Journey maps can be complex. Having a holistic view of journeys across touch points and lifecycle – by design needs to be elaborate and comprehensive. However – different parts of the business need focus and clarity around what they actually can do.

Introducing Layers – we’ve now developed the concept of layers in maps that allow for selectively surfacing lanes as well as phases of the journey into a clean digestible view.

Layers allow CX professionals to connect different parts of the journey – without sacrificing the overall architecture of a complex map. This model allows you to “focus” on some phases – and lanes – to have a clear view when you talk to a team about needs, wants and improvements – but have a common arc for understanding the whole journey.

With the ability to share layers – CX researchers can easily collaborate with multiple teams (that all affect the overall CX) seamlessly and even in parallel paths.

Each layer in a map is a “filtered view” into the overall map / that can be shared with different stakeholders and journey owners. This creates a “clean / focused” view of the section of the map – that can have its own;

Comments & Suggestions
Collaboration

This allows Journey owners and operational teams to be focused on their solo – this increases velocity of execution without getting too distracted with other issues – that are truly beyond their own control.

The reExperience Layers

With the reExperience concept – invented by Mike Burn & Erik Koto – lends itself naturally to layered approach to experience design. The fours founding pillars of experience design are;

Pre – how to design & build anticipation
Lived – actual experience
Alt – the road not taken. Alternative experiences.
Re – How we think and remember our lived moments.

With the layers model – each experience segment can be modeled as a layer in the overall context. A Pre, Lived, Alt and Re-Experience layer will allow service and experience designers to think about each of the these areas and design holistic models that actually increase affinity and loyalty with customers – with design and intent.