Simple tips to design a Customer Journey


“A model can abstract to a level that is comprehensible to humans, without getting lost in details.” -
The Unified Modeling Language Reference Manual.

Inception using Post-it, StoryBoards, Lego or Mindmaping Techniques

Modeling is never easy, so to succeed on this effort, it is very convenient that your CX´s team have some “abstract thinking” skills. Besides is very helpful to consult a Business Service Design offered by an Interactive Agency to lead your inception process.

Initially, you may start by a free discussion using post-it cards; storyboards; even lego or any other brainstorming technique you like. This will help you to get your mind into the path followed by the customer to purchase your product or to consume any business service you actually offer to your customers, or plan to offer in the near future.

(from www.servicedesigntools.org)

Colorful Mind Maps are very useful to document and share meeting ideas. Some Mind Maps software providers as ThinkBuzzan provide trial versions, and you will find more mindmapping options on this post by MashableFinally to produce a quick one, I do recommend Wisean entirely online mindmaping service. On my view the best results in terms of communication will always come for an artistic hand-made drawing.



Customer Experience Mind Map Example


Making your first Customer Journey Map

To add some more formalization to your thoughts, there is a wide offering for designing Customer Journey Maps. A Customer Map can be represented as an oriented graph in which another follows each step. The one below is the most simple Customer Journey you can draw. Nothing more than a couple of pictures, numbers and lines to design the customer steps sequence in the purchase process.


Very simple Customer Journey for Social Mobile Shopping

There are a lot of Customer Journey templates much more sophisticated available  in the Web using a variety of styles, as per example this one with a focus on underlining emotional experience, or this other worksheet template. Representing different interaction devices on the vertical axis, and touchpoints / requirements and existing gaps horizontally  is today´s most common format for Customer Journeys.



From Customer Journey Maps to CX Technology Adoption Plans

Once you have your map ready, you can start to identify the IT infrastructure requirements for your CXProject. By analyzing customer problems and improvement opportunities with maps, you will then identify the technology gaps and the new investment requirements in your IT infrastructure. Deeping step by step from the more abstract to the more concrete is the best guarantee to take the right IT investment decisions. 

¡Remember to keep your initial customer journey safe on your pocket in every one of your CX´s project meetings- that´s you map to success!


Comments:

Customer journey mapping is a valuable exercise and a critical first step in customer experience design. Another tool you might consider is Touchpoint Dashboard (http://www.touchpointdashboard.com/). It's the first tool of its kind that I've seen that really streamlines the mapping process.

Posted by Annette Gleneicki on July 05, 2012 at 03:45 PM PDT #

Thanks Annette, useful link!

Posted by guest on July 05, 2012 at 11:17 PM PDT #

Thanks very much! Very nice blog, I tweeted and will share it.
-Eric

Posted by Eric Schneider on July 24, 2012 at 07:55 AM PDT #

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A blog by Isabel Fernández Peñuelas @tuitidifusa

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