I’m really interested in the entire concept of creating a customer journey when looking at one’s product/service/website etc. I think it takes a relatively simple concept that we often hear (“Put yourself in the customer’s shoes!” “Think like the customer!” etc) and defines it in a way that can be adapted to various businesses. However, while the concept seems simple, creating a succinct customer journey map can seem a bit daunting, especially if you have a complex process that the customer has to go through.
In trying to figure out where one even starts when building out a customer journey map, I came across this article which lays out the process in a lot of detail. Here’s the basic process that the author lays out:
- Research your users – both analytically and anecdotally, and start by employing any research/data that you already have
- Create your customer journey map in a workshop setting rather than in isolation
- Set realistic goals for your customer journey workshop, and invite the right participants (those who know the user and those who have influence in the organization)
- Identify key stages of user interaction and information that you want to map
- Create a customer journey grid (key info on one axis, stages of user interaction on the other)
- Work through the first column together, then split into small groups, then come back together to discuss
The author then goes on to explain that even if you go through this process, your customer journey likely won’t be perfect in it’s first iteration. It should be grounded in reality, but it will likely take multiple revisions to get it to a point that most people in the organization can agree on. The ultimate end goal is to keep the user’s story at the forefront of everyone’s minds, be they a designer or a marketer, to ensure that everyone is working toward the same goal of constantly improving the user experience.
- Have you had any experience creating a customer journey map? Did you follow a similar process as the above?
- In which aspects of an organization do you see a customer journey map having the most use/impact and why?
Source: Paul Boag. https://boagworld.com/usability/customer-journey-mapping/