Journey Map
A Journey Map visually outlines a customer's experience with a product or service from initial awareness to long-term impact. It helps teams identify key touchpoints and strategize for optimal customer engagement.
Use this method when you need to understand the customer's perspective and identify opportunities to improve their experience with your solution.
Solves: Lack of shared understanding of the customer experience; Siloed thinking preventing holistic solutions.
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Step 1: (5 min) Introduce the concept of a Journey Map and its benefits.
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Step 2: (10 min) Brainstorm and write down key moments of engagement for the user on separate sticky notes (1-2 word headlines).
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Step 3: (15 min) Arrange the sticky notes in the order the user would likely experience them, considering influences and touchpoints.
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Step 4: (20 min) Review, revise, add, or remove key moments as needed to accurately reflect the customer journey.
- Encourage participants to think from the customer's perspective.
- Focus on the most critical touchpoints (3-5) to avoid overwhelming the map.
- Add emotional indicators to each touchpoint to visualize the customer's feelings.
- Create separate journey maps for different customer segments.