Journey Mapping
Overview
Journey mapping is the process of creating a map of the experiences of an individual in a given situation.
As an example, many companies create a map of their customer's experiences when interacting with their products
and their company. This moves the focus from product features, to a holistic understanding of how their
customers experience their company.
Journey mapping has been used beyond customer experience mapping. For example, it is becoming common practice
for Human Resource departments to engage in mapping the employee experience.
"You've got to start with the customer experience and work back toward the technology"
-Steve Jobs
Brainstorming the Experience
One of the first places to start when journey mapping is just to brainstorm the possible phases and touchpoints of the journey,
without having to arrange them in chronological order or make connections between them.
For example, one may want to just list out the various phases of an individuals interactions with a product or
company. Within each phase, listing out the decions and touchpoints with the company the the person
encounters.
The davinci
issues board app can assist in this more free form type of analysis.
Diagramming the Journey
One of the key outcomes of journey mapping is a diagram of the journey that can serve as a shared reference.
Diagrams can be created using the
diagram app. Guidelines for how to interpret the shapes on
a diagram can by found at :
Process mapping.
Using Surveys
There is only so much that a marketing team can do to understand the customer experience without talking directly
to a set of customers. One of the principal tools to accomplish this is a survey. For information about
hosting surveys on davinci, please see:
surveys on davinci
