These are the points of interaction between the user and the product or company. What are their thoughts, feelings, motivations and needs at each stage? Try to understand what the customer is thinking. What are the customers actual behaviors and actions? This is what the customer is doing during each of the above stages. The goal is to push users into being an advocate of your product. What follow up does the company do after the customer has consumed the product or service? In this box, make sure to focus on your company’s retention strategy. Once the user has selected the product, this describes how they receive it. This is when the customer makes the conscious decision to use the product. With some products, customers make instant purchasing decisions while with other products customers spend hours researching the options since there may be high switching costs. This is when the customer is researching potential solutions. This is when the customer is trying to learn about the potential solutions to their problems and recognize they have a need. The top of the grid, outlines the different stages the customer goes through while engaging with your product or service. Here is a link to download a blank template so you can fill it out during your session. The customer journey map template is a large grid. Also, during the workshop, give everyone in the room a pad of sticky notes and a sharpie. It will also be helpful to have a big whiteboard or a print out of the template to stick on a wall. There are multiple different templates that you can use but most of them have relatively the same components and will get the job done. It is often helpful to have a template to guide the workshop. Ideally, you want a comprehensive team but you don’t want more than 8 people since it can derail productivity. This will be different for each product or service but think about the key areas of business. You want people representing all functional areas of the business including development, design, marketing, and operations to join the session. You can conduct moderated interviews, unmoderated interviews, contextual inquiries, surveys, diary studies etc. If you are starting without any research, we would recommend you do some research first to guide the conversation. Everyone involved should have a good base understanding of the customer you are creating the journey for. You can pull information from previous customer satisfaction surveys, support logs, analytics, competitive intelligence and any other previous customer research that you have conducted. Gather as much research as you can and make sure everyone in the room is briefed on the latest research. Other disciplines like marketing will have many personas, each having different demographics and characteristics that they can target. When working in user experience design it is important to focus on one primary user. It is important that the group has a primary persona in mind. Prior to starting the workshop, you want to make sure you have a few things prepared to make it successful. Preparing for the Customer Journey Mapping Workshop In this post, we are going to focus on a high-level, end-to-end customer journey map. You will map out when the user first boarded the plan, how they found their seat, the in-flight announcements, snack service and finally the baggage claim process. You will most likely want to start out at a very high level and review the whole customer experience.įor example, a high-level customer journey map outlines the process of taking a flight from discovering the user needs to go on the trip, to booking the trip, to boarding the plane and finally the billing process.Ī fully detailed customer journey map can give a deeper level of user insights by outlining the entire experience on the plane. The current-state journey map visualizes the user’s current experience with your product or service, while the future-state journey map visualizes the user’s future experience.īefore beginning, you should define the scope of the customer journey map. There are two types of customer journey maps: a current-state customer journey map and a future-state customer journey map. In order to make your customers happy and build products that solve real problems, you need to understand what users are experiencing when they come into contact with your product or service. It facilitates a common understanding between team members, uncovers insights from the user’s journey and explores potential opportunities for growth and improvement. The customer journey map is a method to gain useful customer insights by laying out the steps a user takes, along with a series of touch points and feelings your customer has towards your service or product.Ĭonducting a customer journey mapping workshop does a few key things.
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