Journey maps are effective for conveying information in a way that is memorable, concise and that creates a shared vision. The maps can also become a strong basis for effective decision making.
At Dapth, we regard journey mapping as foundational to a successful digital project and believe that it should be the first step.
We’ll work with you to map out your customer’s typical journey taken towards conversion, as well as the reasons why they may not be converting. Journey mapping is relevant regardless of industry or organisational size, including:
And many more.
The benefits of journey mapping include:
There are alternatives to journey mapping. Whilst it’s a valuable technique, there are alternative approaches to consider that achieve similar goals, including:
In a typical user journey map, the buying process, emotions, user actions, user research and solutions are generally included.
Actions are the actual behaviours and steps taken by users. This component is not meant to be a granular step-by-step log of every discrete interaction. It is a narrative of the steps the user takes during that phase.
What is the problem you are trying to solve with a journey map? There are many types of journey maps.
What do we intend to design for? Keep in mind User/customer goals, single-touchpoint experience, single-channel experience and cross-channel experience/s.
What are we hoping to achieve? Understanding current state, improving current state, developing a customer-centric roadmap, developing an innovative new offering.
A journey map provides a framework holding everything together, allowing you to view the human context (i.e. user journey) with functional desires over your timeline.
Journey mapping has become the ‘put a bird on it’ of customer insights and business solutions. Businesses are abstracting their customers so frequently and so haphazardly that a real ‘bird’ coming into their shop can throw them into a state of panic.
Do scope by setting goals and prioritising, before and during mapping
Don’t lose sight of the story by layering in information just because, or over-generalising research
Don’t lose sight of people (don’t get lost in the weeds, map in a silo, and forget to include key players
Don’t forget about the scope of the project
Do create guidelines for making journey maps
Do focus by having a message, and communicating critical information
Do remain grounded by staying connected to both research and project goals to inspire action
We have extensive journey mapping expertise across a range of industries.
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