HOW TO EVALUATE A JOURNEY MAP?

… six aspects to consider

Journey Map Tips

More Than Metrics ©

ASPECTSTO CONSIDER

CURRENT-STATE (AS-IS)

FUTURE-STATE (TO-BE)

ASSUMPTION-BASED

RESEARCHED-BASED

HIGH-LEVEL PERSPECTIVE

DETAILED SCOPEJourney Map Tips

More Than Metrics ©

MAIN ACTOR:

KIND OF VISUALIZATION:

CUSTOMER, USER, EMPLOYEE

STORYBOARD, GRAPHS, …

ASPECTSTO CONSIDER

PRODUCT-FOCUSED

EXPERIENCED-FOCUSED

Journey Map Tips

More Than Metrics ©

CURRENT-STATE JOURNEY MAP THIS TYPE OF JOURNEY MAP REPRESENTS AN EXPERIENCE AS IT IS RIGHT NOW. THEY CAN HELP IDENTIFY PROBLEMS OR OPPORTUNIEIS. ASK YOURSELF:DOES MY JOURNEY MAP SHOW WHAT IS CURRENTYHAPPENING?

FUTURE-STATE JOURNEY MAP THIS TYPE SHOWS A STATE THAT IS NOT YET A REALITY THEY CAN HELP SHOW WHAT YOU WOULD LIKE TO HAPPEN OR WHAT YOU WOULD LIKE TO DESIGN FOR THE FUTURE.

Journey Map Tips

More Than Metrics ©

ASSUMPTION BASED IS THE JOURNEY MAP BASED ON RESEARCH? INTERVIEWS WITH CUSTOMERS?

RESEARCH BASED A JOURNEY MAP THAT IS CREATED WITH CUSTOMERS, USERS OR BASED OFF OF RESEARCH WITH THE END-USER.

Journey Map Tips

More Than Metrics ©

HIGH LEVEL PERSPECTIVE 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?

Journey Map Tips

More Than Metrics ©

5 6 7 8

TESS

1 4

This is a high-level perspective …

2 3 9

Introduction to Service Design© More Than Metrics

Each step can be separated into smaller steps …

7

SEND A TEXT

SCANNING INSTAGRAM

OPENS ORDERING APP

UPDATE PROFILE

COFFEE POINTS ON APP

SOFTWARE UPDATE

Introduction to Service Design© More Than Metrics

MAIN ACTOR WHO IS THE MAIN ACTOR OF THE JOURNEY MAP? IS IT A CUSTOMER? AN EMPLOYEE? A USER?

P.S. REGARDLESS OF WHO IS THE MAIN ACTOR, JOURNEY MAPS USE PERSONAS TO SHOWTHE MAIN ACTOR

Journey Map Tips

More Than Metrics ©

HOW DO YOU ILLUSTRATE THE JOURNEY? DO YOU USE IMAGES, SKETCHES TO CREATE A STORY BOARD?

DO YOU USE GRAPHS TO ILLUSTRATE THE EMOTIONAL JOURNEY?

KIND OF VISUALIZATION:STORYBOARD, GRAPHS, …

Journey Map Tips

More Than Metrics ©

PRODUCT-FOCUSED DOES THE JOURNEY MAP EMPHASIZE THE JOURNEY THAT YOUR CUSTOMER HAS WITH YOUR SERVICE OR PRODUCT OVER THAT OF A MORE HOLLISTIC VIEW OF THE CUSTOMER‘S EXPERIENCE.

EXPERIENCED FOCUSED DOES THE JOURNEY TAKE INTO ACCOUNT EXPERIENCES THAT YOUR CUSTOMER MIGHT HAVE OUTSIDE OF THEIR EXPERIENCE WITH YOUR PRODUCT OR SERVICE?

Journey Map Tips

More Than Metrics ©

VISUALIZE CUSTOMER EXPERIENCE