用户体验地图、顾客旅程地图与服务蓝图比较研究

Comparison of User Experience Map,Customer Journey Map and Service Blueprint

目的理清用户体验地图、顾客旅程地图、服务蓝图3个可视化地图的概念界定,比较其异同点与相关性。方法以桌面研究为基础,对相关文献进行检索,通过比较分析法,揭示用户体验地图、顾客旅程地图和服务蓝图之间的关系,并通过应用案例进行验证。结论3个可视化地图相同点在于3者均是按照时间纬度,通过将利益相关者信息可视化来提升服务品质;其不同点在于用户体验地图主要研究用户及其个体体验的可视化,顾客旅程地图主要研究顾客及其流畅旅程的可视化,服务蓝图主要研究利益相关者及其服务系统的可视化;其相关性在于3个可视化地图研究对象由少到多,研究范围由小到大,研究价值由个体体验提升到整体系统优化。本研究有助于设计师有效利用服务设计中的可视化地图。

The work aims to clarify the concepts of user experience map, customer journey map and service blueprint, to compare their common points, differences and correlations. Based on desktop research, relevant literature was searched, and the relationship among user experience map, customer journey map and service blueprint was revealed through comparative analysis, and verified through application cases. The three visualization maps have the same point in that they all improve service quality by visualizing stakeholder information according to time latitude. The difference lies in that the user experience map mainly studies the visualization of users and their individual experiences, the customer journey map mainly studies the visualization of customers and their smooth journey, and the service blueprint mainly studies the visualization of stakeholders and their service systems. The correlation lies in the fact that the three visual map research objects are from few to many, the research scope is from small to large, and the research value is improved from individual experience to overall system optimization. The study is helpful for designers to effectively use visual maps in service design.