Design-Based Journey Modeling

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

1. Open your SAP Signavio Process Manager. 
2. Choose New and then Customer Journey Map.
3. Give your CJ Map a title.

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 an 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. 

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

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 that your customer has by using the label.
• Create more steps: What are the next steps in the journey?

Define touchpoints:

• Change the image of your touchpoint in the attributes. Choose a suitable image (for example, 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.

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 are reflected by different body language options in the attributes (for example, shrugging shoulders).

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 Dictionary Objects:

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

• Focus:
  • Tangible visualization of the CJ.
  • Novices can track steps easily.
  • Useful when making stakeholders aware of the CJ.
• Limitations:
  • Information behind elements is "hidden" in the attributes, and not directly visible for the reader.
  • No industry standard format.

Design-based visual journey modeling

Complete the course with a final assessment.