Customer Journey

Customer Journey mapping

A timeline representation of user experience or service design from the customer point of view.

Good for finding out what you don't know or don't have and for bringing the features of the product (touch points) into perspective of all the things a customer might need or the experiences they have with the product to reach their aims in a satisfactory manner.

• define a customer (types) and reasoning/research
• what steps or stages does the customer go through? (horizontal map)
• what does the customer do? feel? has success at, or not? (vertical map)
• detail the journey with e.g. devices the customer uses, who else does the customer deal with; features/touch points with the product /organisation;
• create from an inter-disciplinary perspectives
• be creative to visualise the journey
• document the discussion and insights
• add depth (data, information, anecdotes) where available
• repeat through the design process to build a rich picture of the customer experiences

Reading: Stickdorn and Schneider 2010 This is service design thinking.

'A customer-journey map takes the user’s perspective, showing the steps she goes through to complete a goal, coupled with her thoughts, emotio'ns, channels, and devices used along the way.' nngroup.com