Group

1. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
https://www.nngroup.com/articles/customer-­‐journey-­‐
mapping/
By: Kate Kaplan
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
When and How to Create Customer Journey Maps

2. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
Definition: A visualization of the process that it takes a person to
accomplish a goal. It’s used for understanding and serving
customers needs.
Two powerful instruments:
● Visualization
● Storytelling
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
What Is A Customer Journey Map?

3. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
1. Zone A
2. Zone B
3. Zone C
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
Deconstruction of a Customer Journey Map

4. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
Why Do You Need a Journey Map and When Should You Have One?
1. Shifting a Company’s Perspective from Inside-­Out to Outside-­In
● Refocuses agendas on the thoughts, actions, and emotions of customers
● Gives insight into human experiences that aren’t otherwise considered
2. Breaking Down Silos to Create One Shared, Organization-­Wide Vision
● Creates cross-­department conversation and collaboration (entire customer journey)
● Creates plan of action by highlighting areas of friction (“Where do we begin?”)
3. Assigning Ownership of Key Touchpoints to Internal Departments
● Gives internal teams specific tasks to control for inconsistencies/glitches
● Creates clarity in alignment of departments through stages (touchpoints)

5. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
Why Do You Need a Journey Map and When Should You Have One?
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
4. Targeting Specific Customers
● Helps teams focus in on specific personas or customers
i. Differences/similarities across journeys of multiple personas
ii. Prioritizing a high-­value persona
iii. Exploring methods to target new personas
5. Understanding Quantitative Data
● Helps discover why something specific is happening
○ Examples:
■ A plateau of online sales
■ An online tool is being underutilized

6. Key Elements of Customer Journey Maps
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
Touchpoints and channels
Uncovering gaps in the user experience
Insights and ownership
Breadth vs Depth
Scope
Focus

7. Key Elements of Customer Journey Maps
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
Point of View
Who is the actor departing on this journey?
Scenario
Designed with user’s goals in mind
Uncovering positive and negative points in journey
Actions/ Mindsets/ Emotion
“Heart of a journey map’s narrative”
Qualitative research methods
Contextual Inquiry
Diary studies

8. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
Rules for Creating a Successful Journey Map
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
1. Establish the why and the what
2. Base it on the truth
3. Collaborate with others
4. Don’t jump straight to visualization
5. Engage others with the end product

9. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
Rules for Creating a Successful Journey Map
Establish the why and the what:
● What are the goals that the map supports?
● Who is using it?
● Who is it about and what what experience does it address?
● How will it be shared?

10. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
Rules for Creating a Successful Journey Map
Base it on truth
● Use quantitative facts supplemented by qualitative facts
Collaborate with others
● Be transparent and invite others to work with you

11. Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor Klinkowstein
Terri Sun, Ryan Yin, Craig Wang, Gage Greeno Professor
Klinkowstein
Rules for Creating a Successful Journey Map
Don’t jump to visualization
● Focus on clear facts before designing
Engage others with end product
● Make presentation interactive