Learn more about customer journey maps on https://blog.morethanmetrics.com/your-step-by-step-guide-customer-journey-maps/ ___ Slide deck about the six aspects to consider when analyzing a customer journey map. - What's the difference between a current-state vs. a future-state journey map? - Assumption-based vs. research-based? - High-level perspective vs. detailed scope? - Main actors? - Product-focused vs. experience-focused? - Different kinds of visualization?

1. HOW TO EVALUATE
A JOURNEY MAP?
… six aspects to consider
Journey Map Tips
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2. ASPECTS
TO
CONSIDER
CURRENT-STATE (AS-IS)
FUTURE-STATE (TO-BE)
ASSUMPTION-BASED
RESEARCHED-BASED
HIGH-LEVEL PERSPECTIVE
DETAILED SCOPE
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3. MAIN ACTOR:
KIND OF VISUALIZATION:
CUSTOMER, USER, EMPLOYEE
STORYBOARD, GRAPHS, …
ASPECTS
TO
CONSIDER
PRODUCT-FOCUSED
EXPERIENCED-FOCUSED
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4. 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.
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5. 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.
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6. 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?
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7. 5 6 7 8
TESS
1 4
This is a high-level perspective …
2 3 9
Introduction to Service Design
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8. 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
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9. 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
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10. 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, …
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11. 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?
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12. VISUALIZE
CUSTOMER EXPERIENCE