Mapping the Customer Journey

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Purpose
Create a visual representation of all the touchpoints a user will have with your product or service in order to understand how a customer interacts with the product and accomplishes a goal
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BPPCreationIdeas
What is/Outcomes
Journey maps are usually presented in the form of a timeline of the customer’s journey showing every possible interaction the person might have from the moment they first encounter the product to when they become an expert user to when they might contact customer service to help with a problem. Making a very simple journey map isn’t hard, and it’s another exercise that’s best done as a team.

Journey maps are excellent for focusing your team on the user and getting them to start thinking about which areas of the customer journey aren’t working.

By creating a visual representation of the entire journey, you can see areas where you’re abandoning users or failing to move them from one step to the next. You’ll start to see areas that look thin or areas where you have too many touchpoints and are likely to start confusing the user.

It can be made on complete Journey, single flow, single feature...

  1. Do the Research
  2. Generate Touchpoints
  3. Arrange in a Timeline
  4. Categorize your Timeline
  5. Annotate Your Timeline (user mood + comments)
  6. Save It