Journey Mapping to Understand Customer Needs

Journey mapping reveals a holistic view of the customer experience by uncovering moments of both frustration and delight throughout a series of interactions. Find opportunities to streamline the experiences you create and differentiate your brand.

Syllabus

What you will learn

Articulate the goals and benefits of journey mapping

Creating empathy, alignment, and buy-in
Storytelling through a visual artifact
Determining when journey mapping is useful

Deeply understand the elements of a customer journey map

Actors and scenarios
Actions, mindsets, and emotions
Touchpoints, channels, and findings

Follow the 5 steps of creating a journey map

Determine critical up-front constraints
Gather research findings: Contextual inquiry, task analysis, diary studies, and quantitative data
Synthesize your findings
Evaluate the experience: Identify transitional volatility, gaps, opportunities, and values
Craft the visual narrative and key takeaways