Customer Journey Maps

14 Mar 2013 - 7:45pm
3 years ago
2 replies
3197 reads

I need a good practioner's guide to customer journey maps that shows how they are created for both a lowlevel and highlevel view of the customer. Example, templates and methodologies in a workbook would be Nirvana.

Lowlevel to me is I have a bunch of personas and have identified some key tasks that we need to understand far better then we do now.  We need to map out how our customer goes from start to end in these tasks and what are the inputs and outputs. Note the focus is on specific tasks. Having gone to UI17 last November and taken Kim Goodwin's excellent workshop on Using Scenarios to Design Intuitive Interfaces I thought I knew how to go about this.

However since reading online literature from both UIE and others it seems the focus on journey maps is on a much higher level, ie on mapping the experience the customer has with your company, service and its products as a whole. It is a very wholistic approach and one that feels like I am switching from UX to Market Analyst - not that that is a bad thing but it will take more resources and time.  I just want the team and company to be very clear on what this Journey Map is for.

Both methods start with research. I get that. Its my next step that I am confused with. The highlevel method talks about identifying customer touchpoints and process steps, whereas the method we used in UI17 was develop highlevel scenarios and from that create the journey map. Kim if you are listening and I got this wrong feel free to slap me.

I am interested in both methods. Or are they both the same and one is only a matter of scale? A good working practioners guide on Journey maps and their different uses in these contexts would be very helpful in bringing some focus on how to get started.


15 Mar 2013 - 8:05am
Jared M. Spool

I think you might find what you need in the new Service Design book by Andy Polaine, Lavrans Løvlie & Ben Reason. I'd check it out.


16 Mar 2013 - 8:31am

I haven't read the 'service design' book yet, but kolko's 'exposing the magic in design' speaks to it. As a cross reference from the business world look for 'value chain analysis' as well. Not the same, but an interesting way to evaluate touch points identified from inside the company. Once you've done the research, start diagraming what (you think) is relevant and where the connections are. 

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