A customer journey map (CJM) is a powerful communication tool.<\/p>\n\n\n\n
Like a user flow on steroids\u2014a journey map visualizes the path a customer takes to get from point A to point B, their obstacles, thought process, emotions, and how or where they completed each activity.<\/p>\n\n\n\n
Here is my 5-step process for creating a research-based customer journey map:<\/p>\n\n\n\n\n\n\n
Heading into a customer journey mapping project, I want to gather as much \u201cintel\u201d as I possibly can. What do we already know? What don\u2019t we know?<\/p>\n
There are several places\u00a0in a customer lifecycle where a journey map could be utilized: pre-purchase, onboarding, product installation, etc.<\/p>\n
For example, here are some possible \u201cdiscovery\u201d activities for a pre-purchase journey map:<\/p>\n
After reviewing what the client already knows, next, I create a user flow or a mindmap to help me organize everything I\u2019ve learned so far into a single, semi-coherent diagram. This diagram is really just for me\u2014meaning I usually don\u2019t share it with anyone unless I have follow-up questions.<\/p>\n
By now, I have a good pretty mental picture of what the overall structure of the journey map might look like… but I want to first verify what’s in my head. To do this, I recruit 6-10 SMEs to create a journey map framework (or hypothesis map<\/a>).<\/p>\n Before the start of the workshop, I draw 4 horizontal lines on a large whiteboard. In the first row, I write \u201cdo.\u201d On the second and third rows, I write \u201cthink\u201d and \u201cfeel.\u201d And the bottom row, I write \u201ctouchpoint.\u201d<\/p>\n During the workshop, I lead the group through an exercise where I ask everyone to write down everything they know (or think they know) about the customer\u2019s journey onto sticky notes. Once that\u2019s finished, we take a step back and identify any knowledge gaps. Stickies are placed on the appropriate rows (and then organized into columns or clumps).<\/p>\n While all of this happening, I capture questions and theories in my notebook to evaluate later with real customers.<\/p>\n Read more:\u00a0Digitizing the Output of a Customer Journey Map Workshop<\/a><\/p>\n There are 2 common ways I gather customer insights for a journey map:<\/p>\n If your budget and timeline allows, I recommend conducting both types of studies.<\/p>\n You might use\u00a0the customer workshops to develop the framework, and the longitudinal study to evaluate what you\u2019ve learned so far as well as gather deeper insights.<\/p>\n In a workshop for a\u00a0pre-purchase journey map, I assemble a mix of real prospective customers and new customers to have them document their actual journey.<\/p>\n I ask participants\u00a0to write out each step on a sticky note, arrange them in a timeline on a table or wall, and then present their journey to the group. Other participants are invited to chime in or ask questions.<\/p>\n Before the timeline is disassembled, I snap photos of it to re-create back at the client\u2019s office.<\/p>\n If you\u2019re short on time or budget, this is going to be your best option \u2014 but it also has drawbacks.<\/p>\n Pros:<\/strong><\/p>\n Cons:<\/strong><\/p>\n A longitudinal study can include a wide variety of research methods. My favorite approach is to use a combination of phone\/video interviews and a written diary.<\/p>\n You could substitute or augment phone interviews with field studies, video diaries, contextual inquiries, or other research methods<\/a> \u2014 depending on your needs.<\/p>\n Pros:<\/strong><\/p>\n Cons:<\/strong><\/p>\n Due to the length of time it takes to complete a study of this magnitude, I like to share high-level findings periodically with the project team. This allows the team to start absorbing the information, re-act with additional questions, or pivot, if needed.<\/p>\n Everything I learn from the longitudinal study goes into a giant spreadsheet.<\/p>\n Depending on the research approach, it may be relatively easy to see patterns emerge or quite arduous to sift through all the data.<\/p>\n The map evolves first from whiteboard sketches and stickies, then to the formal “designed” version.<\/p>\n Before the journey map is rubber stamped for final approval, it\u2019s a good idea to have an extra pair of eyes review it. Run it past customer-facing folks to see if the map resonates with them. Any glaring gaps or misses?<\/p>\n At last the journey map is complete, and the share-outs and execution work can begin.<\/p>\n In large organizations, it can take time and many\u00a0conversations to build\u00a0buy-in.<\/p>\n To support this process, I recommend facilitating activation workshops to help adjacent project teams \u2014 who might not be as close to the work \u2014 practice using the CJM or explore ways\u00a0to incorporate it into their workflow.<\/p>\n Break the team(s) into small groups, and have each tackle a portion of the customer journey.<\/p>\n I have a handy acronym for this type of activation workshop I call \u201cLIFFT.\u201d<\/p>\n\n
3. Conduct Customer Research<\/strong><\/h2>\n
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Option 1: Customer Workshops<\/strong><\/h3>\n
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Option 2: Longitudinal Study<\/strong><\/h3>\n
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4. Synthesize + Design Map<\/strong><\/h2>\n
5. Socialize + Activate<\/strong><\/h2>\n
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Related Articles<\/h2>\n\n\n