Customer Journey Maps: Forbidden Fruit

Alright! We’re coming off of several days of collecting additional customer data, synthesis, sketching, struggling, and finally… we have arrived at our customer journey maps for Service Design. Miranda and I created both an actual customer journey map, based on data we collected from a set of “customers” we sent through to buy something, as well as a perceived journey map reflecting what we heard from staff and ownership. They are on top of each other so you can compare them directly.


Also in PDF: CustomerJourneyMap_ForbiddenFruit_r1.pdf

While we are happy with having completed this version of the journey maps, we know that we never got to a thorough enough first draft to be able to do a complete iteration. We both agree that this version, though it looks refined, reflects that lack of iteration and are looking forward to getting feedback in class tonight.

Given Forbidden Fruit’s education-oriented mission, a key aspect of the map is customer access to staff at each point, because staff act as the gatekeepers of information. The green bars at the bottom of each map reflect this access. We also included descriptions of positive and negative experiences, their associated emotions, and evidence for these experiences in the form of quotes.

Along the way, we captured ideas for vignettes and did a few quick sketches. Here are a couple of examples:

Screen Shot 2015-11-16 at 6.51.23 PM Screen Shot 2015-11-16 at 6.51.46 PM

Moving forward, we plan to get feedback on our journey maps, hopefully create another full iteration, make a whole lot of vignette sketches, and come out with several refined concepts that we can prototype with.