For a business-to-business scenario (like rolling out an internal tool), the stages could be purchase, adoption, retention, expansion, advocacy.For a big (or luxury) purchases (like test driving and buying a car), the stages can be engagement, education, research, evaluation, justification. CUSTOMER JOURNEY MAP BLUETOOTHFor an ecommerce scenario (like buying Bluetooth speakers), the stages can be discover, try, buy, use, seek support.The stages will vary from scenario to scenario each organization will usually have data to help it determine what these phases are for a given scenario. They provide organization for the rest of the information in the journey map (actions, thoughts, and emotions). Journey phases are the different high-level stages in the journey. Journey maps are best for scenarios that involve a sequence of events (such as shopping or taking a trip), describe a process (thus involve a set of transitions over time), or might involve multiple channels. Scenarios can be real (for existing products and services) or anticipated - for products that are yet in the design stage. For example, one scenario could be switching mobile plans to save money, and expectations for it include to easily find all the information needed to make a decision. The scenario describes the situation that the journey map addresses and is associated with an actor’s goal or need and specific expectations. (To capture both viewpoints, the university will need to build two separate maps, one for each of the two user types.) For example, a university might choose either a student or a faculty member as actor - each would result in different journeys. Provide one point of view per map in order to build a strong, clear narrative. Actors usually align with personas and their actions in the map are rooted in data. The actor is who the journey map is about - a point of view. The actor is the persona or user who experiences the journey. Regardless of how they look, journey maps have the following 5 key elements in common: Journey maps come in all shapes and sizes. While the argument can be made that the term ‘customer’ does a disservice to the method (because, especially for certain business-to-business products, not all of end users are technically customers, i.e., product buyers), alignment on what you call the map is far less important than alignment on the content within the map. Both reference a visualization of a person using your product or service. The terms ‘user journey map’ and ‘customer journey map’ can be used interchangeably. Most journey maps follow a similar format: at the top, a specific user, a specific scenario, and corresponding expectations or goals in the middle, high-level phases that are comprised of user actions, thoughts, and emotions at the bottom, the takeaways: opportunities, insights, and internal ownership. This narrative is condensed and polished, ultimately leading to a visualization. Next, the timeline is fleshed out with user thoughts and emotions in order to create a narrative. CUSTOMER JOURNEY MAP SERIESIn its most basic form, journey mapping starts by compiling a series of user actions into a timeline. Definition of a Journey Mapĭefinition: A journey map is a visualization of the process that a person goes through in order to accomplish a goal. This article covers the basics: what a journey map is (and is not), related terminology, common variations, and how we can use journey maps.Īdditional articles are available, discussing when to create customer journey maps, the 5-step process, and journey mapping in real life. Depending on the context, they can be used in a variety of ways. They come in all shapes, sizes, and formats.
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