What is Journey Map or Customer Journey Mapping ?
A Journey Map or (CJM) Customer Journey Mapping is a visualization of the process that a person goes through in order to accomplish a goal.
6 Elements of Customer Journey Mapping :
1. Persona :
The persona or user who experience the journey.
2. Scenario and User Goal :
The scenario describes the situation that the journey map addresses and is associated with an user’s goal or need and specific expectations.
3. Steps :
Steps provide organization for the rest of the information in the journey map (actions, thoughts and emotions.)
4. Actions, Thoughts and Emotions :
These are behaviors, thoughts and feelings the user has throughout the journey and that are mapped within each of the journey phases.
5. Channels and Touchpoints :
The map should align touchpoints (when the persona actually interacts with the product) and channels (methods of communication, such as the website or physical store) with user goals & actions.
6. Opportunities :
Opportunities help the team draw knowledge from the map.
Why do we use it?
Customer Journey Mapping is a process that provides a holistic view of the customer experience by uncovering moments of both frustation and delight throughout a series of interactions.
Done successfully, it reveals opportunities to address customers pain points, alleviate fragmentation and ultimately create a better experience for your users.
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