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HCD Foundations and Frameworks Journey Mapping

Getting Started: Journey Mapping

Journey mapping is the activity used to create a visual journey map of the customer’s end-to-end interactions towards a goal. It captures the task, outcome, channels, and emotions at each step within a stage or phase. It can be used broadly, to capture the high level interactions and funnel down to the journey within a specific channel or user experience of the product itself.

Types of Journey Maps:

1. Current State

These customer journey maps are the most widely-used type. They visualize the actions, thoughts, and emotions your customers currently experience while interacting with your company. They are best used for continually improving the customer journey.

2. Day in the Life

These customer journey maps visualize the actions, thoughts, and emotions your customers currently experience in all the activities in which they partake on a daily basis, whether or not that includes your company. This type gives a wider lens into the lives of your customers and what their pain points are in real life. They are best used for addressing unmet customer needs before customers even know they exist.

3. Future State

These customer journey maps visualize what you believe will be the actions, thoughts, and emotions your customers experience in future interactions with your company. Based on what the current experience is, you map out where you want to be with this style. They are best used for illustrating your vision and setting a clear objective.

4. Service Blueprint

These customer journey maps begin with a simplified version of one of the above map styles. Then, they layer on the factors responsible for delivering that experience, including people, policies, technologies, and processes. They are best used for identifying the root causes of current customer journeys or identifying the steps needed to attain desired future customer journeys.

Components of a Journey Map:

Journey Maps can be very versatile and is considered a living document. I can’t think of one time there was a “finished,” journey map. One journey leads to another.
Here’s a template to get started without any fancy tools.

Creative Journey Maps:

Sometimes, journey maps don’t necessary involve people. In order to visualize a more effective supply chain, for example, we can personify the journey of a coffee bean!

Journey of a Congressman:

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