hybrid customer journey mapping process ======================================= Begin by explaining why we are here, what we aim to achieve, ensure everyone (especially the facilitators) are clear about the purpose at all times. Setup and document explicit colour codes for each 'actor' at the beginning. Have these actors always write in the same colour. This will help decipher post-its later. Have a note taker to record what is being said, what goes with what etc during the workshop. #1 Begin with the researcher - have them introduce themselves, talk briefly about the work they do, it's impact, and the bigger picture of what they do. Then document the specific scenaro, context, and task. Use the BEFORE sheet. #2 Then move to mapping the process or journey. Always begin with discovery phase - how does a user find or know about the service, and then initiate a request. Role-play/desktop walkthrough this and all subsequent steps on large sheets/roll of paper. We have a semantics and visual language for the process diagram. Use it and add in notes, as appropriate. Aim to get the rough process documented first. Dont get caught up on details. Use the black box with annotations if there is disagreement or it is unclear/unknown. #3 Once a rough sketch is laid out, we move to capturing details of each step or transition. Phases include discovery, set-up, All actors can add info and responses to the attributes of each step. Allow time to share experiences amongst actors here - this helps break down boundaries. The process diagram becomes a boundary object. e.g The researcher may be frustrated, but the provider may be equally frustrated because of lack of info they need or poor tools with which to deliver the services. These experiences should be shared and documented. All actors experience are valid and could be captured. Under severe time constraints, the researcher/customer should share experiences first/mostly - this is voice who ultimately we aim to serve in this context. The steps and attributes board does not have to be in a linear order - e.g there may be two different ways to discover or request a service, the board should capture both. Use the process diagram to show flow. Ensure a way of linking the process diagram to the steps and attributes with numbers or marks. Be precise about how customer journeys interact with specific aspects of a business. Aim to capture structure and process, and the environment around each step. Transcribe the post-its into a structured, digital form (sheet?), immediately following the workshop (or during, if there is bandwidth for the notetaker) #4 Briefly capture where to next after service delivery. Use the NEXT STEPS sheet. Refer back to BEFORE sheet if necessary. #5 Hacky time. Highlight and rank some of the best and worst points across the process diagram or attribute board. Use pepe or smiley. Brainstorm - How the process could be improved (internal) - How the experience could be improved (external) - How this service might integrate with other services upstream/downstream - Improvement ideas - e.g. number+type of channels/channel migration, touchpoint env/context, time, evidence, etc. - How could things be simplified? - What behaviors or actions do we want to encourage (for researcher and other actors) - how could we redesign to help bring this about. - Highlight gaps between researcher needs and system capabilities, provide info on how to fix them. - Can we draw a line between front stage and back stage? Are they aligned? Do our business capabilities match those of researcher needs? - Other dimensions to consider - people and practices - policy - IT systems - processes and procedures