Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to evaluate a customer journey map?

2,507 views

Published on

Six aspects to consider when analyzing a customer journey map.
- What's the difference between a current-state vs. a future-state journey map?
- Assumption-based vs. research-based?
- High-level perspective vs. detailed scope?
- Main actors?
- Product-focused vs. experience-focused?
- Different kinds of visualization?

___
Get our best learning materials on https://tips.morethanmetrics.com – free cheat sheets, video tutorials, best practice examples and much more.

Published in: Business

How to evaluate a customer journey map?

  1. 1. HOW TO EVALUATE A JOURNEY MAP? … six aspects to consider Journey Map Tips More Than Metrics ©
  2. 2. ASPECTS TO CONSIDER CURRENT-STATE (AS-IS) FUTURE-STATE (TO-BE) ASSUMPTION-BASED RESEARCHED-BASED HIGH-LEVEL PERSPECTIVE DETAILED SCOPE Journey Map Tips More Than Metrics ©
  3. 3. MAIN ACTOR: KIND OF VISUALIZATION: CUSTOMER, USER, EMPLOYEE STORYBOARD, GRAPHS, … ASPECTS TO CONSIDER PRODUCT-FOCUSED EXPERIENCED-FOCUSED Journey Map Tips More Than Metrics ©
  4. 4. CURRENT-STATE JOURNEY MAP THIS TYPE OF JOURNEY MAP REPRESENTS AN EXPERIENCE AS IT IS RIGHT NOW. THEY CAN HELP IDENTIFY PROBLEMS OR OPPORTUNIEIS. ASK YOURSELF:DOES MY JOURNEY MAP SHOW WHAT IS CURRENTYHAPPENING? FUTURE-STATE JOURNEY MAP THIS TYPE SHOWS A STATE THAT IS NOT YET A REALITY THEY CAN HELP SHOW WHAT YOU WOULD LIKE TO HAPPEN OR WHAT YOU WOULD LIKE TO DESIGN FOR THE FUTURE. Journey Map Tips More Than Metrics ©
  5. 5. ASSUMPTION BASED IS THE JOURNEY MAP BASED ON RESEARCH? INTERVIEWS WITH CUSTOMERS? RESEARCH BASED A JOURNEY MAP THAT IS CREATED WITH CUSTOMERS, USERS OR BASED OFF OF RESEARCH WITH THE END-USER. Journey Map Tips More Than Metrics ©
  6. 6. HIGH LEVEL PERSPECTIVE HOW FAR DOES THE JOURNEY MAP ZOOM OUT? DOES IT CAPTURE AN END TO END EXPERIENCE? DETAILED SCOPE HOW MUCH DOES THE JOURNEY MAP ZOOM IN? DOES IT FOCUS A SPECIFIC PART OF JOURNEY? PERHAPS THE SMALLER INTERACTIONS TAKING PLACE? Journey Map Tips More Than Metrics ©
  7. 7. 5 6 7 8 TESS 1 4 This is a high-level perspective … 2 3 9 Introduction to Service Design © More Than Metrics
  8. 8. Each step can be separated into smaller steps … 7 SEND A TEXT SCANNING INSTAGRAM OPENS ORDERING APP UPDATE PROFILE COFFEE POINTS ON APP SOFTWARE UPDATE Introduction to Service Design © More Than Metrics
  9. 9. MAIN ACTOR WHO IS THE MAIN ACTOR OF THE JOURNEY MAP? IS IT A CUSTOMER? AN EMPLOYEE? A USER? P.S. REGARDLESS OF WHO IS THE MAIN ACTOR, JOURNEY MAPS USE PERSONAS TO SHOWTHE MAIN ACTOR Journey Map Tips More Than Metrics ©
  10. 10. HOW DO YOU ILLUSTRATE THE JOURNEY? DO YOU USE IMAGES, SKETCHES TO CREATE A STORY BOARD? DO YOU USE GRAPHS TO ILLUSTRATE THE EMOTIONAL JOURNEY? KIND OF VISUALIZATION: STORYBOARD, GRAPHS, … Journey Map Tips More Than Metrics ©
  11. 11. PRODUCT-FOCUSED DOES THE JOURNEY MAP EMPHASIZE THE JOURNEY THAT YOUR CUSTOMER HAS WITH YOUR SERVICE OR PRODUCT OVER THAT OF A MORE HOLLISTIC VIEW OF THE CUSTOMER‘S EXPERIENCE. EXPERIENCED FOCUSED DOES THE JOURNEY TAKE INTO ACCOUNT EXPERIENCES THAT YOUR CUSTOMER MIGHT HAVE OUTSIDE OF THEIR EXPERIENCE WITH YOUR PRODUCT OR SERVICE? Journey Map Tips More Than Metrics ©
  12. 12. VISUALIZE CUSTOMER EXPERIENCE

×