02 — Capability · BC-460.10
Journey Design & Standards
Map the journeys customers take, decide which moments matter most, and set the standards every team touching a journey must meet, so the experience is designed end to end rather than function by function.
- Journey Mapping
- Experience Design
- CX Strategy
In scope
- Journey maps across channels and functions
- Prioritization of moments that matter
- Experience standards and design principles
- Experience ownership assignment per journey
Out of scope
- Interface and interaction design of a specific product (see BC-530)
- Service process design for a specific offering (see BC-560)
Decomposes into · 4
- BC-460.10.10Journey MappingDocument each customer journey as the customer lives it — steps, channels, emotions and pain points — across every function involved.
- BC-460.10.20Moment PrioritizationRank the moments in each journey by their effect on loyalty and cost, and focus design effort on the few that move the outcome.
- BC-460.10.30Experience StandardsPublish the principles and minimum standards every interaction must satisfy, from tone to timeliness, and the way they are checked.
- BC-460.10.40Journey OwnershipAssign a single accountable owner to each journey with authority across the functions it crosses, and a cadence for reviewing its health.