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August 1, 2022

Service design glossary

Cambrian Berry
Cambrian Berry
books in a shelf
June 21, 2022

38 examples of how to design for diversity, inclusion and accessibility

Isabel Grillmayr
Isabel Grillmayr
colorful wall with sign: "accessible entry"
June 14, 2022

Legal design: how to innovate the experience of law services with journey mapping

Andreas Seelos
Andreas Seelos
woman stamping a document
May 31, 2022

Catalyzing innovation: an interview with Cambrian Berry

Katharina Rainer
Katharina Rainer
Cambrian Berry in front of a workshop wall

Browse all articles

Shoes and handbags displayed in a nice store.
May 25, 2022

7 products and services that improve experiences in shopping and retail

In some cases, small changes and improvements make a big difference for customers when consuming a product or service. In the following examples you get an idea of how service design could improve shopping and retail experiences. Enjoy!

Isabel Grillmayr
Isabel Grillmayr
A profile image of Christof Zuern
May 17, 2022

Everything is connected: an interview with Christof Zürn

Professionals working in the experience innovation field represent an array of skills and knowledge: Designers and managers, researchers and engineers, data-driven and creative folks, CX, UX, EX… the profession has many faces. We are thrilled to have a renowned CX expert share some of his background, knowledge, and a few insights into his work: please meet Christof Zürn!

Katharina Rainer
Katharina Rainer
Visualization of a journey map showing multiple channels
May 11, 2022

Ask Marc – about managing CX across online and offline channels

In this webinar, we talked about how to manage customer experience across online and offline channels. The main question was what the challenge of omnichannel customer experience management is. Furthermore, we looked into the details of how you can research experiences beyond digital analytics. Also we will look into why qualitative data is so important and how you can manage experiences if they happen out of your reach.

Marc Stickdorn
Marc Stickdorn
Gerry Scullion talking with a group of people.
May 3, 2022

Service designers as facilitators of conversations: an interview with Gerry Scullion

Professionals working in the experience innovation field represent an array of skills and knowledge: Designers and managers, researchers and engineers, data-driven and creative folks, CX, UX, EX… the profession has many faces. We are thrilled to have a renowned CX expert share some of his background, his learnings, and a few insights into his work: please meet Gerry Scullion!

Katharina Rainer
Katharina Rainer
A photo of houses on the hillside with colorful facades
April 26, 2022

8 products and services that improve customer experience in architecture, interior, and building

In the following images, you can see some extraordinary experiences in the field of architecture, interior design, and building that might be helpful and convenient –or, in some cases, even life-saving. The examples range from easier evacuation in case of emergency, over clever space-saving hacks in hotel rooms, to a practical and fancy-looking way of storing skateboards in schools. 

Isabel Grillmayr
Isabel Grillmayr
laptop with lettering about designing simple experiences
April 12, 2022

15 inspiring service design quotes for a customer-centric mindset

What is service design? One question, many potential responses. In the end, there is no such thing as the one and only answer to it. It’s a mindset, a way of working and thinking, something you have to experience and embrace. We’ve collected a few voices that instantiate the spirit of service design.

Isabel Grillmayr
Isabel Grillmayr
Notebook with sticky notes and a pen. One note says: Design a feedback form.
April 5, 2022

5 Principles of service design to make your CX project a success (oops, actually it’s 6!)

We all know about the power of customer experience. When it comes to improving the experience of a service or product, basing the innovation project on service design principles may be fundamental to achieving your goals consistently.

Juan Alves
Juan Alves
a man standing next to a road with headphones, waiting for the bus and listening to something
March 29, 2022

The 30 best podcasts about customer experience, service design, design thinking, human-centered design, UX/UI…

Working on customer experience needs expertise in diverse fields: service design, architecture, UX/UI design, business and management, ... just to name a few. Therefore, it can be hard to find the right podcast for yourself. We’ve collected a few of them for you to learn more about the CX focus area of your choice, and listed them with the publisher's description.

Katharina Rainer
Katharina Rainer
Phone scanning a QR code of jewellery.
March 22, 2022

Omnichannel customer journey maps – designing experiences across channels

Have you ever visited a store, tried on some clothes, used your smartphone to compare prices – and in the end bought everything online? Undeniably, omnichannel experiences are becoming more and more habitual, and we don’t need to go too far to verify consumers’ behavioral changes.

Juan Alves
Juan Alves
A stakeholder map paper template with sticky notes to visualize the stakeholders.
March 8, 2022

3 efficient stakeholder mapping techniques

Curious about stakeholder mapping techniques that can help you to improve engagement during a project? In this article you will not only learn why, but also how to use stakeholder maps.

Juan Alves
Juan Alves
friendly doctor looking after a woman who just gets her bloodpressure checked
February 23, 2022

Journey mapping in healthcare: innovating patient experience

Healthcare services are among the most essential human needs. It does not matter what place on earth, culture, age, gender, predisposition – at some point we all need medical help. And in those sensitive moments, we are glad to have a health system where we can trust both the processes, and the human interaction.

Katharina Rainer
Katharina Rainer
a bike standing in a room with art in the background
February 22, 2022

10 surprising examples of customer experience innovation from traffic and transportation

Sometimes it doesn’t take much to make a product or service come with a better customer experience. Here are some examples where (service) designers, based on the pain points they found and after some out-of-the-box thinking, further developed services that sometimes even go beyond the initial purpose.

Isabel Grillmayr
Isabel Grillmayr
visualization of journey map
February 15, 2022

Smaply's hottest features

Our journey mapping tool Smaply is based on our users' requests: what they need and what they wish for, that's what they get. And this is the result: Smaply's newest feature releases. Check out the most recent updates of the tool and learn how it can help you better manage your customer experience projects.

Klaus Schwarzenberger
Klaus Schwarzenberger
A person looking at wireframes, sticky notes and drawings. It seems that they aim at improving an app's interface
February 9, 2022

Journey maps: all you need to know

What really matters for customers when they use a service or purchase something? Well, you may have heard about journey maps and how they are powerful tools for organizations to answer that question appropriately. It's for this reason that you're here, isn't it?

Juan Alves
Juan Alves
person attempting to draw on a notepad
January 26, 2022

How to create a visually appealing journey map in 6 steps

Visual clues are extremely important when creating journey maps. We are sure that you’ve come across the idiom “a picture says a thousand words”, which in the case of journey mapping proves to be true. Humans are brilliant at understanding and empathizing with images – make use of that! There are numerous ways to make your journey map visually appealing.

Isabel Grillmayr
Isabel Grillmayr
people collaboratively working on a pen and paper journey map with colorful post its
January 21, 2022

12 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
the melted gondola, piece of art placed in Aspen to point towards climate change
January 11, 2022

Planet-centered design: how service design can help combat global warming

As the world is warming, discussions about how to reverse it are also heating up. World leaders recently met at the COP26 to hammer out the requirements, actions, and measures that need to be taken to tackle global warming. One thing is clear, global warming is an issue that can no longer be ignored, and requires global action. Individuals, families, communities, government, and yes, service designers must change behaviors to a more sustainable mindset.

Paul Cook
Paul Cook
two smiling faces (Marc Stickdorn and Nicole Broeckling)
December 16, 2021

Ask Marc – becoming a human-centered organization

In this webinar, we talked about how to become a human-centered organization: What's the first step that you can take? What are challenges that you are likely to face? What are chances for first success moments? And who do you need to involve in the process?

Marc Stickdorn
Marc Stickdorn
a hand holding up 7 books
December 1, 2021

20 design thinking books to learn from and get inspired

We want books that are eye-opening; that show us the great work and initiatives of other people who care about making the world a better place; that inspire us to embrace, or even initiate change. And definitely books that remind us of our self-efficacy; that show us we can become more hands-on, become part of change processes.

Zsofia Szatmari-Margitai
Zsofia Szatmari-Margitai
loose puzzle pieces that indicate a challenge
November 24, 2021

Top 10 customer experience challenges faced by organizations and how to overcome them

Organizations are often not alone with the customer experience (CX) struggles they face and they grapple with rapidly changing contexts and challenges. How an organization faces these challenges can determine whether it succeeds, or fails as it engages with its customers. So, within these conditions and with an ever increasing number of CX challenges being faced by businesses, what options do we have? In this article we will explore ten of the most pressing customer experience challenges being faced by businesses in 2022 and how journey mapping can assist in overcoming them.

Cambrian Berry
Cambrian Berry
The lobby and waiting room of a hospital that looks very welcoming.
November 12, 2021

Social impact through service design: case studies from health and wellbeing

Three inspiring service design case studies that showcase people creating positive change.

Cambrian Berry
Cambrian Berry
visualization of power point slides on grey background
September 17, 2021

Ask Marc – about presenting journey maps

In this webinar, we talked about presenting customer journey maps: How to approach different audiences, how to tailor journey map details to stakeholder groups, and about types of visualizations and exports for different use cases. After watching this session, you’ll know how to use journey maps as boundary objects to bridge organizational and communicational silos.

Marc Stickdorn
Marc Stickdorn
Interviewee smiling into the camera
August 31, 2021

Case Study with Deutsche Telekom: how choosing a customer-centred strategy can help drive innovation

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

Cambrian Berry
Cambrian Berry
employee working in a warehouse
August 3, 2021

Manage employee experience with journey maps

A holistic approach towards employee experience does not start with the onboarding process nor does it finish with the offboarding process. Instead it actually starts with attracting your employees - the candidate experience - and possibly ends with re-engaging your alumni - alumni experience. Employee experience involves a broad and extremely varied range of many different areas and levels of employee journeys and each of these journeys deserves dedicated attention.

Melina Savvidis
Melina Savvidis
Display panes at an airport showing the departure and arrival of planes.
July 6, 2021

Journey mapping in tourism

Service design, and specifically journey mapping, has huge potential to change the travel & tourism industry in a positive way. As individual suppliers harness the potential journey mapping offers, they can craft more compelling experiences for their guests. Whether approaches are applied to services in a small hotel, or within a large destination management organization (DMO), journey maps can be created to suit different contexts and use cases within the travel industry.

Isabel Grillmayr
Isabel Grillmayr
Sheets of paper with a cup, a mouse and a pen.
June 30, 2021

Journey mapping in government services

When was the last time you used a government service? Sometimes it can be hard to bring a particular service to mind because they often play such a background role in our lives, only standing out during moments when they inconvenience us. However, in people's everyday lives they benefit from a vast range of different government services that support the way that they, as well as their communities, are able to function.

Cambrian Berry
Cambrian Berry
Laptop with text: I design and develop experiences that make people's lives simple.
June 17, 2021

Service design implementation (Guide part 4)

When it comes to implementing service design, the first step many organizations take is often to run training programs for their team. Even though such workshop-style training is great to raise awareness of the topic and give a good overview of different tools and methods, it often remains hard for participants to apply the learnings in their day-to-day work. In this article, we will share some lessons learned on how to successfully bring service design into an organization so that it can be used to supplement and enhance existing ways of working.

Antonia Cramer
Antonia Cramer
A wooden table with a keyboard, a mouse, a phone, pens and other tools to work.
May 27, 2021

16 digital tools for people who want to understand and shape customer experience

Great software can be an enabler for helping organizations practice and integrate CX in their work. At Smaply we naturally value and use our own tools, however we also make use of a range of other tools that help us engage in the CX activities that need to be done within our organization. Great tools allow us to do work more efficiently, help us communicate better and bring order to our daily tasks. 

Cambrian Berry
Cambrian Berry
A woman working with a laptop, a cup of tea and a college block next to her.
May 19, 2021

What are service design tools? (Guide part 3)

When talking about service design, many people think of a tool set, maybe a customer journey map hanging on a wall and people pointing at sticky notes. In many ways, it is these templates and tools that sum up service design in many people's minds. In this article, we dive into the subject of service design tools, what they are and how they can be implemented during the different phases of a design process.

Antonia Cramer
Antonia Cramer
a group of people working together on a UX project
May 12, 2021

The service design process (Guide part 2)

Service design always follows an iterative design process, meaning that it follows cycles of learning, prototyping and improvement. Similar to design in general, service design is constantly evolving and improving. In this article, we explain the key components of a service design process and offer a framework for creating your own.

Antonia Cramer
Antonia Cramer
a bunch of colorful sticky notes with a pen on top
April 29, 2021

The basics of service design (Guide part 1)

Service design, or design thinking, is often linked with terms such as innovation (process), change, and improvement. But what exactly is it? And why is it important? In this article, we will explore some of the principles of service design, as well as the positive impacts it can have on your customers’ lives and the performance of your business. Learn more about the principles of service design and the impact it can have on your business.

Antonia Cramer
Antonia Cramer
vendor passing bread to buyer in a bakery
April 13, 2021

Practical service design approaches that help us build relationships with our stakeholders

The field of service design has emerged from a growing need for organizations to reconnect and re-establish closer relationships with their customers, staff members and other essential stakeholders. Through better relationships and a renewed sense of clarity for customer experience, many organizations have realized the potential that service design approaches offer for improving their ability to innovate, generating service value as well as improving the lives of the people they are trying to help. In this article, we will explore three vital relationship values, namely, communication, adaptability and support. We will also explore on a practical level how we can use service design tools in ways that bring these values to life in our organization to improve and strengthen our relationships.

Cambrian Berry
Cambrian Berry
many hands, each holding a lego play figure
March 25, 2021

Three essential relationships that help us deliver great services

Relationships are the invisible forces that bind our customers, employees, and other stakeholders together. By taking the time to understand the challenges and needs faced by each of these groups, we are much better placed to develop services that will each deliver towards their desired outcomes.

Cambrian Berry
Cambrian Berry
MacBook standing on a desk. On the screen a yellow couch is visible.
March 4, 2021

Journey mapping in e-commerce

Journey mapping in the context of e-commerce is just starting off, and it’s a very specific field for journey mapping. Even though it’s easy to show how customers flow through web pages, the customer journey is a different thing. In this article we look at how analyzing the customer journey can help us understand how visitors get to our webshop, what encourages or prevents them from making a purchase and how we can foster loyalty.

Antonia Cramer
Antonia Cramer
visualization of three different types of workshop groups on grey background
February 18, 2021

Ask Marc – about service design workshops

In this session, we talked about service design workshops: how to run a successful service design workshop? What are the upsides and downsides of in-person workshops and digital workshops? And how to connect the two worlds together?

Marc Stickdorn
Marc Stickdorn
arrows pointing upwards on yellow background
February 17, 2021

White paper: scaling service design in organizations

This white paper outlines how to scale service design in an organization. It is the sequel to "Embedding service design in an organization". Starting with a short introduction on the difference of embedding and scaling service design, it then offers 10 tips from Marc and numerous quotes from other service design experts.

Marc Stickdorn
Marc Stickdorn
emotional journey of three personas on grey background
February 16, 2021

Ask Marc – measuring service design impact

How do you know if your service design project has been successful? How do you prove if your changes and improvements had impact? How can you use numbers to convince others of the effect of prior service design activities so you get budget for the next ones? In this session, we'll talk about measuring service design, the horrible experiences NPS and driver analysis can cause, and the importance of impact controlling.

Marc Stickdorn
Marc Stickdorn
little kids waiting for school to start in front of a building
February 2, 2021

Journey mapping in education

Education has the power to change people's lives and the world we live in. By developing an understanding of the experiences students go through, we are much better prepared when creating meaningful educational journeys and we can thus achieve better outcomes with our students. Journey mapping can help us understand and improve the education journey.

Cambrian Berry
Cambrian Berry
Visualization of a journey mapping workshop
January 20, 2021

How to create a customer journey map? (CJM tutorial part 3)

In this article we explain how you can map a customer journey. We created a step by step explanation on how to create a customer journey map that you can use as an instruction.

Antonia Cramer
Antonia Cramer
Image of a microphone
December 22, 2020

Ask Marc – about methodology silos

People call ‘it’ service design, design thinking, (holistic) ux design, experience design, to name just a few. Sometimes, organizations even have different teams under these labels – although they actually do the same stuff. On the other side, what some organizations call ‘service design’ might be completely different to what others call ‘service design’. Language matters. And the labels we use, often end up in methodology silos.

Marc Stickdorn
Marc Stickdorn
photo of a sign that warns about the wet floor and danger of slipping
December 3, 2020

Reducing harm through service design - how we can positively shape our future

Creating a better world means both improving the way in which we deliver services now, while also improving the outcomes that result from our services in the future. Taking an ethical look at our service delivery, how can we continue to improve the ways in which we influence individuals, communities, and the systems that support life on our planet?

Cambrian Berry
Cambrian Berry
Emotional Journey Export from Smaply
December 1, 2020

Journey map examples from different industries (CJM tutorial part 4)

On this page, you get a collection of some great journey map examples from different industries, such as airports, e-commerce, marketing, or telecommunication.

Isabel Grillmayr
Isabel Grillmayr
A man playing chess and drinking coffee.
November 18, 2020

Journey mapping in strategic planning

Customer centricity is the core of every successful business. Only if we plan and deliver products that solve real customer needs, our business will survive in the long run. Hence, having a clear understanding of what the customer needs and how we can meet these needs better than any other actor on the market is key to sustainable success.

Katharina Rainer
Katharina Rainer
an interview situation with recruiter taking notes
November 11, 2020

Journey mapping in recruiting

As recruiters, we know: The candidate has moved into a powerful position and has changed our game. It’s not only on the candidate to apply and perform, but also on us recruiters to convince the candidate to become part of our organization. It’s on us to leave a good impression and to provide a great candidate experience in order to stand out and compete with other organizations. 

Melina Savvidis
Melina Savvidis
Selfie of Marc Stickdorn while recording a podcast
November 10, 2020

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

In this podcast, Gerry Scullion and I talk about Journey Map Operations and how projects in organizations impact customer and employee experience.

Marc Stickdorn
Marc Stickdorn
piggy bank with cash money
November 9, 2020

Journey mapping in banking

Like many other sectors, the world of banking is facing persistent pressure to innovate within a society undergoing rapid technological, environmental and social change. Due to these changes, the way we engage with banks and access money isn't the same as it was five years ago. Short: the customer experience in banking has changed – and it's highly likely it won't be the same five years from now into the future. 

Cambrian Berry
Cambrian Berry
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
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
person looking at customer experience insights
October 1, 2020

Why is journey mapping important? (CJM tutorial part 2)

In this article we explain the purpose of customer journey mapping and the value you can create by applying it in your organization. We also list several reasons, why and when it makes sense to start journey mapping - maybe some of them apply to your situation. 

Antonia Cramer
Antonia Cramer
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
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
taking a photo of a journey map with a smartphone
September 1, 2020

Customer journey mapping: The basics (CJM tutorial part 1)

Welcome to our journey mapping tutorial. In this first chapter we cover the different terminologies around customer journey maps (CJM) and what they mean. We also explain the typical elements of a customer journey map and offer a cheat sheet summarizing all the important information.

Antonia Cramer
Antonia Cramer
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. These 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.

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

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
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
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
a sign that says: ask more questions
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
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 answer 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
symbols showing activities on an event on a turquoise background
July 17, 2019

How MPI (re)designed their flagship event

This article shows how mobile ethnography 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 mobile ethnography 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
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
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
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