Making Journey Maps relevant to different stakeholders / Tobias Lichtenstern

MAKINGJOURNEYMAPSRELEVANT 
TODIFFERENTSTAKEHOLDERS 
#SXC18 / BERLIN

TOBIAS LICHTENSTERN / SXC18 / BERLIN

VISUALIZECUSTOMEREXPERIENCE RESEARCHCUSTOMEREXPERIENCE
TOOLS

VISION
The positive impact of service design has the ability  
to change not just people’s experiences, but also their
everyday lives and our society. This is why we strive  
to make it the default method of working for
organisations around the globe.

CLIENTS

AGENDA
01 BASICS OF JOURNEY MAPPING
02 DESIGNING FOR DIFFERENT STAKEHOLDER
03 6 ASPECTS TO CONSIDER

ACUSTOMER’S
JOURNEY FROM A PERSONA PERSPECTIVE
OR AS SOME MIGHT CALL IT:  
“SLIPPING INTO YOUR 
CUSTOMER’S SHOES.”
!
JOURNEY MAPS

JOURNEY MAPS FOCUS ON THE PERSONA’S
EXPERIENCE
JOURNEY MAPS
TESS
1 2 3 54 6 7 8 9

PROCESS MAPS EMPHASISE THE OPERATIONS OF
THE BUSINESS NOT THE PERSONA’S EXPERIENCE
PROCESS MAPS VS. JOURNEY MAPS

PROCESS MAPS VS JOURNEY MAPS
PROCESS MAPS
"
#
$
%
☼
Often focuses on the company
Describes mostly the internal
process triggered by relevant
customer actions
Audience is narrow and
typically geared towards
internal use.
Uses language that is specific
to the company
Doesn’t step into the customer’s shoes
and lacks an empathy for the customer
Often created by an internal
team and draws on internal
metrics

PROCESS MAPS VS JOURNEY MAPS
JOURNEY MAPS
"
#
$
%
☼
Can focus on the customer,
employee or other stakeholder
Describes the
persona’s experience
Audience is broad and a journey
map is intended to be read by
anyone.
Uses language that is specific to
the customer or persona
Create’s empathy with the main
persona
Ideally created with the customer or
relevant stakeholders and draws on
data relevant to the main persona or
challenge.

BASIC
STRUCTURE
JOURNEY MAPS

STAGES
BASIC STRUCTURE

STEPS
BASIC STRUCTURE

STORYBOARD
BASIC STRUCTURE

TEXT LANES
BASIC STRUCTURE

EMOTIONAL 
JOURNEY
BASIC STRUCTURE
Tess BACKSTAGE ACTIONS FOR CAFÉ 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
Café Bean Mobile App
Mobile app shows Tess that Café Bean
is open
Mobile app sends Tess' order to barista
Barista at Café Bean
Barista prepares Tess' order and places
it at the counter
To Do:
Deadlines:
Barista prepa
Café Owner
At café 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 Café Bean COPY
Note: This is a text lane. It can also be
used for...
▸ Pain Points and Opportunities
▸ Jobs to be done
▸ Metrics
▸ ...

DRAMATIC ARC
BASIC STRUCTURE
Tess PAIN POINTS
+1
+2
+3
+4
+5
used for...
▸ Jobs to be done
▸ Metrics
▸ ...

BASIC STRUCTURE

BUTWHEREDOI
INCLUDEMY
ORGANISATION’S
INTERNALPROCESSES?

BACKSTAGE 
LANES
Tess BACKSTAGE ACTIONS FOR CAFÉ BEAN
Tess / Friend EMOTIONAL JOURNEY
Tess PAIN POINTS
-2
-1
+0
+1
+2
+1
+2
+3
+4
+5
Café Bean Mobile App
Mobile app shows Tess that Café Bean
is open
Mobile app sends Tess' order to barista
Barista at Café Bean
Barista prepares Tess' order and places
it at the counter
To Do:
Deadlines:
Barista prep
Café Owner
At café 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 Café Bean COPY
used for...
▸ Jobs to be done
▸ Metrics
▸ ...
JOURNEY MAPS

TOOLS
BACKSTAGE PROCESSES

TOOLS
BACKSTAGE PROCESSES
EXAMPLE
Customer action triggers internal 
processes of front-stage staﬀ

EXERCISE
%

WARM UP
“YES,AND…”

THINKING OF THE VERY LAST TIME YOU HAVE CREATED A
JOURNEY MAP…
WHAT CONTENT/DATA DID YOU INCLUDE?
QUESTION TO THE CROWED

TALKTOTHEPERSONNEXTTOYOU
ANDSHAREYOUREXPERIENCE!

NOTEDOWN
EXERCISE
ANALYSE THE LAST
JOURNEY MAP YOU
CREATED FROM A
CONTEXT AND AUDIENCE
PERSPECTIVE?

JOURNEY MAP
EVERY DEPARTMENT/COMPANY HAS ITS
LANGUAGE

JOURNEY MAP
SERVICE DESIGN IS A COMMON LANGUAGE …
AND JOURNEY MAPS ARE A TOOL TO
DELIVER VALUE

JOURNEY MAP
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 Berkeley’s Museum of Vertebrate Zoology,  
1907–39. Social studies of science, 19(3), 387–420.

HOWTOEVALUATEA
JOURNEYMAP
SIX ASPECTS TO CONSIDER

CURRENT-STATE 
FUTURE-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?

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.

ASSUMPTION-BASED
RESEARCH-BASED
CURRENT-STATE 
FUTURE-STATE

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.

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.

ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE 
DETAILED SCOPE
CURRENT-STATE 
FUTURE-STATE

HIGH-LEVEL SCOPE
How far does the Journey Map zoom out? 
Does it capture an end-to-end experience?

TESS
1 2 3 54 6 7 8 9

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?

7
SCANNING
OPENING ORDERING
UPDATE ORDERING
SEND A
UPDATE
COFFEE POINTS SHOW IN

ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE 
DETAILED SCOPE
CURRENT-STATE 
FUTURE-STATE
MAIN ACTOR:
CUSTOMER, EMPLOYEE

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

ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE 
DETAILED SCOPE
CURRENT-STATE 
FUTURE-STATE
MAIN ACTOR:
CUSTOMER, EMPLOYEE
PRODUCT-CENTRED 
EXPERIENCE-CENTRED

PRODUCT-CENTERED
Does the Journey Map only focus on experiences
with a speciﬁc product? Does it mainly show direct
interactions with your brand?

TESS
1 2 3 4 5

PRODUCT-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 customer’s experience? Does it take into
account experiences that customers have beside their
brand-speciﬁc contacts?

TESS
1 2 3 54 6 7 8 9
TESS
1 2 3 4 5
PRODUCT-CENTERED
EXPERIENCE-CENTERED

ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE 
DETAILED SCOPE
CURRENT-STATE 
FUTURE-STATE
MAIN ACTOR:
CUSTOMER, EMPLOYEE
PRODUCT-CENTRED 
EXPERIENCE-CENTRED
KIND OF VISUALIZATIONS:
STORYBOARD, GRAPHS, …

TEXT LANES
STORYBOARD
CHANNELS
EMOTIONAL JOURNEY
DRAMATIC ARC
BACKSTAGE LANES 
FILES

REDANDGREEN
FEEDBACK
FEEDBACK

THANKYOU
tobias.lichtenstern@morethanmetrics.com 
katharina@morethanmetrics.com

Making Journey Maps relevant to different stakeholders / Tobias Lichtenstern

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