customer journey
visitor‘s actions
touchpoints
service blueprint
front stage actions
back stage actions
perspective cards
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The event Blueprinting Kit: In combination with the floor plan, a set of cards triggers multiple perspectives on the event.
event. The customer journey map creates a visual reference point to provide an overview, while playing with a variety of techniques to model, visualise and to act out smaller parts of the event. This would not have been possible with the set of slides used earlier. What before existed only in the head of the leading manager is now accessible to all stakeholders. Information is projected in signs and symbols and is, therefore, readable by others. The customer journey as a communication tool enhances the rapid imagining, planning, prototyping and execution by the event management team through the specificity of the service design approach: visualisation and control. PERSPECTIVES BEYOND EVENT MANAGEMENT
During the introduction of the customer journey map, the event managers found it refreshing that service designers brought new perspectives and asked new questions. Soon it became clear that the same routines that empower the event managers to work under extreme pressure were limiting their view on their own work. Using elements from past events to structure new ones is an efficient base for 14
touchpoint
working, but it prohibits gaining new perspectives on the event. The outside perspective of the service designers on well-established working environments has been identified as one of the key benefits during the project. As a consequence, the service designers looked for ways to gain new perspectives onto the event. Looking beyond the fields of design and event management,into areas like exhibition design, flow theory, education and group- and perceptual psychology provided a reference point for gaining new perspectives. To integrate these perspectives into the event manager’s workflow, a set of cards breaks down complex theories into easily applicable questions. Brought into the event management routine, the cards triggered creative discussions. Questions were transformed into ideas and solutions within minutes. The speed with which the cards were integrated into the workflow shows how the service design approach can be adopted to the fastpaced event management environment. Finally, a service blueprint was added to cross the gap between the designer’s focus on visitor
