CMD Methods Pack

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Customer Journey

Customer Journey


Visualize the user experience of a service over time and across the different interaction moments (touch points) within the service.


Divide the service into touch points: all points in which the user comes in contact with the company or service in any way. Visualize in a creative way how the user travels across the service, going through a ‘dramatic arc’ of positive and less positive experiences.


In practice

Customer journeys are one of the basic stepping-stoness in any service design project.

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