The Customer Journey are widely used in the field of UX or User Experience, especially when you use a methodology of . It is convenient that before making a Customer Journey, all the steps in the phase have been carried out and the technique has been developed.
There are different formats and sizes of Customer Journey, depending on the context, it is recommended to use one or the other.
Customer Journeys combine storytelling and story visualization to help teams understand and meet the needs of customers and users.
What is a Customer Journey
It consists of the visualization of the process that a person performs to achieve an objective.
The Journey or trip begins with the collection of objectives and user actions in a sketch with a timeline. Later, to the sketch, the thoughts and emotions of the users are added to create the narrative. As a final step, this narration is reduced and outlined, which finally leads to visualization.
A Customer Journey has a series of main objectives:
- Analyze and optimize the experience of customers or users and increase their satisfaction with the product, service or company. It is about putting yourself in the place of clients or users investigating what sensations and thoughts they have.
- Understand and understand the frustrations and expectations of users or customers of the company. This will allow us to identify key factors that will help us discover new business opportunities.
- Have a complete view of the customer or user journey. This gives the company a clear and concise tool to create conversations and collaborations between different departments. The Customer Journey can become the first step in building an action plan for the entire organization.
- Improve existing processes and create a more satisfying user experience.
Zones or spaces within the Customer Journey
The Customer Journey is generally divided into a series of spaces or zones, specifically, zone A, B and C. Each of the zones or spaces contains interrelated information.
Zone A
It references the top and places a specific user (who), a specific scenario, and expectations and goals (what), corresponding to the intermediate and high-level phases that are made up of the user’s actions, thoughts, and emotions.
zone b
It is the central part of the map. It is the visualized experience fragmenting the trip in different phases. It also includes the user’s actions, thoughts, and emotional experience throughout the journey. Here, quotes or videos of the investigations with the users themselves are usually included.
zone C
It is located at the bottom of the map. Conclusions, opportunities and weaknesses, and ideas are included.
Components or Items of a Customer Journey
Referring to what was written above, the Customer Journey, may vary depending on the context. The general components are detailed below.
Actor and Point of View
It consists of specifying the user or person to whom the map refers. It will be necessary to make a different map for each type of .
The actors on each map are aligned with the person archetypes and the data determines their actions within the map. The data obtained is what will define how strong and clear the narrative will be in the Customer Journey.
Scenario, Expectations and Script
The scenario describes the user’s situation within the Customer Journey and is associated with the goal, expectations and needs of the actor. In the definition of the scenario we must describe the user’s actions, which are nothing more than the steps that the user will take to fulfill the objective or task.
The scenarios can be real or anticipated, for products that are still in the development phase.
The script consists of specifying the experience to be narrated on the map. As referred to in the previous paragraph, it can be from a real experience in which we will show positive or negative moments for the user or a future experience.
The heart of a Customer Journey is made up of user expectations. The heart of the narrative is what you do, think and feel. These types of aspects that will be represented on the map must be based on data and included in the Customer Journey after the phase of .
Emotions are drawn within the map as a line through the entire journey that the experience entails. This line will show us at what points the user is satisfied and at what other points he is frustrated.
Contact points and channels
The map must represent the points of contact. The points of contact are the moments in which the actor interacts with the company, product or service.
The contact points must be aligned with the channels. The channels are the methods of communication and provision of company services.
Both the contact points and the channels must be consistent and aligned with the objectives and actions of the user or actor.
Opportunities
The opportunities will be offered by the map itself. These are the possible actions to be carried out in order to improve the user experience.
The Customer Journey itself will give us the gaps or cracks in the user experience.
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