Design-Based and Table-Based Journey Modeling

Objectives
After completing this lesson, you will be able to:

After completing this lesson, you will be able to:

  • Create Customer Journeys by yourself

Design-Based Journey Modeling

How to Model Customer Journeys in SAP Signavio Process Manager

Let's get back to our baked goods online store use case and create a Customer Journey. As a guideline we use the steps we defined in the last lesson. 

Create your Customer Journey Map
  1. Open your SAP Signavio Process Manager. 
  2. Choose New and then Customer Journey Map.
  3. Give your Customer Journey Map a title.
Note
Please be aware that the SAP Signavio Journey Modeler requires an additional license and is NOT included in the Process Manager license. You can access the SAP Signavio Journey Modeler via our 30-day trial version.

Create your Customer Journey Map

Step 1: Persona - Who is the customer?
  • Create a persona
    • Change the gender by selecting the drop down menu in the attributes panel.
    • Expand the attributes panel by selecting the arrows or bar on the right hand side.
  • Create a banner
    • Change the type of the banner to idea, demand or goal using the drop down menu.
    • On the banner to the left of our persona we define their needs. On the right banner we define the goal of the persona.
    • Use different colors for your banners, in that way they are easily distinguishable. 

    Create a Banner

  • Maintain custom attributes
    • Add further details about your persona like age, family status, and jobs.
    • Provide a description of the goals, expectations, and wishes of your persona.

Maintain Custom Attributes

Step 2: Steps - What steps does the customer go through, and what do they experience in the process?
  • Create a trigger

    Define your trigger as an idea or demand by changing the image in the attributes.

  • Create the first steps of your persona
    • Use the label of the step to describe what your persona is doing.
    • Drag and drop the customer element onto the step.
    • Describe the experience your customer has by using the label.
    • Create more steps: What are the next steps in the journey?

Create the First Steps of Your Persona

Step 3: Touchpoints - How does the customer interact with the company?
  • Define touchpoints
    • Change the image of your touchpoint in the attributes. Choose a suitable image (e.g. Laptop).
    • The first touchpoint occurs when the persona researches new products. We can visualize this by using the laptop image.
    • You can also add and use your own images, such as the shopping cart.
  • Place the touchpoints next to the steps where your company interacts with the customer

Define Touchpoints

Step 4: Emotion - How does the customer feel?
  • Add the customer's emotion in the attributes
    • Provide detailed information about the customer's state of mind by populating the attribute customer emotions.
  • Change the body language (and express customer emotions)
    • Different emotions can be reflected by different body language options in the attributes (e.g. shrugging shoulders).

Change the Body Language

Business Process Integration: Link your Customer Journey with your Processes

Link specific steps with a business process model

  • Select a step and open the attributes panel. With the custom attribute 'Related business process' a new or existing process can be linked to the step.

Link Specific Steps with a Business Process Mode

Using Dictionary Items in Customer Journeys

Link Dictionary entries

  • Double-click on an element to create a label. While typing similar Dictionary entries will appear, select the suitable suggestion
  • If the linking has been done correctly a book symbol will appear next to the element. By selecting it a pop up with further details about the Dictionary entry is shown.

Link Dictionary Entries

Note
Images and attributes can be customized. This is created and set once by the admin and can be used by all modelers and for all Customer Journeys.
Focus and Limitations
  • Focus: Tangible visualization of the customer journey
  • Limitations: Information behind elements are "hidden" in the attributes

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