Discovery: User/Customer Journey Map - wizualizacja procesu w produkcie

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Discovery: User/Customer Journey Map – wizualizacja procesu w produkcie

Co to?
User / Customer Journey Map by Ron Zemke and Chip Bell. A customer journey map is a visualization of the process that a person goes through in order to accomplish a goal tied to a specific business or product. It’s used for understanding and addressing customer needs and pain points.
Dlaczego warto?

To pinpoint specific customer journey touchpoints that cause pain or delight
To break down silos to create one shared, organization-wide understanding of the customer journey
To assign ownership of key touchpoints in the journey to internal departments
Higher customer satisfaction
Lower customer turnover or churn
Improved sales process
Better advocacy from current customers

Kiedy stosować?

At any point in the design process, as a reference point amongst a team throughout a product design cycle

Jak skutecznie wdrożyć?

Effective customer journey mapping follows five key high-level steps:

Aspiration and allies: Building a core cross-disciplinary team and defining the scope of the mapping initiative
Internal investigation: Gathering existing customer data and research that exists throughout the organization
Assumption formulation: Formulating a hypothesis of the current state of the journey and planning additional customer research
External research: Collecting new user data to validate (or invalidate) the hypothesis journey map
Narrative visualization: Combining existing insights and new research to create a visual narrative that depicts the customer journey in a sound way

Którą wersję Customer Journey Map wybrać?