User Journey Mapping/Customer Journey Mapping is a technique that offers insights into how end users interact with a product with the objective of achieving specific goals. It shows the relationships a customer has with a product or service across different channels (in-store, online, email, etc.). Employing the user journey mapping technique involves adopting a user-centric approach to product design, revealing opportunities to delight customers and identifying pain points that can be addressed thereby creating a product with an improved user experience.
Customer journey maps are used to design the user experience from multiple perspectives based on the actors/personas identified.
This article discusses key tips that can aid your user journey exercise.
Define your scenarios upfront - This will help to develop a targeted map which focuses on specific interactions.
Use personas - Personas that reflect accurate information about your end users can help to add credibility to the user journey mapping process. Personas should be developed following interviews with real users and analysis of the results.
Define expectations, motivations and pain points - Ensure you document the expectation of each persona so that the results of any experiments you conduct can be measured. You should also identify the motivation each persona has for carrying out specific actions as well as the pain points they are looking to address.
Flesh out the user journey map with thoughts and emotions in order to create a narrative.