Service & Customer Experience Maps from Mel Edwards

In Experience Design, Experience Strategy, Product & Service Design by Fredy Ore

A brilliant blog post by Mel Edwards on Service & Experience Maps.

What’s a customer experience map?

It’s a graphical representation of the service journey of a customer. It shows their perspective from the beginning, middle and end as they engage a service to achieve their goal, showing the range of tangible and quantitative interactions, triggers and touchpoints, as well as the intangible and qualitative motivations, frustrations and meanings.


Similar to Service Design Maps, the customer experience maps which Mel discusses covers 6 dimensions & 3 components that help in considering what is recommended in the design.

6 Dimensions:

  1. Time/duration
  2. Interactivity
  3. Intensity
  4. Breadth/consistency
  5. Sensoral/cognitive triggers
  6. Siginificance/meaning

3 components:

  1. Think
  2. Do
  3. Use