Journey mapping process
How do we undertake journey mapping?
We meticulously gather data through research activities such as interviews, diary studies or contextual inquiry to construct these comprehensive maps, ensuring accuracy and relevance. Customer journey maps present an engaging visualisation of the customer journey and can be provided as a large poster or in digital form on an interactive whiteboard. A journey map helps your organisation to identify pain points, uncover gaps and discover opportunities for enhancement, ultimately guiding the design process towards a superior user experience.
Why do we undertake journey mapping?
Journey maps are instrumental in enhancing user experiences by offering a vivid portrayal of the entire user journey. By visualising interactions and emotions and identifying critical areas for improvement the tool ensures that design decisions are rooted in a deep understanding of user needs.
When do we undertake journey mapping?
Journey mapping is integrated early in the design process, providing a foundational framework. It remains a dynamic reference throughout, continually informing design choices and guiding the iterative process towards a seamless, user-centric experience.
What is the difference between a journey map and a service blueprint?
A journey map focuses on the customer's experiences, emotions, and interactions throughout their journey with an organisation. Alternatively, a service blueprint details the internal processes, systems, and touchpoints that support a service.