Megan and I recently published an article in the Service Design Network’s “Touchpoint Magazine”, and it is now publicly available to read on their website.
Everything that happens in our lives is a type of journey. Mapping these experiences is a key part of being a human-centered business, and it is important to look at both perspectives—what the person experiences, and what went on outside of their view to make it happen. Customer journey mapping and service blueprinting are two complementary methods that can help us see both sides of our services. Yet these two methods are often confused; what is a journey map, and what is a service blueprint, and how are they different? https://blog.practicalservicedesign.com/the-difference-between-a-journey-map-and-a-service-blueprint-31a6e24c4a6c#.qly4v913w
One of the first places to start when you want to improve your service is to look to your customer feedback and data. But what do you do when no one in the room understands how people are using your service, and the data you have is limited to high-level usage analytics? This is the perfect time to introduce ethnographic research into the mix to better understand how your service is perceived, used, and experienced.