Developing a Journey Mapping Workshop for Case Company X
Reinhard, Julia (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120325834
https://urn.fi/URN:NBN:fi:amk-2020120325834
Tiivistelmä
This is a product-based bachelor's thesis to develop a journey mapping workshop for case company X. Companies that make investments in understanding the expectations of their customers and stakeholders can benefit in today's experience economy.
The purpose of the thesis was to provide the commissioning company with clear guidelines on how to hold journey mapping workshops and to create the supplemental materials needed for these workshops. The thesis begins with an introductory chapter, followed by theory, interviews with the case company's consultants and customers, general recommendations for the commissioning company, and a workshop guide, persona template, and journey mapping template. It ends with a chapter on conclusions.
Some of the topics in this thesis are relatively new, like design thinking and service design, while others like journey mapping and personas are more established. The experience economy, customer experience, design thinking, and service design are contemporary topics and represent marketing evolution. The purpose of the theoretical framework was to cultivate an enhanced awareness of design thinking, service design, customer experience, personas, and journey mapping while strengthening the author's understanding of the commissioning company's current state.
To analyze the current state of the commissioning company's journey mapping workshops, two consultants and two customers of the commissioning company were interviewed. The current state of the commissioning company's journey mapping workshops was not standardized. Therefore, these workshops were not easy to repeat because they did not have a well-defined workshop structure or standard templates or frameworks to utilize. Their most urgent needs involved developing and implementing a workshop guide and standard templates and tools and providing detailed instructions for their use.
The workshop guide, templates, and instructions were based on a combination of information from the sources and the data from the case company's consultants and customers and the theoretical framework. The workshop guidelines, persona templates, and journey mapping template were adapted to be easily implemented by complete beginners if needed.
The commissioning company was pleased with the outcome of the thesis and will potentially be implementing some of the thesis recommendations.
The thesis conclusion includes the project's critical outcomes of the project and suggestions for further projects and research for the commissioning company. Additionally, it also has a section evaluating the project based on feedback from the commissioning company and the author's self-evaluation. Finally, the author reflects on her learning related to this project.
The purpose of the thesis was to provide the commissioning company with clear guidelines on how to hold journey mapping workshops and to create the supplemental materials needed for these workshops. The thesis begins with an introductory chapter, followed by theory, interviews with the case company's consultants and customers, general recommendations for the commissioning company, and a workshop guide, persona template, and journey mapping template. It ends with a chapter on conclusions.
Some of the topics in this thesis are relatively new, like design thinking and service design, while others like journey mapping and personas are more established. The experience economy, customer experience, design thinking, and service design are contemporary topics and represent marketing evolution. The purpose of the theoretical framework was to cultivate an enhanced awareness of design thinking, service design, customer experience, personas, and journey mapping while strengthening the author's understanding of the commissioning company's current state.
To analyze the current state of the commissioning company's journey mapping workshops, two consultants and two customers of the commissioning company were interviewed. The current state of the commissioning company's journey mapping workshops was not standardized. Therefore, these workshops were not easy to repeat because they did not have a well-defined workshop structure or standard templates or frameworks to utilize. Their most urgent needs involved developing and implementing a workshop guide and standard templates and tools and providing detailed instructions for their use.
The workshop guide, templates, and instructions were based on a combination of information from the sources and the data from the case company's consultants and customers and the theoretical framework. The workshop guidelines, persona templates, and journey mapping template were adapted to be easily implemented by complete beginners if needed.
The commissioning company was pleased with the outcome of the thesis and will potentially be implementing some of the thesis recommendations.
The thesis conclusion includes the project's critical outcomes of the project and suggestions for further projects and research for the commissioning company. Additionally, it also has a section evaluating the project based on feedback from the commissioning company and the author's self-evaluation. Finally, the author reflects on her learning related to this project.