Mapping the Customer Journey17 September 2015

Benjamin Disraeli

“Experience is the child of thought, and thought is the child of action.”

Hello

Customer Journey Map• It’s an artefact that serves to illuminate the experience a person may have with a

product or service.

Customer Journey Map: uses• Measure touchpoints along a specific journey

• Identifies the peaks and troughs of how a customer feels in the journey

• Based on personas (based on research)

• Allows us to empathise with customers

• Highlights the experience across various touchpoint

• Helps us focus on real customer needs

Mapping the experience

A simple journey

Why do we do it?

Vision• Demonstrate the vision for the project

• Communicate what you are trying to achieve.

• Shows the potential future state of the design solution (not the actual design)

Behaviour• Helps us understand customer behaviour

• Experience mapping can help you work out how and when customers are going to interact with your product/service and what they expect from it.

Functionality exploration• Feature ideas will naturally come to mind

• By understanding the ‘flow’ of the various tasks the customer will want to perform:

• you can start to think about what kind of interface that serves the customer

• you can identify the contexts in which people will use your product and design accordingly

They help us identify opportunities to improve• You will be able to identify the low points in the customer experience and use them

as opportunities to create a better over all experience.

When should we do it?

If you’re working on a new product or service• It will help you visualise the future state journey of what you are designing

If you’re working on an existing product or service• It will visualise how user are actually interacting with the design and illuminate

opportunities to improve the experience.

Customer journey maps should be based on our personas and our research

Elements of a customer journey map

We need to know• Your customer’s goals

• Their motivations

• Their current pain points

Trigger• What prompted the user’s problem

Context• Where is the user? What is around them? Are there any external factors which may

be distracting them?

Progression• How does each step enable them to get to the next?

Devices• What device are they using? Are they a novice or expert? What features does the

device have?

Functionality• What type of functionality are they expecting? Is it achievable?

Emotions• What is their emotional state in each step?

• Are they engaged, bored, annoyed, angry, excited?

Start with a basic user flow

Start with a hypothesis• Write it out

• Then map it out on Post It Notes

One main character• Use real image to add depth and

empathy

• Same as your Persona image

Focus on a single pathway• No need to complicate

• Determine what’s the most important part of the process

Note secondary personas• These could give you clues about features and content strategy

NameAgeLocationOccupationFamily status Social media usage

Technology usage

Income

Free time

Plan the story elements

Start with the Time, Location, DoingFiona FindlayAge: 37Location: SydneyOccupation: Marketing DirectorFamily status e.g. “De facto”Defining characteristic e.g. “The connector”

Social media usage

Technology usage

e.g. Reading an article on SMHabout the Isle of Unicorn

e.g. That looks really interesting,I bet Max would love this.

e.g On bus to work

e.g 7:23amTIME

LOCATION

DO

THINK

(to the person sitting down)“Have you been to Isle of Unicorn? I’d love to go”

SAY

NewspaperTOUCH

Excited

Sends a message to Maxsaying I’m booking now.

Max is going to kill me; thisis our second holiday this year.

At her local cafe

e.g 7:56am

--

iPhone

AnxiousFEEL

Income

Free time

Exercise: a simple journey

Your yesterdayMY DAY

FAVE APPS

What does your average day look like?

MY JOURNEY

WHATWhat are you using?

WHYWhy do you use it?

HOWHow do you use it?

I AM ...Describe yourself in work and play

Plot your personal and work activities and digital touchpoints. The higher the position (10), the better you’re feeling.

MORNING MIDDAY

HIGH

LOW

NIGHT

Repeat: your ideal day tomorrowMY DAY

FAVE APPS

What does your average day look like?

MY JOURNEY

WHATWhat are you using?

WHYWhy do you use it?

HOWHow do you use it?

I AM ...Describe yourself in work and play

Plot your personal and work activities and digital touchpoints. The higher the position (10), the better you’re feeling.

MORNING MIDDAY

HIGH

LOW

NIGHT

Thank youMapping The Customer Journey