Stefan Moritz

�4

Waardevol

Gemakkelijk

Aangenaam

�5

Service Ecologie

A rich (research-based) description of an archetypical user !of the service

Persona

�7http://www.flickr.com/photos/jasontravis/sets/72157603258446753/Jason Travis

Persona

�9

Research in the User’s context

Customer journey mapping

!!

!A touchpoint is a moment of interaction of

the user in the process of the service !

not a Channel !

not the Artefact !!

powered by to

uchp

oint

na

me

client project Persona (s) to

uchp

oint

stag

e

Mobile

Web

Retail

Phone / Call Center

Staff

Product / Packaging

Print

Other

Social Media

Cha

nnel

sat

titud

e /

thou

ghts

em

otio

nal j

ourn

ey

Touchpoints

Stages

Channels

Attitudes

Emotions

Incident / bad experience (process failure)

Interesting / new insight Don’t know / need to research

Moment of Truth

Keep in Touch

@jurgentanghe

jurgen.tanghe@crossroad.be