Leading the Service Design effort to evolve from Journey Mapping to a Journey Management practice, and identifying ways to embed it within the adidas current culture and ways of working.
Role
Service Designer - Governance team
Tools & activities
Tool benchmarking, pilot plan definition, workshop facilitation, playbook creation, business transformation.
Journey Mapping is one of the core activities of a Service Designer. However, most of the times journeys remain a static poster-like visualisation of a current or future experience. Journey Management is the next evolution of this practice since it’s all about journeys becoming live documents that are constantly updated with insights, metrics, business goals, opportunities and solutions.
We, at adidas, have decided to pilot TheyDo as a Journey Management platform, to help us stay connected and break silos. My role as a Service Designer leading this effort has been to:
Prototype and test a framework that can serve as the umbrella that connects multiple journeys managed by different teams
Together with another ambassador in Digital Experience Design, inform people about this new practice and the possibilities we could unlock by working together to create a shared knowledge base on TheyDo
Support teams to understand their current maturity level regarding journey mapping and managing, and guide them through the creation of their own ecosystem of connected journeys
Ensure alignment across functions by defining a common taxonomy and glossary
POC for TheyDo, to stay updated on upcoming functionalities and beta test some of them
The biggest lesson? The transition towards Journey Management is a Business Transformation process. It requires a change in mindset, buy-in from leaders, budget, time allocation and even redefining some roles and responsibilities.