From service design and user-experience practice, growing out of service blueprinting (G. Lynn Shostack, Designing Services That Deliver, 1984) and spread by Marc Stickdorn and Jakob Schneider (This Is Service Design Thinking, 2010).
Traces a customer's experience across every stage and touchpoint, recording actions, thoughts, feelings, and pain points, to find friction that internal process views miss.
When to reach for it
When the metrics look fine but customers are unhappy, or teams need a shared picture of the experience from the customer's side.
How it runs
- Pick one customer segment to map.
- Define the stages from the customer's point of view.
- Record actions, touchpoints, thoughts, feelings, and pain points per stage.
- Fill the map from real customer input and support data.
- Mark the moments that matter and the fixes worth testing.
Where it sits in SOLVE eX
Go to the source
- Designing Services That Deliver, Harvard Business Review, 1984
- This Is Service Design Thinking, BIS Publishers, 2010