Using Journey Maps to Visualize the Path a Customer Takes

Jared Spool

October 1st, 2015

Communication is at the heart of service design and Marc Stickdorn knows the core of it is getting everyone on the same page. He says that the importance of this lies in the fact that customer experiences sometimes aren’t tangible—a user or customer could be experiencing an internal event. It’s important to understand how different customers come in contact with the design.

One way of determining that is with a customer journey map. Being able to visualize the path a customer takes while interacting with your product is a powerful thing.

A few weeks ago I interviewed Marc Stickdorn on this topic. Here’s an excerpt from our conversation:

The journey map is as good as the data we use to create it. When we talk about journey mapping and getting everybody on the same page, we also need to make sure that the customer has a word in there. That means that we either have data about the customer, solid data, not so much talking about content of data, but rather qualitative research methods, ethnographic research, to really understand, “What is their experience?” from a customer perspective, step-by-step throughout the whole journey. Then based on this data, we can start to redesign or improve it.

Listen to the full interview with Marc or read the transcript.

In Marc Stickdorn’s workshop, Service Design: Creating Delightful Cross-Channel Experiences, you’ll learn how to:

  • Redesign the service experience using journey maps as the starting point
  • Map customer satisfaction and engagement throughout the customer journey
  • Sketch possible solutions to improve on top-priority problem areas in the journey
  • Make cheap, fast prototypes to test in the context of the service situation

See what else you’ll do during Marc’s full day workshop at the User Interface Conference, November 2 in Boston.

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