Journey Maps: The tool for design innovation

In this book is described one of most powerful tools available to craft a superior experience for your customers and end users. Credible studies show that organizations that focus on experience optimization perform dramatically better than those that do not. In the 20th-century product styling like advertising was about making people want things. Service blueprints are a response to the realization that it is more efficient and successful to create new services and experiences that people want and need. The service sector makes up nearly 70% of most western economies and more than 50% of the Chinese economy, yet customers are often frustrated by their service experiences. Customers choose products and services that deliver the best experiences. Designing your customer s entire experience is key to differentiating your designs from competitors in an increasingly crowded competitive marketplace. Through applying journey mapping organizations can deliver a more compelling and valuable experience. Experience maps build consensus across your organization with stakeholders, to positively impact your entire organization and your bottom line. This method is a core strategic tool for all design and I believe it will become a required skill for every working designer and manager.