Ask service users to note down specific points that stand out to them and why when progressing through the steps of a service. These may be positive or negative and may be different for each person. Ask the user to pick which of these points was key to their use of the service i.e points at which they felt their expectations may not be met or were exceeded. Mapping this information linearly gives a clear indication of areas that require attention or promotion.
Mapping your own journey through a service indicates where that service is lacking or exceeding expectations, this research can then be used to inform subsequent designs. Asking customers to do the same will give similar information encouraging progressive development while also demonstrating that the customers opinion is valued.
Designer:
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•Clear diagram of system pros and cons
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•A tool for articulating system improvement requirements
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•Insight into how different user groups use a particular service
User Group:
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•Visual representation of questionnaire results
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•Easily visualise system shortfalls
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•More readily followed than typical bullet points or specifications
Finding out a customers journey through a service offers critical insights into what can be improved and what has worked. Maximising high points in the journey and minimising the low, develops a service which is evolutionary by nature.
