Customer Journey Maps

Customer Journey Maps is a tool that allows you to change perspective and look at the product from the customer's point of view. This allows you to increase user satisfaction, capture potential problems and optimize processes. Customer Journey is a set of interactions with which the customer has to deal with during the implementation of the intended purpose, e.g., during his shopping path. It is worth noting that for individual persons, other maps should be prepared because they have different needs and goals

One of the key aspects of creating a map is to list touchpoints, i.e., places where users interact with the website. Basing on research, you should develop a list of these touchpoints that users use and those that they should use if they did not encounter problems along the way. This is an important step in creating customer journey maps because it gives you an idea of the conversion - if there are not enough touchpoints, it means that users will leave the website too early. It is also important to indicate the importance of the touchpoint and indicate the opportunities associated with it. It is essential to answer the question of how the user feels at these moments, what he likes and what bothers him.

The imposition of real quotes from usability tests to the map gives it additional credibility. They give an idea of what the user thinks about the process, especially in the case of the so-called moments of truth, that is, critical points in which the user may not go further in certain situations. An optional, but desirable activity is to put on the map a section defining the user's sentiment - it is a visualization of the emotions accompanying him during the process.

Customer Journey Maps is an excellent tool for the board meeting because it visualizes organization problems very well. The map is best done in two versions - current state map which means a map that users currently go through, and the future ideal state map, which means the desired process that has undergone appropriate modifications. Thanks to the combination of these versions, it is easier to prioritize activities and development.

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