Accelerate Experience Design with Design-driven innovation and Human-centred design approach Accelerate Experience Design | Page 68

USER JOURNEY MAP & SERVICE BLUEPRINT
At observation stage, we have already used user journey map to explain activities and
emotions discovered during empathy exercise. Now we can use it again to illustrate the
future solution with richer input including:
• Stage: consider user’s decision over time, such as research, discover, evaluate, enroll, use
and after use... etc
• Doing: describe user’s activity occur in this stage in detail
• Thinking: incorporate observation insight from previous stage to investigate how user’s
thought affect the design of touchpoint, front stage and back stage
• Feeling: same as “Thinking” and this challenges team’s capability of designing for emotions
• Touchpoint: illustrate point of contact between user and Craftventure
• Front stage: describe the frontier and internal activity to support user’s request. Front
stage activity interact with users thru touch point.
• Back stage: describe the activities, which user has no visibility of, to support user’s request. Usually back stage activity interacts with front stage activity instead of with users.

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