Talk at UX camp Europe 2019. Each step in a journey may be another journey in itself. Case: the dining experience at The Fat Duck (***) - a well crafted and thought out service design with nested journeys.

1. The Journey Within the Journey
When just isn’t enough
@elvirnissen
1.

2. The Expectations
Heston Blumenthal's delightful
team - including your
dedicated 'Story Teller' - take
you on a theatrical, multi-
sensory journey designed to
evoke memories of childhood
holidays. Cooking is innovative,
playful and perfectly judged,
and the elaborate, interactive
presentation further heightens
the experience.
- MICHELIN guide inspectors
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3. Creating Journeys
3
42Selection
Scoping
Design
TheSteps
Presentation
Actual start and finish?
A beginning
and An End Turning a frown upside
down
Making stuff up
Which user are you
designing for?
Who’s Taking a Trip
Into the rabbit hole
The Journey Within
The Journey Who’s looking at the
Journey?
Who’s Buying?

4. 1. Who’s Taking a Trip?
Select primary actor
• Customer/User
• Employee
• Stake holder
• Persona
• Target group
• Role
• Jobs-to-be-done
4

5. 2. A Beginning and An End?
What’s the actual scope
• Is it the actual end of the journey?
Is there more to come?
• Is it the actual start of the journey?
Should something come before?
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6. 3. The Journey Within the Journey
What to do – and in what order?
What steps make up the journey?
… and what steps are mini-journeys in their own
right?
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7. A Journey
Designing for satisfaction
Book a table at
a restaurant
Look forward
to the meal
Ride to the
restaurant
Have a mealGet
recommen-
dations
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8. From Satisfaction to Delight
8

9. The Journey
Designing for delight
Book a table at a
restaurant
Look forward to
the meal
Ride to the
restaurant
Have a meal
Get recommen-
dations
9
Receive
questionnaire
Look forward to
the meal
Receive
personalised
thank you note
?
Receive
telephone call
Look forward to
the meal
?!
Receive
personalised
thank you note
Visit kitchen Ride home Enjoy sweets

10. Level of Detail
Zooming in and out
High level journey map
vs.
zoomed-in map (mini-journey)
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11. The High Level Journey
Zooming in
Book a table at a
restaurant
Look forward to
the meal
Ride to the
restaurant
Have a meal
Get recommen-
dations
11
Receive
questionnaire
Look forward to
the meal
Receive
personalised
thank you note
?
Receive
telephone call
Look forward to
the meal
?!
Receive
personalised
thank you note
Visit kitchen Ride home Enjoy sweets

12. Have a Meal!
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13. A Mini-Journey
Into the rabbit hole
“The whole experience is a Journey, centred around a
nostalgic trip full of playful memories, filled with curiosity,
discovery and adventure. This nostalgic trip is based on a
collection of some of my favourite childhood holiday
memories, taking place over the course of a day.”
1. The Day Before We Go: Are we nearly there yet?
2. Morning: Rise and shine, it's breakfast time
3. Mid-Morning: First one to see the sea...
4. Afternoon: If you go down to the woods today...(and
we did)
5. Evening: Are you ready for dinner?
6. Bedtime: Off to the land of Nod
7. And then to dream
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14. The Mini-Journeys within the Mini-Journeys
The Day Before We Go: Are we nearly there yet?
• Change-of-air
• Arrive at the restaurant
• Select wine
• Just the tonic!
• Have aperitif (1st serving)
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15. The Mini-Journeys within the Mini-Journeys
Morning: Rise and shine, it's breakfast time
• Why do I have to choose between a variety pack
and a full English?
• 2nd serving
• Excuse me, my tea seems to be cold… and hot.
• 3rd serving
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16. The Mini-Journeys within the Mini-Journeys
Mid-Morning: First one to see the sea...
• The original Sound of the Sea
• 4th serving
• Can I have some money for the ice cream van?
• 5th to 7th servings
• Then we went rockpooling
• 8th serving
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17. The Mini-Journeys within the Mini-Journeys
Afternoon: If you go down to the woods today...(and we did)
• Damping through the boroughgroves
• 9th serving
• ...we discovered the Mock Turtle Picnic
• 10th and 11th servings
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18. The Mini-Journeys within the Mini-Journeys
Evening: Are you ready for dinner?
• 12th to 15th serving based on seasonal ingredients
• Starter
• Main course
• Dessert
• Digestif (serious enough for the kids, fun enough for the
adults)
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19. The Mini-Journeys within the Mini-Journeys
Bedtime: Off to the land of Nod
• Counting sheep
• 16th serving
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20. The Mini-Journeys within the Mini-Journeys
And then to dream
• Like a kid in a sweetshop
• 17th serving
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21. Journeys within journeys
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22. 4. Making stuff up
Fulfilling needs
• You know each step
• What is the primary actor hoping to get out of each
step – and what is their frame of mind?
• For each step in each level/(mini-journey) map user
needs and business goals to your journey map
• Design a solution to meet those needs
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23. Overall Business goals
Question everything
• Involve all the senses
• Have fun
• (Keep )
• Childhood memories
• Alice in Wonderland
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24. It’s All About Balance
Goals vs. Needs
• Step: Receive questionnaire
• Business goals
• surprise and awe
• manage expectations
• Instilling the sense of excitement you had as a kid before going on
holiday
• customising each customer’s journey
• checking for allergies or special dietary needs
• Remind customer that visit is upcoming (profit on drinks!)
• User needs
• a nice meal when I arrive
• Pampering
• Not forfitting the payed meal
• no fuss
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25. The Day Before We Go: Are we nearly there yet?
• Change-of-air
• Go through the looking glass door
• Sit at table with white table cloth, printed map and
magnifying glass
• Meet Storyteller
• Make wine selection from extensive wine list (incl. 7
different pairing options)
• Just the tonic!
• Personal bartender/magician
• Select aperitif from playing cards
• Get drink prepared in floating nitrogen
• Night light over the table
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26. The Mini-Journeys within the Mini-Journeys
Morning: Rise and shine, it's breakfast time
• Why do I have to choose between a variety pack
and a full English?
• Make breakfast selection on ‘door hanger’
• Get Bread, jam and Variety pack
• Eat full English incl. coffee
• Solve puzzle from cereal box
• Get prize
• Excuse me, my tea seems to be cold… and hot.
• Drink hot/cold tea
• Morning light over the table
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27. The Mini-Journeys within the Mini-Journeys
Mid-Morning: First one to see the sea...
• The original Sound of the Sea
• Listen to sea gulls in a conch
• ‘Sea foam’ umami
• Can I have some money for the ice cream van?
• Waldorf Salad and Salmon/Avocado lollies
• Crab flake cone
• Then we went rockpooling
• Melt white chocolate crab between rocks to get mussel
soup with caviar and sea weed
• White light over the table
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28. The Mini-Journeys within the Mini-Journeys
Afternoon: If you go down to the woods today...(and we did)
• Damping through the boroughgroves
• Get miniature forest
• Elements inspired from answer to questionnaire
• Eat mushroom, beet, truffle, larvae
• ...we discovered the Mock Turtle Picnic
• Brew tea
• Get tea bag in individual box
• Get tea pot with clear liquid
• Pour into cup
• Eat mock turtle soup
• Have special picnic inspired from answer to
questionnaire
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29. The Mini-Journeys within the Mini-Journeys
Evening: Are you ready for dinner?
• Tradition dinner prepared from seasonal
ingredients
• Select main course (fish/meat)
• Digestif in shape of bourbon/single malt whisky
winegum served on map to indicate origin
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30. The Mini-Journeys within the Mini-Journeys
Bedtime: Off to the land of Nod
• Counting sheep
• Malted milk meringue served on fluffy pillow floating
above the bed
• Dimmed lighting
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31. The Mini-Journeys within the Mini-Journeys
And then to dream
• Like a kid in a sweetshop
• Roll sweetshop to table
• Cranck it open
• Put in coin from breakfast
• Get sweets to take home
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32. 5. Who’s Buying
A rose by any other name…
• Journey map
• Mental model
• Channel strategy map
• Empathy map
• Combo map
• Scenario
• Demo
• Launched – in real life
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33. THANK YOU
elvi.nissen@trustworks.dk
.