Empirical Research+ Design Practice on the spot
How to generate Customer Journey Mapping for Pharma sector in B2B setting. How do user narratives (stories) make sense in the product design and development process and in the entire product life-cycle.
Methods & Process
Presentation
Publication
User Narratives in Experience Design for a B2B Customer Journey Mapping
May 2017, conference paper, Mensch und Computer 2017 – Tagungsband
Ludwig, Thomas; Wang, Xiaoyu; Kotthaus, Christoph; Harhues, Simon; Pipek, Volkmar
This paper uses the concept of customer journey mapping (CJM) to visualize customers’ needs and perceptions throughout all of their relationships with an enterprise to improve development processes. Currently, CJM focuses more on B2C relationships than on B2B settings. Within our paper, we examine how to conceptualize a CJM template for B2B relationships by researching Bosch Packaging Technology – Business Unit Pharma, a large German pharmaceutical packaging company.
