To define the customer experience with the service I mapped the concept on a customer journey map. The map shows how the relationship between the customer and the service changes over time. The customer passes through 5 stages: aware, join, use, grow, share and has different experiences with the service. The first row maps the direct interaction the customer has with the service. The horizontal line of visibility divides the customer interactions form the internal interactions. So that the second row maps all the actions that happen in the backstage area of the service. The last row maps the hazard line, which indicates problems the customer could have in the different stages. The problems are mapped out in order to address them in the design solutions.1
The first draft on the storyboard is based on the customer stages. The interactions and the experience with the service are illustrated on one example customer (Mary). Since I have two kinds of customers in the service, the stages repeat with the second customer. The heirs go through the same stages but have different experiences with the service than the collectors has.
After writing the script I explored the characters that will be used in the movie. In order to communicate the long-lasting valuable character of the service I decided to use an illustration style in the movie. The characters have a personality that the viewer can resonate with. The illustrations help to let the viewer imagine themselves in the role of interacting with the service. First sketches for the illustrations:
Because I decided to use illustration as the main animation style, the storyboard had to be refined. The story of the movie remains the same, only the visual were edited:
Finally, I colored the illustrations in Photoshop and set the stage for working in After Effects:
- Donald A. Norman, “Living with Complexity”, The MIT Press, October 31, 2010, Chapter 6: Systems and Services, 146-180 [↩]