View All Posts

How to map a customer journey

August 19, 2020

, In

UX / UI

By

Amichai Oron

share on facebook button share by Email
How to map a customer journey

Customer journeys allow us to look at the product experience form a bird's eye view. The experience of a product extends beyond its use. It includes every interaction associated with it. The process should be straightforward. You do not want to spend hours figuring out the most inner deepest thoughts of the customer!

Customer Journey Map example - thespark.ai

Setting Goals - Working Backwards


Work backward, start with the company's goals and the customer's goals (thier incentive to use the product)


When you work forward, you're bound to get caught in the details. Small problems may take up your time though they are not going to resolve the bottlenecks and critical issues. Instead, you should work backward - working backward from the business goals, and customer goals will help create measurable results and prioritize.


Customers - Building personas

A product made for everybody made for no one. We all have different needs values when building products research your target audience and then build 3 - 5 personas representing the ideal customers. Creating a tangible customer profile allows us to roleplay within meetings and asking questions like - how is this good for 'john the executive.'
When your team focuses on their target audience, they do not build the product for themselves but the ideal customers. 

Discovery 


When planning a new product, it's essential to think about how the product gets discovered. The funnel can start from Social media, Ratings and Reviews, Testimonials, Word of mouth, Promotions, Advertising, Marketing/PR.


The discovery phase is the first impression, and it's essential to deliver your value right off the bat. If your customer cannot relate to your product from the getgo, you need to go back to the research phase and figure out how it can resonate with your ideal customer's needs. 


To improve discovery, you need to map where your ideal customer eyeballs are - what platforms they are following daily, how they have discovered similar products in the past. 

Learn


After discovering the product, the customer will want to learn about your business
before committing. 


In this step, you should map where the user can learn and research the company. For example, he can follow your social media, watch a Youtube , visit your landing pages and websites, and ask questions on LinkedIn, chat, Etc.

Use

Write down how the user may engage with the product to achieve his goals. - download a report, check analytics, play


When thinking about improving the 'Use' stage, the key idea is to consider daily engagement. Daily engagement is one of the most critical parts of habit-forming and is essential for product success. If you design a product or own a product, try to find ways to generate daily or at least weekly engagement with your audience.


Daily engagement can be direct as part of the product use or indirectly - for instance, a barber can upload his client's haircuts to Instagram to create regular interaction with the clients, even if the product he sells ( haircuts) happens only once a month.

Improve


Once you have mapped the customer journey, work a single step of the process. For example, ask, "How might we improve the discovery stage?"or "How might we help John, the executive, discover us." This process should repeat itself to find bottlenecks and solutions to improve them.


Share

Customer journeys are worthless if they are not considered every day within the problem-solving process, post your customer journey to the team and hang them on a wall in a public location where the team can keep looking at it.

Summary:


Creating customer journey maps helps the team stay on track in finding solutions for the most critical challenges of product success.The process should be straightforward and should take an hour.Make sure to keep the customer journey map visible to the team - where meetings take place and use them as a beacon for guiding the team towards solutions that can impact the product success.

The Steps:

1. Setting Goals - working backward.

2. Customers - Building customer personas.

3. Discovery - how you get discovered.

4. Learn - How the user learns about your UVP.

5. Use - How the user Engages with your product.

6. Improve - Select a single stage to improve.

About the author

Amichai Oron

Amichai Oron is Founder of Spark and leads a multidisciplinary team uniting people, culture, and technology to build joyful experiences for the world’s top brands and disruptors alike. Selected clients include Teva, Mysupermarket, Cedato , Mind Kick, Algosec , and many more.