Representations

CUSTOMER JOURNEY MAPPING GAME

Paul Kahn (Mad Pow) & Christophe Tallec (Uinfoshare)

The gamified customer journey mapping is a way to easily describe a possible scenario or map the experience throughout an existing service.
A blank journey worksheet and a set of cards representing the touchpoints are needed to set the ground for the activity. According to the specific context and purpose of the session, various game modalities and rules can be then created. A typical process for this kind of activity can start by asking the participants to choose a persona (or create a persona from scratch), define a goal for this persona, pick up the touchpoints that allow reaching this goal and describe the experience flow across the different touchpoints.
The cards provide a visual support that facilitate understanding and assembling the sequence of activities and touchpoints that characterize the service experience.

This specific example comes from a project about transportation. A high level of complexity emerged due to the fact that the transportation customers are often ‘shared customers’ of a range of multiple operators -that are needed to let people move from A to B-. The map tries to embrace this complexity by representing the different touchpoints in relation with the different types of stakeholders (public bodies, transport operators, local and regional authorities).
At the end, once the journey has been mapped, the game-boards can be used to highlight the gaps, pain points and opportunities of the experience, both from the perspective of the user and the provider.

The tool is available on a prezi template to copy and try online:
http://prezi.com/1qu6lq4qucsm/customer-journey-mapping-game-transport/