Product Design: How to Build a Customer Journey Map
Sprint: Did you know we have an online conference about product design coming up? SPRINT will cover how designers and product owners can stay ahead of the curve in these unprecedented times. When a customer uses a company’s products and services to achieve a goal or need, they are going on a journey from point A to point Z. A customer journey map charts the path a user takes from the beginning of this journey to the satisfaction of that need. Mapping out the customer journey is an effective way to understand what turns a viewer into a long-term, loyal customer. – Kofi Senaya, Director of Product at Clearbridge Mobile Understanding a user’s needs is the bedrock of great design. User experience and product designers draw upon a range of tools and methods for uncovering the needs of their users and designing a product that meets those needs. The customer journey map is one such tool to deploy in the early stages of the design process to help empathize with users and identify opportunities for providing a better experience. The Smithsonian Museum maps out its visitors’ journey across multiple channels and touchpoints of engagement. What is a journey map? “Journey mapping combines two powerful instruments: storytelling and visualization,” according to Kat Kaplan in When and How to Create Customer Journey Maps. A customer journey map can take a variety of forms, but essentially, it is a visual representation of a customer’s experience with a product or company at various touchpoints over time. A Customer Journey map is a visual or graphic interpretation of the overall story from an individual’s perspective of their relationship with an organization, service, product or brand, over time and across channels. […] The story is told from the customer’s perspective, but also emphasizes the important intersections between user expectations and business requirements – Megan Grocki at UX Mastery A customer journey maps help designers and other stakeholders empathize with the needs of their customers, triangulate pain points that their users experience, and identify opportunities for improvement and innovation. Most customer journey maps attempt to track the customer’s potential emotions during the experience: curiosity, confusion, anxiety, frustration, relief, etc. The quest to understand the target user or customer is not new or specific to the digital landscape. Disney, arguably the masters of great customer experience, began mapping out their customers’ multi-channel engagement—from movies to toys to theme parks—decades ago. The terms “journey map” and “experience map” are often used interchangeably in the design community, although some designers draw a line between the two terms. As the debate rolls on, it is perhaps less important to debate the distinctions than to focus on the essential goal of mapping out and better understanding the customer journey. Disney laid out their omnichannel touchpoint strategy with this map in 1957. A customer journey map can focus on a single task or experience, such as mapping out a payment flow, or can cover the full life cycle of a customer’s initial engagement and continued retention. An experience map is crafted as part of a UX design process for an application. (by Miklos Philips) The journey map may center on a specific feature or app, or it may follow the customer’s experience at each touchpoint across a company’s service ecosystem. If a company relies on multiple channels and various touchpoints for customer service, » Read More
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