The document discusses how to create a customer journey map. A customer journey map is a visual representation of a customer's experience with a company over time and across channels from the customer's perspective. It is used to understand customer expectations, find opportunities to improve the customer experience, and explain the intended experience to a company. The key components of a journey map include personas, a timeline, touchpoints, channels, and emotions. The steps to create a journey map are to define goals, gather customer research, map touchpoints and channels, create an empathy map, brainstorm ideas, organize ideas, sketch the journey, refine the map, share it within the company, and maintain it over time.

1. How to Create a
Customer Journey Map
by Megan Grocki
Presentation by: Tara Conklin, Briana Cunningham, Sabrina O’Neil,
and Amanda Banas
http://uxmastery.com/how-to-create-a-customer-journey-map/

2. What is a customer journey/experience map?
“A visual or graphic interpretation of the overall story
from an individual’s perspective of their relationship
with an organization, service, product or brand, over
time and across channels.”

3. What is a customer journey/experience map?
- Narrative approach to describe details
- Told from customer’s perspective
- How user expectations cross with business requirements
- Focus on long-term relationships
- Requires user research
- Uncovers opportunities for a better user experience

4. What are they used for?
To...
- garner genuine engagement
- find out where the product or service fits into your
customer’s life
- answer “what ifs” about the product/service during
conceptualization

5. What are they used for?
To...
- decide how a customer should be treated
- explain the intended customer experience to everyone in
the business
- especially important for very large companies

6. What is in a journey map?
Personas
Characters that are created to illustrate all aspects of a
product’s user (needs, goals, thoughts, feelings, opinions,
expectations, and pain points)

7. What is in a journey map?
Timeline
A specific amount of time or phase
(one year vs. awareness phase)

8. What is in a journey map?
Emotion
Illustrating emotions such as frustration, anxiety or happiness

9. What is in a journey map?
Touchpoints
What the customer is doing and how they are interacting
with the brand

10. What is in a journey map?
Channels
Where the customers are interacting (website, app, or store)

11. What is in a journey map?
Moment of truth
Positive interaction that leaves an impression

12. What is in a journey map?
Supporting characters
Individuals that somehow contribute to the experience
(friends or colleagues)

13. 1. Review Goals
Consider organizational goals as well as specific goals
for a customer journey mapping initiative.

14. 2. Gather Research
Review all relevant user research both qualitative and
quantitative. Other research methods could include customer
listening, social media listening, web analytics, etc.

15. 3. Touchpoint and
Channel brainstorms
Generate a list of all of the customer touchpoints and
the channels on which those touchpoints occur today.
(Brainstorm more if needed)

16. 4. Empathy Map
Gather a sense of how it feels to be of a persona in this
customer experience in terms of thoughts, feelings,
sights, hearings, words and actions.

17. 5. Brainstorm with lenses
Generate as many ideas as possible in a short amount
of time.

18. 6. Affinity Diagram
Visually organize ideas and find cohesion in the
team’s concepts.

19. 7. Sketch the Journey
Creatively combine all the pieces - timeline, touchpoints,
channels, emotional highs and lows, new ideas to
improve the customer experience.

20. 8. Refine and digitize
Polish and leverage your work into an artefact.

22. 9. Share and use
Maintain journey maps over time - possibly use for future
strategic plans and initiatives.

23. Tips
● Give yourself enough time to go through process!
● Get multiple people involved in creating a journey map
(different areas of the organizations or different levels)
● SHARE! Share the map with everyone