Tuesday, May 03, 2016

Ruminating on User Journey Maps

Creating user journey maps is an integral part of any UX or design thinking process. There are many ways in which you can create a user journey map. The links below would serve as guidance on the different approaches one can take to illustrate customer journey maps.

http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/

I liked the sample journey maps created by Lego and Starbucks.

  • Before creating a user journey map, you have to define personas - based on customer segmentation and personality types. 
  • Then identify the customer experience journeys that you want to illustrate for each persona - e.g. transactional process of buying a car insurance, lifetime journey for an insurance customer, etc. 
  • Each journey is then broken down into various stages or phases that the customer goes through.
  • For each step, identify the customer emotions (e.g. positive, negative, neutral) and think on improving the customer experience - making it a 'wow' moment. 

Joyce also has a great presentation on SlideShare that shows many examples of customer journey maps and how they can be used to create superior customer experiences. My personal favourite was the below example that was a simple yet powerful tool to create wow moments for your customers.


There is another great blog post by ThoughWorks on facilitating collaborative design workshops.