For the assignment, it was my team’s objective to create an infographic following the IPO framework that critically reviews the eight different approaches to mapping a service: Mary Jo Bitner’s Service Blueprint Map, Spraragen and Chan’s Enhanced Blueprint Map, the Demos Journey to the Interface Map, the Moments of Contact Map, the AT-ONE Touchpoints, the Goal Driven Decisions Map, the Customer-Centered Innovation Map and the Customer Decision Journey Map.
This inforgraphic was intended to educate new and current service design students on the pros and cons of the eight different mapping approaches. In order to analysis these approaches, my team and I used the experience of going on a Hearse Ghost Tour.
SETTING THE STAGE
In order to set the stage and paint the big picture for our analysis, the service and user profiles had to be identified. We had to identify the stakeholders, the service encounters (triggers, entry and exit points), describe the service package, identify possible target audiences through bi-polar opposites, and create an ideal persona.
Close up of the Service and User Group Profiles Section.
THE 8 APPROACHES TO MAPPING A SERVICE
Close up of Mary Jo Bitner's Service Blueprint Map
Close up of Susan L. Spraragen & Carrie Chan's Enhanced Blueprint Map
Close up of Sophia Parker & Joe Heapy's Demos Journey To the Interface Map
Close up of Colin Shaw & John Ivens's Moment Map
Close up of Simon Clatworthy's AT-ONE cards
Close up of Johnny Holland's Goal Driven Decisions Map
Close up of Lance A. Bettencourt & Anthony W. Ulwick's Customer-Centered Innovation Map
Close up of David Court, Dave Elzinga, Susan Mulder & Ole Jørgen Vetvik's Customer Decision Journey Map
THE TEAM'S CONCLUSIONS
Close up of my team's conclusions of the 8 approaches to mapping a service
After analyzing the eight approaches, we had to sort, categorize and synthesize our research findings through the expectation and satisfaction levels, bi-polar opposites, positioning maps and the 4-action framework.
