A customer journey map is a visualization of the process that a person goes through in order to accomplish a goal tied to a specific business or product. It’s used for understanding and addressing customer needs and
In its most basic form, journey mapping starts by compiling a series of
- The map is tied to a specific product or service.
- It is split into 4 swim lanes: phases, actions, thoughts, mindsets/emotions.
- It reflects the user’s perspective:
- Including her mindset, thoughts, and emotions
- Leaving out most process details
- It is chronological.
- There is one map per persona/user type (1:1 mapping).
Why use it:
- To pinpoint specific customer journey touch points that cause pain or delight
- To break down silos to create one shared, organization-wide understanding of the customer journey
- To assign ownership of key touch points in the journey to internal departments
When to use it:
- At any point in the design process, as a reference point amongst a team throughout a product design cycle
The 5 steps of successful Customer Journey Mapping
Five key steps comprise a standardized framework for customer journey mapping that can be scaled to any scope or timeline. Effective customer journey mapping follows five key high-level steps:
1. Aspiration and allies: Building a core cross disciplinary team and defining the scope of the mapping initiative 2. Internal investigation: Gathering existing customer data and research that exists throughout the organization 3. Assumption formulation: Formulating a hypothesis of the current state of the journey and planning additional customer research 4. External research: Collecting new user data to validate (or invalidate) the hypothesis journey map 5. Narrative visualization: Combining existing insights and new research to create a visual narrative that depicts the customer journey in a sound way
Benefits of Journey Maps
- Provides a clear picture of the user experience.
- Creates empathy for the user.
- Identifies opportunities to enhance the experience.
- Identifies gaps between devices, departments and channels.
- Can help understand quantitative data.