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Service design is the process of understanding and refining an organization’s people, processes, systems, and policies to improve both the employee experience and, directly and indirectly, the customer’s experience. The Human-Centered Design (HCD) Center of Excellence (CoE) has articulated a simple 3 step approach to service design including:

Personas -> Journey Maps -> Service Blueprints

In Part 1 we covered the topic of Personas and the important practice of identifying, defining, and gaining empathy for the specific customers of your products and/or services.

Today, in Part 2, we explore the second step of service design, which focuses on customer Journey Mapping.