Journey Mapping


A journey map is a tool that wecan use inside of our businesses to deeply look at our services and ourexperiences. We can even use it when thinking about our productsfrom the point of view of our key users. When we think about a journey map, what we're really building is a model. When we build this model, we have to ask ourselves: are we building a model of what is today, or are we building a model of what we're envisioning in the future? If we're earlier in our project, we may want to consider building a model of what currently exists. Be really honest with yourself about how people are moving through your service or product experience. After we've had the opportunity to do some design, we may come back and build another journey map that represents the ideal path that we would like people to have. Its important to remember that a journey map should be looking at the journey through the user's point of view, not how we think the journey should be. Remember, you are not your user!

To begin building your journey map, set a scenario that the user will go through. You'll want to consider the user's path to your product, idea, or service and how they engage with it. Your journey map for a given user base will revolve around this scenario

  • Step 1: Describe your user by creating them. Give them a name, an image, and set their expectations out of using your product or service.

  • Step 2: Set their actions and thoughts. Write out the phases, different actions, and thoughts that the persona may have at each stage of the scenario.

  • Step 3: Set and scale their feelings. Based on how high or low they would be feeling at each phase, change what the user is feeling.

In addition to these steps you can check out the lower board and chaange up Step 2 and Step 3 to the following:

  • Step 2: Describe their thoughts. Based on what they would think, describe the customer's thoughts at each phase

  • Step 3: Label phases and set touchpoints. Based on their feelings at each stage, set two touchpoints for each phase, and create a line with connectors. Add a label under touchpoints.

Remember that your journey map is specific to each user set. You may need multiple journey maps for your product, idea, or service. Use this exercise and template to take a deep look inside your business or project and consider your product, idea, or service from a different perspective. Always go back to the target user in order to account for different entry points on your journey. Most importantly, have fun with this template!

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maad labs
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maad labs is a do tank, not a think tank, that performs digital experiments, provides executive training, builds our own (largely AI/ML/Data) products, and consults with both venture-backed and large, multi-national companies bringing bold, audacious, and complex ideas, experiences, and technologies to market. We help organizations get future-proofed by leveraging impending technological disruptions.
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