The purpose of this workshop is to re-box the participants from their own every day box into their customer’s box, in order to question the participants’ assumptions on how the business model for a concept should be designed, and enable the design of a business model that creates more value for both user and company.
• The Customer Journey is helpful in highlighting how a company can maximize the value for the user in each touch point.
• The Customer Journey visualizes where there are long gaps of time between the touch points. Sometimes that calls for the creation of a new touch point to get more influence on the user experience.
• It is important to throughout the workshop keep the focus on how the customer experiences each touch point.
• It is important to divide the workshop into separate parts and not give the group all information at once. If the group has all the instructions from the beginning they tend to jump ahead of themselves and risk missing important touch points. To decrease this risk it is recommended to give the instructions separately at the start of each part.
• Attribute Analysis is a method based on the task of coming up with a number of assumptions on a subject. For example; the buyer pays for the newspaper. Then it has to be reversed, like this; the buyer does not pay for the newspaper. Doing that will naturally raise some question, like; then who pays for the newspaper, is it the salesman? Is it someone else? Is the newspaper free? This leads to many new paths of thinking and helps generate diverse ideas.
INSTRUCTIONS:
INTRODUCTION 5 min
Present workshop aims.
JOURNEY SKETCHING 15 min
Present the exercise. Encourage the participants to imagine how a customer experiences the service or product. Have the participants draw a customer journey from the point where the customer realizes that he or she is in need of the service or product up to the point where the purchase has gone through and the service or product has been used for the last time. Urge the participants to be detailed.
IDENTIFY TOUCH POINTS 15 min
Urge the participants to define all possible touch points along the customer journey. A touch point is a point where the customer gets in contact with the product, service or company; the points in which the company can influence the user experience. Examples of touch points are: booking, payment, support.
BREAK
EXPERIENCE ENHANCEMENT IDEATION 45 min
Every touch point that has been identified is a possibility to maximize the customer’s positive experience. Divide participants in pairs and have the pairs go through one touch point at a time and list every assumption they have about that point. Then the assumptions are turned around to it opposite (Attribute Analysis) and ideas generated on how the customer’s experience can be enhanced. The pairs documented the ideas in writing.
PRESENTATION OF IDEAS 15 min
Let each pair share their 3-5 (depending on number of groups) favorite ideas with the rest of the group. Have a group discussion and encourage the participants to build on each others ideas.
SUMMARY AND DISCUSSION10 min
Summarize ideas and have a discussion about which ideas to develop further in the process. Let the participants share their impressions from the workshop.
...DRIVEN INNOVATION 