12/11/2018 Customer journey map

Customer journey map

216 UX designers survey

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A User Journey Map at minimum depicts the stages of a user’s experience with a
product, service, or ecosystem. This tool helps us further empathize with the user
so that we can find opportunities to make their journey better.

When to use it
A User Journey Map can serve two different strategic roles:
Current Journey: demonstrates the way users currently interact with the
product, service, or ecosystem.
Future Journey: demonstrates the way users could interact with your solution.

Why is it useful?
When designing a product from scratch, User Journeys allow us to:
Empathize with our personas so we might find ways to increase their overall
delight with the service.
Consider the context in which a solution would have to work.
Identify points in the journey that could be opportunities to help the user
achieve their goals.
Visually articulate the key touchpoints where users interact with products,
services, or ecosystems (yours or others).

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A touchpoint is any time a potential customer or user

comes in contact with your brand–before, during, or after.
They tell us the what they did. It is an action. An
interaction.

touchpoints

How to create a User Journey Map?

Journey mapping combines two powerful instruments: storytelling and
visualization. These tools originate a concise deliverable, which creates a shared
vision. The result is a holistic view of the customer experience.

Must-haves
Personas: The main characters that illustrate the needs, goals, thoughts, feelings,
opinions, expectations, and pain points of the user

Descriptive title: (example: “Uploading my avatar photo”) Should explain the

design challenge that you are trying to understand and improve with this journey
map

Timeline: A finite amount of time (e.g. 1 week or 1 year) or variable phases (e.g.
awareness, decision-making, purchase, renewal)

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Emotions/thoughts: Peaks and valleys illustrating frustration, anxiety, happiness

etc.(You can use emoticons, icons, or avatars to illustrate these)

Touchpoints: Customer actions and interactions with the organization. This is

the WHAT the customer is doing. Touchpoints include the what and the where
(channels).

Channels: Where interaction takes place and the context of use (e.g. website,
native app, call center, in-store). This is the WHERE they are interacting. The
medium of the interaction.

Bidirectional channels support instant two-way interactions between

customers and the organization. They include:

Traditional one-on-one or physical channels such as talking to a

representative in-person or by telephone, or browsing in a physical store.
Banks and retail stores will rely on physical channels for example.
Digital channels such as websites, mobile and tablet apps, text messaging,
social media, live chat, and email. Digital channels are accessed through
computing devices such as smartphones, computers, tablets,
smartwatches, or smart thermostats.

Unidirectional channels are not immediately interactive; they usually support

one-way communication from customers to organizations or vice versa.
Examples include postal mail, print and TV advertisements, and packaging.

channels

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Devices are not channels. Devices simply provide the means to access channels such as
digital channels.

Step by step
Starting from the perspective of your chosen persona, consider the following
questions:
Context: Where is the user? What is around them? Are there any external
factors which may be distracting them?
Progression: How does each step enable them to get to the next?
Devices: What device are they using? Are they a novice or expert?
Functionality: What type of functionality are they expecting? Is it achievable?
Emotion: What is their emotional state in each step? Are they engaged, bored,
annoyed?

Step 1: Defining stages and timeline

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Define 3-6 stages that your user goes through. the before, during and after.
EX: discover, research, join, engage.-

Step 2: Touchpoints
Map out the touchpoints and channels where your user interacts product, service,
or ecosystem.
Identify your customer touchpoints by making a list of all the places and times
your customers might come into contact with your brand.

Ask yourself the following questions: Where do you go (and how do you get
there) when you:
Have a problem that needs to be solved?
Discover the product or business that will solve that problem?
Make your purchase decision?
Encounter the business after the purchase?

Class Activity: List the stages a user should go through and the timeline for
ordering a delivery pizza through a web site.
The User is hungry and craving for pizza.
. Go to a computer
. Find a pizza restaurant online on Google
. …

Step 3: Create the story

Once you have the draft of the stages, touchpoints, and channels, summariz and
illustrate a concise, yet comprehensible visual story. For each stage, consider
including drivers, goals, emotions, pain points, critical moments.

Examples:
From this list you will see that there are many ways of creating a customer
journey map.

List of 10 customer journey maps

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http://blog.uxeria.com/en/10-most-interesting-examples-of-customer-journey-
maps/

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Activity
Use the processes discussed in this Exercise to create a user journey map for
each of your selected personas. This is an opportunity for you to focus on not only
who your persona represents, but which goals, habits and behaviors they exhibit
in reference to your project.

Keep in mind that a user journey does not represent a map of your entire product
or service but rather an overview of a particular action or flow using your product
or service; for example, purchasing a specific product, searching for a particular
item, or accessing a specific piece or information.

Directions
. Choose 2-4 personas from your project and define key goals that each
persona might have while using your project.

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. For each persona, create a user journey map based on the process of
achieving that goal. Remember that user journey maps can take any form, but
there are useful examples in the Exercise if you’d prefer to use them.

Templates

Templates for different contexts

https://uxpressia.com/templates

Sketch
https://www.sketchappsources.com/search_ journey.html

Customer Journey Map

PDF Document

Further reading
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https://blog.practicalservicedesign.com/the-difference-between-a-journey-map-
and-a-service-blueprint-31a6e24c4a6c

https://blog.marvelapp.com/run-empathy-user-journey-mapping-workshop/

https://conversionxl.com/blog/customer-journey-maps/

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