How To Create A Customer Journey Map

Summary

In this informative video, Megan Grocki from Madpow outlines the nine key steps to creating effective customer journey maps. These visual tools illustrate an individual's relationship with a brand over time and across various channels. The steps include reviewing product goals, conducting research, identifying customer touchpoints, using empathy maps, brainstorming, organizing ideas, sketching the journey, refining the design, and sharing the maps widely. Grocki emphasizes the importance of creativity and collaboration in this process, ultimately helping teams enhance customer experiences.

Takeaways

• 😀 Journey maps visualize an individual's relationship with an organization, service, product, or brand over time and across channels.
• 📊 They help explore 'what ifs' during research and conceptual design.
• 🔍 Key elements of a journey map include personas, timelines, emotions, touchpoints, and channels.
• 📝 Step 1: Review goals for the product or service.
• 📚 Step 2: Gather research through methods like customer interviews, surveys, and web analytics.
• 🔗 Step 3: List customer touchpoints and associated channels.
• 💭 Step 4: Conduct an Empathy Map to understand customer experiences.
• 💡 Step 5: Brainstorm ideas using 'lenses' to view problems differently.
• 📊 Step 6: Create an affinity diagram to organize ideas and find cohesion.
• ✏️ Step 7: Sketch the journey creatively, incorporating team-generated ideas.
• 🖥️ Step 8: Refine and digitize the map for a polished presentation.
• 📣 Step 9: Share the journey maps widely to promote visibility and engagement.

Q & A

What is a customer journey map?

A customer journey map is a visual interpretation of an individual’s relationship with an organization, service, product, or brand over time and across various channels.

Why are customer journey maps important?

They help explore 'what if' scenarios during research and conceptual design, allowing teams to understand customer experiences better.

What key elements should be included in a customer journey map?

Key elements include personas, a timeline, customer emotions, touchpoints, and channels where interactions occur.

What is the first step in creating a customer journey map?

The first step is to review the goals for the product or service.

What research methods does Megan Grocki recommend?

Recommended research methods include customer interviews, contextual inquiry, surveys, customer support logs, web analytics, social media, and competitive intelligence.

What is the purpose of an Empathy Map in the journey mapping process?

An Empathy Map helps depict various facets of a persona's experiences, allowing teams to understand how customers feel in specific scenarios.

What does brainstorming with 'lenses' involve?

Brainstorming with 'lenses' involves generating ideas quickly, using words representing key concepts, brand attributes, or mindsets to view problems differently.

What is an affinity diagram?

An affinity diagram is a tool used to organize ideas and find cohesion within a team’s concepts, helping focus on the right solutions for the audience.

How should the journey be sketched according to the script?

The journey should be sketched creatively, with no specific way of layout, incorporating all the ideas generated by the team to improve the future customer journey.

What is the final step in the customer journey mapping process?

The final step is to share the journey maps enthusiastically, displaying them prominently in common areas to increase visibility and understanding.