In this presentation you learn about the basics of customer journey mapping. There are useful examples of journey maps at the end of the presentation.

1. Mapping the Customer Journey
17 September 2015

2. Benjamin Disraeli
“Experience is the child of thought, and thought is the child of
action.”

3. Hello

4. Customer Journey Map
• It’s an artefact that serves to illuminate the experience a person may have with a
product or service.

5. Customer Journey Map: uses
• Measure touchpoints along a specific journey
• Identifies the peaks and troughs of how a customer feels in the journey
• Based on personas (based on research)
• Allows us to empathise with customers
• Highlights the experience across various touchpoint
• Helps us focus on real customer needs

6. Mapping the experience

7. A simple journey

11. Why do we do it?

12. Vision
• Demonstrate the vision for the project
• Communicate what you are trying to achieve.
• Shows the potential future state of the design solution (not the actual design)

13. Behaviour
• Helps us understand customer behaviour
• Experience mapping can help you work out how and when customers are going to
interact with your product/service and what they expect from it.

14. Functionality exploration
• Feature ideas will naturally come to mind
• By understanding the ‘flow’ of the various tasks the customer will want to perform:
• you can start to think about what kind of interface that serves the customer
• you can identify the contexts in which people will use your product and
design accordingly

15. They help us identify opportunities to improve
• You will be able to identify the low points in the customer experience and use them
as opportunities to create a better over all experience.

16. When should we do it?

17. If you’re working on a new product or service
• It will help you visualise the future state journey of what you are designing

18. If you’re working on an existing product or service
• It will visualise how user are actually interacting with the design and illuminate
opportunities to improve the experience.

19. Customer journey maps should be based on our personas and
our research

21. Elements of a customer journey map

22. We need to know
• Your customer’s goals
• Their motivations
• Their current pain points

23. Trigger
• What prompted the user’s problem

24. Context
• Where is the user? What is around them? Are there any external factors which may
be distracting them?

25. Progression
• How does each step enable them to get to the next?

26. Devices
• What device are they using? Are they a novice or expert? What features does the
device have?

27. Functionality
• What type of functionality are they expecting? Is it achievable?

28. Emotions
• What is their emotional state in each step?
• Are they engaged, bored, annoyed, angry, excited?

29. Start with a basic user flow

31. Start with a hypothesis
• Write it out
• Then map it out on Post It Notes

32. One main character
• Use real image to add depth and
empathy
• Same as your Persona image

33. Focus on a single pathway
• No need to complicate
• Determine what’s the most important part of the process

34. Note secondary personas
• These could give you clues about features and content strategy

35. Name
Age
Location
Occupation
Family status Social media usage
Technology usage
Income
Free time
Plan the story elements

36. Start with the Time, Location, Doing
Fiona Findlay
Age: 37
Location: Sydney
Occupation: Marketing Director
Family status e.g. “De facto”
Defining characteristic e.g. “The connector”
Social media usage
Technology usage
e.g. Reading an article on SMH
about the Isle of Unicorn
e.g. That looks really interesting,
I bet Max would love this.
e.g On bus to work
e.g 7:23am
TIME
LOCATION
DO
THINK
(to the person sitting down)
“Have you been to Isle of
Unicorn? I’d love to go”
SAY
Newspaper
TOUCH
Excited
Sends a message to Max
saying I’m booking now.
Max is going to kill me; this
is our second holiday this year.
At her local cafe
e.g 7:56am
--
iPhone
Anxious
FEEL
Income
Free time

37. Exercise: a simple journey

38. Your yesterday
MY DAY
FAVE APPS
What does your average
day look like?
MY JOURNEY
WHAT
What are you using?
WHY
Why do you use it?
HOW
How do you use it?
I AM ...
Describe yourself in work
and play
Plot your personal and
work activities and digital
touchpoints. The higher
the position (10), the
better you’re feeling.
MORNING MIDDAY
HIGH
LOW
NIGHT

39. Repeat: your ideal day tomorrow
MY DAY
FAVE APPS
What does your average
day look like?
MY JOURNEY
WHAT
What are you using?
WHY
Why do you use it?
HOW
How do you use it?
I AM ...
Describe yourself in work
and play
Plot your personal and
work activities and digital
touchpoints. The higher
the position (10), the
better you’re feeling.
MORNING MIDDAY
HIGH
LOW
NIGHT

40. Thank you
Mapping The Customer Journey