Customer journey map is a strong tool for creating your product user-friendly and client-oriented and developing marketing strategy for it.
To make a journey through map efficient you need to stick to some kind of plan:
First is to define a timescale. It will help you to prognose and understand how much time does the user need to reach the highest conversion with your product. Timescale can include different steps in its development:
Involvement: if we talk about mobile applications it could be processes such as registration.
What kind of enrollment user would like the most? Should it be more detailed or quick and simple?
Adaptation: user`s interaction with functionality of the app.
Where to put additional actions or on the contrary remove useless?
Retention: this metric helps you keep the user’s attention longer.
For example profitable subscription terms.
Proceeds: your earnings improved by application usage.
Recommendation: step when user starts to recommend your app and share thoughts about it.
Second is scenarios. Circumstances in which the user will reach out to your app and continue to use it.
Third one is touchpoints. This is about exact customer actions. How and what they do with your product? At this stage it is very important to diversify as detailed as possible all user`s actions, from pressing the button.
The last one is feelings. What customers feel and think about the app or while its usage?
And on this step you can create a happy path for your customer to outline an ideal scenario. Happy path is free of errors, which leads to the best outcome.
Story can bring us experience, because it’s more sensitive than data. But collecting the data is also important, because you need to do research and analyze your business goal and market, where are you going to implement your product.
Customer journey maps could be done in a graphic way just by Sketching or with some tools like Mural or Lucidspark. You can also use specified tools, for example Winsdor.
Article based on materials:
The UX Designer’s Guide To Critical User Journey Mapping
Author Yaroslava Volynska
Illustrations by Kateryna Prynada
