What Can Disney Teach Us About Journey Mapping?
You may have heard that one of the newest techniques to understand customer experience is to journey map the entire customer/donor/patient/member/student experience from the time they first come in contact with your brand until they successfully engage, and beyond.
It’s a great exercise, but for most, it is difficult to see the organization from the perspective of the person they serve. It is easier to talk numbers than touchpoints, micromoments and conversions. But I read about a company that utilized a new method to understand the journey people travel to engage with your business. It’s a technique dating back to the first animated Disney movie.
The technique is called “storyboarding.” We utilize the technique to visually show clients how a commercial will be videotaped and edited together. For most people, it makes much more sense than a script. One of the most successful ways to storyboard is to tape the various frames (with one idea or image) on a wall in sequential order. Soon you have the entire story laid out visually, so you can easily decipher all that is needed to complete the project.
Airbnb CEO Brian Chesky used this technique to roadmap customer experience after reading a biography of Walt Disney. The chapter was on Snow White (Disney’s first feature-length, animated film), so his process was called “Project Snow White.” Mr. Chesky’s team storyboarded the “perfect travel experience for a guest and the perfect travel experience for the host.”
Storyboarding brings the customer experience journey to life; it shows where you may have issues and where there are opportunities. It makes customer experience a story–and that is easier to communicate to staff.