June 3, 2020

Journey Mapping

Map it Rightly with 5 tips !

1- Assumption Or Research

If the journey maps are based on assumptions instead of research, think twice to draft it as you will end up with the picture which is in your mind and not with the movie in customer’s mind, the reason I have mentioned movie for the customers because as in movies we have a sequence of scenes as like stages in customer journey mapping, So what we will miss by taking it as a picture (assumption based), we will miss the emotions, thrill, engagement, and perception in every scene.

2- Personas LiFE

Personas LiFE If you have journey maps based on personas, then we must know persona get expired, so review your personas after every six months or at least once in a year as journey map is the best reference for As-is situation, future state and serve as boundary object internally in the organization but a lot of changes happens in term of needs, technology and policies.

3- Creating Linkage

If you have missed creating engagement arc in each step of the journey then revisit now the Journey map and start looking patterns like where emotional experience is negative and engagement is low or any other combination, in this way you will find the pain points which can be removed through engagement strategy.

4- Backstage Processes

Missing the backstage processes in each step is like missing the footprints, and will lead you to unknown area, so draw backstage processes for each step in the journey to trace the source of pain.

5- Metrics as Input

If an organization is already collecting descriptive metrics, perception metrics and outcome metrics then its the first source of input to analyze and use in the design phase for creating a journey map. Skipping these metrics in creating of journey maps leads towards assumptions and these assumptions lead toward inaccuracy and irrelevance due to the question on the quality of information and the knowledge of subject matter expert.

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