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Customer Journey Mapping (90.53 kB) Value Network Mapping (75.19 kB)

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10 Steps to Customer Journey Mapping

By Arne van Oosterom
To stay competitive and survive the changes organisations are facing today, they need to reassess the way they build relationships with customers. Customer Journey Mapping could hold the key to analyzing and improving the Customer Experience.

A product or service is merely a means to an end. The real deeper value lies in the story attached.

I don’t want to own a coffee maker - I need to wake up early with a little help from a cup of coffee. I don’t want to use a train - I want to get home to my wife and children. I don’t want to go to a store and buy a stereo set - I just want to listen to my favourite rock music when I’m home, it makes me unwind after work.

DesignThinkers lists the 10 key ingredients to a Customer Journey Map.

Read the complete article on

We help organizations design Brands, Product Service Systems and Cultures of Trust.

To strengthen their capability to innovate and enable the Co-Creation Value with all Stakeholders.

Our goal is to create Sustainable Business based on a long term and Human Centred Vision.


How to improve the Customer Experience of your Brand?

The Customer Journey LAB provides an environment where TRUE customer centric service innovation takes place involving relevant stakeholders using a 'design driven' approach. We offer our creative LAB sessions for identifying improvements and new opportunities. Our creative thinkers can help your company improve the customer experiences of your brand using tools like: Customer Journey Mapping, Persona's, Stakeholder & Value Network Mapping etc..

We can use our creative space in Amsterdam to have the LAB sessions, but it can also be implemented as a continuous process in your organization.

The LAB sessions deliver: Strategic guidance, Customer Insights, Service Improvements and New Service Concepts and Roadmaps for implementation.

We have developed different modules to meet your companies needs:

Customer Journey LAB - Module 1

Quick Insights through Customer Journey Mapping

This LAB introduction provides your company a quick insight in the workings of a typical LAB environment. An introduction in Contextmapping, Personas and Customer Journey Touchpoints. This inspiring module consists of 1 - 4 sessions of 4 hours each. For most effective results the sessions will be attended by staff and customers.
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Customer Journey LAB - Module 2

Improve your Customers' Experiences

These LAB sessions focus on delivering improvements in getting customers' experiences on a higher level. In 6 - 8 sessions of 4 hours each a team of employees together with a group of customers identify insights in current customers' experiences. We focus on Contextmapping, Personas, Touchpoint Analysis and Service Delivery Process.
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Customer Journey LAB - Module 3

The LAB offers Innovation

The Innovations LAB sessions are focused around a set of Creative Thinking tools. A (international) team of creative and business professionals together with a small number of key employees and/or customers attend the LAB sessions. In 6 - 8 sessions of 4 hours each new ways are analyzed to improve customers' experiences. The results are visualized ready for Prototyping.
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Customer Journey LAB - Module 4

Implementation: Embedding the LAB

Implementation of a LAB environment in your company or organization secures a process of continuous monitoring and improving of your customers' experiences. Although some clients think this to be too big a step, in the long run it is highly effective. A LAB is implemented and (temporarily) managed by DesignThinkers and aligned with existing project management facilities.
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