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CUSTOMER JOURNEY 101:
THE MAP

With high-confidence insights, you need a map that brings clarity for all levels of your organization. Here's a way to do it
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WHY BUILD A CUSTOMER JOURNEY MAP?

I have used this methodology to map experiences in some of the most iconic companies in the Nordics. I have used it in fashion, railways, airlines, beverages and more.

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CHOOSE THE LEVEL OF DETAIL — ACCORDING TO WHAT YOU NEED TO DO

I have used this methodology to map experiences in some of the most iconic companies in the Nordics. I have used it in fashion, railways, airlines, beverages and more.

TL;DR

YOUR METHODS TO GATHER INSIGHTS ON WHAT HAPPENS DURING YOUR CUSTOMER'S JOURNEY WILL BE STAKEHOLDER INTERVIEWS, SEARCH BEHAVIORS, AND SERVICE EXPLORATION.

IDENTIFY YOUR USER NEEDS, MOMENT BY MOMENT — SO YOU CAN SEIZE THEM

 

I have used this methodology to map experiences in some of the most iconic companies in the Nordics. I have used it in fashion, railways, airlines, beverages and more.

You will need to work on a table in two directions: horizontally, as the timeline of your user. And vertically, as the layers of the experience you need to manage. 

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DISCOVERING OUR STORE AT THE CITY CENTER

DOWNLOADING OUR APP

HEARING FROM THE BARISTA ABOUT FREE ONLINE DELIVERY

PLACING 1st ONLINE ORDER

ABOVE, HOW YOUR MAP LOOKS LIKE AT THIS POINT.

BELOW, HOW YOUR WORKSHEET IS BUILDING UP.

THE MOMENTS ARE A HORIZONTAL TIMELINE. NOW, CREATE A WORKSHEET SO YOU CAN ENRICH EACH MOMENT VERTICALLY

I have used this methodology to map experiences in some of the most iconic companies in the Nordics. I have used it in fashion, railways, airlines, beverages and more.

DIVIDING THE STORY

Touchpoints

In-depth interviews

Moments

Qualitative

Highly interpretative

Resources

A week planning and recruiting

A week conducting interviews

2-3 days reporting data

WRITING THE STORY

Touchpoints

In-depth interviews

Moments

Qualitative

Highly interpretative

Resources

A week planning and recruiting

A week conducting interviews

2-3 days reporting data

— TRIGGER! —

LINE OF INTERACTION

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DEFINE YOUR RESPONSES

 

I have used this methodology to map experiences in some of the most iconic companies in the Nordics. I have used it in fashion, railways, airlines, beverages and more.

DEFINE YOUR RESPONSES

Touchpoints

In-depth interviews

Moments

Qualitative

Highly interpretative

Resources

A week planning and recruiting

A week conducting interviews

2-3 days reporting data

TOUCHPOINTS IN PLACE

 

I have used this methodology to map experiences in some of the most iconic companies in the Nordics. I have used it in fashion, railways, airlines, beverages and more.

TOUCHPOINTS LIST

Touchpoints

In-depth interviews

Moments

Qualitative

Highly interpretative

Resources

A week planning and recruiting

A week conducting interviews

2-3 days reporting data

JOURNEY STAGE

USER NEED

EMPATHIZING

LINE OF INTERACTION

RESPONSE

TOUCHPOINT

LINE OF VISIBILITY

BROWSING

ARRIVING

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CONSIDERING

WAITING

SHARING

GET THE​

You have now a lot of documented insights on how customers experience your service. You need to distribute those insights over a map, chronologically, into different layers.

The big differences between this methodology and other methodologies:

  • Insights come from the real world, through the experience of customers, not from the designer's point of view.

  • We will break the journey into moments, not into objective touchpoints.

     

CONTINUE TO BUILDING THE CUSTOMER JOURNEY MAP

JOURNEY STAGE

USER NEED

EMPATHIZING

RESPONSE

TOUCHPOINTS IN PLACE

KPIs

INTERNAL ACTION

SYSTEMS & PROCESSES

TEAMWORK

HYPOTHESIS & EXPERIMENT

PROGRESS
PIVOT / DISCONTINUE/
ADD TO RESPONSE

BLOG POSTS ABOUT
SERVICE DESIGN