Insight mapping with Victoria Cullen.

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Map out how customers experience your service, interview them to draw out insights and improve your offerings.

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~25 minutes over 4 videos

About 1 hour of work to do it solo

Wuwundjeri land, Kulin nation

tag: design tag: planning tag: interviewing

Resources Lesson Further reading

Lesson resources

1 Touchpoint.

To start with, you'll need to map out each of the times a customer interacts with your service. Vic shows you how to think through each of these moments starting from before they've even heard of you until after they've completed their experience.

Touchpoint.

Will works through this part of the template, using the 'Bakery' example.

2 Customers.

Now that we have some touchpoints, you'll need to go find some real customers to speak too. Vic helps you find them and reach out.

Customers.

Will works through this part of the template, using the 'Bakery' example.

3 Filling in the map.

Next, using the map as your guide, talk to your customers about each of these touch points: what they do they feel at each step of their journey.

Filling in the map.

Will works through this part of the template, using the 'Bakery' example.

4 Insights.

Finally, now that we have mapped a few different customers experiences, we can see where it is possible to make improvements to the services you provide and how you interact with your customers. As Vic says, the point of this is to make changes to help your customers have better experience.

Insights.

Will works through this part of the template, using the 'Bakery' example.

Further reading

Teaching guide

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