User Journey Map
User (customer) journey map
2022/03/18 (增加投影片)
2022/03/21 (新增連結)
2022/07/30 (新增連結)
UX_Maps.pptx2022/03/18
Empathy Map
Customer Journey Map
Service Blueprint
Customer Journey Mapping 101 (2:17) NN group
The 5 Steps to Customer Journey Mapping (2:41) NN group
5 Steps for Effective Diary Studies in Customer Journey Research (2:56) NN group
Designing for Friction and Flow in Customer Journeys (3:08) NN group
Journey Mapping: 2 Decisions to Make Before You Begin (3:07) NN group
How to Conduct Research for Customer Journey Mapping (3:37) NN group
CX vs UX (3:42) NN group
第一次畫使用者旅程圖 User Journey Map 就上手
使用者旅程圖，通常包含下面幾個部分：
服務接觸點（Touch Point） ：旅程中的重要關鍵時刻 MOT（Moments of Truth）是什麼？
時間點 / 旅程階段（Stage）：整個旅程進行的順序？可分為哪些階段？
痛點 / 甜蜜點（Think Purpose）：旅程中的互動，對什麼感到不足或是感到滿足？
情緒（Emotional Journey）：在旅程中的每一個階段，所產生的情緒變化？
製作「使用者旅程圖」的步驟如下：
定義使用者：明確定義出這張使用者旅程圖是什麼樣的使用者。
定義情境任務：在旅程過程中，會有哪些不同的事件發生？
使用者與接觸點的互動行為：不同情境下的事件，有那些是接觸點，其順序為何？
使用者的想法：使用者在每個行為背後所產生的想法是什麼，有哪些痛點與甜蜜點？
使用者的心情：使用者在每個行為過程中，情緒會怎麼起伏？
4D 轉譯工具：
先透過「同理心地圖」（Empathy Map），同理使用者，從他們的角度出發進行研究。
再產出「人物誌」（Persona），創造一個擬真的人物樣貌。
接著才會進行「使用者旅程圖」（User Journey Map），找出互動過程中的真實情緒，感知，與不滿的痛點。
最後進到「利害關係人圖」（Stakeholders Map），徹底掌握組織的組成架構。
過程
了解使用者。
使用者的背景故事。
使用者的想法和感受。
痛點在哪？
繪製情緒線。
The beginner’s guide to creating a customer journey map
The six must-have parts of a customer journey map
A customer persona
Phases of the Purchase Journey
Touchpoints
Customer Thoughts and Actions (Verbatim)
Pain Points (what’s stopping our customers)
The customer’s emotional journey
Opportunities for Improvement
Moments of Truth
5 guiding principals for creating your journey map
They’re written from the customer’s point of view, not the company’s.
They combine the mechanics of experience with the customer’s emotional response.
They document the customer’s omnichannel journey.
They are visualization tools.
They define and capture the phases of the customer purchase journey.
How to Create an Effective Customer Journey Map
Why Is a Customer Journey Map Important?
You can refocus your company with an inbound perspective.
You can create a new target customer base.
You can create a customer-focused mentality throughout the company.
How to Create a Customer Journey Map
Set clear objectives for the map.
Profile your personas and define their goals.
List out all the touchpoints.
Identify the elements you want your map to show.
Four types of customer journey maps
Current State
Day in the Life
Future State
Service Blueprint
Take the customer journey yourself.
Make necessary changes.
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 bottom, the takeaways: opportunities, insights, and internal ownership.
Key Components of a Journey Map
Actor
Senario + Expectations
Journey Phases
Actions, Mindsets, and Emotions
Opportunities
What is customer journey mapping and why is it important?
What is customer journey mapping?
Why is customer experience so important?
Why is customer journey mapping so important?
The benefits of customer journey mapping
How to begin the customer journey mapping process
The 5 Steps of Successful Customer Journey Mapping
Effective customer journey mapping follows five key high-level steps:
Aspiration and allies: Building a core cross disciplinary team and defining the scope of the mapping initiative
Internal investigation: Gathering existing customer data and research that exists throughout the organization
Assumption formulation: Formulating a hypothesis of the current state of the journey and planning additional customer research
External research: Collecting new user data to validate (or invalidate) the hypothesis journey map
Narrative visualization: Combining existing insights and new research to create a visual narrative that depicts the customer journey in a sound way
Journey Mapping in Real Life: A Survey of UX Practitioners
Q1: Which Elements Do You Typically Include in Journey Maps?
Personas and scenarios (elements of Zone A: The Lens ) and customer actions, thoughts, and feelings (elements of Zone B: The Experience ) are commonplace within customer-journey maps.
Recommendations, metrics, and ownership are most infrequently included within customer journey maps.
Q2: What Is Frustrating About Journey Mapping?
Understanding process and scope (52%)
Obtaining data to represent reality (15%)
Obtaining buy-in from others (15%)
Q3: What Is Beneficial About Journey Mapping?
Creates common goals and vision (32%)
Uncovers hidden truths (24%)
Facilitates collaboration (18%)
Enables customer-centric focus (18%)
Creates personal connection (12%)
Q4: When Does Journey Mapping Fail?
When there’s no focus (36%)
When it’s not based in reality (25%)
When it’s not shared or used (21%)
When there’s no trust or buy-in (11%)
Q5: When Does Journey Mapping Succeed?
When it’s collaborative and shared (37%)
When it leads to action (27%)
When it’s focused (13%)
When it produces results (13%)
3 aspects of the customer journey you better consider well
The voice of Customer
The voice of Employee
Future-state customer journey mapping
A guide to emotional journey mapping : A UX Research technique that will help you analyse how the user perception changes throughout a service experience.
An emotional journey map associates an indication of the emotional status of the user at each stage of the experience. The emotion can be represented by a graph from moments of frustration to delight, or by adding emojis and pictograms to the specific steps of the journey.
UX tools can help you write better Features and User Stories
Transactions
Customer Journey Map
During the backlog refinement, the Scrum team is responsible for splitting up the Feature into more granular items: User Stories. In this want vs can approach a User Story is never a macro-transaction nor a micro-transaction. It will always be situated somewhere between the extremes on the scale.
There’s one significant rule of thumb I try to apply when I receive a question from the business:
Is this something the user wants to do, or is it something the user can do to assist him in his goal?
If it’s something the user wants to do, it’s a Feature, and it should be on your Customer Journey Map.
If it’s something the user can do to achieve a goal (defined in a macro-transaction or Feature), it’s a User Story. Every “can” you add to a Feature enhances the Feature.