From the course: Journey Mapping: Case Study in Action

Finalizing and designing the customer journey map

From the course: Journey Mapping: Case Study in Action

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Finalizing and designing the customer journey map

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- We have a mix of Post-it notes, scribbled journey maps, noted emotions and observations, and maybe a video or two. Our data gathered for Red30 has been mixed in, and we feel confident (paper rustles) about what we've learned so far. (air whips) But it's not a journey map until it's an actual map. Here's the thing about the map you will be sharing. It's not about the map. It's about the story it tells. What does the customer want your company to know? Let's work on telling that story. To start, be sure to include a brief summary of the persona representing the customer. In the case of Red30, that's Hannah in a hurry. Once we have that down, we move into the heart of the map. Just like our workshop journey map, we have rows for doing, thinking, and feeling. We've combined those here. And we've added a graph to show emotional highs and lows. And at the very bottom, takeaways where you can highlight key findings, ideas, and recommendations. In doing, we have the key actions that are customer takes to get from the start of our map, which is the consideration phase, to the end point purchase. Notice those exclamation point icons? Those are calling out our moments of truth along the journey. For Red30, the lack of clarity surrounding purchase is a big one. In thinking and feeling, we are truly representing the customer with direct quotes and expressions. For Red30, customers loved everything during the trial, but things took a turn for the worse further in their journey. The emotional graph shows the customers highs and lows throughout the journey at a glance. And as for takeaways, we've added ideas to improve some of the customer challenges we found. We're working on clarifying the purchase process with the head of UX. But also, we're setting better expectations about the free version of the app. To tell your story, you may want to hand the map over to a graphic designer. That's what we did. They used a program called Procreate to draw out this simple, but still effective, version of our journey map. You may have a tool that allows you to include even more moments like customer video testimonials or interactive data. Whatever you choose to do, don't feel like it has to be perfect. Your journey map should be a living tool for you and your teams. It's not supposed to be just a work of art, but it doesn't hurt if it is.

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