Brief introduction to service design, personas and journey mapping. This presentation was part of a Customer Experience workshop organized by B.U.I.L.D, from Entrepreneurs Anonymous.
16. “Planning and shaping useful, usable, desirable,
effective and efficient service experiences”
Stefan Moritz
17. ALEPA + HELSINKI AIRPORT
IMPROVING THE TRAVEL EXPERIENCE
USER NEED:
-Returning travellers worry
about their empty fridge
“What will I eat?”
“How will I catch up on everything?”
18. ALEPA + HELSINKI AIRPORT
IMPROVING THE TRAVEL EXPERIENCE
SERVICE SOLUTION:
-Order food online, pick it up at the
airport when you return
“Food is taken care of”
“One less thing to worry about”
22. PERSONAS
VISUALISING CUSTOMER GROUPS
THOMAS
Best advice: Do your
homework before you start.
Spend some time exploring
the new market, then you
know what to expect. And
talk to as many people as
possible.
“
”
Years old England Photographer
THE STORY
THE COMPANY DIMENSIONS
Online
applications
The idea Preparation Start workingPoint of single
contact
INFORMATION
29
1 year old
NAME
ACTIVITY
AGE
Picturesque
Photography and video reports
for events
ADMINISTRATION
Digital
Do-it-
myself
Face-
to-face
Outsourced
THE POSITIVE EXPERIENCE THE BIGGEST CHALLENGES
Point of single
contact
Online
promotion
Online
applications
Trustful
information
Location Waiting time
Thomas has
worked in the UK
as a professional
photographer and
now he wants to
open his own studio
in Ghent.
Even before moving to
Ghent, he spent some time
online: reading about all
the formalities he needed
to follow, checking similar
business’ websites. He also
started promoting himself
in online groups, social
media, forums, etc.
He needed to have an
address to establish
his company. As
soon as he got it, he
started with all the
administration online.
When he finally moved to
Belgium, he tried to finish
all his documentation as
soon as possible. He had
already found a couple
of clients online and
wanted to start working
immediately.
Although he was not
located in Belgium yet,
he contacted Xerius
online to see what they
could do for him. They
told him exactly what
he needed to do when
he arrived to Belgium.
ACCESS TO NETWORK
Easy Difficult
LUKASZ
If I didn’t have had the
support from the university
and the incubator program
I wouldn’t have even
considered starting a
company in Belgium.
“
”
Years old Poland Electrical eng.
THE STORY
THE COMPANY DIMENSIONS
University
network
University The idea Incubator
program
ApplicationNot knowing
what to do
INFORMATION
25
6 months old
NAME
ACTIVITY
AGE
Konex
Real-time patient monitoring
systems for hospitals
ADMINISTRATION
ACCESS TO NETWORK
Digital
Do-it-
myself
Easy
Face-
to-face
Outsourced
Difficult
THE POSITIVE EXPERIENCE THE BIGGEST CHALLENGES
University
professors
Other students with
similar experiences
Incubator
program
Not knowing
how to start
Finding
support
Lukasz is a
Master student
of Electrical
Engineering at
KU Leuven.
Together with
another student,
they worked on
a project about
real-time patient
monitoring, and
they decided to
bring it to life.
They didn’t know where
to start, everything
seemed very unrealistic
to them: they only had a
prototype of their idea,
they needed to work on
their business plan and
they didn’t have much
money.
They asked their
professors and
fellow students for
advice. They told
them about an
incubator program.
They went through a long
selection process but
eventually got accepted.
They met a lot of people
who helped them, got
some investors on board
and the incubator guided
them through all the
administration process.
The incubator was their
only chance to create a real
business out of their school
project. They worked hard on
the application. All the other
applicants were Belgian so
they were playing with the
language disadvantage. But
they applied anyway.
THE STORY
THE COMPANY DIMENSIONS
Ask for helpThe idea Online research External
support
Frustration
INFORMATION
2 years old
NAME
ACTIVITY
AGE
Mangiamo
Italian restaurant and catering
services
ADMINISTRATION
Digital
Do-it-
myself
Face-
to-face
Outsourced
THE POSITIVE EXPERIENCE THE BIGGEST CHALLENGES
Advice from other
expats in Belgium
Possibility to do
administration
online
VOKA
support
Understand
information
online
Trust and
confidence
Time-
consuming
Giulia wants to open a
restaurant in Antwerp,
like the one her
family owns in Italy,
and where she was
in charge of all the
administration.
She is confident enough
to manage everything
on her own and starts
searching online for loans,
permissions, locations, etc.
“Why would I pay someone
to do it when I can do it
myself? I like having control
over my own business”
She finds many different
websites from different
organizations. She doesn’t
have references from any
of them, so she is not sure
which one she should
contact. She’s very cautious
and wants to make a good
choice.
She joins some online
forums and discussion
groups for expats.
Someone recommends
her to go to VOKA. She
decides to contact them
for advice.
She calls them and makes
an appointment with them.
She gets advice about
loans and finances, and
they put her in contact with
Xerius. She is happy that she
can do everything online,
although the website is in
Dutch.
GIULIA
Years old Italy Restaurant
manager
34
There’s a lot of support
for entrepreneurs.
But if you don’t know
where to find it, you
won’t get it. That was
very time-consuming.
“
”
ACCESS TO NETWORK
Easy Difficult
23. EMPATHY MAP
ROUGH PERSONA TEMPLATE
SEEING
HEARING
THINKING & FEELING
SAYING
what friends say
what boss says
what influencers say
environment
friends
what the market offers
attitude in public
behaviour towards others
measures of success
what really counts
major preoccupations
worries & aspirations
name
background
-Choose your target
Eg: your end user,
your “boss”,
a company,
...
24. SEEING
HEARING
THINKING & FEELING
SAYING
what friends say
what boss says
what influencers say
environment
friends
what the market offers
attitude in public
behaviour towards others
measures of success
what really counts
major preoccupations
worries & aspirations
name
background
So many
restaurants to
choose from!
I don’t eat out very
often so whenever I do
it’s a special occasion
I’m too busy to spend
time looking for the
perfect restaurant
I want healthy
food but also a
nice atmosphere
Eating out is an
exceptional moment to
disconnect from work
Some colleagues
recommended me
this place
This restaurant
has excellent
vegetarian options
Anna
31 years old
Product manager
Busy woman - values time
Knows what she wants
27. JOURNEY MAP
FOCUSING ON CUSTOMER EXPERIENCE
A journey map is a tool that captures the service experience from the
customer’s point of view, mapping out what they are doing, thinking,
feeling, and what they are interacting with over time.
28. JOURNEY MAP
FOCUSING ON CUSTOMER EXPERIENCE
Journey mapping helps you understand the end-to-end experience
that your customers have and also lets you identify areas that you
want to improve or learn more about.
30. ACTIONS
What the
customer needs to
do to move to the
next step
Contact points
between the
customer and the
service provider
What goes through
the customer’s head
at every step of the
journey
Frustrations and
annoying things
that spoil the
experience
TOUCHPOINTS
PAIN POINTS
STEPS THROUGH TIME
THEMES
FOR
ANALYSIS
THOUGHTS
34. ACTIONS
TOUCHPOINTS
PAIN POINTS
THOUGHTS
Ask
colleagues
for advice
Check
restaurants
online
Smartphone
(Google, app)
Let’s try to find
a new place for
dinner
I trust my
colleague’s
opinion
I can’t find the
price of the food!
No prices on the
menuToo many options!
How am I going
to decide?
Unfriendly
website
Smartphone,
browser
Where is it?
How do I
check the
menu?
PDF downloaded
from the
website
Go to
restaurant
website
Check
the
menu
The restaurant experience - booking a table
Is the PDF stored
on my phone, or
just online?
PDF’s are annoying
to read on your
smartphone
35. ACTIONS
TOUCHPOINTS
PAIN POINTS
THOUGHTS
Ask
colleagues
for advice
Check
restaurants
online
Smartphone
(Google, app)
Let’s try to find
a new place for
dinner
I trust my
colleague’s
opinion
I can’t find the
price of the food!
No prices on the
menuToo many options!
How am I going
to decide?
Unfriendly
website
Smartphone,
browser
Where is it?
How do I
check the
menu?
PDF downloaded
from the
website
Phone call
/ restaurant
staff
I want to know
the prices
The staff
sounds friendly
Need to ask too
many questions
Hard to find
phone number
Go to
restaurant
website
Check
the
menu
The restaurant experience - booking a table
Call
restaurant
Is the PDF stored
on my phone, or
just online?
PDF’s are annoying
to read on your
smartphone
36. ACTIONS
TOUCHPOINTS
PAIN POINTS
THOUGHTS
Ask
colleagues
for advice
Check
restaurants
online
Smartphone
(Google, app)
Let’s try to find
a new place for
dinner
I trust my
colleague’s
opinion
I can’t find the
price of the food!
No prices on the
menuToo many options!
How am I going
to decide?
Unfriendly
website
Smartphone,
browser
Where is it?
How do I
check the
menu?
PDF downloaded
from the
website
Phone call
/ restaurant
staff
Phone call
/ restaurant
staff
I want to try
this restaurant
I want to know
the prices
The staff
sounds friendly
Need to ask too
many questions
Hard to find
phone number
Go to
restaurant
website
Check
the
menu
The restaurant experience - booking a table
Call
restaurant
Book a
table
Is the PDF stored
on my phone, or
just online?
PDF’s are annoying
to read on your
smartphone
37. ACTIONS
TOUCHPOINTS
PAIN POINTS
THOUGHTS
Ask
colleagues
for advice
Check
restaurants
online
Smartphone
(Google, app)
Let’s try to find
a new place for
dinner
I trust my
colleague’s
opinion
I can’t find the
price of the food!
No prices on the
menuToo many options!
How am I going
to decide?
Unfriendly
website
Smartphone,
browser
Where is it?
How do I
check the
menu?
PDF downloaded
from the
website
Phone call
/ restaurant
staff
Phone call
/ restaurant
staff
Phone call
/restaurant
staff
I want to try
this restaurant
I hope they
have a table
available
Uncertainty
I want to know
the prices
The staff
sounds friendly
Need to ask too
many questions
Hard to find
phone number
Fear of wasting
time looking for
a new place
Go to
restaurant
website
Check
the
menu
The restaurant experience - booking a table
Call
restaurant
Book a
table Wait for
confirmation
Is the PDF stored
on my phone, or
just online?
PDF’s are annoying
to read on your
smartphone
Do I have a
plan B?
38. ACTIONS
TOUCHPOINTS
PAIN POINTS
THOUGHTS
Ask
colleagues
for advice
Check
restaurants
online
Smartphone
(Google, app)
Let’s try to find
a new place for
dinner
I trust my
colleague’s
opinion
I can’t find the
price of the food!
No prices on the
menuToo many options!
How am I going
to decide?
Unfriendly
website
Smartphone,
browser
Where is it?
How do I
check the
menu?
PDF downloaded
from the
website
Phone call
/ restaurant
staff
Phone call
/ restaurant
staff
Phone call
/restaurant
staff
Phone call
/restaurant
staff
I want to try
this restaurant
Luckily they
have a table!
I hope they
have a table
available
Uncertainty
I want to know
the prices
The staff
sounds friendly
Need to ask too
many questions
Hard to find
phone number
Fear of wasting
time looking for
a new place
Go to
restaurant
website
Check
the
menu
The restaurant experience - booking a table
Call
restaurant
Book a
table Wait for
confirmation
Give contact
details
Is the PDF stored
on my phone, or
just online?
PDF’s are annoying
to read on your
smartphone
Do I have a
plan B?
39. ACTIONS
TOUCHPOINTS
PAIN POINTS
THOUGHTS
Ask
colleagues
for advice
Check
restaurants
online
Smartphone
(Google, app)
Let’s try to find
a new place for
dinner
I trust my
colleague’s
opinion
I can’t find the
price of the food!
No prices on the
menuToo many options!
How am I going
to decide?
Unfriendly
website
Smartphone,
browser
Where is it?
How do I
check the
menu?
PDF downloaded
from the
website
Phone call
/ restaurant
staff
Phone call
/ restaurant
staff
Phone call
/restaurant
staff
Phone call
/restaurant
staff
I want to try
this restaurant
Luckily they
have a table!
I hope they
have a table
available
Uncertainty
I want to know
the prices
The staff
sounds friendly
Need to ask too
many questions
Hard to find
phone number
Fear of wasting
time looking for
a new place
Go to
restaurant
website
Check
the
menu
The restaurant experience - booking a table
Call
restaurant
Book a
table Wait for
confirmation
Give contact
details
Is the PDF stored
on my phone, or
just online?
PDF’s are annoying
to read on your
smartphone
Do I have a
plan B?
Improve user
interface
More
visibility
Online menu
with prices
More info on
website
Show
availability
on website
Visible contact
details
APP
41. CUSTOMER JOURNEY
INSTRUCTIONS
1. Step into your customer’s shoes!
2. Choose one phase from your business case
Eg. booking a table, customer discovery, reception welcoming, after
market, communication, ...
3. You can team up!
44. 1. Where can you add value?
E.g teach something relevant by uploading a video on YouTube
45. 2. Are you sure you are easy to reach?
Email? Phone
number?
Map?
Basic details visible
on each page?
46. 3. Does your website answer all your
customer’s questions?
47. 4. Can you develop strategic partnerships to give more
value to your customers?
48. 5. What is the first and last impression like?
49. 6. How do you show your customer you appreciate them?
The box is branded with a nice message of being careful and how
happy they are to bring you good wine
50. 6. How do you show your customer you appreciate them?
Handwritten thank you note
with each delivery including
contact details and instructions
of what to do if not fully satisfied
A fridge magnet with
phone number and
text: Need a top up?
New customers always get a
personal letter from the CEO
with a special complimentary
corkscrew
51. 7. Would you treat your grandmother the same way?
53. 9. Are you maximizing the effect of the senses?
54. 10. How can you delight and surprise your customer?
55. SUMMARY
1. Can you add value?
2. Are you sure you are easy to reach
3. Does your website answer all your
customer’s questions?
4. Can you develop strategic partnerships?
5. What is the first and the last impression like?
6. How do you show your customer
you appreciate them?
7. Would you treat your grandmother the same way?
8. Is it friction free?
9. Are you maximizing the effect of all senses?
10. How can you surprise & delight?
Don’t fail the
grandmother
test! Look at your pain points and use these
questions and examples for inspiration on
how you can turn them into happy points :-)
