Where does the journey start? What happens before the 1st service touchpoint?
What happens during service delivery? What are the main touch points with the user?
What are the things that users see? Why?
What makes it work behind the scenes? Why can't users see some of these things?
What happens after the service has been delivered?
What is it like for the user to start using the service? Do they understand how it works? Is anything explained? Does anyone help?
Is the service responsive and available when needed?
Is it a smooth experience to use the service? Do the steps and touch points flow together nicely? How?
What information does the user need & when? How is this accessed or delivered?
Is the cost of the service reasonable? Are there tiers? What's the difference between each tier?
Can the user decide what level of privacy they want? How?
What physical facilities, equipment, personnel & comms are used? Why do you think they were chosen? How did each contribute to the service & experience?
How are the senses accommodated? What engages sight, touch, sound, smell & taste? In what way and to what effect?
What does it look like? What style is it? Is it clear or confused? Does it match? How & why?
What function is the service performing?
Are there add-on services? What are they? Are they relevant and adding value? How?
Does the service connect to other things? What? Are they relevant and adding value?
How does the provider communicate with users? Online? Offline? Is it effective?
Does the system and process notice when a user needs support? How? When? Is it effective?
What are the rules for using the service? Are they known already or are they explained? How?
How are errors handled? How are they identified, handled or prevented?
How are complaints lodged? What happens? How are mishaps handled?
How have they been designed for the expected & unexpected?
What emotions does the service spark?