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Hot off the press

November 18, 2020

Journey mapping in strategic planning

Katharina Rainer
Katharina Rainer
A man playing chess and drinking coffee.
November 11, 2020

Journey mapping in recruiting

Melina Savvidis
Melina Savvidis
an interview situation with recruiter taking notes
November 10, 2020

Podcast: talking about Journey Map Operations at 'This is HCD'

Marc Stickdorn
Marc Stickdorn
Selfie of Marc Stickdorn while recording a podcast
November 9, 2020

Journey mapping in banking

Cambrian Berry
Cambrian Berry
piggy bank with cash money

Browse all articles

Emotional Journey Export from Smaply
October 28, 2020

Journey Map Examples

Journey maps can illustrate experiences of different use cases related to various industries. We created some example journey maps to give you an idea how this works. We are constantly working on journey map examples to extend this library. If you wish to see one from a specific industry, let us know!

Isabel Grillmayr
Isabel Grillmayr
Women sitting at a table, discussing about journey mapping in saas
October 21, 2020

Journey mapping in SaaS

As a software-as-a-service company that develops SaaS tools for journey mapping, this topic is at the very heart of our culture. Throughout the last few years, journey mapping has grown deeper and deeper into our daily routines, now we are using it along the entire business lifecycle, with the entire team, and not only on an operational level but also on a strategic level too.

Klaus Schwarzenberger
Klaus Schwarzenberger
Image of a microphone
October 21, 2020

Ask Marc – about methodology silos

In the upcoming session, we'll talk about the (non-)differences between experience design, service design, design thinking, UX design, CX management, or however you call what we’re doing…

Marc Stickdorn
Marc Stickdorn
Journey map focussed on the emotional experience of a persona
October 12, 2020

In the end it’s all about communication: how to present journey maps to different audiences

Journey maps are a powerful tool for communicating customer experience both within our organization as well as with a variety of different stakeholders. The way in which information is presented plays an important role in engaging different groups of people allowing them to understand what is being communicated as well as using it as a basis for better decision making. 

Cambrian Berry
Cambrian Berry
stakeholder map on yellow background
October 9, 2020

Ask Marc – about stakeholder maps

In this session, we talked about the what and why of stakeholder maps, how to create and analyze them, and other types of system maps (value network maps and ecosystem maps). Also you'll get to know different use cases of stakeholder maps.

Marc Stickdorn
Marc Stickdorn
person looking at data on a wall, trying to find a way to cluster it
October 8, 2020

Customer experience data: how to structure CX data in the world of service design

So we have spent weeks and months collecting all types of customer data. By conducting interviews with our customers, doing desktop research, hosting workshops with our team, digging into KPIs, as well as many other approaches. Through this process, we have generated a large pool of high-quality insights – so large that it has become increasingly fragmented and difficult to find specific knowledge. So, what do we do now? How do we make a start when it comes to data management so that our resources are stored in clear, logical ways that are easy to access when we need them?

Cambrian Berry
Cambrian Berry
a person's hands leaning on a table with sharpies, color samples, files and coffee
September 30, 2020

Journey mapping in marketing

Journey mapping and marketing go so much hand in hand that one might think it’s self-explanatory. But just like for any other person, also marketers sometimes have a hard time empathizing with customers. Customer journey mapping can help marketers to ensure they act for the customers’ sake and that it’s really the customer who’s in the focus of what they’re doing – rather than tools and processes.

Katharina Rainer
Katharina Rainer
A sequence of steps of creating journey maps
September 29, 2020

Learning cards: creating and analyzing journey maps

Are you new to journey mapping or do you want to introduce the approach to a new group? These learning cards will come in handy!

Isabel Grillmayr
Isabel Grillmayr
little girl and woman holding hands and walking away
September 22, 2020

Journey mapping in NGOs: volunteer management

NGOs have experience management in their DNA: the primary goal of both NGOs and experience designers is to make the world a better place. Journey mapping as a tool can support them in reaching this goal in a more structured way.

Katharina Rainer
Katharina Rainer
two people sitting on a bench, the sun is setting
September 10, 2020

Contextual interviews: understanding employees in their work context

This case study shows how contextual interviews together with other research methods helped to understand people’s work environment, experiences, and pain points of delivery folks of gas cylinders. The study highlights the value of the triangulation of research methods.

Pranjali Pachpute
Pranjali Pachpute
journey map visualizing a creative process
September 8, 2020

10 tips on how to create a customer journey map that provides real insights

At the first glimpse, creating a customer journey map seems to be an intuitive thing. You’re working on projects related to customer experience every day and have a clear gut feeling about the customer journey anyway. So all you need to do is to use that paper template and some sticky notes to bring your thoughts on paper, right? Well... No. 

Katharina Rainer
Katharina Rainer
motivating sign of learning
September 6, 2020

Make a content wish!

At Smaply we are attempting to make your life easier, with the service design products we create, as well as the content we produce that helps make these products more helpful. 

Cambrian Berry
Cambrian Berry
Learning card deck
August 19, 2020

Learning cards: experience research

Every project, whether it focuses on the customer experience or employee experience, requires a bit of research or data to make informed decisions. Our learning cards on experience research help you to dig into the topic.

Isabel Grillmayr
Isabel Grillmayr
journey mapping toolkit
July 30, 2020

Free toolkit: journey mapping

Dig into the methods and practice of journey mapping and improving experiences with cheat sheets, case studies and other learning resources.

Katharina Rainer
Katharina Rainer
journey mapping templates
July 15, 2020

Templates for customer journey maps, personas and stakeholder maps

Journey mapping workshops often start with drawing on persona templates, customer journey map templates and stakeholder map templates. In this article we provide you with a few simple templates and a short explanation on how to use them. You can download all templates for free, then print and use them together with your team.

Isabel Grillmayr
Isabel Grillmayr
journey map hierarchy
July 10, 2020

Ask Marc – about journey map repositories

In this session we talked about hierarchies of journey maps, how they can complement each other, also between different departments and the challenges of implementing such a method in organizations.

Marc Stickdorn
Marc Stickdorn
embedding service design
July 8, 2020

Free white paper: embedding service design in organizations

This white paper outlines how to embed service design in organizations. It summarizes some reasons for the growing interest in the topic, leadership expectations and the challenges of embedding service design. Subsequently it provides 10 tips to successfully embed service design.

Marc Stickdorn
Marc Stickdorn
experience research toolkit
July 2, 2020

Free toolkit: experience research

Dig into the methods and practice of researching and improving experiences with cheat sheets, case studies and other learning resources.

Katharina Rainer
Katharina Rainer
close up of an antique map
June 10, 2020

A map is a map: how understanding geographical maps helps us create better journey maps

Maps have been a key tool for people since the dawn of humankind. Starting with fading sketches drawn in sand to Google Maps, maps have always provided information, context, and orientation. What helps us find our way through this world, also helps us to understand our customers and our business.

Michael Steingress
Michael Steingress
visualization of journey map
June 7, 2020

Smaply's hottest features

We’re continuously collaborating with our users, research their needs and wishes and structure our roadmap based on their input. Here we present the outcome: our most recent releases for Smaply!

Klaus Schwarzenberger
Klaus Schwarzenberger
photo of innsbruck in austria with the alps in the background
June 1, 2020

We are hiring: Senior Backend Developer

You are a developer at heart and you enjoy having an energetic team around you? Casually you have a gusto for the Austrian Alps? Then check out our role as a senior backend developer (all genders) at our home base in Innsbruck, Austria.

Melina Savvidis
Melina Savvidis
person with headset sitting at a desk
May 13, 2020

Employee experience: shaping new work practices

Managing employee experience helps us find a way out of the endless loop of trying to catch up with the latest HR trends and helps come up with our own solutions. This article introduces to the concept of employee experience, how to bring it into action, and what we – as humans and organizations – can get out of it.

Melina Savvidis
Melina Savvidis
cloud with lightning and heart on a grey background
May 5, 2020

Ask Marc – about experience research

In this session we give an introduction on how to do experience research. We talk about the differences of qualitative and quantitative research and why both of them are interdependent and crucial for an organization. And of course we answer all user questions, such as when to use which UX research methods, examples of ethnographic research and how to calculate the cost of research methods.

Marc Stickdorn
Marc Stickdorn
apartment building with balconies, where people sit
April 15, 2020

Remote experience research

Experience research is more important than before, as we need to deeply understand new contexts and act accordingly. As a researcher, we have the opportunity to learn more about behaviors and change products and services responding to crises. We have the knowledge and power to act responsibly and care about customer and employee experience.

Zsofia Szatmari-Margitai
Zsofia Szatmari-Margitai
supermarket shelves from above
April 7, 2020

Increasing perceived safety and trust in a supermarket with journey mapping

Journey maps can help take the customer by the hand and together walk through times of perceived high risk.

Paul Cook
Paul Cook
two people hiking up a mountain in snowy conditions
April 1, 2020

Customer experience in times of crises

Why it’s so important to focus on your customers’ needs and expectations – especially in times like these.

Michael Steingress
Michael Steingress
journey map repository
March 30, 2020

The why and how of a journey map repository

A journey map repository allows you to organize all your journey maps and make it clear and accessible for yourself and your team. This is a crucial step towards using journey maps as a visual management tool and organizing all projects that impact experiences throughout the organization.

Katharina Rainer
Katharina Rainer
images showing the experience at an airport
March 20, 2020

Ask Marc – about personas on journey maps

In this session we talked about how to use multiple personas on one journey map to compare their experience. Also we included stakeholder groups into the discussion and learn how backstage activities and service blueprints are connected to personas.

Marc Stickdorn
Marc Stickdorn
journey mapping in telecommunicationn
March 19, 2020

Case study: journey mapping in telecommunications

In this article, the Customer Experience Manager of Totalplay, a telecommunications provider based in Mexico, shares how they used journey mapping to improve the customer journey.‍

Gustavo Rosas
Gustavo Rosas
experience researrch in restaurant
March 10, 2020

Case study: researching experiences in a restaurant

How is the customer experience in a newly opened restaurant? This article shows how our guest author Anna slipped into the guests' shoes and helped the restaurant managers to improve the service.

Anna Katharina Reisenberger
Anna Katharina Reisenberger
Person writing on a persona template, creating a persona
February 18, 2020

The basics of user personas

In this article we explain what user or customer personas are, why they are important and what you need to consider when creating them. We also provide you with a persona template so that you can get started right away.

Antonia Cramer
Antonia Cramer
Marc Stickdorn smiling into the camera
February 14, 2020

Ask Marc – about personas

In this session we talk about how personas differ from market segments and other constructs, how to create and update them, and how to successfully embed them in organizations.

Marc Stickdorn
Marc Stickdorn
visualization of multiple personas on one journey map
February 12, 2020

How to convince your boss of a journey mapping tool

You want to bring more customer centricity to your organization and need to pitch that journey mapping tool to your boss – your team, other stakeholders? Here comes a slide deck you can use to show others why and how software can help you to successfully improve your customers’ experience.

Isabel Grillmayr
Isabel Grillmayr
two people pointing at a journey map
February 11, 2020

The basics of customer experience research

Improving customer experience needs a deep understanding of the entire customer journey and makes structured research the key to success. Customer experience is influenced by multiple online and offline channels, and often happens along a long time frame. These facts make it necessary to carefully evaluate what methods and tools are useful for each specific research and innovation goal.

Antonia Cramer
Antonia Cramer
taking a photo of a journey map with a smartphone
January 28, 2020

The basics of customer and user journey maps

We explain what customer journey mapping is, why it is important and how you can use it for your own needs. We also offer a summarizing cheat sheet that you can use as an introduction to the topic, or as a reminder to put on your desk.

Antonia Cramer
Antonia Cramer
Marc Stickdorn smiling into the camera, visualization of people
December 20, 2019

Ask Marc – about journey map operations

In this session we talk about journey map operations, a customer-centric management tool for agile organizations and answers user questions on how to embrace this approach in an organization.

Marc Stickdorn
Marc Stickdorn
person drawing on stakeholder map template hanging from a wall
December 15, 2019

The basics of stakeholder mapping

A stakeholder map visualizes the ecosystem in which a product or service operates from a specific perspective. This article explains what a stakeholder is, why stakeholder mapping is important and how to create an insightful stakeholder map.

Antonia Cramer
Antonia Cramer
Marc Stickdorn and Nicole Broeckling smiling into the camera
November 7, 2019

Ask Marc – about insights from the Service Design Global Conference 2019

This episode is about the Service Design Global Conference 2019, news from the service design field and learnings and insights from recent developments.

Marc Stickdorn
Marc Stickdorn
Gerry Scullion and Marc Stickdorn laughing at the SDGC19
October 11, 2019

Podcast: SDGC19 Special

Gerry Scullion asks our CEO and co-founder Marc Stickdorn about ‘Customer Journey Map Ops‘. This is also a nice recap of Marc’s masterclass that was hosted as a SDGC side event by EY.

Katharina Rainer
Katharina Rainer
students sitting around a table talking
October 1, 2019

Case study: student journey mapping

This case study reviews the use of journey mapping for improving retention rates at a US university. As the work was completed by students graduating into the healthcare field, it also showed how service design methods can help people working in healthcare to apply creative problem solving and a more user-centric approach in their daily work.

Birgit Bosio
Birgit Bosio
Man waving into the camera with a microphone in the foreground.
August 20, 2019

Ask Marc – about employee experience

In this session we talk about employee experience: how to research employee experience, how to build trust and how to start with employee journey management.

Marc Stickdorn
Marc Stickdorn
journey map from Smaply visualizing the experience at an airport
August 1, 2019

Demo project: airport experience

How does a journey map made with Smaply look like? How does the customization of persona templates work? How can stakeholder maps be changed and optimized? Smaply’s demo project takes you by the hand by providing you a best practice example.

Katharina Rainer
Katharina Rainer
"sometimes the yak has to be shaved" as a saying for "to take one for the team"
July 26, 2019

Our 10 core values at Smaply

To our team it is important to share our most important values so we can work together successfully. Together we have agreed on 10 basic values that are the most important to us and that should guide us through each day.

Melina Savvidis
Melina Savvidis
symbols showing activities on an event on a turquoise background
July 17, 2019

How MPI (re)designed their flagship event

This article shows how ExperienceFellow has been used to help redesign the World Education Congress #WEC18.

Ruud Janssen
Ruud Janssen
a map with colorful dots visualizing touchpoints of visitors
July 10, 2019

Case Study: experience research in Central Park

In this article the author discusses her insights on using ExperienceFellow for a Diary Study as a Design Researcher. The project revolves around understanding how people navigate around Central Park. However, for this article she is be focusing on how she used this tool for a diary study as opposed to the complete project that includes Exploratory, Generative and Evaluative research.

Arushi Jaiswal
Arushi Jaiswal
4 people standing in front of a brick wall, smiling into the camera.
May 29, 2019

Best practice report: how service design methods helped HR managers focus on their employees’ needs

The Federal Association of Personnel Managers together with hkp/// group launched an initiative to introduce design thinking into HR departments throughout Germany, independent of the company size or industry. Participants learned how to apply service design methods to HR to boost their employee experience and increase employee loyalty towards the company.

Katharina Rainer
Katharina Rainer
visualization of personas standing in front of a white background
April 5, 2019

14 aspects to consider when opting for a journey mapping tool

So you’re planning to really dive into journey mapping, together with your team. So many tools out there, so many different possibilities and features – but which ones do you really need for your purpose, for the team you’re working with, for your product? We’ve prepared a checklist that helps you choose the most suitable customer (or user, employee, citizen, …) journey mapping tool for your project.

Katharina Rainer
Katharina Rainer
Marc Stickdorn smiling into the camera, a laptop and a microphone
March 6, 2019

Podcast: Tools and ways on how to implement service design in large organizations

In this podcast, our co-founder and CEO Marc Stickdorn shares his experience on how to successfully bring service design to large organizations.

Marc Stickdorn
Marc Stickdorn
Marc Stickdorn on stage at the "From business to buttons" conference in 2019
March 2, 2019

Talking about customer experience, service design, and tools…

Here come some of our team’s talks about customer experience and service design.

Katharina Rainer
Katharina Rainer
Mother with a newborn baby, holding it tight.
March 1, 2019

Case study: journey mapping in healthcare

This case shows how the Community Empowerment Lab, a global health research and innovation organization, used Smaply to help design a model for scaling Kangaroo Mother Care in rural India.

Katharina Rainer
Katharina Rainer
laptop keyboard with hands typing
February 28, 2019

Become a guest author

Do you think your story would be of high interest to our audience? We are looking for guest authors to share their experiences!

Katharina Rainer
Katharina Rainer
plotted journey map hanging on a brick wall
December 6, 2018

Facilitating journey mapping workshops

A facilitator can help make workshops more efficient and enjoyable. This is a slide deck on facilitating journey mapping workshops.

Marc Stickdorn
Marc Stickdorn
vegetables, honey and a college block with the writing "food – health & sustainability"
November 30, 2018

Case study: researching food habits in the Netherlands

This case shows how diverse private and governmental parties worked together in order to better understand the perspectives of Dutch people on health and sustainability of food.

Katharina Rainer
Katharina Rainer
icons of people and the company logo of more than metrics on a yellow background
November 16, 2018

We are the team behind Smaply!

More than Metrics develops software for companies who want to improve their customer experience.

Melina Savvidis
Melina Savvidis
symbols of health care on a light rose background
November 5, 2018

Case study: developing a mobile app through journey mapping

This case study shares how students at the University of Michigan developed user personas and journey maps to create an innovative mobile app to remind teenage chronic patients to take their medication.

Birgit Bosio
Birgit Bosio
person drawing onto a stakeholder map template hanging from a wall
October 24, 2018

Cheat sheet: stakeholder maps

Stakeholder maps help visualize ecosystems of stakeholders, see the interdependencies and find new business opportunities. Here’s how to create them.

Isabel Grillmayr
Isabel Grillmayr
a person creating a persona on a template pad
October 24, 2018

Cheat sheet: personas

A persona is a rich description of a fictional person who exemplifies a specific group of people. Personas make it easier to empathize with customers, employees, and other stakeholders. Here’s how to visualize them.

Isabel Grillmayr
Isabel Grillmayr
white squares on red background with a question mark, a book, and a graduation hat as symbols in them
August 16, 2018

Smaply helpdesk

Check out the Smaply helpdesk if you’re looking to solve a specific question on some features or want to learn more about how to manage your account.

Klaus Schwarzenberger
Klaus Schwarzenberger
black square with quote: when it comes to sustainably embedding service design in an organisation – it's not a sprint, it's a marathon. – Marc Stickdorn, CEO and Co-founder of More than Metrics
July 24, 2018

Podcast: embedding service design in an organization

Service design as a much discussed topic offers many possibilities and room for innovation when successfully embedded in an organization.

Marc Stickdorn
Marc Stickdorn
two people standing in front of a large journey map, with Smaply on a screen in the foreground
July 13, 2018

Cheat sheet: customer journey maps

Journey maps visualize the experience a user or customer has over time. Like a movie tells a story of an actor as a sequence of scenes, a journey map illustrates customer experiences as a sequence of steps. This cheat sheet summarizes the most important details of a journey map.

Katharina Rainer
Katharina Rainer
9 icons of participants with 3 in a red circle
June 1, 2018

9 tips how to invite your customers to participate in a CX research study

Participants are the most essential factor of your experience research study. Here come 9 tips on participant recruitment and data quality in mobile ethnography projects.

Birgit Bosio
Birgit Bosio
storyboard images on an orange background
April 13, 2018

About storyboards

Images help give a shared understanding of customer experience and are enormously helpful to tell your persona’s story. A storyboard is a valuable feature of journey maps and helps to empathize more intensively with your persona.

Katharina Rainer
Katharina Rainer
research boards
October 20, 2017

Workshop recap: how is journey mapping used to test what you prototype?

We’re familiar with journey maps as a service design tool, but how is journey mapping used to test what you prototype? Last week, we tackled this topic in a workshop at Customer Experience Conference Kyiv, Ukraine.

Katharina Rainer
Katharina Rainer
symbols for office work on a blue background
September 18, 2017

Case study: researching employee experience

This case study describes a research project conducted by the international design and consulting company USECON in order to investigate its internal employee experience.

Katharina Rainer
Katharina Rainer
laptop showing the researcher interface of experiencefellow and smartphone showing the mobile interface for participants
September 7, 2017

How b2b research can benefit from mobile ethnography

Mobile ethnography started in B2C research, however B2B companies are now beginning to see the benefits of this approach and have started adopting the technique.

Jen Birch
Jen Birch
people crossing a street with umbrellas
July 26, 2017

Podcast: applying service design to the homelessness issue

Empathy. It’s an unavoidable word in the world of user experience design. Too often it is applied to designs in too narrow a fashion. Your empathy should come from the problem your design is solving, not measured in the level of frustration or delight experienced with your design.

Marc Stickdorn
Marc Stickdorn
data wires on an electronic device
July 11, 2017

Case study: journey mapping in a global japanese electronics corporation

This case shares how a global Japanese electronics company used journey mapping to improve its business to business operations, specifically with external partners. Through a number of service design workshops internal staff gained awareness of the problem of poor service delivery and became part of the solution.

Katharina Rainer
Katharina Rainer
symbols showing public services on a pink background
May 9, 2017

Case study: researching public services experience

This case shows how a consultancy agency together with a local governmental institution in Chile worked to understand and improve the customer as well as the employee experience.

Birgit Bosio
Birgit Bosio
Interviewee smiling into the camera
March 10, 2017

Case study: how Deutsche Telekom used Smaply to embrace service design

Deutsche Telekom has been one of the earliest customers of Smaply. Now they share their experience with embracing journey mapping as a company.

Katharina Rainer
Katharina Rainer
yellow background with writing: how to evaluate a journey map? ...6 aspects to consider
March 8, 2017

How to evaluate a journey map?

How worthy is a journey map? What aspects are to consider? In this article you learn about the six most relevant aspects to consider when evaluating a journey map.

Katharina Rainer
Katharina Rainer
research tools
February 13, 2017

Quick start guide: Research customer experience

This guide introduces you to customer experience research and how to use ExperienceFellow to research your customer’s journey.

Birgit Bosio
Birgit Bosio
symbols visualizing things happening in a museum
January 25, 2017

Experience design project with ExperienceFellow

Mobile ethnography research can also be used as a tool for winning over new customers as shown by the Royal Ontario Museum.

Katharina Rainer
Katharina Rainer
visualizations of touristic activities that are captured with a smartphone
July 9, 2016

E-book: Case studies of applied research projects on mobile ethnography for tourism destinations

Getting started with mobile ethnography? Here comes an introduction to the method of as well as seven examples on how it was used to research customer experience in tourism.

Birgit Bosio
Birgit Bosio
service design workshop with sticky notes
June 2, 2016

About Service Design Thinking

Service design, or design thinking, is often linked with terms, such as innovation (process), change, and improvement. But what exactly is it? What tools are there? And how can service design thinking be integrated in an organization as a means of change?

Marc Stickdorn
Marc Stickdorn
symbols showing touristic activities on green background
April 11, 2016

Case study: researching tourism experiences in Upper Austria

The Upper Austrian Tourist Board is the only provincial tourism organization in Austria which has installed a Service Designer within its enterprise.

Birgit Bosio
Birgit Bosio
black square with the Service Design Show logo
April 9, 2016

A customer journey map is not a ****ing deliverable!

In this interview with the Service Design Show Marc talks about his first encounter with Service design, why there are so many names for it and more. Watch it to get some great insights!

Katharina Rainer
Katharina Rainer
desk with laptop, microphone and poster in the background
March 15, 2016

Podcast: Service Design Thinking [GERMAN]

Today we’ve got an interesting podcast for you, made by Marc in collaboration with IATV.

Marc Stickdorn
Marc Stickdorn
office desk with booklets and coffee
March 3, 2016

Traditional marketing vs. service design

There are products which are well considered and seem to have the right price but still are not as popular as they should be. Reasons can be dissatisfying circumstances such as bad suitability or even a screwy image delivery. Service design incorporates customer’s point of view to reach optimal customer’s satisfaction by spending little money.

Katharina Rainer
Katharina Rainer
symbols showing touristic activities on yellow background
February 18, 2016

Case study: researching experiences in tourism

The Alpine tourism destination Serfaus-Fiss-Ladis researched their guests’ and employees’ experience to further improve their offer.

Birgit Bosio
Birgit Bosio
Klaus Schwarzenberger, ExperienceFellow, and Carina Hauser, Usecon
January 6, 2016

[German] Webinar: Mobile ethnography and user research

This webinar with Klaus Schwarzenberger and Carina Hauser from Usecon is about user behavior and how mobile ethnography can help research experiences.

Klaus Schwarzenberger
Klaus Schwarzenberger
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