Telling a story is the best way to capture an audiences’ attention. People can easily connect to the message you are trying to convey which makes it more memorable. When you combine storytelling and user experience design it can be a powerful method to teach companies about their customers. This powerful tool can also be turned into a journey map. Which is one of the best tools to layout customer experience, from beginning to end.
What is a journey map?
A customer journey map is a visual representation used to tell the story of a customer’s experience from initial contact through engagement. It shows us how customers are reaching their goals, and if not how can they. This story is told through the customer’s perspective to emphasize the connections between the user’s expectations and business requirements. The journey maps either focus on a certain part of the tory or gives an overview of the entire experience. Designers are able to discuss the user’s feelings, motivations and questions by recognizing the key interaction points. These maps are based on user research, which means no journey maps are alike. This allows designers to think about interactions from the user’s point of view rather than an inside approach. The tool helps organizations focus on ways to build long term relationships with their customers through respect, consistency, and trust.
Why is it important?
Journey maps help designers gain an understanding of the user’s perspective and what they want to achieve. These maps identify problem areas where a user’s experience becomes frustrating and painful. Once the journey map is given to individuals higher up in the business hierarchy, it provides an understanding as to how users’ interact with the organization and how it can be improved.
How to create a journey map
There is no one correct way to create a journey map. It is usually presented in the form of an infographic with a timeline of the user’s experience, but it can also be a storyboard or a video. The purpose of the map is to emphasize the primary focus of the user’s story. By illustrating the map as a graphic makes it easier to understand as well as grab people’s attention. Maps need to include both statistical and evidential data to highlight the users’ needs, questions, and feelings about their interaction with an organization. Making it as simple as possible design wise is better for organizations to understand the map easily.
The components of a journey map include:
- Personas – A fictional representation that illustrates the needs, goals, thoughts, feelings, opinions, and expectations of general target users.
- Timeline – A limited amount of time or a variety of phases
- Emotions – The highs and lows that illustrate the user’s emotions
- Touchpoints—How the customer interacts with the company
- Channels – Where customers interaction
Using all of the information from above, I created my own Customer Journey Map about getting a hair-cut.
For people who are creating their first customer journey map it can be quite difficult if you don’t know what you are doing. This might seem like an unnecessary step in the design process. For some individuals it might be, however, for those that it does matter taking the time to create this journey map can bring light to issues that you might not have thought of or seen through other methods. When you create the map make sure it is learner-centered, and helps all of the members in the design and development team.