4/25/2024 0 Comments Customer journey mapsYou’ll need to explain the value of journey mapping and what you hope to accomplish, and ask these stakeholders to be sponsors for the project in their respective departments (e.g., marketing, R&D, business analytics, or other relevant areas). Before you begin mapping, identify stakeholders from multiple departments whose knowledge will be helpful to you along the way, and whose help you may need once opportunities begin to surface. You must have buy-in and engagement from a cross disciplinary team, so that, when those issues and opportunities surface, stakeholders with decision-making authority are already convinced of the soundness of your method and apt to understand the importance of resolving the problems it found.Ĭreating a team of allies is easier than you might think. Without a doubt, journey mapping will reveal gaps and opportunities within the user experience that, organizationally, are beyond the authority of the UX professional driving the mapping project. Throughout a journey-mapping endeavor, you must bring stakeholders along. Establish a cross disciplinary team of allies This step is easily the most critical, because, no matter how many insights a map reveals, a journey-mapping engagement without focus or buy-in will not be effective in optimizing experience. The first phase in a customer journey process starts well before any research or visualization has taken place. The five key, high-level steps in the process of customer journey mapping can be scaled to your scope and timeline. Narrative visualization: Combining existing insights and new research to create a visual narrative that depicts the customer journey in a sound way.External research: Collecting new user data to validate (or invalidate) the hypothesis journey map.Assumption formulation: Formulating a hypothesis of the current state of the journey and planning additional customer research.Internal investigation: Gathering existing customer data and research that exists throughout the organization. Aspiration and allies: Building a core cross disciplinary team and defining the scope of the mapping initiative.What are the key steps of journey mapping, and in what order should they be completed?Įffective customer journey mapping follows five key high-level steps: One common frustration about the process of customer journey mapping is the lack of organization-wide or even industry-wide standardization.
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