You will need

flipchart, post-its, Service Blueprint, Personas


60 minutes or more


2–4 colleagues (preferably from different departments)


2 – online tools will make everything easier for you

Use when...

  • you want to see the service in a more detached way
  • you use several different channels to communicate with your users and you want to map out their experience with the channels
  • mapping emotions associated with the service

Do not use when...

  • you cannot map out all the channels of communication with users just yet


  1. The Customer Journey Mapping is essentially a design of your new service put on paper, or a convenient schema with a recording of user’s experience with your service.
  2. Make a list of points of contact related to a particular service. Organize the points of contact according to the ways your personas are going to engage with them.
  3. Observe the differences in the ways your personas engage with the service, and different order of personas’ actions.
  4. Identify strengths and weaknesses.
  5. Ask users and colleagues in the front line to tell you as much as possible. Visualize the emotion of an experience associated with a specific point of contact.
  6. Return to the Customer Journey Mapping regularly - update it, and check, whether, for example in the case of innovations, it does not get more complicated.

Keep in mind that...

  • when doing Customer Journey Mapping, you can use Service Blueprint as its basis
  • there is an available set of points of contact cards specifically designed for libraries

Find out more

In the design phase, you can use the following methods…

When you need a material prototype

Download the book Service Design in Libraries

It includes detailed descriptions of case studies from both the Czech Republic and Norway.

Download the book  

Get the design methods card set

You will always have a ready help, which will tell you how to proceed, and which tools to prepare.

Get the card set