Member-only story
Identify opportunities for improvement with the Customer Journey Map (CJM)
What is a Customer journey map? Purpose, sequence of conducting in the process.
Journey maps are a common UX tool. They come in all shapes, sizes, and formats. Depending on the context, they can be used in a variety of ways. This article covers the basics: what a journey map is (and is not), related terminology, common variations, and how we can use journey maps.
Definition of a Journey Map
A journey map is a visualization of the process that a person goes through to accomplish a goal.
In its most basic form, journey mapping starts by compiling a series of user actions into a timeline. Next, the timeline is fleshed out with user thoughts and emotions to create a narrative. This narrative is condensed and polished, ultimately leading to a visualization.
Most journey maps follow a similar format: at the top, a specific user, a specific scenario, and corresponding expectations or goals in the middle, high-level phases that are comprised of user actions, thoughts, and emotions; at the…
