Try to focus on scenarios that have a significant impact on the business baseline (such as conversion rates and long-term customer retention). Thus, articulate business goals before starting the mapping process. Maps that do not align with business goals won’t result in valuable insights. Here are 10 steps to follow: 1: Articulate business goalsĪ user journey map is created to support known business goals. The 10-step process of user journey mappingĪs with any other aspect of design, user journey mapping requires a solid design process.
Opportunities and internal ownership are crucial elements for turning journey maps from design artifacts that visualize a journey into an action plan for introducing changes that create a better user experience for end users. Without ownership specified, there is no accountability for change. Ownership makes it clear who will introduce changes to the product based on identified opportunities. When no opportunities are identified, the journey map is not actionable.
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Insights gained from mapping that help a product team understand how to optimize the user experience. This part of the journey map can be supplemented with real user quotes or videos of interaction with a product from user research. At each step of the journey, the user persona makes specific actions, has certain thoughts, and feels certain emotions. User steps that describe the actual experience. What the user persona expects to accomplish at the end of the journey (the outcome). The actual journey that a user persona takes. While journey maps come in different formats, they typically contain the following elements.
Customer journey maps should reflect the key areas of research interest.
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