Facts for Customer Journey Map

Facts for Customer Journey Map

Customer journey maps are visualization the process that a realistic view of the journey your customers have with your brand, service, or product, and they can be digital, analog, physical, social and so on. In each interaction or touch point, there is an exchange of value or creation of value. Journey maps are actually not proper maps, but diagrams.

  • We need journey maps for (1) Understand the true customer journey. (2) Stress test new products, services. (3) Plan for long-term changes to improve the experience for your customers.

Barbara Fredrickson and Daniel Kahneman did some interesting research on the experience on pain in a hospital setting. There’s a great Ted talk by Kahneman on which I suggest you watch. There is a link in the class description below. Their findings is summarises as the peak and rule, and in short, it basically means that when a person coats his or her experience, the peak emotional experiences and the end experience dictates the memory off the overall experience.

  • The worst thing I see in customer journey mapping is when a lot of effort is put into the process, but a goal is never defined. So at the end you have a map but reap none of the benefits for which it was created.

Don’t be a navigator without a compass.

  • Customer journey maps starts by actions into a timeline with user thoughts and emotions in order to create a story. This story is short and precise, ultimately leading to a visualization.

Famous quote by Harvard professor Theodore Levitt. People don’t want to buy 1/4 inch drills. They want quarter inch holes. In fact, people don’t want the holes either. They what they really want. It might be a cozy living room with a photo of their Children on the wall. So how do we find these values? Yes, you probably guessed it user research.

  • A customer journey map makes intangible experiences visible and can facilitate a common understanding between team members.

Here are a few tools and references that can be helpful during user journey mapping:

User Experience Lead | Data-Driven Design