Method

Service
journeys
www.mind-lab.dk Method
Analysis
Service journeys

Method

Service journeys
Mapping is one of the simplest, yet most usable tools for understanding and
visualizing the user’s experience of a service. Service journeys break down the
service process into chronological sequences and identify the interfaces and
the interactions between citizens and authorities, as well as mediating the
journey as a complete experience perceived through the eyes of the user.

A service journey identifies potential gaps between the ideal process and the
process that is actually experienced, and consequently reveals the poten-
tials for improvement. It is an analytical tool that maintains the complexity of
the service and identifies both the positive potentials for adding more value
through the interactions, and the shortfalls in relation to the current service.

A service journey may be used as:

• A tool for stimulating the production of ideas when a service needs to be ad-
justed or redesigned.
• A means of integrating the right resources, skills, tools and actors in relation to
a new service process.

1. 2. 3. 4. 5. 6.
scoping & learning analysis idea & test of new communication
project about the concept concepts of results
design users

implementation

7.
Our advice and contributions to the ministerial projects are measuring
based on MindLab’s process model, which consists of seven
stages. In some projects MindLab only contributes to the
implementation of particular stages, while in others we are
involved throughout.