This document provides information about journey mapping, including what a journey map is, why organizations create them, examples of journey maps, and tips for creating a journey map. It defines a journey map as a tool that helps create a shared understanding of a customer's experience over time to improve design. Examples of parts of a journey map include feelings, thoughts, actions, context, touchpoints and phases. The document also includes templates and tips for creating a journey map through stakeholder interviews and diagramming.
3. JOURNEY MAPS
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Mapping the customer journey for great experiences
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Unless otherwise noted, all content within created by Mary Lan (@greybeat).
Source credits provided where available.
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What’s a Journey Map?
An journey map (aka experience map) helps create a shared empathic
understanding of the customers' interactions with the [company or product]
over time and space.
Quote Source: Chris Risdon, Adaptive Path
• “A good experience should map feel like a catalyst, not a
conclusion.”
• “A map should have some qualitative and quantitative
information in order for it to take shape in a meaningful way.”
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Why a Journey Map?
Gain Strategic Insights
Having a holistic view into our customer’s mindset and motivations, the stages of their
experience, and key trigger points can give us unique insights into how to design for
them.
Drive Alignment
Align teams or stakeholders to strategic initiatives.
Formulate a Plan
Journey maps can provide a formalized framework to ensure continuity and consistency
across all integrated communications and touch points.
Gain a Deeper Understanding
Empathy is key to designing a great user experience. Journey maps a great way to walk
in the user’s shoes.
Source: Matt Wilczynski, with edits by Mary Lan
8. “You want to work with stakeholders
until they know the story so well they
are constantly telling and retelling it
themselves.”
Source: Chris Risdon, Adaptive Path
11. About the Customer
Feeling Thinking Doing
Did you notice frustration
or delight about
something? Did you see it
on their face? Did they tell
you so explicitly? Were
they feeling rushed,
anxious, excited, etc.?
Why?
What were they thinking as
they were going through
the process of [example:
checking out on your site]?
Did they express confusion
about as they were
completing the task? What
was their mental model?
Did they do anything
interesting that may inform
you of problems or
opportunities in your
design? (Examples: use
their phone to check
something, call their friend
to ask for
recommendation, etc.)
Goal
WHAT does your he/she want to achieve? (e.g. “I want to buy these shoes so that I can look great at the prom.”
not “I want to go through your checkout experience so I can have these shoes.”)
Customers perform tasks to achieve a goal. Your job is to find out what that
goal is. Underlying that goal are emotions, thoughts, and actions.
12. About the Context
Places
People
Channel
Time
WHO are they interacting with?
(e.g. A customer service agent)
WHEN are they doing this?
(e.g. Day/night)
HOW are they doing this? (e.g.
On their phone or on a POS
device or in a store)
WHERE are they interacting
with you? (e.g. in your retail
store at the mall)
Context can influence behavior. Awareness of contextual variations and how
they affect behavior can help you design relevant, timely experiences.
13. Touchpoints are moments where
your customers interact with your
business.
Examples:
• Customer service call
• Welcome email
• Opening product packaging
• An interaction on a website
• Word-of-mouth referral
We want to orchestrate the
touchpoints!
Touchpoints
Image Source: David Bessenhoffer
Content Source: Matt Wilczynski, with edits by Mary Lan
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Breakdown of a Journey Map
Search DecideEvaluate Buy
+
_
Source: Mary Lan
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Breakdown of a Journey Map
Source: Mary Lan
The journey captures an end to end experience, where you define the start and end.
Example: When a customer gets in their car to go to the grocery store to when they
finish putting away the groceries at home. As you start to map out the tasks over
time, you may notice phases beginning to reveal themselves.
Time
(and Phases)
The customer whose experience you are representing in your map.Role
What the customer wants to achieve.Goal
What is the thing you want to measure? This can be emotional value (e.g. happy,
frustrated) to quantity of time (e.g. how long did it take them to complete certain
parts of the process) or some other value you assign to the journey map. This is
your Y-axis (assuming “Time” is your X-axis). Put more simply, your journey map
won’t be effective if you can’t tell a story about it. Simply saying Jane (“role”) did this
(tasks to achieve “goal”) and this and this… (tasks across “time”) isn’t compelling.
You need to add that Jane did this and this across time and these are the points
where is where she is happy/frustrated.
Value
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“But I’m a Visual Person…” BOOM!
Source: Mary Lan
Time
(and Phases)
Role
Goal
Value
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Less than Successful
Examples
As a caveat, I’m not sure if these were in fact intended to be Journey Maps. They came up under a Google
image search I did for Journey Maps, so my apologies to the creators if it was not your intent. I guess, my
apologies to the content creators regardless… ;)
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Linear (Time based)
Pie Chart (Quantity based, can even be of time)
Volatility (of emotion, satisfaction, etc.)
Proximity
Bracketing (Shows decisions or funneling)
Connections/overlaps
The Templates
Source: Mary Lan
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Make Your Own Journey Map!
NOTE: The following slides are part of the workshop portion of the class, so there are less
notes and some duplication of earlier content.
35. Get into groups of 3 and conduct an interview:
• One person tells a story (last restaurant experience).
• One person sketches it.
• One person takes notes and asks clarifying questions.
Capturing a Story
37. Decide on a Template (or Make One Up)
Linear (Time based)
Pie Chart (Quantity based, can even be of time)
Volatility (of emotion, satisfaction, etc.)
Proximity
Bracketing (Shows decisions or funneling)
Connections/overlaps
Source: Mary Lan
Journey maps are a great synthesis of other artifacts you may already be used to.
(Set timer)
(5 min)
Every person performs a task or series of tasks to achieve a goal. Your job is to find out what that is – what motivates them to complete the task? Supporting that goal are emotions, thoughts, and actions. When you interview, look/listen/probe for these.
Note: You could also use an empathy map for this purpose. This is basically a stripped down version.
(Set timer)
(5 min)
(Set timer)
(5 min)
(Set timer)
(5 min)
(Set timer)
(5 min)
High level process (if you had days/weeks)
(Set timer)
(5 min)
Take the story you captured and think about how these pieces apply