Distinctive Advantages of User Journey Maps (vs. Affinity Diagrams)
In our project to enhance the user experience at Trader Joe’s, a chain grocery store in the U.S., the purpose of mapping the user journey is clear: It serves as a tool for identifying UX problems that require attention. This involves identifying touchpoints that need improvement and pinpointing breakdowns within a user’s journey. However, a few weeks ago, we created an affinity diagram using qualitative research findings to outline and define customer experience issues at Trader Joe’s. As we analyze this data through journey mapping, a question arises: What value does a journey map offer that an affinity diagram does not?
When examining the results, this question becomes intriguing as the issues identified in the affinity diagram and journey mapping appear remarkably similar. Below are my preliminary thoughts on this question. to this question, and I am still reflecting on it.
- User journey maps as communicative aids
The utility of journey maps can become obvious in their role as communicative aids. They serve as valuable instruments for conveying the intricacies of a journey to stakeholders less acquainted with its nuances, thereby fostering engagement. As outlined in various articles, a salient point to consider is the ability of user journey maps to establish a shared understanding of how customers should be treated across diverse business channels. This not only breaks down organizational silos but also initiates a culture of customer-focused communication within the business framework.
2. Utilize a journey map as a tool to pinpoint the exact touchpoint where a breakdown occurs
User journey maps offer a precise method to identify pain points within specific touchpoints. Unlike affinity diagrams, which (might) categorize issues based on other dimensions, user journey maps provide a more detailed perspective on when and where challenges arise. By offering detailed insights into specific steps, journey maps contribute to a more comprehensive understanding of the context in which breakdowns occur.
