Experience Plot: A Template for Co-Creating Customer Journey

Abstract

One of the challenges that large manufacturers are facing is to develop human resources that can bring about innovation by facilitating many employees to take a service design approach. Hitachi Design Division developed a template called “experience plot” for not just designers, but also non-designers who are involved in service design to create a customer experience story in a logical way. Experience plot has been used for customer co-creation projects, as well as for internal education programs for non-designers. The template is proven to be effective in building compelling stories from a user-centred perspective.