The document outlines a customer journey mapping workshop led by Paola Miani, emphasizing the importance and framework for creating effective customer journey maps. It highlights how these maps can generate empathy, identify gaps in customer experiences, and inform digital transformation strategies by visualizing customer experiences over time. The workshop includes exercises to gather data, map phases, evaluate experiences, and identify improvement opportunities.

1. Customer journey
mapping
Workshop
By Paola Miani | @pmiani

2. Today
1. Introduction to journey maps
2. The framework: Elements of a customer journey map
3. Creating your customer journey map

3. 01
Introduction to customer journey maps

4. A customer journey map
is a visually compelling story of the
customer experience over time and across
multiple touch points.

5. “The goal of the customer
journey map is to get a holistic
view of what the customer is
going through from their point
of view and what it’s like for
them on a personal level, that
human level.”
Kerry Bodine, Co Author of
Outside In: The Power of Putting Customers
at the Center of Your Business,

6. Customer journey maps
to generate empathy

7. Customer journey maps
to focus on the overall experience

8. Customer journey maps
to expose the changes in the customer
behaviour

9. Customer journey maps
to identify gaps in the experience

10. Customer journey maps
is a catalyst of conversations

11. Customer journey maps
to create alignment across teams

12. Customer journey maps
to make informed decisions

13. Challenge
What does an ideal online
banking onboarding process
look like in Europe?

14. A customer journey map helped to
explain the findings of a
multinational research project
through story telling

15. 02
The framework: Elements of a
customer journey map

16. What do we want our
customers to SEE?

17. What do we want our
customers to DO and
feel?

18. What is the story we want
to tell them?

19. Facts + Feelings =
Journey map storytelling

20. Elements of storytelling
Characters ScenarioSituation
Behaviour Experience

21. Zone A: The lens
The lens provides constraints for
the map by assigning:
1. A persona (“who”)
2. The scenario to be examined
(“what”)
Zone B: The experience
The heart of the map is the
visualized experience
3. Phases of the journey
4. AcGons
5. Thoughts
6. EmoGonal experience that
the user has throughout the
journey (Quotes, videos,
emoGcons)
Zone C: The insights
The output should vary based on
the business goal the map
supports.
7. Insights to describe what
have we learn such as pain
points, content required,
value of digital channels,
internal ownership
8. OpportuniGes to improve the
experience
1 2
3 4
5
6
7
Zone A Zone B Zone C
Key points on every journey map
7

22. The steps
The
Experience
The
Insights
Thoughts, feelings,
pain points, quotes,
touch points.
Overall intent
A detailed journey map can
inform a digital transformation
strategy

23. A simple journey map can outline the
emotions and pain points of the
experience

24. 03
Creating your customer journey map

25. Brief
The Mobile UX conference wants to
know if it worth it to create a mobile app
for the conference and what content or
functionality would add more value to
their customers.

26. Who is the protagonist
of the story?
Demographics &
picture
Behaviour /
Activities
Information needs Goals / Painpoints
• Conference descripGon
• Speakers
• Price
• DuraGon
• LocaGon / venue
• Program / topics
She aspires to help
stakeholders to
understand the overall
customer experience and
play a more strategic
role. She would like to
know what are the best
conferences in London.
Her company send her
every year to a conference
of her choice. She
constantly seeks to
improve and develop her
UX skills.
Jackie, 32, lives in Kent,
Senior UX designer with 5
years of experience, works at
the digital department of a
big company.
Senior UX researcher
What is the protagonist of the
story trying to achieve and in
what context?
Jackie wants to learn new skills to
play a more strategic role in the
company. She has a budget of £500
max to spend on a conference or
course this year. She is very busy at
work and can only get 1 day off to
attend the conference.

27. Exercise 1 – Gather data
Individual brainstorm
Write one step per post it of
experience:
Before the event 2 min
During the event 2 min
After the event 2 min

28. Exercise 2 – Mapping
1. Before the event 2. During the event 3. After the event
Map out phases and actions within each phase.

29. Exercise 3 – Evaluate the experience
Include thinking and feeling, then circle key moments of the experience

30. Exercise 4 – Insights
Identify opportunities of improvement and consider whether an app could help to improve
certain phases of the journey

31. Exercise 5 – Present your findings
Tell the story of someone trying to achieve
something in a specific context.
Include actions, emotions and feelings
experienced during the journey.

32. Thank you !
Paola Miani - @pmiani
November 2016