Customer Journey Map

The Customer Journey Map is a useful practice that can help you enhance the experiences your customers go through. Despite its name’s similarity, this practice differs from the User Journey.

Article: Utilizing the User Journey!

The Customer Journey Map

There are various templates for Customer Journey Maps, but here, we will explore a template that can further improve your user interactions.

At times, this template can complement the User Journey we use to outline the typical path of our users. For instance, we can take the user journey of an e-commerce site customer:

We might need to delve further into the details to ensure we address our user’s needs on different points:

1. How to create a 100% customized shopping cart?
2. What to do when the purchased product has an issue?

These two cases can give rise to two Customer Journey Maps. The goal is to thoroughly analyze the requirements our customers will have on our e-commerce website.

These Customer Journey Maps will enable us to better assess each of the stages in various possible user journeys. It will be crucial to construct them in collaboration with the users themselves.

Example of a Customer Journey Map

Here is an example of a Customer Journey Map for a customer making a purchase on an e-commerce website:

Feeling: We will analyze our customers’ emotions at each stage. This will allow us to identify the stages where the user may not feel assured. Representing the feeling curve and using smiley faces helps visualize the stages that require special attention.

Thinking: It is crucial to understand what our users are thinking at each stage. We will define their thoughts in a simple sentence.

Fears: It is essential to have a deep understanding of our users’ fears. Accurately identifying these fears will help us know how to address them.

Doing: What do we need to do to provide our users with what they need to ensure a very positive future experience and mitigate any identified risks?

Conclusion on Customer Journey Map

The Customer Journey Map is indeed an effective exercise for precisely identifying user expectations. Don’t hesitate to create these maps with various types of users to develop a high-quality product.

In the world of agility, we always place users at the center of our attention. This is the best way to create a product that genuinely meets their requirements. The closer the product aligns with user expectations, the more likely it is to be used and reused by different users.