EU-MACS Coordinator: Prof. Adriaan Perrels,
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The citizen journey is a tool used to obtain insight into how users experience the product, service or situation. It is a tool widely used during co-creation when the citizens take part in the journey, or when ideas are being validated with them. This tool helps identify the touchpoints, or interaction moments, with the citizen (e.g. online, by phone, by email) and can provide valuable information for the designer in order to adapt the solutions to real needs. The tool provides a view of the products and services through citizens’ lenses. In essence, the journey comprises a story in which everything that happens and how the citizens feel during each step is identified and analyzed. The underlying goal of this tool is to solve citizens’ problems and produce outcomes which they themselves identify as valuable.

To conduct your own customer journey workshop, download the templates here.