Customer Journey Mapping

Define the user: We want to begin by understanding who the "main character" of our journey map will be. We do this by crafting a persona first. We'll need to get to know them before we can tell their story.

Identify stages: Next, we outline each stage of the process or experience. By breaking down a full experience into steps and stages, we can better hone in on what's happening along the way.

Layer in details: Finally, for each stage of the experience we explore varying perspectives. At every step of the journey, we dig into aspects like: key user needs, possible obstacles, backstage processes, touchpoints, or business opportunities. We want to paint the big picture. These layers are what differentiates a journey map from a user flow.

By incorporating all the different processes throughout, journey maps can break down silos within the business and demonstrate how varying workstreams function together to influence the user's experience.