This document discusses visualizing customer journeys and service design. It introduces a visual language for modeling customer touchpoints, journeys, and deviations from expected service delivery. Sample customer journeys are modeled for tax reporting and using an e-marketplace. The project aims to develop a common language for conceptualizing digital and transactional services across different contexts. It is a collaboration between researchers and industry partners.

1. VISUAL

2. Let's
visualise
the
bits
and
bytes
of
services
Ragnhild
Halvorsrud
SINTEF
ICT
Norway
VISUAL
Technology
for
a
be/er
society

3. Bits
and
bytes
of
music
VISUAL

4. My
conference
journey
Before
the
conference
Going
there
SDN
conference
Going
home
START
Decide
Register
and
send
proposal
Proposal
accepted?
yes
Prepare
presentaKon
Travel
to
Cardiff
no
Hotel
check-­‐in
Conference
day
1
Conference
day
2
Proposal
accepted?
yes
hotel
check-­‐out
no
Travel
to
Oslo
STOP
Present
Send
presentaKon
4

5. The
challenge
•
•
Problem
1:
the
fuzzy
front
end
Problem
2:
theory
vs
pracKce
VISUAL
A
visual
language
for
service
design
that
everyone
can
understand?

6. Designing
a
new
service…
• A
complex
service
being
developed
• A
well-­‐defined
innovaKon
process

7. Problem
1:
the
fuzzy
front
end
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50c8f35ae4b052a90587c09/t/
518262f9e4b04f94760dcd32/1367499514715/Computer
%20nerd.png
VISUAL

8. Service
blueprints
"Services
exist
in
two
different
states
of
being.."
• potenKal
state
• kineKc
state
VISUAL
Lynn
Shostack
(1982).
How
to
design
a
service.
Eur.
J.
Marke@ng
16,
49-­‐63.

9. Problem
2:
Theory
vs
pracKce
The
intended
service
delivery
..
•
•
•
•
..
can
be
planned
..
can
be
"blueprinted"
..
ogen
involve
digital
touchpoints
CAN
be
modelled
on
a
general
basis
The
actual
service
delivery
..
•
•
•
•
..
is
personal
..
is
context
dependent
..
and
changes
in
Kme
EmoKons
CANNOT
be
modelled
on
a
general
basis
?
VISUAL

10. Touchpoint
VISUAL
Customer
journeys

11. Customer
Journey
Modelling
Language
Touchpoint
=
Instance
of
communica@on
or
interac@on
Customer
journey
=
A
sequence
of
touchpoints
(and
ac@ons)
to
achieve
a
goal
Types
of
services
– Our
main
focus:
Digital
and
transacKonal
services
– Less
focus:
Services
with
much
human
intervenKon
VISUAL

12. Touchpoints
Touchpoint
boundary
IniKator
of
touchpoint
customer
service
provider
other
actor
completed
missing
failed
Symbol
area
Status
of
touchpoint
VISUAL

13. Icons
call
centre
smartphone
app
VISUAL
telephone
conversaKon
internet
via
PC
e-­‐mail
self-­‐service
machine
SMS
leYer
payment
invoice

14. Diagram
elements
Touchpoint
AcKon
Special
symbols
connector
start
of
customer
journey
end
of
customer
journey
VISUAL
14

15. Visual
syntax
for
customer
journeys
acKon
Decision
point
VISUAL
acKon
Unknown
sequence
15

16. How
we
work
Model
services
Case
studies
A
common
base
for
exploraKon
• Going
to
the
movies
• Tax
reporKng
• Retail
purchase
• Air
travel
Annual
case
studies
with
industry
partners
• Energy
supplier
• eMarket
company
• eHealth
services
Lisa
(30)
has
problems
with
login
via
web
and
calls
the
tax
authori@es
to
get
assistance.
Frank
(22)
fails
to
pay
remaining
taxes
within
deadline
Bill
(48)
does
not
receive
the
tax
assessment
no@ce
VISUAL

17. Plain
sequenKal
view
Model
service
"going
to
the
movies"
IniKated
by
the
customer
IniKated
by
the
service
provider
order
and
pay
Kcket
via
web
e-­‐mail
confirmaKon
SMS
confirmaKon
retrieve
Kcket
Kcket
control
at
entrance
see
movie
@home
VISUAL
@cinema

18. Plain
sequenKal
view
Case
study:
eMarket
sales
• The
prospect
customer:
car
dealer
• He
considers
to
use
the
online
market
place
Customer
phones
the
call
centre
Customer
wants
to
get
in
touch
with
sales
person
VISUAL
Customer
receives
informaKon
Sales
person
phones
the
customer
Customer
indicates
which
product
he
wants
Sales
person
sends
the
contract
Customer
changes
his
mind

19. When
things
happen
simultaneously
Customer
phones
the
call
centre,
no
answer
Customer
phones
sales
person
(end
of
phone
call)
Customer
chooses
a
product
Sales
person
sends
the
contract
VISUAL
Customer
"signs"
the
contract
and
returns
it
Concurrency
view
Sales
person
sends
username
and
password

20. DeviaKons
from
the
expected
•
•
DeviaKon
view
A
customer
wants
to
change
energy
supplier
She
has
problems
reaching
the
call
centre
Customer
reaches
the
call
centre
Expected
touchpoints
Customer
chooses
call-­‐back
Ad-­‐hoc
touchpoints
Failing:
Customer
can't
reach
the
call
centre
Failing:
The
agent
cannot
reach
the
customer
VISUAL
Request
a
meter-­‐reading
Customer
reports
the
result

21. The
VISUAL
project
Please
follow
us
here:
hYp://www.visualproject.org/
Halogen
SINTEF
Service
Design
consultancy
Research
Project
management
University
of
Linköping
Research
Industry
partners
Energy
supplier
Digital
market
An
innovaKon
project
funded
by
the
research
council
of
Norway
eHealth
services