![]() Figure 1-Example of a customer journey map ( Full-size image) ![]() Figure 1 shows an example of a customer journey map that illustrates a customer’s critical pain points. emotions-the customer’s emotional state-including needs met, goals accomplished, and satisfaction level-before, during, and after the experienceīy detailing a customer’s needs throughout an experience and revealing how each interaction negatively or positively impacts the customer’s emotional state, UX professionals can convert volumes of research findings and analysis into a concise, yet visually compelling story, which stakeholders across many levels of an organization can easily understand and interpret.interactions-the necessary steps for a customer to satisfy those needs and achieve the overall goal.need-what a customer has set out to achieve.In this article, I’ll attempt to illustrate the virtues of customer journey maps, the necessary ingredients that make them an intelligent deliverable that encourages conversation and collaboration, and the role they can play in effecting real change in large organizations.Ĭustomer journey maps are documents that visually illustrate an individual customer’s needs, the series of interactions that are necessary to fulfill those needs, and the resulting emotional states a customer experiences throughout the process. So why have I written an article on the value of customer journey maps? How did I manage to reach the conclusion that customer journey maps are not only a worthy and effective tool, but also a crucial element on large, enterprise user experience (UX) projects? Because I saw them have a significant impact on a recent project with The Boeing Company, and I’m now a believer. Design teams, with the best intentions, made every effort to keep personas alive and breathing, only to succumb to other project pressures that demanded annotation, use cases, and itemized requirements. Many times, stakeholders would just skim over them after our presentations or use them only to prove we were making progress on a project. In fact, throughout my career, I’ve even struggled with the value of personas and scenarios. Until recently, I never saw the value in customer journey maps.
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