itself on being a progressive, customer friendly,
community space. Ali, the caf owner talks to Tess about her trip to
Hong Kong. Tess is a Caf Bean regular and loves how they blend
technology with the experience (pun intended) :) She orders a
coffee and yogurt parfait. A drip coffee, Guatem splash of half and
ha Chia parfait with blue She takes out some c breakfast. Caf Bean
Mobile App Mobile app shows Tess that Caf Bean is open Mobile app
sends Tess' order to barista Barista at Caf Bean Barista prepares
Tess' order and places it at the counter To Do: Deadlines: Barista
prep Caf Owner At caf Bean an employee is dedicated to supporting
the guest experience from those folks in line who are trying to log
onto the internet. Community at Caf Bean COPY
140. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAP - BACKSTAGE
141. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAP - BACKSTAGE TOOLS EXAMPLE Customer action triggers internal
processes of front-stage sta
142. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAP - BACKSTAGE TOOLS EXAMPLE Customer action triggers internal
processes of back-stage sta BACKSTAGE PROCESSES
143. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAP - BACKSTAGE TOOLS EXAMPLE Back-stage sta triggers external
process in a dierent department
144. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAP - BACKSTAGE TOOLS EXAMPLE External department triggers
third-party process
145. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAP - BACKSTAGE TOOLS EXAMPLE Third-party/external department
triggers certain customer action
146. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAP - BACKSTAGE TOOLS EXAMPLE Customer action triggers an automated
support process
147. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAP - BACKSTAGE TOOLS EXAMPLE Customer action triggers a series of
internal/external and Manual/automated micro-interactions
148. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 JOURNEY
MAP - BACKSTAGE ANDTHISISJUSTASIMPLEEXAMPLE
149. EXERCISE "
150. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017 EXERCISE
15 1. Go through your journey step by step and add potential
backstage processes (triggered by a step or by other backstage
processes) 2. Write down the process as well as the
internal/external stakeholder responsible for this process JOURNEY
MAP - BACKSTAGE