Mapping Customer Journeys for Insights and Alignment
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This document provides information about journey mapping, including what a journey map is, why organizations create them, examples of journey maps, and tips for creating a journey map. It defines a journey map as a tool that helps create a shared understanding of a customer's experience over time to improve design. Examples of parts of a journey map include feelings, thoughts, actions, context, touchpoints and phases. The document also includes templates and tips for creating a journey map through stakeholder interviews and diagramming.
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Mapping Customer Journeys for Insights and Alignment
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- 3. JOURNEY MAPS 3 Mapping the customer journey for great experiences : Unless otherwise noted, all content within created by Mary Lan (@greybeat). Source credits provided where available.
- 4. 4 What’s a Journey Map? An journey map (aka experience map) helps create a shared empathic understanding of the customers' interactions with the [company or product] over time and space. Quote Source: Chris Risdon, Adaptive Path • “A good experience should map feel like a catalyst, not a conclusion.” • “A map should have some qualitative and quantitative information in order for it to take shape in a meaningful way.”
- 5. 5 Source: David Bessenhoffer & Matt Wilczynski
- 6. 6 Why a Journey Map? Gain Strategic Insights Having a holistic view into our customer’s mindset and motivations, the stages of their experience, and key trigger points can give us unique insights into how to design for them. Drive Alignment Align teams or stakeholders to strategic initiatives. Formulate a Plan Journey maps can provide a formalized framework to ensure continuity and consistency across all integrated communications and touch points. Gain a Deeper Understanding Empathy is key to designing a great user experience. Journey maps a great way to walk in the user’s shoes. Source: Matt Wilczynski, with edits by Mary Lan
- 7. 7 Source: Chris Risdon, Adaptive Path
- 8. “You want to work with stakeholders until they know the story so well they are constantly telling and retelling it themselves.” Source: Chris Risdon, Adaptive Path
- 9. 9 The Parts
- 10. Customer & Context Feeling Thinking Doing Places People Channel Time Goal About the Customer About the Context
- 11. About the Customer Feeling Thinking Doing Did you notice frustration or delight about something? Did you see it on their face? Did they tell you so explicitly? Were they feeling rushed, anxious, excited, etc.? Why? What were they thinking as they were going through the process of [example: checking out on your site]? Did they express confusion about as they were completing the task? What was their mental model? Did they do anything interesting that may inform you of problems or opportunities in your design? (Examples: use their phone to check something, call their friend to ask for recommendation, etc.) Goal WHAT does your he/she want to achieve? (e.g. “I want to buy these shoes so that I can look great at the prom.” not “I want to go through your checkout experience so I can have these shoes.”) Customers perform tasks to achieve a goal. Your job is to find out what that goal is. Underlying that goal are emotions, thoughts, and actions.
- 12. About the Context Places People Channel Time WHO are they interacting with? (e.g. A customer service agent) WHEN are they doing this? (e.g. Day/night) HOW are they doing this? (e.g. On their phone or on a POS device or in a store) WHERE are they interacting with you? (e.g. in your retail store at the mall) Context can influence behavior. Awareness of contextual variations and how they affect behavior can help you design relevant, timely experiences.
- 13. Touchpoints are moments where your customers interact with your business. Examples: • Customer service call • Welcome email • Opening product packaging • An interaction on a website • Word-of-mouth referral We want to orchestrate the touchpoints! Touchpoints Image Source: David Bessenhoffer Content Source: Matt Wilczynski, with edits by Mary Lan
- 14. 14 Breakdown of a Journey Map Search DecideEvaluate Buy + _ Source: Mary Lan
- 15. 15 Breakdown of a Journey Map Source: Mary Lan The journey captures an end to end experience, where you define the start and end. Example: When a customer gets in their car to go to the grocery store to when they finish putting away the groceries at home. As you start to map out the tasks over time, you may notice phases beginning to reveal themselves. Time (and Phases) The customer whose experience you are representing in your map.Role What the customer wants to achieve.Goal What is the thing you want to measure? This can be emotional value (e.g. happy, frustrated) to quantity of time (e.g. how long did it take them to complete certain parts of the process) or some other value you assign to the journey map. This is your Y-axis (assuming “Time” is your X-axis). Put more simply, your journey map won’t be effective if you can’t tell a story about it. Simply saying Jane (“role”) did this (tasks to achieve “goal”) and this and this… (tasks across “time”) isn’t compelling. You need to add that Jane did this and this across time and these are the points where is where she is happy/frustrated. Value
- 16. 16 “But I’m a Visual Person…” BOOM! Source: Mary Lan Time (and Phases) Role Goal Value
- 17. 17 Examples
- 22. 22 Source: Muni
- 25. 25 Source: Lego
- 26. 26 Less than Successful Examples As a caveat, I’m not sure if these were in fact intended to be Journey Maps. They came up under a Google image search I did for Journey Maps, so my apologies to the creators if it was not your intent. I guess, my apologies to the content creators regardless… ;)
- 27. Source unknown
- 28. Source unknown
- 29. Source unknown
- 30. 30 Doing It!
- 31. Source: Chris Risdon, Adaptive Path The Process
- 32. 32 Linear (Time based) Pie Chart (Quantity based, can even be of time) Volatility (of emotion, satisfaction, etc.) Proximity Bracketing (Shows decisions or funneling) Connections/overlaps The Templates Source: Mary Lan
- 33. 33 Make Your Own Journey Map! NOTE: The following slides are part of the workshop portion of the class, so there are less notes and some duplication of earlier content.
- 34. Post-it Notes Markers & Pens Paper Your Toolkit
- 35. Get into groups of 3 and conduct an interview: • One person tells a story (last restaurant experience). • One person sketches it. • One person takes notes and asks clarifying questions. Capturing a Story
- 36. Feeling Thinking Doing Places People Channel Time Goal About the Customer About the Context Your Checklist
- 37. Decide on a Template (or Make One Up) Linear (Time based) Pie Chart (Quantity based, can even be of time) Volatility (of emotion, satisfaction, etc.) Proximity Bracketing (Shows decisions or funneling) Connections/overlaps Source: Mary Lan
- 38. Put It All Together Source unknown
- 39. 39 Thank You! Questions, Comments, Where to send a bag of gold? @greybeat on Twitter
Editor's Notes
- Class will be in two parts: lecture + activity
- Journey maps are a great synthesis of other artifacts you may already be used to.
- (Set timer) (5 min)
- Every person performs a task or series of tasks to achieve a goal. Your job is to find out what that is – what motivates them to complete the task? Supporting that goal are emotions, thoughts, and actions. When you interview, look/listen/probe for these. Note: You could also use an empathy map for this purpose. This is basically a stripped down version.
- (Set timer) (5 min)
- (Set timer) (5 min)
- (Set timer) (5 min)
- (Set timer) (5 min)
- High level process (if you had days/weeks)
- (Set timer) (5 min)
- Take the story you captured and think about how these pieces apply
- What do you want to measure? What’s the baseline?
- Define your stages, color code the parts