A snapshot of a data experience journey map showing phases (known, understood, accessible, trusted, harmonized, integrated, and optimizing) and aspects (doing, feeling, thinking and goal). 

About Journey Maps

The customer journey map for service design was first introduced through the Acela high-speed rail project of IDEO (1999). It has subsequently become one of the most widely used tools for service design and have been utilized as a tool for visualizing intangible services. A customer journey map shows the story of the customer's experience. It not only identifies key interactions that the customer has with the organization, but it also brings user's feelings, motivations and questions for each of the touchpoints. Finally, a customer journey map has the objective of teaching organizations more about their customers. To map a customer journey is important to consider the company's customers (buyer persona), the customer journey's time frame, channels (telephone, email, in-app messages, social media, forums, recommendations), first actions (problem acknowledgement) and last actions (recommendations or subscription renewal).

 

Customer journey maps take into account people's mental models (how things should behave), the flow of interactions and possible touch points. They may combine user profiles, scenarios, and user flows; and reflect the thought patterns, processes, considerations, paths, and experiences that people go through in their daily lives. A customer journey map puts the user front and centre in the organisation's thinking. That is in contrast to their tendency to look at their priorities. It is so easy to get caught up in what you want a project to achieve that you forget to consider how it will benefit users.

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