Customer experience/journey mapping
To document existing and optimal customer journeys and workflows which can be applied across a variety of topics including purchase process, sign-up, onboarding, customer support, etc.
key questions answered
What is the common processes your customers use to evaluate and purchase your product/service?
What works well in this process? What is frustrating?
How does their journey compare to the golden path? Where did they deviate?
How can the experience be improved? Which improvements would have the most impact?
How satisfied are they with the current experience?
How does your experience compare to competitors?
paradoxes approach
- Journey In-Depth Interviews
- Ethnography
- Quantitative surveys
- Diaries/journaling
- Workflows and journey maps
Example audience journey maps
Messaging map by audience and purchase stage