This week a great article appeared from McKinsey on digitizing or quantifying the user journey. Seeing that service design is moving more into a strategic role, it would make perfect sense to apply basic analytics and business intelligence methods to service design. Edwin van Bommel from McKinsey created an overview on one way of doing so.
Although the 3 stages he uses: “Discover, Design, Deliver” are used for management, for defining the user journey I would suggest to adapt this to the classic service design phases: “Awareness, Consideration, Buy, Use, Billing, Help & Support, Deepen relationship, Discontinue” (To be adapted bye type of product). This would help to better understand all phases a customer goes through.
Read the article here
Get an idea on how you can map the user experience