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We map the end to end “as is” customer journey in the initial engagement phase so that we can understand what the service is there to provide and how customers interact with it.

Mapping the service early on is really useful for identifying what steps are clear or unclear, where there are lags or delays, where there is pain for customers and the service and where we need to gather data to quantify problems. We can also identify where the touchpoints are with the service and how these are handled by staff and systems.

This early journey mapping helps us to create the research brief as we will have gained a clearer understanding about what we know and what we need to know in order to collaboratively design the new service.

Design phase

In the design phase, you will want to revisit the “as is” user journey created during the initial engagement and start adding context to it. You will continuously revisit this new map with each layer of insight.

The as is journey map should focus on each step of a customer’s journey and look at: what they want to do, how they do it and how they feel at that point in time. It should show the pain and the positives and capture what happens from the customer’s point of view, as well as steps that happen behind the scenes within the service (e.g. manually checking eligibility).

Test this map with other methods such as personas, user interviews, shadowing and workshops in order to refine it. Don’t worry about spending too much time refining the appearance of your as-is map – after all, it’s going to be replaced by a stunning “to be” blueprint soon!