Visualise and describe the cutomer's journey and touchpoints
Project Stage:
Discover
Who:
Customer
Experts
Decision makers
Service Providers
Design Principles:
Journey maps are visual tools that describe how users interact with a service step-by-step from their perspective. They highlight each stage of the interaction, the touchpoints involved, and any obstacles or barriers encountered. Additionally, journey maps often show the positive or negative emotions experienced throughout the interaction.
Use it to
Visualize and understand the entire user experience
Identify pain points and emotional highs and lows in the user journey
Improve service design by addressing gaps and barriers in the current user experience
Align team members and stakeholders on user-centric improvements
Top Tips
Include Real Users: Involve actual users or frontline staff in creating the journey map to ensure it reflects real experiences.
Detail Emotions: Capture and represent the emotional journey of users to better understand their pain points and satisfaction levels.
Iterate and Validate: Continuously refine the journey map with feedback and additional data to keep it accurate and useful.
Visualize Touchpoints: Clearly depict all interaction points to identify where improvements can be made.
Consider the Full Experience: Include what happens before and after the core interaction to get a complete picture of the user’s journey.
Journey Maps
Visualise and describe the cutomer's journey and touchpoints
Journey maps are visual tools that describe how users interact with a service step-by-step from their perspective. They highlight each stage of the interaction, the touchpoints involved, and any obstacles or barriers encountered. Additionally, journey maps often show the positive or negative emotions experienced throughout the interaction.
Use it to
Top Tips
Resources
Journey Map template
Related Methods
5 Whys
Interviews
Data Boards