Service Design Show How Vertical Storytelling Helps Translate Empathy into Business Value / Journey Management Playbook / Ep. #08
Nov 27, 2025
Tingting Lin, a service design and journey management expert, shares insights on bridging customer empathy with business metrics. She emphasizes the need for 'Vertical Storytelling' to connect customer pain points to strategic objectives, helping stakeholders understand ROI. The conversation covers combining qualitative and quantitative data, using existing KPIs, and identifying leading indicators to prove impact. Tingting also provides practical steps to measure and communicate journey success effectively, ensuring that service design translates to tangible business value.
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Tie Journeys To Business Metrics
- Connect journey work to existing business metrics instead of inventing new isolated KPIs.
- Use the metrics your organization already cares about so stakeholders can see how you move the needle.
Leading Indicators Predict Lagging Results
- Leading indicators act as early warning signals that predict future changes in lagging metrics like churn.
- Track both so you can detect impact sooner and avoid waiting months for results.
Annotate Metrics With Actions
- Plot implementation dates on metric trends to create clear cause-and-effect stories.
- Use these annotated graphs to argue which solutions moved leading and lagging indicators.