Mapping Temporal Experience: accounting for felt time in service design1

Abstract

A key aspect of service design practice is the utilization of diverse mapping methods to comprehend and depict service architectures. While a consensus exists regarding the importance of considering temporal experience as an aspect of service designing, the prevalent methods—customer journey maps, service blueprints, and system diagrams—fall short in capturing vital temporal dimensions. Contemporary tools spotlight physical touchpoints rather than address intricate narratives of more spontaneous customer/provider interactions. The task of documenting evolving temporal experiences necessitates a profound reorientation toward kairotic time, a dimension underrepresented in current discourse. This study explores alternative methodologies that elucidate time within the context of depicting evolving service experiences. Preliminary ventures into service design mapping attuned to temporality are also introduced.