Design Thinking

for Innovation
Module 2, Session 4:
Customer Journey Maps
Today’s Agenda

• Review of Insights and Nuggets

• Review of Personas
• Customer Journey Maps
• Assignments and Recapitulation
Review of Insights and
Nuggets
The Design Thinking Process

Insights Needs Concepts Models Solutions

What is an Insight?

1. An insight is a statement of FACT (truth)

2. The fact is supported by observed evidence
• Things you SAW
• Things you HEARD • LOOK • LISTEN!
!
Nuggets

• Nugget means a valuable piece of precious metal

• We call insights “nuggets” because they are valuable
• Words to remember: “The value of innovation is not in the idea; it’s in
the insight.”
• A nugget is a fun way to memorialize an insight
• The nugget includes the insight (a statement of
fact supported by observed evidence) and three
other elements. The poster is NOT the nugget.
Display One of your Nuggets

• Volunteer or be voluntold!
• Explain three things about your nugget
• Why did you create the nugget?
• What are the elements of the nugget?
• How will you use the nugget?
Review of Personas
What is a Persona?

• A persona is an IMAGINARY person who PERSONIFIES a group

of people.
• Examples of GROUPS:
• Students • Wine drinkers • BJP supporters
• Mothers of infants • Engineers • Muslims
• Attorneys • Senior citizens • High earners
• Adult residents of AP • COVID-19 patients • Restaurant chefs
• Stamp collectors • Cricket players • Fashionistas
What does “Personify a Group” mean?

Oxford definition: represent (a quality or concept) by a figure in

human form
ONE human to represent a GROUP of humans
The persona is a COMPOSITE or AVERAGE of the group members
One name in English order: first (given name), then last (family) name
One, typical age (e.g., 32), not a range of ages (e.g., 30-35)
One average family income (e.g. 8.4 lakhs), not a range (e.g., 7-10 lakhs)
Professor David’s Special Rule about Naming Personas

• You must give your persona a first name and a last name.
• The LAST NAME must be the name of the group that he or she represents.
Examples: Student, Manager, Twentysomething, Nosyneighbour,
Grandparent, Attorney, Citizen, Pilot, Tollywoodfan, etc.
• The FIRST NAME must be an actual personal name such as Suresh,
Mohammed, Alicia, Venky, etc. It must begin with the same initial as the last
name. Example: Manoj Motorbiker, Bharat Boss, Vaidehi Vaisnavi.
• Take a short quiz to see how well you understand these rules:
https://testmoz.com/6002178
Example Persona
• Sex, Female
Shalini Secondyear • Likes, Fashion, Make-up,
• Age, 19 • Dislikes, Calculus, Mean People
• Stream, Computer Science • Attitudes, Positive, Friendly
• Family Income, 9 LPA • Beliefs, Life is good, Smile and the
• Lives with Dad, Mom, little sister whole world smiles with you
• Location, Vijaywada • Hopes, Career in a big city, Marriage
• House, 2 BHK flat, 700 sq. ft. and children
• Religion, Hindu • Fears, Embarrassment
• Family vehicle, Honda City • Habits, Watching serials,
• Places Visited, Hyderabad, Puducherry • Hobbies, Dancing, Working out
• Influencers, Mother, Best Friend
• Food Preferences, Vegetarian, Eats light,
• Constraints, Time, money
• Style Preferences, Fashion Forward, Casual
• Heroes, Mother, Deepika Padukone
• Entertainment Preferences, Serials,
Tollywood, Bollywood • Political Preference: YSR Congress

This person would like more parties. This person would like less maths classes.
Display One of your Personas

• Volunteer or be voluntold!
• Explain three things about your persona
• Why did you create the persona?
• What are the elements of the persona?
• How will you use the persona?
How do we Use Personas?

• What information on your KLU student persona would help you

to design an effective solution to eliminate 90% of cheating?
• Add two blanks at the bottom of your persona:
1. What would this person like MORE of?
2. What would this person like LESS of?
• When you understand what people in your target group THINK,
FEEL, and DO, you will understand what they NEED. You will
know how to design solutions that MAKE THEIR LIVES BETTER.
Customer Journey
Maps
What is a Customer Journey Map?

• It shows any PROCESS in the life members of a group

• It is a way to document what they DO. By contrast, a persona
focuses more on what they THINK and FEEL.
The How and Why of Customer Journey Maps

• Before you create your map, observe and interview members of your target
group. (Empathetic Research)
• Analyze your recordings and notes to learn:
• Which processes are common
• Which processes are relevant to your Design Thinking challenge
• Which processes might include problems or opportunities
• Create a detailed description of a process in microsteps. You can make
multiple customer journey maps.
• Study your Customer Journey Map to identify points in the process where
you can make someone’s life better.
Simple Instructions for a Customer Journey Map

• Choose a short portion of the journey (process). The portion should include
no more than 12 steps.
• Document every tiny step from first thought to completion
• Steps should last from a few seconds to a few minutes
• Display as you wish
• Storyboard (see example and template) • Chart
• List of steps • Video (documentary or re-enactment)
• Spreadsheet with extensive notes • Skit
• Narrative text
Five Stages in a Customer Purchase Journey

This does not describe every journey. This describes only PURCHASE
journeys.
Keep this in mind, but use it ONLY if your customer journey involves one or
more of these steps.
1. Awareness
2. Evaluation
3. Purchase
4. Delivery
5. After Sale
20
Which is a Proper Journey for a Map?

• A shopping trip to the mall

XXXXXXXXXXXXX Any ONE of the following
TOO MANY STEPS • Travelling to the mall
• Choosing which store to visit
• Browsing through the
merchandise
• Trying on clothing
• Paying for a purchase
• Carrying the purchase home
Sample Customer Journey
The KLU Customer Journey Map Template
Breakout Group Activity Part 1: Create a Map

• IMAGINE that you are working on a Design Thinking challenge with the
goal of eliminating 90% of student cheating.
• IMAGINE that you already did your empathetic research. You know the way
a TYPICAL, AVERAGE student completes various journeys.
• Choose one of the following portions of a customer journey and document
the first six microsteps according to the format of the template. Draw by
hand or use images from the Internet.
• Student writing an exam
• Student mugging up for an exam
• Student attending a lecture
• Take 20 minutes. Be prepared to explain your work.
Debrief from Breakout Group Activity

• What did you like best about creating a customer journey map?
• How typical was the journey you described?
• What insights did you learn about students from your map?
• How would your insights help you to design an effective solution
to eliminate a significant amount of cheating?
Breakout Group Activity Part 2: Create Another Map

• Choose one of the following portions of a customer journey and document

the first six microsteps according to the format of the template. Draw by
hand or use images from the Internet.
• Student getting dressed for school
• Student eating breakfast
• Student traveling to school
• Take 20 minutes. Be prepared to explain your work.
Debrief from Breakout Group Activity

• If you are called on, explain your map to the batch

• Discuss what you learned about Design Thinking (not what you
learned about students) when you did this exercise.
• Name one journey of an AP resident that you would like to map
for your semester project (What can we design that will raise the
approval rating of the AP state government to 90%?)
Assignments and
Recapitulation
Reminder!

• You will present your group’s three nuggets during regular class
09. You must post your nuggets and any presentation materials
you plan to use (for example, PowerPoint) on Canvas one day
before you present your nuggets.
• Helpful hint: If you wish, you can prepare and display personas
and customer journey maps about AP residents and use them
when you explain how you developed your three nuggets.
 What Did You Learn Today?
• Customer Journey Maps
Things You Must Know

• Customer Journey Maps

• A customer journey is any PROCESS that people go through
• We learn how a TYPICAL member of our target group completes the process
• We DOCUMENT a SMALL part of the process in MICROSTEPS (no more than 12)
• We study our map to discover INSIGHTS about points in the process where we
can make people’s lives better