Anxious to Get to Future State?

As part of your journey mapping efforts, you’ll likely create two types of maps: current state maps and future state maps. Current state maps show the steps that customers take today to complete some task, while future state maps show the steps they will be taking to complete the task after the process has been […]

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Putting Your Journey Maps into Action

A question that comes up a lot is: How do I operationalize my journey maps? What’s next? What do I do now that I’ve created the map(s)? I’m assuming that you’ve created what we call an assumptive map. An assumptive map is created by internal stakeholders, without customer input. It’s what stakeholders assume to be […]

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Tackle Tough Problems with Design Thinking & Customer Journey Mapping

“Most failures in industry are not that people can’t solve problems;  it’s that they’re not always great at identifying the right problems to solve.” – John Kembel, Stanford d.School When John Kembel, founding member of the prestigious Stanford d. School, spoke those words at the recent Boulder Innovation Executive Forum, you could almost hear the […]

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Ignite Innovation with Service Design Thinking

Part I:  An Introduction Over the past few weeks, I’ve enjoyed reading various customer experience-related articles and blogs that offer insightful predictions for what’s to come in 2014.  Out of all the reading I’ve done, I’ve noticed a common theme emerging in every forecast… Empathy.  In fact, one excellent post in particular, written by Bruce […]

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