What is it?
It’s a visualization technique that helps organizations understand the experiences and behaviors of their customers or users. It involves creating a visual representation, or map, of the steps that a customer or user takes as they interact with an organization or product. The map includes information about the customer's goals, pain points, and emotions at each step of the journey. Journey mapping can be used to identify opportunities for improving the customer experience and to design more effective products, services, and processes.
How do we do it?
There are a few steps you can follow to create a journey map:
- Define the scope of the journey map. Identify which customer or user group you want to focus on and the specific journey or process that you want to map.
- Gather data about the customer journey. This can include observations, interviews with customers or staff, and analysis of customer data.
- Identify key moments in the journey. These are the points where the customer's needs, emotions, or behaviors change.
- Create a visual representation of the journey. This can be a diagram, timeline, or other visual format that shows the steps the customer takes and the key moments identified in step 3.
- Analyze the journey map to identify opportunities for improvement. Look for points in the journey where the customer experience could be enhanced, or where there are efficiency gains to be made.
- Use the insights from the journey map to design improvements to the customer experience or to redesign processes.
It's also helpful to involve a diverse group of people in the journey mapping process, as different perspectives can provide valuable insights.