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Customer Journey Maps: When and How to Create Them

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Summary: Journey maps combine two powerful instruments—storytelling and visualization—in order to help teams understand and address customer needs. While maps take a wide variety of forms depending on context and business goals, certain elements are generally included, and there are underlying guidelines to follow that help them be the most successful. By on July 31, 2016 Topics: Share this article: In its most basic form, journey mapping starts by compiling a series of user goals and actions into a timeline skeleton. Next, the skeleton is fleshed out with user thoughts and emotions in order to create a narrative. Finally, that narrative is condensed into a visualization used to communicate insights that will inform design processes. Storytelling and visualization are essential facets of journey mapping because they are effective mechanisms for conveying information in a way that is memorable, concise and that creates a shared vision. Fragmented understanding is chronic in organization

6 When and How to Create Customer Journey Maps Kate Kaplan Kate Kaplan July 31, 2016 2016-07-31 Share Email article Share on LinkedIn Share on Twitter Summary: Journey maps combine two powerful instruments—storytelling and visualization—in order to help teams understand and address customer needs. While maps take a wide variety of forms depending on context and business goals, certain elements are generally included, and there are underlying guidelines to follow that help them be the most successful. In This Article: What Is a Customer Journey Map? Deconstruction of a Customer Journey Map Why

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