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Customer Journey Mapping
Jon KolkoProfessor, Austin Center for Design
Customer Journey MapA synthesis tool that organizes ideas and suggests opportunities based on a holistic understanding of the customer experience.
Customer Journey MapA synthesis tool that organizes ideas and suggests opportunities based on a holistic understanding of the customer experience.
Customer Journey MapA synthesis tool that organizes ideas and suggests opportunities based on a holistic understanding of the customer experience.
Customer Journey MapA synthesis tool that organizes ideas and suggests opportunities based on a holisticunderstanding of the customer experience.
Customer Journey MapA synthesis tool that organizes ideas and suggests opportunities based on a holistic understanding of the customer experience.A CUSTOMER JOURNEY MAP/
1. Is user-centered2. Different from how clients view the world3. Versatile and can synthesize behavioral
insights, needs, changes over time, ideas4. Looks at facets of the holistic experience
(stages, transitions, components, variations)5. Can be used to describe the current experience.
It typically occurs early in synthesis.6. Can be used to describe the potential
experience, suggesting opportunities and conceptual ideas. This typically occurs later in synthesis.
Customer Journey Maps: An Emphasis on Time
7
A Customer Journey Map emphasizes the following qualities:
• People involved
• Processes involved
• Technology Used
• How an experience unfolds across time
• Touchpoints, between people, object, interfaces, and systems
• Areas where there are unmet needs
• Opportunities for design led changes
Customer Journey Maps: An Emphasis on Time
8
People Involved
Processes Used
Technology Used
Major Decisions Encountered
Primary Emotions Evoked
Customer Journey Maps: An Emphasis on Time
9
People Involved
Processes Used
Technology Used
Major Decisions Encountered
Primary Emotions Evoked
No Diagnosis New Patient Normal Care Deviant Case
Customer Journey Maps: An Emphasis on Time
10
People Involved
Processes Used
Technology Used
Major Decisions Encountered
Primary Emotions Evoked
No Diagnosis
Loved ones, no-one (potentially hidden)
None, self-care
Over-the-counter medicine, internet research
To visit the doctor, potential costs incurred, better not knowing
Scared, anxiety, annoyance
New Patient Normal Care Deviant Case
Customer Journey Maps: An Emphasis on Time
11
People Involved
Processes Used
Technology Used
Major Decisions Encountered
Primary Emotions Evoked
No Diagnosis
Loved ones, no-one (potentially hidden)
None, self-care
Over-the-counter medicine, internet research
To visit the doctor, potential costs incurred, better not knowing
Scared, anxiety, annoyance
New Patient
Doctor, nurse, loved ones, insurance company
MRI, blood test
Over-the-counter medicine, internet research
To begin treatment, drug benefits vs. side effects tradeoff
Scared, anxiety
Normal Care Deviant Case
Customer Journey Maps: An Emphasis on Time
12
People Involved
Processes Used
Technology Used
Major Decisions Encountered
Primary Emotions Evoked
No Diagnosis
Loved ones, no-one (potentially hidden)
None, self-care
Over-the-counter medicine, internet research
To visit the doctor, potential costs incurred, better not knowing
Scared, anxiety, annoyance
New Patient
Doctor, nurse, loved ones, insurance company
MRI, blood test
Over-the-counter medicine, internet research
To begin treatment, drug benefits vs. side effects tradeoff
Scared, anxiety
Normal Care
Doctor, nurse, loved ones
Daily pill regiment, physical therapy, treatment diary
Calendar, pills
To continue treatment, how to pay, how to treat symptoms
Resigned, tedious
Deviant Case
Customer Journey Maps: An Emphasis on Time
13
People Involved
Processes Used
Technology Used
Major Decisions Encountered
Primary Emotions Evoked
No Diagnosis
Loved ones, no-one (potentially hidden)
None, self-care
Over-the-counter medicine, internet research
To visit the doctor, potential costs incurred, better not knowing
Scared, anxiety, annoyance
New Patient
Doctor, nurse, loved ones, insurance company
MRI, blood test
Over-the-counter medicine, internet research
To begin treatment, drug benefits vs. side effects tradeoff
Scared, anxiety
Normal Care
Doctor, nurse, loved ones
Daily pill regiment, physical therapy, treatment diary
Calendar, pills
To continue treatment, how to pay, how to treat symptoms
Resigned, tedious
Deviant Case
Doctor, nurse, loved ones
Emergency service
Ambulance, IV
Future avoidance, cost and payment, insurance premiums
Scared, embarrassed
Customer Journey Maps: An Emphasis on Time
14
People Involved
Processes Used
Technology Used
Major Decisions Encountered
Primary Emotions Evoked
No Diagnosis
Loved ones, no-one (potentially hidden)
None, self-care
Over-the-counter medicine, internet research
To visit the doctor, potential costs incurred, better not knowing
Scared, anxiety, annoyance
New Patient
Doctor, nurse, loved ones, insurance company
MRI, blood test
Over-the-counter medicine, internet research
To begin treatment, drug benefits vs. side effects tradeoff
Scared, anxiety
Normal Care
Doctor, nurse, loved ones
Daily pill regiment, physical therapy, treatment diary
Calendar, pills
To continue treatment, how to pay, how to treat symptoms
Resigned, tedious
Deviant Case
Doctor, nurse, loved ones
Emergency service
Ambulance, IV
Future avoidance, cost and payment, insurance premiums
Scared, embarrassed
Facets are variable, and depend on the situation; use your research to determine the appropriate y-axis.
Customer Journey Maps: An Emphasis on Time
15
People Involved
Processes Used
Technology Used
Major Decisions Encountered
Primary Emotions Evoked
No Diagnosis
Loved ones, no-one (potentially hidden)
None, self-care
Over-the-counter medicine, internet research
To visit the doctor, potential costs incurred, better not knowing
Scared, anxiety, annoyance
New Patient
Doctor, nurse, loved ones, insurance company
MRI, blood test
Over-the-counter medicine, internet research
To begin treatment, drug benefits vs. side effects tradeoff
Scared, anxiety
Normal Care
Doctor, nurse, loved ones
Daily pill regiment, physical therapy, treatment diary
Calendar, pills
To continue treatment, how to pay, how to treat symptoms
Resigned, tedious
Deviant Case
Doctor, nurse, loved ones
Emergency service
Ambulance, IV
Future avoidance, cost and payment, insurance premiums
Scared, embarrassed
Stages are also variable, and depend on the situation. Use
your research to determine the x-axis.
How to Create a Customer Journey Map
16
1. Plot the y-axis facets.
Select the aspects of the experience that have emerged, through research, as
being “central” or “pivotal.” These typically include things like:
• People Involved
• Processes Used
• Technology Used
• Major Decisions Encountered
• Primary Emotions Evoked
• Handoffs Between Individuals
• Policies Constraining Activities
• Organizational Constaints
How to Create a Customer Journey Map
17
2. Plot the x-axis facets.
Select the phases of the experience that have emerged. Consider how an
experience starts, evolves, and ends. Pay attention to the sequence of events, and
consider what happens extremely early or late in the process.
How to Create a Customer Journey Map
18
3. Position content on the map, such as products, services, interactions,
messages, and settings.
Start with a single phase, and begin to fill out the various aspects of the customer
journey map. If you don’t know what to put in a specific area, skip it and return to it
later. You may need to conduct more research in order to appropriately determine
phasing and sequencing.
How to Create a Customer Journey Map
19
4. Consider what happens at each stage, and in the transitions in between
Think about how stages evolve. Stages are usually fluid and fuzzy – rarely do
phases have a succinct beginning or ending moment. Try to identify the feelings,
attitudes, and human relationships that cause or are affected by a change in
phase.
How to Create a Customer Journey Map
20
5. Determine whether to create alternate maps for different segments,
archetypes, themes, or platforms
You can create a customer journey map for the ideal case, the existing case, or a
future alternative state. You can also create a number of different views of the
same map, showing different persona archectypes.
Customer Journey Map, RecapA synthesis tool that organizes ideas and suggests opportunities based on a holistic understanding of the customer experience.A CUSTOMER JOURNEY MAP/
1. Is user-centered2. Different from how clients view the world3. Versatile and can synthesize behavioral
insights, needs, changes over time, ideas4. Looks at facets of the holistic experience
(stages, transitions, components, variations)5. Can be used to describe the current experience.
It typically occurs early in synthesis.6. Can be used to describe the potential
experience, suggesting opportunities and conceptual ideas. This typically occurs later in synthesis.
HOW TO MAKE IT/
1. Plot the y-axis facets2. Plot stages on the x-axis3. Position content on the map, such as products,
services, interactions, messages, and settings4. Consider what happens at each stage and in the
transitions in between5. Determine whether to create alternate maps for
different segments, archetypes, themes, or platforms
Jon KolkoDirector, Austin Center for [email protected]
Download our free book, Wicked Problems: Problems Worth Solving, at http://www.wickedproblems.com
