1. 2015 Customer Journey Mapping & CX Research
Marc Stickdorn
UI20 – Boston, MA 2–4 November 2015

2. 89% of companies expect to compete mostly on the basis of customer
experience by 2016 – vs. 36% four years ago.
*
Gartner Research, 2015
Poor customer experiences result in an estimated $83 Billion loss by
US enterprises each year because of defections and abandoned purchases.
Forbes, 2013
Customer power has grown, as 73% of firms trust recommendations
from friends and family, while only 19% trust direct communication.
Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012
86% of consumers will pay more for a
better customer experience.
RightNow Customer Experience Impact Report, 2011
“CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”*
Customer Journey Mapping & CX Research
UI20, Boston @MrStickdorn

3. AGENDA
◊1. TYPOLOGY OF JOURNEY MAPS
◊2. CX RESEARCH
◊3. PROTOTYPING
◊4. SOMETHING DIFFERENT …
Customer Journey Mapping & CX Research
UI20, Boston @MrStickdorn

4. 01. TYPOLOGY OF A
CUSTOMER JOURNEY MAP
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

5. MY EXAMPLE JOURNEY MAP FROM 2014 …
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

6. The story of Jake and his old TV set …
A TV set is a product, right?
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

7. JAKE
1 That old TV set
breaks down
1
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

8. JAKE
2 Reading advertisements
in print media
1 2
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

9. JAKE
3 Looking for offers
online
2 31
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

10. JAKE
4 Reading
online reviews
42 31
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

11. 42 3
JAKE
5 Collecting information
in store
5
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

12. 43 5
JAKE
6 Comparing prices
on mobile device
6
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

13. 4 5 6
JAKE
7 Buying new TV set
in store
7
P R E - S E R V I C E P E R I O D S E R V I C E
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

14. 5 6 7
JAKE
8 Transportation
home
8
P R E - S E R V I C E P E R I O D S E R V I C E
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

15. 6 7 8
JAKE
9 Setting up
the new TV set
9
P R E - S E R V I C E P E R I O D S E R V I C E
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

16. 7 8 9
JAKE
10 Using TV set for
the first time
10
S E R V I C E
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

17. 8 9 10
JAKE
11 Writing a review
online
11
S E R V I C E
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

18. 9 10
JAKE
12 Using TV set
after a month
S E R V I C E
11 12
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

19. 10 11 12
JAKE
13 Using TV set
after a year
S E R V I C E
13
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

20. 11 12 13
JAKE
14 Recommending
friends
S E R V I C E
14
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

21. 42 3 5
11 12 13 14
6 7 8 9 10
1
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

22. 1. TYPE OF JOURNEY MAP
A FEW THINGS TO CONSIDER
2. MAIN ACTOR
3. SCOPE AND SCALE
4. PERSPECTIVES AND
LEVEL OF DEPTH
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

23. 1. TYPE OF JOURNEY MAP
CURRENT STATE
(AS-IS)
TARGET STATE
(ASPIRATIONAL MAP)
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

24. 2. MAIN ACTOR
CONSIDER
PERSONAS,
TARGET GROUPS,
ROLES,
JOBS-TO-BE-DONE,
ETC.
CUSTOMER
JOURNEY MAPPING
EMPLOYEE
JOURNEY MAPPING
STAKEHOLDER
JOURNEY MAPPING
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

25. 3. SCOPE AND SCALE
WHAT IS THE
TIME FRAME? IS THIS REALLY
THE END?
IS THIS REALLY
THE START?
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

26. A HIGH-LEVEL JOURNEY MAP …
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

27. 9
UNPACKINGARRANGING
GETTING RID OF OLD STUFF
SETTING UP CHANNELS
TIDY UP LIVING ROOM
CONNECT TO WIFI
SOFTWARE UPDATE
SET UP CABLES
… VS. A MORE DETAILLED JOURNEY MAP
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

28. 4. PERSPECTIVES AND
LEVEL OF DEPTH
WHICH ADDITIONAL
VISUALIZATIONSDO YOU NEED?
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

35. 78.4 % ARE SATISFIED
WITH YOUR PRODUCT.
YEAH, NUMBERS.
NOW WHAT?
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

36. EMOTIONAL JOURNEY
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
JAKE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

37. EMOTIONAL JOURNEY
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
JAKE
When do you measure
customer satisfaction?
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

38. EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 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
JAKE
9
78.4 % OF OUR CUSTOMERS
RATE OUR SERVICE: “VERY GOOD”.
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

39. TALK TO YOUR
F***ING CUSTOMER.
REALLY.
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

40. EMOTIONAL JOURNEY …

41. DRAMATIC ARC?
EMOTIONAL JOURNEY …

42. Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

43. MULTIPLE PERSONAS
IN ONE JOURNEY MAP
FOR EXAMPLE:
FRONTSTAGE
AND BACKSTAGE
EXPERIENCE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

45. VISUALIZE
CROSS-CHANNEL
EXPERIENCE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

46. A SWIMLANE DIAGRAM FOR
UNDERSTANDING CHANNELS
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

47. A SWIMLANE DIAGRAM FOR
UNDERSTANDING CHANNELS
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

48. A SWIMLANE DIAGRAM FOR
UNDERSTANDING CHANNELS
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

49. ASSUMPTION
BASED
RESEARCH
BASED
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

50. CONSIDER: WHO IS IN THE ROOM? WHO FACILITATES?
DID YOU CREATE A SAFE SPACE?
WORKSHOP
◊1. CHOOSE A MAIN ACTOR.
◊2. DEFINE THE SCOPE.
◊3. MAP OUT THE STEPS OF THE JOURNEY.
◊4. ITERATE AND REFINE.
◊5. ADD MORE VISUALISATIONS AS USEFUL.
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

51. CHALLENGE
YOUR F***ING
ASSUMPTIONS!
DO RESEARCH!
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

52. 2. CX RESEARCH
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

53. BASE YOUR
CUSTOMER
JOURNEY
ON F***ING
RESEARCH!Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

54. QUALITATIVE
 
QUANTITATIVE
 
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

55. Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
 
QUANTITATIVE
 
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

56. SURVEYS
photo credit
shutterstock / mama_mia
QUANTITATIVE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

57. CONVERSION ANALYSIS
QUANTITATIVE
photo credit
shutterstock / GaudiLab
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

58. FOCUS GROUPS
photo credit
shutterstock / wavebreakmedia
QUALITATIVE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

59. CONTEXTUAL INTERVIEWS
QUALITATIVE
photo credit
shutterstock / af8images
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

60. NON-PARTICIPANT OBSERVATION
QUALITATIVE
photo credit
shutterstock / Yiulia Grigoryeva
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

61. PARTICIPANT OBSERVATION
QUALITATIVE
photo credit
shutterstock / Monkey Business Images
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

62. CULTURAL PROBES
QUALITATIVE
photo credit
shutterstock / Bartosz Budrewicz
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

63. WORK-ALONG
QUALITATIVE
photo credit
shutterstock / Num Skyman
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

64. photo credit
shutterstock / Kzenon
SELF-DOCUMENTATION
QUALITATIVE
AUTO-ETHNOGRAPHY
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

65. Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
 
QUANTITATIVE
 
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

66. Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
 
QUANTITATIVE
 
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
methods, data types, researchers
1. TRIANGULATE!
2. TRIANGULATE!
3. TRIANGULATE!
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

67. … AND MANY MORE
Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
QUALITATIVE
 
QUANTITATIVE
 
… AND MANY MORE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
Mobile EthnographyWELCOME THE
NEW CREW MEMBER
since 2008
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

68. SELF-CONDUCTED
DESIGN RESARCH
Mobile Ethnography
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

69. Free smartphone app for participants
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

70. How to use the ExperienceFellow smartphone app
VIMEO.COM/34160910
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

71. Real-time Visualization as journey map
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

72. Advanced filtering techniques
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

73. Advanced filtering techniques
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

74. Location-based visualization with clustering
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

75. Location-based visualization with clustering
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

76. High-resolution PDF export for large format prints
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

77. www.experiencefellow.com
DISCOUNT VOUCHER
100 EURO
VALUE
CODE
ui20
VALID UNTIL
31 December 2015
Just sign up on our website and use this code.
Vouchers can only be used once.
Please see our website for terms and conditions.
JOHN, IT IS
UN-BE-LIE-VABLE!
IF YOU CALL RIGHT
NOW, YOU GET
THIS VOUCHER
FOR FREE!
COMMERCIAL PRESENTATION MODE ON
COMMERCIAL PRESENTATION MODE OFF
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

78. (ACTUALLY ALSO RESEARCH)
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn
3. PROTOTYPING

79. PROTOTYPING
CONSIDER …
◊1. DECIDE WHAT YOU PROTOTYPE
◊2. CHOSE HOW YOU PROTOTYPE
◊3. SET THE FIDELITY OF YOUR PROTOTYPE
◊4. KEEP A LIST OF YOUR IDEAS/BUGS/WHAT-IF’S
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

80. 1. DECIDE WHAT YOU PROTOTYPE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

81. Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

82. Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

83. Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

84. Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

85. 2. CHOSE HOW YOU PROTOTYPE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

86. JOURNEY MAPS
PROTOTYPE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

87. ADVERTISEMENTS
PROTOTYPE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

88. DESKTOP WALKTHROUGH
PROTOTYPE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

89. PHYSICAL PROTOTYPES
PAPER/CARDBOARD/LEGO
PROTOTYPE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

90. WIREFRAME/DUMMY
PAPER/SOFTWARE DUMMY
PROTOTYPE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

91. IMPROV THEATER
PROTOTYPE
Courtesy of Adam and Markus from
WorkPlayExperience
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

92. PRETOTYPING
PROTOTYPE
photo credit
shutterstock photobank.ch
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

93. BUSINESS MODEL
PROTOTYPE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

94. 3. SET THE FIDELITY
OF YOUR PROTOTYPE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

95. HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

96. HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP
#WIN#FAIL
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

97. Development 12 hours
Testing 20 hours
Discussion 26 hours
Insights 04
Iterations 02
Development 20 mins
Testing 20 mins
Discussion 02 hours
Insights 31
Iterations 27
HIGH FIDELITY MOCKUP LOW FIDELITY MOCKUP
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

98. 4. KEEP A LIST OF YOUR IDEAS/
BUGS/WHAT-IF’S
… TO REFINE YOUR JOURNEY MAP.
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

99. A JOURNEY
MAP IS NOT A
F***ING
DELIVARABLE!
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

100. AND NOWCustomer Journey Mapping CX Research
UI20, Boston @MrStickdorn

101. TO SOMETHING
COMPLETELY DIFFERENT.
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

102. SERVICE DESIGN
START-UPS
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

103. LEAN UX
LEAN STARTUP
DESIGN THINKING
SERVICE DESIGN
AGILE DEVELOPMENT
… AND MANY MORECustomer Journey Mapping CX Research
UI20, Boston @MrStickdorn

104. ITERATIVE PROCESS
LEANUX
LEANSTARTUP
DESIGNTHINKING
SERVICEDESIGN
AGILEDEVELOPMENT
IT’S ALL ABOUT THE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

105. VISUALIZE
CUSTOMER
EXPERIENCE
RESEARCH
CUSTOMER
EXPERIENCE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

106. WE USE SERVICE DESIGN
TO BUILD
SERVICE DESIGN TOOLS
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

107. WE USE SERVICE DESIGN
TO BUILD
SERVICE DESIGN TOOLSSINCE 2008
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

108. AND THIS
WORKS
AWESEOME!SOMETIMES.
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

109. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

110. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

111. 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
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

112. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

113. 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
START HERE!
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

114. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

115. THE IDEA PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
FEASIBILITY HARDEASY
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

116. THE IDEA PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
FEASIBILITY HARDEASY
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

117. FEASIBILITY HARDEASY
THE IDEA PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
START HERE!
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

118. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

119. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

120. A picture says more than thousand words.
A prototype says more than thousand concepts.
PROTOTYPING
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

121. Manage complexity in service design.
INCREASEOFCOMPLEXITY
EFFORT FOR PLANNING/PROTOTYPING/ITERATING
HAZARD ZONE
GETTING LOST
WASTING TIME
BURNING MONEY

TRACER BULLET DEVELOPMENT
EARLY FEEDBACK
IMPLEMENT FAST
WORKING RESULTS
FEATURE / EPIC / JTBD
“THE BIGGER PICTURE”
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

122. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

123. CUSTOMER EXPERIENCE SPRINTS
CX ANALYSIS
IMPLEMENTATION
DEPLOYMENT
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
IDEATION
REQUIREMENTS
PROTOTYPING
DEVELOPMENT
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

124. WISELY
THE FORCE
YOU MUST USE.
photo Credit
shutterstock / CTR Photos
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

125. Marc Stickdorn
Jakob Schneider
@MrStickdorn
@jakobliesTHANK YOU!
OUT 2016
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

126. 5 BASIC PRINCIPLES
#servicedesign
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

127. 1 USER-CENTRED
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

128. 2 CO-CREATIVE
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

129. 3 SEQUENCING
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

130. 4 EVIDENCING
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn

131. 5 HOLISTIC
Customer Journey Mapping CX Research
UI20, Boston @MrStickdorn