Concepedia

A Design Process for a Customer Journey Map: A Case Study on Mobile Services

Heekyung Moon, Sung H. Han, Jaemin Chun, Sang W. Hong

Human Factors and Ergonomics in Manufacturing & Service Industries · 2016 · 63 citations · 17 references

TL;DR

A customer journey map (CJM) is widely used to represent user experience, but existing maps lack consistency and compatibility due to the absence of a clear design process. The study aimed to develop a design process and rule sets for a CJM based on a human‑factors approach. The authors built a 10‑step process and rule sets from case studies of 25 mobile service categories, using large‑scale provider studies and user diary data on daily activities and perceived difficulties. The proposed process and opportunity‑discovery methods enable service designers to create unified CJMs and identify innovative service ideas.

Abstract

Abstract A customer journey map (CJM) is a widely used tool to represent user experience with a service. Although numerous companies have used this tool to improve existing services or to develop new services, the maps are neither consistent nor mutually compatible because no clear design process for a CJM has been presented. This study aimed to develop a design process and rule sets for a CJM based on a human factors approach. The 10‐step process and the rule sets were built on case studies of 25 categories of mobile services. Large‐scale case studies were conducted with mobile service providers and combined with the result of a user diary method that collected users’ daily activities and the difficulties that the user perceived when performing a task. We suggested various methods for using the CJM to generate new service opportunities. The proposed design process and the way for opportunity discovery can help service designers to develop unified CJMs and to identify innovative service ideas.