Using customer narratives and data, “map” what they are doing, thinking, feeling and interacting with over a set period of time.
Core team, subject matter experts
During Discovery, a journey map can help arrange individual data points into chronological order. During Framing, the team can return to a journey map to identify the point in the journey when a proposed solution will be used by a customer.
The best time to do a Journey Map is after a few rounds of user research, when synthesizing data into insights. Alternatively, Journey Maps can be used to align the stakeholder’s vision of a Customer Journey, before starting User Research. During Framing, the map can be modified to match a “future” state where the proposed solution exists.
Identify which users journey the team is mapping. Leverage existing Personas and if multiple choose the most important one to start
Map alone, together (10 minutes)
Share individual journeys with the team (10 minutes)
Dot voting (10 minutes)
Consolidate into one big story (10 minutes)
Mark customers emotions and pain points (10 minutes)
Identify opportunities along the journey (10 minutes)
At the end of a Journey Map the team will have a shared holistic view of a Persona’s experience. The process reveals opportunities to address user pain points and prevents misalignment during the “framing” process.