Journey maps are a standard user experience tool. Journey maps come in different shapes, sizes, and formats. Depending on the context, we can use these tools in a variety of ways.
In this article, we shall examine experience journey mapping from different planes. We shall discuss the definition, importance, and possible examples of the subject matter.
What is Experience Journey Mapping
An experience journey map is a visual representation of the process that a user or customer goes through to achieve a specific goal. For effective mapping, you must put yourself in the customer's shoes. You must envision the user's motivation and pain when going through certain processes. From the experience map, you can get appreciate the customer's motivation and pain. Understanding the experience is not enough. You must visualize the process through a diagram. This journey map can be a point of reference for you and your employees. You may be thinking, "Experience journey mapping does not apply to my situation. We understand the pain points of our customers." Experience journey mapping helps you maximize customer success.
The Importance of Experience Journey Mapping
1. Refocuses Your Company With an Imbound Perspective
Rather than trying to discover your users through outbound marketing, you can achieve the same goal through inbound marketing. Outbound marketing is disruptive to customers. It aims marketing tactics at poorly targeted or uninterested audiences. Outbound marketing tactics are costly and inefficient. Customers and prospective users find these tactics as annoying. Inbound marketing has the opposite effect. It involves creating valuable content for your existing customers and people who are searching for your services. The strategy prioritizes, grabbing the attention of the audience over sales. The purchases will come naturally. With experience journey mapping, you gain an understanding of your audience. You know what information is about your company is helpful to your audience. With this information, you can create the kind of content that grabs the attention of your audience.
2. Helps You Create a New Customer Base
Lacking an understanding of your customer's journey could also mean that you do not know the kind of demographic that is ideal for your services. Marketing to an audience without identifying your ideal customer is a waste of resources. Understanding the needs and pain of your audience and mapping their journey to optimize customer experience will make your goals clearer. With the insight you gain in the process, you can sharpen your marketing strategy.
3. Helps Install a Customer-Focused Mentality in Your Company
As companies grow, coordinating departments becomes a challenge. Designing and sharing a map of the customer's experience journey can help different departments adjust their tactics.
How to Create a Customer Experience Journey Map
1. Set Clear Objectives
Why are you making a map? What goals are you directing in this customer experience map? Upon what factors do you base your customer experience? These are the kinds of questions that you should be asking yourself. To set objectives that are relevant to your situation, you may want to create a buyer persona. The buyer persona is a fictitious buyer that represents all the demographics and psychographics that you represent. A clear persona will help you design and adjust many aspects of your journey map.
2. Profile Your Buyer Persona and Define the Goals
Here is the step where you conduct research. Questionnaires and survey forms are some of the best ways of extracting feedback from clients. You want to collect feedback from your prospective customers and your existing users. Ask questions like:
- How did you hear about us?
- What attracted you to this website?
- What problems are you hoping to solve?
- How long do you spend on the website?
- How easy is it to navigate our site?
3. Identify Your Target Customer Persona
From your survey, you will learn about different customer personas. Narrow your focus and identify your ideal target persona. Experience journey mapping should track the path of a particular customer as he/she navigates around your site. Grouping multiple customers on the same journey will minimize the accuracy of your project. Use the most common customer persona to create your first journey map. Use different personas to create multiple maps. Use your marketing dashboard to compare different maps. From your observation, select the best fitting map.
4. List Out all the Touchpoints
Touchpoints are the areas on your website that require customer interaction. From your research, you can list all the touchpoints. Fewer than expected touchpoints is an indication that something is turning away the site's visitors. Many touchpoints indicate a complicated site. Whichever the case, understanding touchpoints can help you appreciate the ease or complexity of your site's navigation. Do not limit your touchpoint analysis to your website. You can do the same for your social channels, paid ads, third-party review sites, and email marketing.
5. Identify all the Elements of Your Map
Depending on the purpose, you can choose a specific type of map. Below are four types of experience journey maps:
- Current State: Visualize the emotions, actions, and thoughts of your customers' interactions with your site. Current state maps are best for tweaking your customer experience journey mapping strategy.
- Day in the Life: Visualize the emotions, thoughts, and actions of customers as they partake in different activities daily. This map gives you insight into the daily lives of the customers as they interact with your sight.
- Future State: Predict and visualize the customer's future actions, emotions, and thoughts. You can use these maps to set a clear objective and illustrating your vision.
- Service Blueprint: Start with a simplified version of one of the maps above. Then they lay different factors that deliver certain experiences.
6. Identify the Resources that You Need and those that You Already Have
You must take inventory. The journey map you are working on may reveal some faults in your customer support system. Maybe the issue rises because your team lacks the appropriate tools to follow up on customers. Experience journey mapping tends to reveal your weak point. Take the opportunity to list the resources that you will need to make adjustments. Including these resources on your map can help you predict their impact on your business. With this evidence, you can convince the decision-makers in your organization to purchase these tools.
7. Take the Experience Journey Yourself
The work does not end at the conclusion of the design phase. You must test and analyze the experience map. Why do visitors bounce off? What better ways can you engage your users through customer support? Upon completion of the experience journey mapping, these are questions that you should be able to answer. An analysis of results can help you identify the unmet needs of your website visitors. Experience journey mapping is a hypothesis until you try it out yourself.
8. Make the Necessary Changes
Implement the appropriate changes. Adjust your website to meet your goals. Experience journey mapping is a work in progress. You should be open to conducting monthly reviews and making regular tweaks.
Experience Journey Mapping Examples
There are different ways of mapping out a customer’s experience. You can base your mapping on what you are looking to evaluate and what best suits your company, whether it’s the physical process, emotional process, or both. To map the experience journey, list each stage, and evaluate the process. Take note of the user’s thoughts and experiences from the moment they step into your business or register for your site. Dive into what your users go through when using your service. This is important for understanding how effective and satisfying your software is to customers. "Short and Sweet" is not necessarily a requirement. Sometimes, it can be beneficial to add additional steps instead of taking them away. Quick and easy is not always the way to go and can be harmful to retention if users are not satisfied. Your goal is not to have an easy process but to have one that optimizes the user experience. Below are some examples of experience maps:
1. Experience Journey Mapping: Ecommerce Industry
2. Experience Journey Mapping: B2C Journey Maps
3. Experience Journey Mapping: Retail Industry
Experience Journey Mapping: A Way into the Minds of Your Customers
It can be challenging for any company to find a way into the minds of their customers. You may be wondering why some customers spend a lot of time browsing around, adding items to carts only to abandon them. A likely cause of this behavior is poor customer experience.
Through experience journey mapping, you can determine the path that customers need to take to purchase your products and services.
Experience journey mapping highlights the pain that your consumers have to endure to procure your services. With the right tweaks, experience journey mapping can help you design a better user experience.
Excellent user experience can optimize customer success and minimize churn. Review your website's user experience with experience journey mapping.
At Insivia, we work with multiple companies to formulate various solutions, including user experience and customer success.
Consult with us to find out whether experience journey mapping is appropriate for your organization. We will walk you through some of our journey map templates and find the best solution for you. Experience journey mapping; understand your customer's pain.