Customer journey maps are essential for the service designer’s utility belt and are used to visualise what customers go through when experiencing a service or a product. Journey maps give visibility to touchpoints, changes in emotion and, importantly, the customer needs at each step of the journey. Furthermore, adding relevant service data to the mapping of customer journeys should solve three structural issues for service providers that apply the methodology: breaking silos, promoting customer-centricity and showing the impact of design work.
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