15 Use Design Tools Specific to Consumer ExperienceWork. The following standard consumer experience design tools are helpful for surfacing consumer needs and assessing the organizational impact of meeting those needs. Journey map: A journey map uses storytelling, through the use of personas and visuals, to describe the relationship a consumer has with an organization. The story is told from the consumer’s viewpoint and is intended to identify consumer needs and pain points. Service blueprint: A service blueprint uses a journey map as the basis for describing the operational and organizational activities that support the consumer. It is most valuable when multiple departments are working toward creating a consistent consumer experience. While many organizations have started to build internal teams to drive this type of design work, recognize when you need to pull in experts. As part of implementation, communicate to consumers the actions that you have taken. You’ll build trust and loyalty by showing them you’re acting on their feedback.
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