Customer journey Map
A map generated as a part of the service design process that captures service user’s touch points (points of interaction with the services) along with their pain points, feelings and emotions.
“A customer journey map provides a vivid but structured visualization of a service user’s experience. The touch points where users interact with the service are often used in order to construct a “journey” – an engaging story based upon their experience. This story details their service interactions and accompanying emotions in a highly accessible manner.”
Nature & context
Service Design, Design Technique
Resources
Interaction touch points, curated customer pain points, a template to be followed while crafting the map, initial set of insights.
Procedure
Before: Understand the interaction sequence as well as the customer needs, correlating that with the insights to understand points of improvement within the service. Clear identification of Interaction touch points and customer pain points. A layout, that exhaustively captures customer's journey including thoughts, emotions and opportunities.
During: Create phases in relevance to the interaction sequence and insights gathered. Map out touch points & thoughts (both positive and negative). Use visuals like emoticons, levels in the map, to signify highs and lows of customer's experience.
After: Use the journey and co-relate touch point, pain points and emotions to generate design decisions/changes for the service.
Use Case
Lucid being a service provider, our redesign of onboarding experience of Lucidchart involved analyzing research data and drafting a user journey map that maps out the story of the user from signing up to the creation of his/her first diagram. Using the research data, we extensively mapped out interaction touch points, pain points and user emotions/thoughts. Doing so helped us to identify areas within the service that needs improvement.
Sense Making Data
Customer journey maps, as its name suggests, are used to narrate the journey of the customer while interacting with the service. Thus, the points of focus should be on the points within the service where customer experiences negative emotions (pain points) as well as the touch points within the interaction sequence where the pain points occur.