Customer Journey Map
A journey map is a visualization of the process that a person goes through in order to accomplish a goal. It represents a series of touch-points and feelings that customers have towards your product or service.
In its most basic form, journey mapping starts by compiling a series of user actions into a timeline. Next, the timeline is fleshed out with user thoughts and emotions in order to create a narrative. This narrative is condensed and polished, ultimately leading to a visualization.
Goals:
· Identify gaps in Customer Experience.
· Explore Opportunities.
Stages of creating a Customer Journey Map:
- Stage 1: Information gathering
- Stage 2: Decision to create
- Stage 3: Brainstorming (sketching)
- Stage 4: Creation
- Stage 5: Validating/disproving (continue to iterate)
Key Components of a Customer Journey Map:
- Actor
- Scenario + Expectations
- Journey Phases, Emotions
- Opportunities
Example:
Example of a journey map of a customer buying smart-watch from Amazon to gift his friend on his birthday
Journey mapping process provides a holistic view of the customer experience by uncovering moments of both frustration and delight interactions. It can reveal opportunities to address customers’ pain points and, ultimately, create a better experience for your users.
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