Brief introduction of customer journey maps and a guided process to create a journey map in a collaborative way. The purpose of this workshop was to demonstrate the process and allow participants to learn by doing.
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,
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.