Download - User Experience Map Group Presentation
How to Create a Customer Journey Map
by Megan Grocki
Presentation by: Tara Conklin, Briana Cunningham, Sabrina O’Neil,
and Amanda Banas
http://uxmastery.com/how-to-create-a-customer-journey-map/
What is a customer journey/experience map?
“A visual or graphic interpretation of the overall story from an individual’s perspective of their relationship with an organization, service, product or brand, over time and across channels.”
What is a customer journey/experience map?- Narrative approach to describe details- Told from customer’s perspective- How user expectations cross with business requirements- Focus on long-term relationships- Requires user research- Uncovers opportunities for a better user experience
What are they used for?To...
- garner genuine engagement - find out where the product or service fits into your
customer’s life- answer “what ifs” about the product/service during
conceptualization
What are they used for?To...
- decide how a customer should be treated - explain the intended customer experience to everyone in
the business- especially important for very large companies
What is in a journey map?
Personas
Characters that are created to illustrate all aspects of a product’s user (needs, goals, thoughts, feelings, opinions,
expectations, and pain points)
What is in a journey map?
Timeline
A specific amount of time or phase
(one year vs. awareness phase)
What is in a journey map?
Emotion
Illustrating emotions such as frustration, anxiety or happiness
What is in a journey map?
Touchpoints
What the customer is doing and how they are interacting
with the brand
What is in a journey map?
Channels
Where the customers are interacting (website, app, or store)
What is in a journey map?
Moment of truth
Positive interaction that leaves an impression
What is in a journey map?
Supporting characters
Individuals that somehow contribute to the experience (friends or colleagues)
1. Review GoalsConsider organizational goals as well as specific goals
for a customer journey mapping initiative.
2. Gather ResearchReview all relevant user research both qualitative and
quantitative. Other research methods could include customer listening, social media listening, web analytics, etc.
3. Touchpoint and Channel brainstorms
Generate a list of all of the customer touchpoints and the channels on which those touchpoints occur today.
(Brainstorm more if needed)
4. Empathy MapGather a sense of how it feels to be of a persona in this
customer experience in terms of thoughts, feelings, sights, hearings, words and actions.
5. Brainstorm with lensesGenerate as many ideas as possible in a short amount
of time.
6. Affinity DiagramVisually organize ideas and find cohesion in the
team’s concepts.
7. Sketch the JourneyCreatively combine all the pieces - timeline, touchpoints,
channels, emotional highs and lows, new ideas to improve the customer experience.
8. Refine and digitizePolish and leverage your work into an artefact.
9. Share and useMaintain journey maps over time - possibly use for future
strategic plans and initiatives.
Tips● Give yourself enough time to go through process!● Get multiple people involved in creating a journey map
(different areas of the organizations or different levels)● SHARE! Share the map with everyone