SCENARIO: This is a journeymap of my personal experience as a first-time home buyer. Different personas will have different journeymaps. For example, a buyer who is single, may have a different experience from a buyer who is married.
PERSONA'S HOME BUYING EXPERIENCE MAP:
This is a high-level overview of a first-time home buyer's experience. Each action can further be broken down into a journey in itself. For example, what is journeymap of a customer using Redfin?
To interact with this experience map in full resolution click on http://mur.al/YE2BqK0G
WHEN SHOULD YOU USE A JOURNEYMAP?
When you want to identify gaps. Gaps can be between devices, when a user moves from one device to another. Gaps can be between channels or departments within an organization. Anything that helps identify where the customer's experience is painful or disjointed qualifies as a gap. Visually mapping this experience helps put the user's needs at the forefront.
WHAT CAN YOU EXTRACT FROM A JOURNEYMAP TO MAKE A PRODUCT BETTER?
Think carefully about a customer's goals at each stage or action. Then see if your product supports these goals at each stage. You can also use surveys, user interviews or user testing feedback to identify a customer's needs at each point. Next, plot the different touchpoints in the journey where customers are engaging with you and see if you are supporting them at each of those touchpoints. Are they abandoning a process halfway through? Where are the roadblocks appearing?
If you know which specific stage a customer is having problems at, you can streamline the process to make the overall product better.
If you know which specific stage a customer is having problems at, you can streamline the process to make the overall product better.
PROS
- Allow you to view a customer's journey from end to end
- Explicitly draw attention to factors that are sometimes forgotten, overlooked or taken for granted
- Enable product, design and marketing teams to have conversations based on what customers actually experience and not on gut feelings
- Allow you to view a customer's journey from end to end
- Explicitly draw attention to factors that are sometimes forgotten, overlooked or taken for granted
- Enable product, design and marketing teams to have conversations based on what customers actually experience and not on gut feelings
CONS
- There is a limited level of detail you can pack into each map
- Sometimes there are many paths to a single journey and these can get complicated to draw
- There is a limited level of detail you can pack into each map
- Sometimes there are many paths to a single journey and these can get complicated to draw
