How To Do Customer Journey Mapping

Copyright © 2016 JEM 9http://JEM9.com
Customer Journey Mapping Workshop
Product Camp Dublin
Jane Morgan
@Jane_E_Morgan

Goal: Map the journey to ProductCamp registration
simply and effectively,
to inspire you to do customer journey mapping in
your organization.
(The workshop participants ‘voices’ and ideas were the data we
worked with.)

WHY CUSTOMER JOURNEY MAPPING FOR PRODUCT
MANAGEMENT
• Identify questions your prospects ask
• Explore how those questions do (or do not) get answered
• Uncover good and bad customer experiences
• Understand product, service and process gaps your customers experience by mapping the “as is”
• Innovate by mapping the “should be” customer journey
In smaller organizations:
• Step away from building isolated features: keep the big picture in focus.
• Gain an understanding of the organizational gaps product management frequently fill
In larger organizations:
• Create shared language for inter-departmental communications.
• Build an appreciation for others organizational roles: breakdown silos.
• Customer journey maps enable your organization to virtually “be with” your customer
• Use customer journey mapping to ‘think’: it’s a strategic tool (and artefact that the
whole organization can use)

SMOOTHING THE PATH OF OUR HEROS
….. OUR CUSTOMERS

SAMPLE CUSTOMER JOURNEY MAPS

Rail Europe
Experience
Map
By
Adaptive
Path

CONVERSION
EVALUATING
ALTERNATIVES
AWARENESS
YOUR QUESTION HERE
YOUR QUESTION HERE
Transition
Point
REGISTER FOR PRODUCT CAMP
I WANT TO
ATTEND PRODUCTCAMP
IN ORDER TO
LEARN FROM, TEACH TO & NETWORK WITH PRODUCT MANAGEMENT PEERS
BETTER BUILD PRODUCTS THAT SCALE
YOUR QUESTION HERE
YOUR QUESTION HERE
I read about
ProductCamp
in Irish Tech
News
I heard about
ProductCamp
at a meeting
with
colleagues
I heard
about
ProductCamp
at a
TechBrew
event
Got an
email from
<XXX> about
PC
5th APRIL
I got a
reminder
email from
ProductCamp

May 28th
Signed up while
on the train to
Galway using
my SmartPhone
JUNE 1ST W



PREREQUISITES
A TARGET CUSTOMER PERSONA
A SENSE OF THE JOURNEY YOU WANT TO MAP
CUSTOMER VOICES
CUSTOMER DATA
AN INTERDEPARTMENTAL /MULTIDISCIPLINARY TEAM

A CUSTOMER JOURNEY MAP IS FOR A SINGLE
CUSTOMER PERSONA

OUR CUSTOMER PERSONA: PRODUCT CAMP PARTICIPANT
Different customer personas have different needs e.g. session leaders, committee members,
sponsors

PRODUCT CAMP PARTICIPANT
‘BETTER BUILD PRODUCTS THAT SCALE’

SUPPLIES
A3 WHITE SHEET: 1 PER GROUP
PHOTOS OF CUSTOMERS TO PRESENT YOUR CUSTOMER PERSONA
BLACK MARKER
POST-IT NOTES FOR KEY CUSTOMER NEEDS / QUESTIONS: one colour/color /blue arrow post-it notes)
POST-IT NOTES FOR TOUCHPOINTS: a different colour/color/green square (or grey in the final write-up)
A SPACE TO WORK
POWERPOINT ( OR SIMILAR TO DOCUMENT IT LATER)

CHOOSE A PHOTO TO REPRESENT YOUR CUSTOMER
PERSONA
WITH YOUR GROUP

CUSTOMER
PERSONA

CUSTOMERS JOURNEY TO
- SOLVE A PROBLEM
- FULFILL A NEED
- GET A JOB DONE

I want to <function> so that
<benefit>.

I want to see what 3D
scanning can do to speed
my product development
process.
<benefit>.

I want to get my account
set up so that I can start
using the new SEO
marketing tool.
process.
<benefit>.

I want to update the
signatories on the
company account so
Mary can make payments.
set up so that
I can start using the new
SEO marketing tool.
scanning can do
to speed my product
development process.
<benefit>.

I want to change the
signatories on the
company account.
set up so that I can start
using the new SEO
marketing tool.
process.
I want to understand which
channel is most cost effective in
signing up new customers so that
we can reduce marcom spend.
<benefit>.

WHAT ARE YOU HOPING TO GET FROM PRODUCTCAMP
DUBLIN TODAY?
• INDIVIDUALLY ANSWER THIS QUESTION
• SUGGESTED FORMULA:
“I WANT TO <function….> SO THAT <…..benefit>..”

IDENTIFY THE CUSTOMER JOURNEY YOU’RE MAPPING
• WORKING TOGETHER USING YOUR “I WANT TO…” STATEMENTS, FORMULATE A
JOURNEY STATEMENT FOR THE PRODUCT CAMP PARTICIPANT CUSTOMER
PERSONA USING “I WANT… SO THAT ……”
• A3 WHITE SHEET

I WANT TO
• LEARN FROM, TEACH TO & NETWORK WITH PRODUCT
MANAGEMENT PEERS
• BETTER BUILD PRODUCTS THAT SCALE
CUSTOMER JOURNEY
STATEMENT

I WANT TO
ATTEND PRODUCTCAMP
IN ORDER TO

CUSTOMERS JOURNEY MOVE THROUGH BUYING PHASES,
A DECISION PROCESS

I WANT TO
MANAGEMENT PEERS
LOYALTYRETENTIONCONVERSION
EVALUATING
ALTERNATIVES
AWARENESS BUYING PHASES
CUSTOMER
PERSONACUSTOMER JOURNEY

EVALUATING
ALTERNATIVES
AWARENESS
CUSTOMER
PERSONA
I WANT TO
ATTEND PRODUCTCAMP
IN ORDER TO

CUSTOMER SEEK TO ANSWER QUESTIONS & FULFILL
OTHER NEEDS THROUGH THE JOURNEY

How do I get a ticket? Where is the Jar
pub?
Is ProductCamp a good use of
my time & money?
I WANT TO
MANAGEMENT PEERS
When & where is
ProductCamp on?
EVALUATING
ALTERNATIVES
AWARENESS
How can I contribute to
the product management
community?
BUYING PHASES
CUSTOMER QUESTIONS / NEED
CUSTOMER

WHAT QUESTIONS DID YOU ASK YOURSELF BEFORE SIGNING
UP FOR PRODUCTCAMP?
DISCUSSION WITH YOUR GROUP
CHOOSE CORE QUESTIONS TO ADD TO YOUR CUSTOMER JOURNEY MAP
BLUE ARROW POST-IT NOTES
SEQUENCE THE QUESTIONS AS YOU EXPERIENCED THEM

CONVERSION
EVALUATING
ALTERNATIVES
AWARENESS
YOUR QUESTION
HERE
YOUR QUESTION
HERE REGISTER FOR
PRODUCT CAMP
I WANT TO
ATTEND PRODUCTCAMP
IN ORDER TO
YOUR QUESTION
HERE
YOUR QUESTION
HERE

CUSTOMERS JOURNEYS HAVE KEY TRANSITION POINTS

CONVERSION
EVALUATING
ALTERNATIVES
AWARENESS
CUSTOMER
PERSONA
I WANT TO
ATTEND PRODUCTCAMP
IN ORDER TO
Transition
Point
Transition
Point
Transition
Point
If people have not heard of ProductCamp
they will never make the step to
considering attending. This is an example
of a transition point.

CUSTOMER JOURNEY MAPS ARE MADE UP OF
TOUCHPOINTS

CONVERSION
EVALUATING
ALTERNATIVES
AWARENESS
YOUR QUESTION HERE
YOUR QUESTION HERE
Transition
Point
REGISTER FOR PRODUCT
CAMP
I WANT TO
ATTEND PRODUCTCAMP
IN ORDER TO
YOUR QUESTION HERE
YOUR QUESTION HERE

I heard about
ProductCamp at
a TechBrew event




I heard about
ProductCamp
at a TechBrew
event

I heard
about
ProductCa
mp at a
TechBrew
event
BUYING PHASES
CUSTOMER QUESTIONS
CUSTOMER
CUSTOMER TOUCHPOINTS

GREAT CUSTOMER JOURNEY MAPS INCLUDE
CUSTOMER VOICES

HOW DID YOU FIRST BECOME AWARE OF PRODUCTCAMP
DUBLIN?
1 MINUTE : 1 SENTENCE : 1 GREEN/SECOND COLOUR POST-IT

HOW DID YOU HEAR ABOUT PRODUCTCAMP 2016 (THIS
YEAR)?
1 MINUTE : 1 SENTENCE : 1 GREEN/SECOND COLOUR POST-IT

INSPIRING CUSTOMER JOURNEY MAPS INCLUDE
CUSTOMER VOICES, EMOTIONS & ACTIONS

INSPIRING CUSTOMER JOURNEY MAPS INCLUDE
CUSTOMER EMOTIONS

FOR EACH TOUCHPOINT: ASSIGN AN EMOTICON   
CUSTOMER JOURNEY TOUCHPOINT POST-IT NOTES (THE SECOND COLOUR)
I heard
about
ProductCamp
at a
TechBrew
event


CUSTOMER JOURNEY MAPS INCLUDE CUSTOMER
ACTIONS

BEFORE TODAY, WHAT ACTIONS LED YOU HERE TODAY?
HOW DID YOU ANSWER THE CUSTOMER QUESTIONS /NEEDS BEFORE YOU SIGNED UP
FOR PRODUCT CAMP
INDIVIDUALLY WRITE; ONE BRIEF ANSWER = ONE POST-IT
TEAMS LEARN BY SHARING: MAKE IT READABLE 
SQUARE GREEN POST-IT NOTES

JOURNEY MAPS TAKE PLACE OVERTIME

FOR EACH TOUCHPOINT, ASSIGN AN APPROX DATE
Got an email
from <XXX>
about PC
 5th APRIL
I got a
reminder
email from
ProductCamp
& went and
asked the boss
 28th MAY
Signed up
while on the
train to
Galway using
my
SmartPhone
 JUNE 1ST

FOR EACH TOUCHPOINT, ASSIGN AN APPROX DATE
WORK TOGETHER: REMOVE DUPLICATION
Got an email
from <XXX>
about PC
 5th APRIL
I got a
reminder
email from
ProductCamp
& went and
asked the boss
 28th MAY
Signed up
while on the
train to
Galway using
my
SmartPhone
 JUNE 1ST

CUSTOMERS JOURNEYS ARE CROSS-CHANNEL

THERE MAY BE MULTIPLE TOUCHPOINTS ON EACH POST-IT
FOR EACH TOUCHPOINTS: ASSIGN A CHANNEL / MEDIA

• FACE TO FACE
• VOICE
• EMAIL
1-TO-1 TOUCHPOINTS

• FACE TO FACE
• VOICE
• EMAIL
1-TO-1 TOUCHPOINTS
• SOCIAL MEDIA
• WEBSITE (W)
• EMAIL
• PRESS / EDITORIAL
1-TO-MANY TOUCHPOINTS

ADD THESE TOUCHPOINTS TO YOUR CUSTOMER JOURNEY MAP UNDER AWARENESS
POSITIVE EXPERIENCES ON TOP / NEGATIVE EXPERIENCES ON THE BOTTOM
• FACE TO FACE
• VOICE
• EMAIL
1-TO-1 TOUCHPOINTS
• SOCIAL MEDIA
• WEBSITE (W)
• EMAIL
• PRESS / EDITORIAL
1-TO-MANY TOUCHPOINTS

How do I get a ticket? Where is the Jar
pub?
Is ProductCamp a good use of
my time & money?
I WANT TO
MANAGEMENT PEERS
When & where is
ProductCamp on?
EVALUATING
ALTERNATIVES
AWARENESS
How can I contribute to
the product management
community?
BUYING PHASES
CUSTOMER QUESTIONS
CUSTOMER
PERSONACUSTOMER PROBLEM
CUSTOMER TOUCHPOINTS

ADD TOUCHPOINTS TO THE CUSTOMER JOURNEY MAP
TEAM WORK: REMOVE ANY DUPLICATE ‘VOICES’
STARTING WITH AWARENESS ADD THE TOUCHPOINTS TO YOUR CUSTOMER JOURNEY MAP
I heard
about
ProductCamp
at a
TechBrew
event
 28th MAY

ADD TOUCHPOINTS TO THE CUSTOMER JOURNEY MAP
TEAM WORK: REMOVE ANY DUPLICATE ‘VOICES’
ADD THESE TOUCHPOINTS TO YOUR CUSTOMER JOURNEY MAP UNDER AWARENESS
I heard
about
ProductCamp
at a
TechBrew
event

Today we are capturing all the ways
people heard about ProductCamp. Within
your organization you will usually map
one “typical path”.28th MAY

CONVERSION
EVALUATING
ALTERNATIVES
AWARENESS
YOUR QUESTION
HERE
YOUR QUESTION
HERE Transition
Point
REGISTER FOR
PRODUCT CAMP
I WANT TO
ATTEND PRODUCTCAMP
IN ORDER TO
YOUR QUESTION
HERE
YOUR QUESTION
HERE
I read about
ProductCamp
in Irish Tech
News



I heard about
ProductCamp
at a meeting
with
colleagues
I heard
about
ProductCamp
at a
TechBrew
event
Got an
email from
<XXX> about
PC
5th APRIL
I got a
reminder
email from
ProductCamp

May 28th
Signed up while
on the train to
Galway using
my SmartPhone
JUNE 1ST W

CONGRATULATIONS!
YOU NOW HAVE A CUSTOMER JOURNEY MAP

CONVERSION
EVALUATING
ALTERNATIVES
AWARENESS
YOUR QUESTION
HERE
YOUR QUESTION
HERE Transition
Point
REGISTER FOR
PRODUCT CAMP
I WANT TO
ATTEND PRODUCTCAMP
IN ORDER TO
YOUR QUESTION
HERE
YOUR QUESTION
HERE
I read about
ProductCamp
in xxx
I heard about
ProductCamp
at a meeting
with
colleagues
I heard
about
ProductCamp
at a
TechBrew
event
Got an
email from
<XXX> about
PC
5th APRIL
I got a
reminder
email from
ProductCamp

May 28th
Signed up while
on the train to
Galway using
my SmartPhone
JUNE 1ST W


Organized by sentiment – locate the
peaks and valleys of your customers
journey

CONVERSION
EVALUATING
ALTERNATIVES
AWARENESS
YOUR QUESTION
HERE
YOUR QUESTION
HERE Transition
Point
REGISTER FOR
PRODUCT CAMP
I WANT TO
ATTEND PRODUCTCAMP
IN ORDER TO
YOUR QUESTION
HERE
YOUR QUESTION
HERE
I read about
ProductCamp
in Irish Tech
News
I heard about
ProductCamp
at a meeting
with
colleagues
I heard about
ProductCamp
at a TechBrew
event
Got an
email from
<XXX>
about PC
5th APRIL
I got a
reminder
email from
ProductCamp
May 28th
Signed up while
on the train to
Galway using
my SmartPhone
JUNE 1ST






I got a LinkedIn
update to
‘save the
date’
Organized by communication
channel or you could do it by
department

CUSTOMER JOURNEY MAPS INCLUDES QUALITATIVE
DATA.
While we didn’t include qualitative date
here typically you would. For example,
compare your journey emotions with
departmental NPS scores, or transition
points with call abandon rate. In the case
of this particular customer journey map,
including how folks actually signed up
adds ‘weight’ the story.

THE PRODUCT CAMP PARTICIPANT JOURNEY MAP TO
REGISTRATION
ProductCamp Dublin
workshop June 2016

How To Read The ProductCamp Customer Journey Map
• The map depicts the experience of workshop participants as they became aware of,
then registered for Product Camp
• It appeared from the data there wasn’t a ‘representative path’; a shared sequence in
which most participants answered the questions as they moved through the journey.
Thus after ‘awareness’ the questions asked are positioned across the diagram in parallel.
Touchpoint Post-Its
• Touchpoints are aligned directly below the question / need they address.
• Emotion is symbolised where participants included it.
• Channel is extrapolated from the touchpoint text.
• Having worked with the data afterwards, I decided to organise the touchpoints (grey
post-its) into different communication channels. For an analysis of the learning see
here.

Transition
Point
ONE TO
ONE
TOUCHPOINT CARD
“<with customer words>”
Emotional stamp
Time stamp
Touchpoint Channel
Howdoprospectstouchtheorganizationastheyseek
answers?
Learning
outcomes.
Networking
opportunities
“chance to
meet other
PMs”

“Networking
element”

Checked calendar
& assessed
workload
& meetings
Will it add value to me?
Transition
Point
What will I miss (at
work) if I attend?
“I worked last
Sat to free up
time to
attend”
“Looked at my
calendar
& rescheduled
work”
“I checked
the website.”
 W
“..became aware of
PC from a friend
who sent me a
Twitter message.”
Will I meet
new people?
Who’s involved?
Do I know
anyone going?
CONVERSIONEVALUATION
Transition
Point
Register
What will I learn from attending?What are the
benefits of
attending?Where did you
hear about PC
2016?
I WANT TO …..
ATTEND PRODUCTCAMP TO LEARN FROM & SHARE DIFFERENT EXPERIENCES WITH OTHER PMs
& GET EXPOSURE TO NEW IDEAS / CONCEPTS
SO THAT… I CAN PERFORM BETTER IN MY JOB & MOVE MY COMPANY FORWARD.
What did you first
hear about Product
Camp?
“I first heard
from a friend’s
recommendation
”
“…became
aware of PC
from a
colleague.”

“Recommended
by my future
boss.”
 JUNE 2016
What is it?
AWARENESS
Can I take time
off?
Is the venue accessible?
When is it? How long is it?
Do I have time to attend?
W
Checked
who the
speakers
were.
Checked
what the
topics were.
Who was
sponsoring.
Checked
LinkedIn
Profiles
W
“Learning
from other
people’s
challenges”

On the
Twitter feed

“I clicked on
the email &
registered”

“I looked at the
website to see
what it was
about.”
 W
“The
website
said it was
free.”
 W
“I looked up the
session &
deemed them
relevant and
interesting.”
“Checked
the
website,
Eventbrite
and social
media.
Spoke with
colleague
who
attended
previously”
W
What questions
do your
prospects
address as they
journey to the
destination?
“My boss sent
me an
email.”

“I got an
email from
the organizer”

W
“LinkedIn”

“I am in
college here so
yes” [location
is accessible]

“The email
stated it
was free”

“Checked the
website and
confirmed my
availability”

“I looked at the
event
description on
the website.”
 W
How much
is it?
“I searched
for Mind the
Product
Dublin”


“I got an
email from a
colleague this
year.

“I heard
about PC 2016
via the
website”

“I first heard
from a client..”

“I heard in the
Dublin Globe
Newsletter.”

“I got the info
from
EventBrite”

WEBSITE
“I checked the
location &
asked husband
to drive me.”

“The email
stated the
location –
accessible for
me”
“No {time}. But
deemed the
benefits would
make it
worthwhile.”
W
EMAIL LIST
OTHER WEB
PLATFORMS
W
ProductCamp Dublin
workshop June 2016
 
Viewed
agenda and
speakers on
the website
W
A LinkedIn
post had all
the details

What’s on the agenda?Is the content
of interest?
W

Communicating Your Journey Map
Design
• So the map is immediately recognizable, align the digital version to the actual workshop version. (I changed the
green post-it notes to grey for printing and on-screen reading
• In the workshop use symbols (or stickers) that are well understood within the organization, immediately
recognizable and unambiguous.
Touchpoints
• Choose a handwritten font to convey actual customer voices
Journey Organization
• Choose a simple colour code or reorganizes the map based on what is meaningful for your customer journey;
different departments/team, marketing channels, internal versus external, partner/influencer versus internal.
• On the day participants mapped using emotions. Afterwards I discovered almost everything was positive so
instead I choose to map 1 to 1 non-scalable communication (green) such as talking to a colleague, versus 1 to
many scalable (blue) such as emailing a list.
Include a date and the sources of data to enable easy future revisions.
• Font smaller than 7 point is typically unreadable on letter/A4 paper
Printouts
• Use 2x2 Poster printing to print a single slide on 4 sheets of paper (Uncheck ‘scale to fit paper’)

Key Takeaways From The ProductCamp Customer Journey
Map
• Most people (who attended the workshop) heard about ProductCamp through professional contacts (word of mouth).
• Many are repeat participants, which we also know from (the qualitative data showing) a large percentage who signs up from email. In common with common market knowledge email is often the
most effective, in this case as a method for people to sign up, and the most efficient; it’s low cost, fast and easy. at getting people to People choosing to come back year after year speaking to the
value of the event (and makes me feel good about supporting ProductCamp).
• Looking at the date of ProductCamp and individual availability represents the only negative touchpoint.
o Other items such as location, pricing, content, etc were adequately or pleasantly addressed.
o Trying to get time to go, it tough.
• Looking for Innovation and Improvements
o Look at the low and highpoints on the map presents one obvious area where participants experience negative emotion; looking at their calendars and trying to make time results in -> .
Is there an opportunity to “wow” here in future years?
o This is a good example of something that the customer mapping exercise revealed. It ring true, is worthy of future consideration, and poses a whole new set of questions.
• Is ProductCamp at the right time of year?
• How can we ‘help’ people to more pleasantly justify time out of the office? (We know from our NPS exist survey that participants found the event a very worth use of time.)
• Does this aspect represent a ‘moment of truth’ transition point as folks decide whether or not to attend?
• Are we messaging the benefits of attending well at this juncture?
• Are we ‘losing’ potential participants at this transition point?
• Would information to show the benefits organizations gain from their people attending be helpful?
• How do participants, and potential participants see and articulate to others the benefits of attending?
“I write to know what I think” Virginia Wolfe
As I type / think it seems to me that this is a transition point, and we need to relook at how the benefits are articulated: your product messaging should speak to customers in their own words.
o “Learn from, teach to and network with” were the three core benefits messages used throughout marketing communications. The coupling of the verb and preposition rings nicely.
o Looking at the customer language used, “share” is a more frequent term. The expression ‘teach to’ also feels to me academic; it’s not quite the spirit of collaboration. This leads me to make
an action item to closely examine the open text feedback (which provides both qualitative and quantatative data) to see if I find ‘collaborating evidence’ that ‘sharing’ is closer to the mark.
o Similarly looking at the journey map “meet other” product management folk was a little surprising for me. I know lots. But this idea was on the peripheral of my radar. At ProductTank in
the Spring Noel Tate mentioned the first thing he did went he became a product manager was “google ‘what’s a product manager?’. Claire Mc Bride, product management MSc course
director, talks about the ‘accidental product manager’. Generally as a discipline product management continues to mature globally.
So here we have one way ‘ideas percolate”; openness to new ideas, being in the customers’ (head) space, and repeated exposure. I foresee that the qualitative data will show messaging of
‘meet other’ will beat ‘network with’. (In other circumstance this kind of revelation would be a great candidate for A/B testing.)
o Thinking about ProductCamp the product, this analysis inspires consideration of whether we are providing the right opportunities for participants to ‘share with’ and ‘meet other’ product
management professionals?
o Next steps: My pump is now primed to go and look at the quantitative post event survey.
o Touchpoints reference calendars. Are we making it easy for folks to add ProductCamp to their calendar? Some events address this customer need well.

What to do next
1. Prioritize what to address:
o customer value versus business value,
o time to value versus low hanging fruit
2. Select a “wow” point;
o where can you really delight the customer
o map the ‘should be’ journey to optimize and innovate
3. Focus on the transitions (moments of truth)
o where is the journey bumpy, or worse crashing, for your customers?
4. Share your customer journey widely in your organization

Now go forth and
map customers’ journeys….
Jane Morgan
@Jane_E_Morgan

How To Do Customer Journey Mapping

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