Customer Journey Maps
What
- Combine storytelling and visualisation
- Creates a holistic view of customer experience
- Communicate insights that inform design processes
Why
- Brings together disparate data points that can engage otherwise disinterested stakeholders from across groups and spur collaborative conversation and change
- Create a shared understanding of user’s experience
When to use
- Post interviews
- Post observation of customer using the process OR get some one who matches the persona to do the transaction
How
What you need
Large flipchart / Whiteboard / Customer Journey map print (Download print-ready canvas)
Post its / Markers / Sharpies
Proto persona / Persona
Optional – Empathy map
Time needed
1 – 2 hours per persona
Number of people
1 facilitator
4 – 6 team members per persona
Method
- Gather the same team that had done the empathy map and interviews (if any). Go through the persona, empathy map, paste it on the side of the map – keep referring to it
- Draw / stick the format
- We will do one map per persona
- Start with defining high level steps/ stages thru which your persona would go thru
- Think and write of the questions that the persona, would ask at this stage
- Then – actions that the persona can take at this stage
- The pain points that the customer could experience at each stage and the happy moments
- Each team member writes, one thought per post it and pastes, while explaining – feel free to ask questions, keep the banter going
- Remember you are acting as the customer and not as an expert
- Reflect back with the team – have thought as the customer or as SME, have you done justice to the customer
- Now ideate – think free write the opportunities – opportunities are best written in verbs and nouns (don’t write solutions – e.g. find the refund button v/s bigger refund button
Become a practitioner!
Learn how you can integrate the techniques of Design Thinking in your own context and with your skill-set by practicing in the real world.
Practitioner's Workshop - Download the Brochure
