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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.

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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.


Sign up for the 3-day DesignThinkers Bootcamp Week: 'LEARNING BY DOING' Capetown 18/03 - 20/03

(English spoken) This 3-day DesignThinkers Bootcamp Capetown offers a unique team of internationally recognized and highly experienced Design Thinking practitioners from the business, design and academic world. A combination of Master Classes and in-depth knowledge of Service Design Thinking Tools and Methodology. ‘Learning by Doing’ at the DesignThinkers Bootcamp March 18th-20th 2015 in Cape Town with as main objective: Guiding participants on the application of Design Thinking tools and mindset in their working environment.

The coaches will share their experiences during the DesignThinkers Bootcamp week and will guide you and your team on a specific topic during the process from doing Research to Designing Service Concepts and Implementation of these Concepts in complex organizations.

Arne van Oosterom, will be your Design Coach. Arne advises on complex innovation and design projects with industry and national governments. Arne is founder of DesignThinkers Group and DesignThinkers Academy.

Professor Erwin Schwella, will be your Academic Coach. Erwin Schwella became a full professor at Stellenbosch University in 1992, where he currently is the Professor of Public Leadership. He served and still serves as an advisor to all spheres of South African governance and has consulted to international and national executives and governance institutions.

Shelley Freeman, will be your Business Coach. Shelley has extensive experience in a multinational business environment and leading the Design Thinking team in SAP Africa.

We strongly believe in ‘Learning by Doing’, so the DesignThinkers Bootcamp will be a high energy and hands-on event. You’ll be challenged to work in small teams on a real case and learn to work with Service Design and Design Thinking tools like Personas, Cultural Probes, Customer Journey Mapping, Stakeholder Mapping, Value Network Mapping, Prototyping, Business Modeling, Road Mapping and more. Moreover, the focus of this program will be on exploring the questions how to integrate these tools in an organization and how to create buy-in within an organization and with your sponsors.

The end result is aimed at a transformation of the participants, knowledge of tools and methods, a deep understanding of the value of design, and professional & personal growth.

The DT Bootcamp is especially designed for ‘Industry Executives’, ‘Senior Government Policy Makers’ and ‘Independent Professionals’ who want to take the next step towards actually using Design Thinking in their daily work. Next to learning Service Design Thinking tools and methodology and transforming your way of thinking and your mindset, the Bootcamp coaches are all practitioners and will guide participants toward putting Design Thinking into practice.