Let’s say you’ve made yourself a nice, shiny, new user journey map. It’s pretty. It’s colorful. You look up from your map and ask yourself, now what? You’re right. Making the map is only one of the steps. Here’s what you need to know about using a user journey map.
User ProfilesFirst of all, you probably shouldn’t have only one user journey map. Depending on your target audience, you’ll probably have several examples of different kinds of customers or clients. You’ll need to know how they experience your product or service differently.
TimelineYou should specify an amount of time that you are mapping. Depending on your product/service, this map will show the entire process or a specific phase of the process. These phases might include, pre-engagement, awareness, decision-making, purchase, post-engagement, and more.
TouchpointsYour customer will interact with your company/product/service in different ways at different phases of the journey. Make sure you include each touchpoint as an event in the journey. You’ll be analyzing each of these events. Each event corresponds to an action that the customer is making.
EmotionsYou want to know how your customer is feeling at each touchpoint, at each interaction with your company/product/service. These emotions might be positive or negative. By looking at emotions, you will be able to focus on improving the negative ones and reinforcing the positive ones.
ChannelsYou want to include where each interaction takes place. Are the interactions with a live person, in-person or virtually? Are the customers using your app or website? Which page of the website are they on? You want to know these channels so you can optimize them for the intended interaction. These aspects of the user journey map are the basics. You can’t work without these points. But you need to look at your product/service and decide what makes sense to analyze in your map. Making a user journey map is about creating a tool to help you design and improve the experience of a customer. It’s about solving a problem. It’s about achieving a goal. We don’t make these maps for the sake of making them. We make them to improve strategy.
Takeaway TipsMake sure you have:
- Customer profiles- who is interacting with your product/service
- A specific timeline- when does this journey take place
- Touchpoints- when is the customer interacting with your product/service
- Emotions- how does the customer feel when interacting with your product/service
- Channels- where are the customers coming into contact with your product/service