Customer journey mapping in documenting graphics playout workflow: a case study
Wainikainen, Anna (2023)
2023
Tietojenkäsittelyopin maisteriohjelma - Master's Programme in Computer Science
Informaatioteknologian ja viestinnän tiedekunta - Faculty of Information Technology and Communication Sciences
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Hyväksymispäivämäärä
2023-12-22
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tuni-2023121810995
https://urn.fi/URN:NBN:fi:tuni-2023121810995
Tiivistelmä
The goal of this thesis was to map out the high-level customer journey of graphics playout, to identify possible challenges faced during the journey and suggest recommendations to address the identified challenges and pain points. It also aimed to evaluate the effectiveness of customer journey mapping in capturing and documenting the graphics playout workflow and the related experiences of technical specialists.
A mixed-methods approach was utilized to address the research questions. After desk research, three co-design workshops with three technical specialists responsible for graphics playout were held to map the customer journey. After the workshops, an in-depth interview was conducted to identify challenges and potential improvements.
The customer journey map of graphics’s playout with relevant steps, work roles and stakeholders was successfully documented in the co-design workshops. The study identified three primary challenges in the workflow: communication, resource constraints, and rapid technological development. Despite the challenges, technical specialists generally found the workflow to be efficient and working well. This case study indicates that customer journey mapping can effectively capture the graphics playout workflow and the experiences of technical specialists. The mixed-methods approach used in this case study, combining co-design workshops with interviews, proved to be effective in collecting and documenting data.
The case study provided a comprehensive understanding of the challenges and workflow dynamics in graphics playout. The created customer journey map makes it possible to clarify roles and responsibilities from the perspective of different users, to help evaluate new systems to be implemented, and to assess users' needs and requirements for them. The findings highlight the importance of effective communication, adequate resourcing, and strategic management of technological advancements in ensuring a smooth and efficient workflow. The insights gained from this study can serve as a basis for future research and practical applications aimed at optimizing customer journeys within similar contexts.
A mixed-methods approach was utilized to address the research questions. After desk research, three co-design workshops with three technical specialists responsible for graphics playout were held to map the customer journey. After the workshops, an in-depth interview was conducted to identify challenges and potential improvements.
The customer journey map of graphics’s playout with relevant steps, work roles and stakeholders was successfully documented in the co-design workshops. The study identified three primary challenges in the workflow: communication, resource constraints, and rapid technological development. Despite the challenges, technical specialists generally found the workflow to be efficient and working well. This case study indicates that customer journey mapping can effectively capture the graphics playout workflow and the experiences of technical specialists. The mixed-methods approach used in this case study, combining co-design workshops with interviews, proved to be effective in collecting and documenting data.
The case study provided a comprehensive understanding of the challenges and workflow dynamics in graphics playout. The created customer journey map makes it possible to clarify roles and responsibilities from the perspective of different users, to help evaluate new systems to be implemented, and to assess users' needs and requirements for them. The findings highlight the importance of effective communication, adequate resourcing, and strategic management of technological advancements in ensuring a smooth and efficient workflow. The insights gained from this study can serve as a basis for future research and practical applications aimed at optimizing customer journeys within similar contexts.