Michael Steingress - More than Metrics
Service Design Thinking ist in aller Munde. Nur wie sieht es mit Service Design Doing aus? Nach den Basics zu Customer Journey Mapping (Personas, Stakeholder Maps, Journey Maps) lernen die Teilnehmer verschiedene Ansätze kennen, selbst (interne und externe) Workshops co-kreativ und zielgerichtet zu gestalten.
Exemplarisch werden dabei Methoden u.a. zu Storyboarding oder der Implementierung von externem Feedback gezeigt, welche die Workshop-Teilnehmer in kleinen Gruppen auch direkt ausprobieren werden.
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…
8. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
WHYFACILITATING?
„WE’RE ALL PROFESSIONALS!”
„IT’S A TEAM OF GROWN-UPS HERE!“
„WE’RE 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
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
Don’t 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 don’t 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
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 Berkeley’s Museum of Vertebrate Zoology,
1907–39. Social studies of science, 19(3), 387–420.
34. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
A Improve the airline check-in process.
B Improve the order process in a café.
CHOOSEACHALLENGE
FORTODAY
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
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
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
51. MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS
ACUSTOMER’S
JOURNEY FROM A PERSONA PERSPECTIVE
OR AS SOME MIGHT CALL IT:
“SLIPPING INTO YOUR
CUSTOMER’S SHOES.”
#
52. MICHAEL STEINGRESS / HARDY TITZ
VISUALIZE THE
EXPERIENCE OF A
PERSON OR A GROUP
OF PEOPLE AS A
SEQUENCE OF STEPS.
JOURNEY MAPS
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 different
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 different
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 different
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 different
channels, such as
personal contact,
smartphone, TV
any experience
of the main actor
can be activities like
waiting, walking
STEPS
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 customer’s 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
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 CAFÉ 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 Café Bean Experience at Café Bean
7:00 AM. Tess wakes up. Realizes she is out of coffee and milk. Decides to go to Café Bean for coffee. Decides to go to Café Bean for coffee. 8:00 AM. Steps inside of Café 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 Café 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 Café Bean for
coffee.
Decides to go to Café Bean for
coffee.
8:00 AM. Steps inside of Café
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.
Café Bean is a new café 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 Café Bean
on the way to work.
Café Bean prides itself on being a
progressive, customer friendly,
community space.
Ali, the café owner talks to Tess about her
trip to Hong Kong.
Tess is a Café 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 CARL’S STORYBOARD
TESS & CARL
93. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS - CHANNELS
SWIMLANEDIAGRAMFORTess TESS’ STORYBOARD
Carl CARL’S 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.
102. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAPS - CHANNELS
NEGATIVESOCIALMARKETING
Source
The Guardian, Twitter
“MISTAKE OF
EPIC PROPORTIONS”
— OSCAR MUNOZ, CEO, UNITED AIRLINES
104. 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
106. MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - CUSTOMER SATISFACTION
EMOTIONAL
JOURNEY
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:
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
▸ ...
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 E
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 EBUT WAIT!
WHEN DO YOU
MEASURE
SATISFACTION?
9
HERE?
117. 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?
119. 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
120. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - EMOTIONAL JOURNEY
DEBRIEF
Tess / Carl / Michael / Laura EMOTIONAL JOURNEYS
WHERE TO START?
121. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - EMOTIONAL JOURNEY
DEBRIEFWHERE TO START?
Tess / Carl / Michael / Laura EMOTIONAL JOURNEYS
124. 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
▸ ...
127. 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.
128. 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.
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
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
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.
133. 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.
CAPTAIN’S BALL
ARRIVAL BALL EVENING SHOW
VIEW PORT,
EVENING SHOW
VIEW PORT,
EVENING SHOW
FAIRWELL,
SHIP DEPARTS
VIEW PORT
134. MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - DRAMATIC ARC
THE SOAP OPERA, AKA OWNING A PHONE
LEVELOF
ENGAGEMENT
NEW PHONEPHONE CONTRACT BILL BILL BILL BILLBILL
135. MICHAEL STEINGRESS / HARDY TITZ
JOURNEY MAPS - DRAMATIC ARC
THE EPIC
LEVELOF
ENGAGEMENT
INTERIOR ADDEDPLANNING THE HOUSE 1ST FLOOR 2ND FLOOR ROOF HOUSE FINISHEDSTART CONSTRUCTION
137. 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
138. MICHAEL STEINGRESS / HARDY TITZ
SATISFACTION VS
ENGAGEMENT
SATISFACTION
ENGAGEMENT
POS.+2NEG.–2
LOW 0 HIGH +5
3 4
21
DEBRIEF
JOURNEY MAPS - DRAMATIC ARC
140. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
BACKSTAGE
Tess TESS’ DETAILED DESCRIPTION
Tess BACKSTAGE ACTIONS FOR CAFÉ 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.
Café Bean is a new café 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 Café Bean
on the way to work.
Café Bean prides itself on being a
progressive, customer friendly,
community space.
Ali, the café owner talks to Tess about her
trip to Hong Kong.
Tess is a Café 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.
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
142. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
TOOLS
EXAMPLE
Customer action triggers internal
processes of front-stage staff
143. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
TOOLS
EXAMPLE
Customer action triggers internal
processes of back-stage staff
BACKSTAGE PROCESSES
144. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
TOOLS
EXAMPLE
Back-stage staff triggers external
process in a different department
145. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
TOOLS
EXAMPLE
External department triggers
third-party process
146. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
TOOLS
EXAMPLE
Third-party/external department
triggers certain customer action
147. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
TOOLS
EXAMPLE
Customer action triggers an
automated support process
148. 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
149. MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017
JOURNEY MAP - BACKSTAGE
ANDTHISISJUSTASIMPLEEXAMPLE
151. 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