CJM-based service design process

Abstract

As the current service design process is not suitable for Alipay O2O service due to the particularity of users, product and service in China, our own service design process that is based on the Customer Journey Map (CJM) has been formed. This process forms five concepts (Steps, Matters, Contents, Details, and Sensory) according to the process of confirming the five user experience elements (The Strategy Plane, The Scope Plane, The Structure Plane, The Skeleton Plane, and The Surface Plane). This paper takes Chinajoy as an example to introduce the process on basis of five concepts in detail. The complete process begin with making CJM, then ascertaining Steps and listing Matters, furthermore proposing and overviewing Contents, clearing Details, finally accomplishing Sensory. Refinement in each phase is not a linear movement, but a to-and-fro and interactive process. When designing the contents on each phase, information at the former steps should be iteratively optimized so as to create better user experience.