Customer Journey Maps

In order to design what is best for the user, we need to understand their end to end experience. This diagram will serve as a holistic view of actions, influences, thoughts and emotions with and surrounding interactions with your brand or organization.

Serving suggestion

1-5 maps (by function or personal)
Minimum 2 researchers
1 day per map

Pairs well with

Personas
Opportunity Statements

Recipes

Get design buy-in from business stakeholders

Present insights & opportunities from research

Understand user behaviors, attitudes & needs

View recipes

Focus

How to do it:

Gather insights from primary and secondary research.
Select a framework/template (What are the stages? What rows will you include).
Map out the customer touchpoints, grouped by a goal.
Overlay the customers’ thoughts, emotions, actions, influences, needs, and pain points as they move through the process of accomplishing a specific goal.
Use the map to identify opportunities for intervention and improvement.

Additional resources

Journey Mapping is Key to Gaining Empathy – UX Planet

A deeper drive into using journey mapping as a tool to building empathy.

How to Build an Experience Map – Niall O’Connor

An experience map showsthe journey a customer has while experiencing a product or service. It also shows what competitors and your business are doing relative to this journey.

How to Create an Effective Customer Journey Map – Hubspot

Hubspot presents their insights and templates for customer journey maps.

5 Essential Components of Effective Customer Journey Maps – TandemSeven