Customer Journey Canvas

Map your customer's service journey

The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his/her interaction with the service.

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What's it about?

The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his/her interaction with the service. In this kind of visualization, the interaction is described step by step as in the classical blueprint, but there is a stronger emphasis on some aspects as the flux of information and the physical devices involved. At the same time there is a higher level of synthesis than in the service blueprint: the representation is simplified through the loss of the redundant information and of the deepest details.

Who should use it?

When used with or by customers Customer Journey Mapping is a tool to see the world and your company through the eyes of your customers. When the tool is used with an internal team it is a way to make explicit what you know and what you don’t know.

Customer Journey Mapping can be used in many ways at many stages. So knowing what you are trying to do is important. Are you exploring an existing journey? Are you designing a new Journey or a detailed Scenario or Use Case? Are you building an organisation to support a journey, a service blue-print? What is the question?

The tool can be easily changed and different horizontal layers can be added. E.g. you can measure how HR and Sales instruments like incentives and KPI’s are supporting or disrupting the customer experience in the different stages of the journey.

Who made it?

Jakob Schneider

Jakob Schneider is a visual designer and consultant. He is partner and creative director of design agency KD1 as well as co-founder and lead designer of startups Smaply and ExperienceFellow. Since 2006, he has worked for brands like VW, Siemens, MetaDesign and Deutsche Telekom. Jakob co-published “This is Service Design Thinking” with Marc Stickdorn in 2010 and speaks at universities, conferences and agencies. Besides his daily agency business, Jakob works on digital tools for Service Designers.

Marc Stickdorn

Marc Stickdorn is a German entrepreneur and service design consultant. He works with organizations to integrate service design in organizational structures and processes to reduce development costs of new products and services and to increase customer experience. In 2010, Marc and Jakob published the award-winning book “This is Service Design Thinking”. He is a visiting professor at various business and design schools.

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