Journey mapping creates a holistic view of customer experience, and it’s this process of bringing together and visualizing disparate data points that can engage otherwise disinterested stakeholders from across groups and spur collaborative conversation and change. This shared vision is a critical aim of journey mapping, because without it, agreement on how to improve customer experience would never take place. Fragmented understanding is chronic in organizations where KPIs are assigned and measured per individual department or group because many organizations do not ever piece together the entire experience from the user’s standpoint. Storytelling and visualization are essential facets of journey mapping because they are effective mechanisms for conveying information in a way that is memorable, concise and that creates a shared vision. Finally, that narrative is condensed into a visualization used to communicate insights that will inform design processes. Next, the skeleton is fleshed out with user thoughts and emotions in order to create a narrative. In its most basic form, journey mapping starts by compiling a series of user goals and actions into a timeline skeleton.
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