![]() ![]() The actor is the persona or user who experiences the journey. Regardless of how they look, journey maps have the following 5 key elements in common: Journey maps come in all shapes and sizes. While the argument can be made that the term ‘customer’ does a disservice to the method (because, especially for certain business-to-business products, not all of end users are technically customers, i.e., product buyers), alignment on what you call the map is far less important than alignment on the content within the map. Both reference a visualization of a person using your product or service. ![]() The terms ‘user journey map’ and ‘customer journey map’ can be used interchangeably. Most journey maps follow a similar format: at the top, a specific user, a specific scenario, and corresponding expectations or goals in the middle, high-level phases that are comprised of user actions, thoughts, and emotions at the bottom, the takeaways: opportunities, insights, and internal ownership. This narrative is condensed and polished, ultimately leading to a visualization. Next, the timeline is fleshed out with user thoughts and emotions in order to create a narrative. In its most basic form, journey mapping starts by compiling a series of user actions into a timeline. Definition of a Journey Mapĭefinition: A journey map is a visualization of the process that a person goes through in order to accomplish a goal. This article covers the basics: what a journey map is (and is not), related terminology, common variations, and how we can use journey maps.Īdditional articles are available, discussing when to create customer journey maps, the 5-step process, and journey mapping in real life. Depending on the context, they can be used in a variety of ways. They come in all shapes, sizes, and formats. ![]()
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