Learn the 2 key building blocks that turn your journey insights into action / JM Playbook / Ep #6
Service Design Show
Why separate opportunity from solution?
Tingting argues designers must distinguish problem synthesis from solution ideation to avoid premature narrowing and missed alternatives.
Do you ever wonder about the "so what?" of your journey maps...
To this day, I often see that journey mapping is treated as a "documentation" exercise.
Basically as a way to visualize our customers experiences. And while having that visual overview is useful, it's just the beginning.
As you probably know, the real challenge is turning that understanding into action that actually impacts your customers (and your business). Not a small challenge by any means.
That's why this episode of The Journey Management Playbook is fully dedicated to it.
We're already into episode six of the series, and if you haven't seen the previous ones, you can find the full playlist in the show notes.
So far, we've gone from defining a business challenge to using AI to generate and enrich insights. We’ve covered how to structure and simplify your journey to be more action-biased.
But all of that work is just a foundation.
The journey map we've created is a reflection of the current state, and the key question still remains: What do we do now?
In this episode, Tingting Lin from TheyDo and I finally answer that question. We dive into the crucial building blocks of opportunities and solutions, and you’ll see what is key to turning your journey maps from static documents into dynamic drivers of lasting business impact.
We also tackle a few common pitfalls to avoid like:
- Jumping to solutions before defining opportunities.
- Cheating with the opportunity statement.
- The tendency to over-document.
- And turning journey management into a separate workflow.
As you'll hear, this episode is again packed with practical advice to help you move beyond mapping to true journey management in the most effective way.
What are your biggest challenges in moving from insights to action? Leave a comment on YouTube or Spotify, or reach out on LinkedIn. We'd love to hear from you.
Enjoy and keep making a positive impact!
Be well,
~ Marc
---[1. LINKS 🔗 ] ---
👉 Playbook Slides - https://go.servicedesignshow.com/ofmtc
✅ Sign up for TheyDo - https://go.servicedesignshow.com/prcde
--- [ 2. GUIDE ] ---
01:00 Recap from previous episode
04:00 Core Problem with Static Journey Maps
06:00 Introducing the "Solutions" Building Block
10:00 Defining "Opportunities"
12:00 The triple diamond workflow
15:30 Real-world opportunity
16:00 Why we separate Opportunities & Solution
18:30 Where to look for the opportunity first
22:00 Off-boarding Problem as a Case Study
24:30 Connecting the Problem to the Solution Quickly
28:00 Distinguishing Between Problems and Opportunities
32:00 Pain Point to an Opportunity
36:30 Importance of Language in Naming Opportunities
38:00 Debate About Using AI in this Process
40:00 Who are we writing these opportunities for
45:00 Connecting Opportunities to Strategic Objectives
47:00 Summary of Opportunities
49:00 Transitioning to "Solution" Blocks
51:00 Example of a Concrete Solution
59:45 Practicality of Using Solution Types
1:02:00 Defining Statuses
1:06:00 Connecting Solutions to Opportunities
1:08:00 Final Summary
--- [ 3. FIND THE SHOW ON ] ---
- YouTube ~ https://go.servicedesignshow.com/journey-management-playbook-06-youtube
- Spotify ~ https://go.servicedesignshow.com/journey-management-playbook-06-spotify
- Apple ~ https://go.servicedesignshow.com/journey-management-playbook-06-apple
- Snipd ~ https://go.servicedesignshow.com/journey-management-playbook-06-snipd
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