How do you improve a customer’s experience? Do you ask for feedback? Do you follow the latest trends or do you simply follow your gut feeling? Introducing customer journey mapping…

A customer journey map is a systematic way of helping customers achieve their goals. Also referred to as a ‘user journey map’, it provides a visual representation and story of a user’s experience from initial contact through to conversion, and beyond.

Through customer mapping, you’re better placed to determine key moments within your user’s journey and develop a gauge of how they feel during these interactions. This deep-dive into the mind and behaviours of customers helps ensure that you don’t build the wrong thing, says our Co-Founder, Charbel Zeaiter.

By understanding the various touchpoints between your customer and your business, you’ll get a grasp of what it’s like to experience your brand from their perspective – this will give you an understanding of a user’s motivations, frustrations, and emotions. The insights gained from customer journey mapping will support your brand through creating a user-friendly product, enhance your marketing efforts, and improve your overall user experience.

The Benefits of Customer Journey Mapping

According to Paul Boag, UX Designers should utilise a customer journey mapping tools has multiple benefits for a business:

  • It gives the designer a clear picture of where the customer is coming from and their goals
  • Empowers copywriters with a sense of what the user is feeling and questions they have
  • Provides managers with a visual aid to see opportunities to improve the customer experience
  • Equips UX designers with the right insights to gaps and pain points as well as information to limit frustrations and increase delight

Key takeaway: Customer journey maps give you a way to understand your user and develop solutions that are considerate of their feelings, motivations, needs, and goals.

Customer Journey Mapping Tips

In order to create a successful journey map, there are a few tips to get you started:

  1. Always start with a persona: Data alone won’t give you the insight you need to take action. Instead, gather data to create an archetype of your customer and use this to get in-depth knowledge of who your customer is – this will help you determine how they interact and respond to your business processes. 
  2. Determine your customer’s goals: Once you know who your customers are, you need to determine their goals. You can get this through data mining from customer service transcripts, interviews, feedback, or surveys.
  3. Plot your touchpoints: The journey map should identify where the customer engages with you. Once identified, you’ll be able to assess if customers are achieving their goals and where there can be room for improvements.

In order to build the ‘right’ product or apply the correct improvements to your digital experience, you need to walk in your customer’s shoes. Customer journey mapping helps you make targeted enhancements and form a story to your customers by speaking to their needs and wants.

Great customer experience begins with an understanding of your customer. Through user journey mapping, you won’t just be achieving your business goals, but you’ll also be helping customers achieve theirs.

Explore more about UX design principles or get an introduction to usability testing.

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