Most journey maps follow one persona through one flow. Enterprise services don't work like that. EVCN — Ericsson's enterprise connectivity service — only makes sense as one system experienced by three different people at once: the enterprise buying it, the IT admin running it, and the remote employee living on it. Design for any one of them alone and you break the other two.
The multi-role journey
The core artifact of the EVCN design process was a multi-role experience journey — a service blueprint where the three audiences share a timeline. Provisioning, for example, is one moment with three faces: the enterprise wants zero-touch scale, the admin wants visibility and control, the employee wants to never notice it happened. Putting the three on one canvas forces the conflicts into the open before the interface hides them.
How it changes decisions
- Trade-offs get named. Every simplification for one role costs another role something; the blueprint shows exactly what and to whom.
- Research allocates itself. Personas, deal-breakers and goals were mapped per role — so multi-method research covered all three seats, not just the loudest one.
- "Seamless" becomes testable. Zero-touch is a claim about handoffs between roles; the journey defines each handoff so it can be validated.
Why it's a service-design story
EVCN's iF Design Award came in Service Design — Ericsson's first in the category — and I think that's precisely because the design work operated at the system level. The screens matter, but the product is the choreography between three audiences. Design the choreography and the screens follow.