For UX designers, user journey mapping is a staple of both user research and user-centric design. You may be familiar with customer (or user) journey mapping. Many teams use this tool to get a better understanding of their user experience and make improvements along the way.
But all too often, UX teams spend hours or days building journeys for new or redesigned products and never revisit it as things evolve and change. You should be revisiting your customer journey map (CJM) regularly.
Your design team and product can benefit by:
- verifying moments of truth to understand what’s most important to your customer and optimize accordingly,
- increasing overall empathy for your users and create better experiences,
- having a living, breathing document that reflects changes to the product/UX, and
- including metrics associated with each touch point and you want to understand these trends over time.
There’s a lot to consider when creating a customer journey map and you may be overwhelmed by all of the foundational work that needs to take place before you really begin executing. However, creating customer journey maps isn’t straightforward because, honestly, customer journeys aren’t very straightforward.
Tools like Qualaroo help companies automate user research so they can spend more time designing products. Qualaroo gives SaaS companies real insight to the user experience with advanced targeting, dynamic insight reporting, and more.
Jakub Budzynski, director of UX at Qualaroo, has some top tips for getting started:
- Ask users for their touchpoints with your product. You might be missing something.
- Consider inventorying all of the emails you send to users, notifications from your payment system, and the 10 most frequently viewed articles in your help center.
- Map your primary persona’s journey separately from supporting personas tracks – remember that these experiences can be totally different.
- Identify your moments of truth where generally outstanding experience becomes a disaster or where a disappointing journey turns into a delightful experience. Fix the disasters and make delight the standard.
- Translate your findings from the mapping session into follow up actions and responsibilities as soon as possible. Don’t worry about it being perfect as you can always shift the plan and assignments over time, but maintaining a bias toward action is important here.