Journey Map To Plot the Customer Experience
A journey is a tool to map out the customer experience of (a part of) your product/service in a visual way.
Suppose your organization provides a product or service, for example, mobile phone subscriptions. On your Journey Map, you will find a customer who goes through the process of selecting and purchasing a subscription (scenario), how the customer perceives each step (experience), what you learned about the overall needs of your customers (insights), and what can still be improved (opportunities). A journey map will serve your organization in understanding how your customers interact with your product/service and it helps see opportunities to improve the customer experience.This sounds more difficult than it is, but use this template and you will be guided step-by-step in making your own journey map.From our experience as a service design agency, we also provide you with tips and examples for how you can use a Journey Map for empathizing with your customer and improving your customer experience. Additionally, a Journey Map can be used to gain a complete overview of your services and improve collaboration between your departments.Our instructions for making your own Journey Map:
The scenario: Determine the scenario and profile. With this scenario, sketch a first draft of what this journey could look like from the perspective of your customer. You can enrich the scenario by adding drawings or pictures.
The research insights: collect and plot existing data on the journey map (reviews, earlier research, and personas). Look for knowledge gaps and assumptions that need validation. Execute user research to collect additional insights about the customer experience (i.e. interviews or observations). Analyze this data and cluster corresponding findings, quotes and insights and plot these on your journey map.
The customer experience: Define the customer experience based on the research and insights collected, and draw the emotion curve. Here you emphasize where things go well and where improvement is needed. Determine which steps make or break the overall experience and where to focus first.
The opportunities: Together with key stakeholders, analyze the journey to spot opportunities that can improve your customer experience. The journey might contain a lot of information and opportunities, so summarise the key takeaways to make the journey actionable, and determine what the next steps will be.
This template was created by Essense.
Get started with this template right now.
Storyboarding, Journey Mapping, and Alignment
Works best for:
Customer Journey Map
This template has three activities that are great for workshopping in virtual team environments.
Service Blueprint by Bruna Plentz
Works best for:
Research & Design
Utilize the Service Blueprint template to visualize and optimize your service processes. This template captures interactions between customers and service elements, helping you identify areas for improvement. It's ideal for teams aiming to enhance service delivery by aligning processes, identifying inefficiencies, and fostering a comprehensive understanding of the service journey. Perfect for creating a cohesive service strategy.
Empathy Mapping by ServiceNow
Works best for:
Research & Design, Market Research
The Empathy Mapping template helps teams capture detailed user insights. By understanding user perspectives, you can improve product features and customer satisfaction. This template is perfect for user research and product development.
UX Project Canvas Template
Works best for:
User Experience, UX Design, Market Research
Inspired by Alexander Osterwalder's 2005 business model canvas, the project canvas will help your team visualize the big picture of your UX and design projects, providing a convenient structure that holds all of your important data. This innovative tool enables you to transform an idea into a project plan, stimulating collaboration and communication between collaborators. Unlike alternative models, the project canvas is a simple interface. There are few startup costs, and employees can easily be brought up to speed to start using the canvas quickly.
Empathy Map by Medicenjuande
Works best for:
Market Research, Research & Design
Empathy Map template provides a clear way to visualize user insights. By understanding what users think, feel, and experience, you can design products that truly resonate. This template is perfect for UX teams focused on user-centered design.
Porter's Five Forces Template
Works best for:
Leadership, Strategic Planning, Market Research
Developed by Harvard Business School professor Michael Porter, Porter’s Five Forces has become one of the most popular and highly regarded business strategy tools available for teams. Use Porter’s Five Forces to measure the strength of your current competition and decide which markets you might be able to move into. Porter’s Five Forces include: supplier power, buyer power, rivalry among existing competitors, the threat of substitute products or services, the threat of substitute products and services, and the threat of new entrants.