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BUILDING EMPATHY WITH
YOUR CUSTOMER
THROUGH NARRATIVES
The Power of Customer Journey Maps to Define
a Narrative and Create Empathy
I’M NOT AN EXPERT.
Jeffrey Humble
UX Lead
Twitter: @JeffBumbles
WE NEED TO HAVE EMPATHY
FOR OUR CUSTOMER IN ORDER
TO BE SUCCESSFUL
Assumption #1
EMPATHY
the action of understanding, being aware of, being
sensitive to, and vicariously experiencing the
feelings, thoughts, and experience of another without
having the feelings, thoughts, and experience fully
communicated in an objectively explicit manner
WE HAVE TO UNDERSTAND
OUR USERS TO DESIGN
ANYTHING MEANINGFUL.
EMPATHY IS THE GOLD
STANDARD.
EMPATHY IS THE FIRST PART OF OUR RECIPE
BUT I CONDUCT USER INTERVIEWS,
AND USABILITY TESTS, AND I
ALWAYS A/B TEST NEW FEATURES.
ISN’T THAT ENOUGH?
THE CUSTOMER THE UX DESIGNER
THE UX DESIGNERTHE CUSTOMER
THE UX DESIGNERTHE CUSTOMER
NARRATIVES ARE A POWERFUL
WAY TO BUILD EMPATHY.
Assumption #2
UNDERSTANDING YOUR
CUSTOMER’S JOURNEY IS KEY TO
FINDING THEIR NARRATIVE
Assumption #3
SOMETIMES, YOU CAN LOSE
YOUR CUSTOMER’S NARRATIVE
IN YOUR QUEST TO HELP THEM
YOUR CUSTOMERS DON’T EXPERIENCE
YOUR PRODUCT LIKE A PHOTOGRAPH…
YOU EXPERIENCE IT LIKE A FILM.
USER PERSONAS
SCENARIOS
USER RESEARCH
STORY MAPS
CUSTOMER JOURNEY MAPS
STORYBOARDS
MAPPING THE JOURNEY.
FINDING THE NARRATIVE.
5 TIPS FOR SUCCESSFUL
CUSTOMER JOURNEY
MAPS
1. THINK FROM THE CUSTOMER’S
POINT OF VIEW, NOT AN INTERNAL
BUSINESS POINT OF VIEW
2. INVITE YOUR COLLEAGUES TO
TAKE PART SO THAT IT’S AN OPEN
AND COLLABORATIVE PROCESS
3. BASE IT ON RESEARCH AND
VALIDATE WITH CUSTOMERS
4. MAKE IT VISUAL AND
EASILY ACCESSIBLE TO
EVERYONE IN THE COMPANY
5. PLAN FOR IT TO GROW AND
EVOLVE WITH THE CUSTOMER
OTHER COMPANIES ARE
STARTING TO SEE THE VALUE
OF A CUSTOMER JOURNEY
FIND A NARRATIVE THAT
INSPIRES YOU TO DO MORE
Bonus:
YOUR CUSTOMERS
HAVE A STORY.
SEEK IT OUT.
LINKS
FOR THE SLIDES
Twitter: @JeffBumbles

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Building Empathy With Your Customer Through Narratives