Download - User Experience Map Presentation
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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/
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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.”
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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
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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
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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
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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)
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What is in a journey map?
Timeline
A specific amount of time or phase
(one year vs. awareness phase)
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What is in a journey map?
Emotion
Illustrating emotions such as frustration, anxiety or happiness
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What is in a journey map?
Touchpoints
What the customer is doing and how they are interacting
with the brand
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What is in a journey map?
Channels
Where the customers are interacting (website, app, or store)
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What is in a journey map?
Moment of truth
Positive interaction that leaves an impression
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What is in a journey map?
Supporting characters
Individuals that somehow contribute to the experience (friends or colleagues)
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1. Review GoalsConsider organizational goals as well as specific goals
for a customer journey mapping initiative.
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2. Gather ResearchReview all relevant user research both qualitative and
quantitative. Other research methods could include customer listening, social media listening, web analytics, etc.
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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)
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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.
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5. Brainstorm with lensesGenerate as many ideas as possible in a short amount
of time.
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6. Affinity DiagramVisually organize ideas and find cohesion in the
team’s concepts.
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7. Sketch the JourneyCreatively combine all the pieces - timeline, touchpoints,
channels, emotional highs and lows, new ideas to improve the customer experience.
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8. Refine and digitizePolish and leverage your work into an artefact.
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9. Share and useMaintain journey maps over time - possibly use for future
strategic plans and initiatives.
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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