CHAPTER 6
Customer Journey
Content Summary
Customer journey is a versatile and rich tool, it can be used in multiple perspectives, sucha as sales, growth hacking, marketing, and service design. It’s a tool that puts a lot of the elements of innovation work together. When used in the right way, it can bring immense value in making sense in a complex world.
This lecture introduces the concept, mindset and many ways of using customer journeys. It explains how it can be used as a tool to map existing experiences but also imagining new experiences. Ultimately it’s a tool that helps transform customers towards they themselves want to become. Finally, the lecture illustrates the model on multiple different examples.
Further readings
- Video: Jeff Gothelf: Lean, Agile & Design Thinking — Principles over process. YLE Areena.
- Kanter, R.M., 1989. Swimming in newstreams: Mastering innovation dilemmas. California Management Review, 31(4), pp.45–69.
- Schneider, J. Understanding Design Thinking, Lean, and Agile. O’Reilly 2017.
- Gothelf, J. Lean vs. Agile vs. Design Thinking. Sense and Respond Press, 2017.
- Wenger, E. Communities of Practice: Learning, Meaning, and Identity ,Cambridge University Press, 1998.
