How to Create a Customer Journey Map

by Megan Grocki

Presentation by: Tara Conklin, Briana Cunningham, Sabrina O’Neil,

and Amanda Banas

http://uxmastery.com/how-to-create-a-customer-journey-map/

What is a customer journey/experience map?

“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.”

What is a customer journey/experience map?- Narrative approach to describe details- Told from customer’s perspective- How user expectations cross with business requirements- Focus on long-term relationships- Requires user research- Uncovers opportunities for a better user experience

What are they used for?To...

- garner genuine engagement - find out where the product or service fits into your

customer’s life- answer “what ifs” about the product/service during

conceptualization

What are they used for?To...

- decide how a customer should be treated - explain the intended customer experience to everyone in

the business- especially important for very large companies

What is in a journey map?

Personas

Characters that are created to illustrate all aspects of a product’s user (needs, goals, thoughts, feelings, opinions,

expectations, and pain points)

What is in a journey map?

Timeline

A specific amount of time or phase

(one year vs. awareness phase)

What is in a journey map?

Emotion

Illustrating emotions such as frustration, anxiety or happiness

What is in a journey map?

Touchpoints

What the customer is doing and how they are interacting

with the brand

What is in a journey map?

Channels

Where the customers are interacting (website, app, or store)

What is in a journey map?

Moment of truth

Positive interaction that leaves an impression

What is in a journey map?

Supporting characters

Individuals that somehow contribute to the experience (friends or colleagues)

1. Review GoalsConsider organizational goals as well as specific goals

for a customer journey mapping initiative.

2. Gather ResearchReview all relevant user research both qualitative and

quantitative. Other research methods could include customer listening, social media listening, web analytics, etc.

3. Touchpoint and Channel brainstorms

Generate a list of all of the customer touchpoints and the channels on which those touchpoints occur today.

(Brainstorm more if needed)

4. Empathy MapGather a sense of how it feels to be of a persona in this

customer experience in terms of thoughts, feelings, sights, hearings, words and actions.

5. Brainstorm with lensesGenerate as many ideas as possible in a short amount

of time.

6. Affinity DiagramVisually organize ideas and find cohesion in the

team’s concepts.

7. Sketch the JourneyCreatively combine all the pieces - timeline, touchpoints,

channels, emotional highs and lows, new ideas to improve the customer experience.

8. Refine and digitizePolish and leverage your work into an artefact.

9. Share and useMaintain journey maps over time - possibly use for future

strategic plans and initiatives.

Tips● Give yourself enough time to go through process!● Get multiple people involved in creating a journey map

(different areas of the organizations or different levels)● SHARE! Share the map with everyone