We recommend first participating in a 4-hour "1-to-Many" workshop where you can join innovators like yourself learn the methodology in a controlled setting hosted by world-class facilitators. These 1-to-Many workshops are fast-paced and use fictional stories to help explain the mechanics and concepts behind the process. If you're unable to attend a workshop in person, we've made all tools and guides available free for download here - no strings attached.
In many instances, we’ve created fictional content in order to show examples and scenarios in order to help you see and learn the process. Any characters and events used as examples in workshop materials – even those based on real people or brands – are entirely fictional. No identification with places, buildings, and products is intended or should be inferred. No animals were harmed in the creation of the journeys. All celebrity voices are impersonated – poorly.
The slides linked here ought to be considered instructor-led material and curriculum. They are designed to work hand-and-glove with hanging Maps and Canvases, and serve as a backdrop during Journey Mapping workshops. To that end, the materials include "teaching slides" and "doing slides". "Doing slides" are indicated with black title bars at the top of the slide and "Your Turn" titles. The order of exercises in the different workshops, as well as the depth behind some exercises, are the primary differences between 1-to-Many and 1-to-One materials.
The Journey Map Process
Aligning to the three layers in the Value Equation, the process begins with the creation of the initial map, followed by evaluating insights that appear on the map, exploring detail at moments that matter to customers, and finally, designing new engagements and brainstorming ideas to meet customer needs while delivering financial results.
The Journey Map
The Customer Experience Journey Map linked below measures 243.79cm x 91.39cm and is ready to print. The file also includes markings for eyelet holes in case you choose to print on more durable vinyl material and hang the map from hooks (our recommendation).
The left-hand side of the Journey Map has areas to place the Persona Profile, the Persona's Scoped Journey, and the Persona's Journey Needs.
The remainder of the Journey Map is divided into the blue Empathy Layer (Needs, Attitudes, Behaviours), the green Engagement Layer (Expectation, Interaction, Experience), and the purple Execution Layer (Activities, Resources, Partners).
An optional Empathy Layer Overlay banner is available for facilitators who want to run their own 1-to-Many workshops using the Paul and Sofia story.
Initial Business Challenge Template
Business challenges are often written to describe an issue or opportunity present in one or more of The Business Snapshot building blocks, and will point to financial measure (Results in the Value Equation) that needs to be improved in a specific period of time.
The Template is sized to print on A4 paper (210mm x 297mm).
Each Journey Map workstation has been designed to allow 5-7 individuals to work comfortably together on a single Journey Map. We like to print the Journey and Idea Maps, as well as the larger canvases on a heavy matte-finished vinyl material. However, printing on paper is also a great alternative if a long-term solution isn't required.
The PDF linked below includes guidance regarding supplies needed for each Journey Map workstation, room layout and setup.
The Idea Map
The Idea Map is an overlay to the Journey Map and measures 211.28cm x 85.14cm. There are no eyelets to worry about (see the Setup Guide for hanging instructions).
The Idea Map is broken into three horizontal sections:
Initial Ideas are first thoughts, specific to the customer journey, that suggests solutions that could meet customer needs.
Resources & Partners including people, technology, and physical assets that are aligned to enable the initial ideas.
Interaction Ideas are the descriptions of how customers engage with the resources, partners, and propositions in their future journey to fulfill needs.
Customer Lifecycle Template
Customers are on a step-by-step journey to fulfill their needs. We visualize a customer’s end-to-end lifecycle using an infinite loop. The Lifecycle is made up of a Cycle where the customer acquires something to fulfill needs, and a Cycle where the customer uses something to fulfill needs.
Each Cycle (Acquire or Utilize) may be broken down into discreet Steps. Steps are high-level phases a customer passes through as they acquire and utilize something they value that can fulfill their needs. The exact number of Steps is not fixed, nor are the titles or the descriptions defined. The Steps themselves may be different across industries.
Steps may be further broken down into Moments. A Moment is understood to mean a customer’s behaviour over a brief period of time, and tending to have a well understood beginning and end point. Customer behaviours can be measured or observed by people or technology.
In advance of a Journey Mapping workshop, the A4-sized (210mm x 297mm) Generic Lifecycle below would be edited to be relevant to your industry. A Step would then be selected before the workshop. In the workshop, Moments along that Step in the customer's journey would be mapped.
The minimum amount of time required to learn a Customer Experience Journey Mapping workshop is 4-hours (we refer to these learning workshops as "1-to-Many" workshops).
Applying the methodology to your own business will take another 4-hours to frame the current issues and opportunities, followed by another separate 4-hour workshop to brainstorm and design new ideas that could meet customer needs while also delivering financial value. Essentially, running a Journey Mapping workshop on your specific business challenge is an 8-hour affair, broken into two separate 4-hour workshops (frame and ideate).
Key Principles Canvas
The Key Principles canvas measures 60.96cm x 76.2cm and has markings for eyelets.
Facilitators and coaches frequently refer to these two key principles in order to show relationships and linkages within the process throughout the workshop.
More detail on both of these key principles may be found here.
Journey Needs Template
Humans are on journeys to fulfill their needs. We believe that there are different types of human needs, and that a separation exists between “functional needs” (sometimes referred to as the task-at-hand or the job-to-be-done) and “emotional needs” (sometimes referred to as the
motivating reason or the emotional rational).
We use a simple model of Useful, Usable, and Meaningful to describe the three aspects
of human needs. By clearly understanding and identifying different customer needs, an organization can tailor an engagement strategy to help the customer fulfill those needs, ultimately influencing the customer to deliver financial results to the organization.
Once a Persona has been selected for the Journey Map workshop, and a Step in the Persona's Journey has been identified, the Persona's Journey Need may be captured using the A4-sized (210mm x 297mm). template linked below.
Persona Profile Template
If you have a format that you are already using - great, we encourage you to use it if it has the info needed for the workshop. If you're looking for a template to make your own, we like the simple format linked below. Our template includes an example persona (Sofia) to illustrate the types of information, and the degree of detail that is helpful in a Journey Mapping workshop.
The file is sized to print on A4 paper (210mm x 297mm).
The Empathy Map
The Empathy Map uses insights from the Persona profile and an understanding of the customer's journey to help synthesize observations and draw-out unexpected insights specific to the customer. The Empathy Map helps us "walk in the shoes" of our Persona in order to understand the emotions, ideas, and opinions of that person. The Empathy Map helps journey mapping teams emotionally connect with their Personas.
The Empathy Map measures 60.96cm x 76.2cm and has markings for eyelets if you choose to print on matte-finished vinyl banner material (our recommendation).
The Empathy Map is used in 1-to-One workshops.
The Context Canvas
Along with a persona's previous engagements (with your brand or with others) and trends relevant to the persona, Context is the third component that contributes to setting a customer Expectation.
Context can be defined as the set of circumstances that form the setting for a moment in terms of which it can be fully understood and assessed.
As a supplement to the Journey Map, the Context Canvas is used to describe various aspects of situational context at moments that matter to the persona, including:
- Location and surrounding
- Social environment (online or offline)
- Proximity to other people or things
- Technology characteristics
- The presence or absence of the (un)expected
- Time, date, and outside environment
- Additional context
The Context Canvas measures 60.96cm x 76.2cm and has markings for eyelets if you choose to print on matte-finished vinyl banner material (our recommendation).
The summarized context at the moment is an input into the Expectation Canvas.
The Context Canvas is used in 1-to-One workshops.
The Competitors Canvas
The Competitors Canvas is used to identify and rank Direct Competitors (providing an equivalent proposition to meet the customer need) and Indirect Competitors (providing an alternative proposition to meet the customer need).
Insights from the Competitors Canvas are used when developing new solutions and ideas to solve the business challenge.
The Competitors Canvas measures 60.96cm x 76.2cm and has markings for eyelets if you choose to print on matte-finished vinyl banner material (our recommendation).
The Competitors Map is used in 1-to-One workshops.
The Influencer Map
Influencers, an important component of the Business Snapshot, are the "who" or "what" that have the ability to influence the attitudes and behaviours of the Persona during their Journey. Influencers that are closer to the center of the Map have greater opportunity and impact during the Persona's journey.
Insights from the Influencer Map are used when describing the detailed Persona Attitude and Behaviour Lines on the Journey Map (i.e. during the course of the persona's journey, what influencers do they encounter, and do they think and feel about these influencers?).
The Influencer Map measures 60.96cm x 76.2cm and has markings for eyelets if you choose to print on matte-finished vinyl banner material (our recommendation).
A best practice is to identify several Influencer Categories, and have these place on the Map in using blue sticky notes before the workshop begins.
The Re-Framed Business Challenge & Desired State Template
The Desired State template is a framing canvas which summarizes the Useful, Usable, and Meaningful Customer Needs, describes the Desired Financial Results for the business, the Desired Customer Attitude and Desired Customer Behaviour needed in order to drive the Desired Result, and any Issues and/or Opportunities that could impede or accelerate the execution of future solutions.
The template linked below is sized to print on A3 paper (297mm x 420mm).
The print templates linked below for Results and Issues/Opportunities are used in 1-to-Many workshops.
The Expectation Canvas
The Expectation Canvas has working areas for the summarized context from the Context Canvas, Previous Engagements, and key trends from the persona's side of the Trends Canvas.
The Expectation Canvas measures 60.96cm x 76.2cm and has markings for eyelets if you choose to print on matte-finished vinyl banner material (our recommendation).
The Expectation Canvas is used in 1-to-One workshops.
The Customer Experience Hypothesis Statement Template
The Customer Experience Hypothesis Statement template is a summary of the current state and an idea of a future business solution.
The template linked below is sized to print on A3 paper (297mm x 420mm), and the worked example from the 1-to-Many workshop has also been included.
The Trends Canvas
Innovation is inhibited or accelerated by the external environment. Trends, an important component of the Business Snapshot, can impact both your Persona, as well as your organization - and this impact and relevance may be different between the business and the customer.
Insights from the Trends Canvas, specifically trends relevant to the persona, are used when describing the detailed Persona Attitude and Behaviour Lines on the Journey Map (i.e. during the course of the persona's journey, when and how do trends impact persona attitudes and behaviours?).
The Journey Map workshops make use of two design canvases and a single printing template for sticky notes:
- Trends to Consider: This canvas holds a "starter list" of trends both specific to your industry, as well as trends more broadly relevant across industries. Trends in this "starter list" ought to include P.E.S.T.L.E. factors (Political, Economic, Social/Cultural, Technical, Legal, Environmental), as well as trends relevant to the end customer (not just relevant to your business and partners). The Canvas measures 60.96cm x 76.2cm and has markings for eyelets.
- Trends Canvas: This is the working canvas that receives Trend sticky notes moved over from the Trends to Consider canvas. The Canvas measures 60.96cm x 76.2cm and has markings for eyelets.
- Trends Sticky Note Printing Template: This PowerPoint document includes printing instructions and example trends used in 1-to-Many workshops. Trends should be replaced with more relevant trends when running 1-to-One workshops.
The Crazy Idea Canvas
There are many techniques to jump-start brainstorming and ideation sessions. We like the playful and counter-intuitive approach to generating Initial Ideas.
Crazy Ideas are not constrained by rules, regulations, or laws (human or natural). They are likely new to your business, your industry, or the world. Crazy Ideas are not constrained by culture, trends, or belief, and Crazy Ideas meet customer needs.
The Crazy Ideas Canvas measures 60.96cm x 76.2cm and has markings for eyelets if you choose to print on matte-finished vinyl banner material (our recommendation).
The 1-to-Many Crazy Ideas Canvas linked below includes the worked example from the workshop.
The 1-to-One Crazy Ideas Canvas is blank.
The Future Journey Canvas
The Future Journey Canvas is used to describe a small number of "scenes" in a future journey of the Persona as they engage with a new proposition or direct activities from the business.
The Canvas aligns enabling resources and partners to these new interaction Ideas and future scenes.
The Future Journey Canvas measures 60.96cm x 76.2cm and has markings for eyelets if you choose to print on matte-finished vinyl banner material (our recommendation).
The Future Journey Map is used in 1-to-One workshops, and you will need one Future Canvas Journey per Moment that Matters.