Using Experience Maps and Journey Maps

What is the difference between a customer experience map and a customer journey map? And what benefit does each bring in delivering quality and value driving customer experiences.

It’s worth saying, up front, that there is no set way of creating and using experience and journey maps. I am merely putting forward a method that I have used, with success, in the past! I believe it is useful to try and codify methodologies, especially in emerging areas, if for no other reason that to spark debate and discussion, so that improvement may be the result!

 

Experience Maps versus Journey Maps

Experience Map: What is it?
A representation of a person’s psychological process across the end to end journey of a significant event (e.g. annual holiday, buying a car). It starts from the trigger of the journey to the very end point of the experience.

Experience Map: What does it tell us?
The drivers of customer behaviour. What a person is thinking, doing and feeling; their frustrations; their needs and wants, and the goals that they are trying to achieve.

Experience Map: How can it be used?
To give a truly customer centric view of the service/experience/product that a business provides; but not limited to just the interactions with the service/experience/product – all influencing factors are included.

This allows for the identification of pain points and opportunities, and allows solutions to be crafted for these. These solutions enhance a customer’s experience and drives value into a business (via increased sales, customer satisfaction and loyalty and opportunities to reduce waste and cost).


Journey Map: What is it?
A representation of the ideal interactions that a person has with a product/service/experience, across the end to end journey. What channel and/or platform they interact with and what they are trying to accomplish during that interaction.

It can represent the current, as is, journeys; as well as the ideal, to be, journey. The former is an input into experience mapping (as well as giving a clear steer on where to fix pain points in the current journey), the latter is an actionable artefact.

Journey Map: What does it tell us?
What a customer is trying to achieve at each interaction, what goal they are trying to fulfil and what a business needs to do to help them to achieve this. It also gives a clear understanding of the transition between channels, and provides insight on what a customer needs to best move seamlessly between channels.

Journey Map: How can it be used?
Identify and prioritise requirements/projects; identify KPIs for measuring the efficacy of projects across the customer journey. It can show success factors from a customer point of view, and these can be used as (customer centric) KPIs.

Most importantly it can be used to ensure that the handoff between channels is being facilitated in a seamless and easy way.


 

Experience Maps are a very customer centric view of a journey. They are somewhat agnostic of where an interaction or activity happens, and are more interested in why a person is doing what they are doing: what goal are they trying to achieve. While abstracted from the what, experience maps force us to concentrate on a person’s core needs: what is it that they really want?

Journey maps are less abstract and show us more how and what a person does. What are they doing and where are they doing it; importantly, what are they doing next and where are they doing it. They can be created on a per persona basis to get a very granular view of customer behaviour by channel.

 

A poster version of this post is available here:  https://dl.dropboxusercontent.com/u/1973254/Profile/experience_journey.mapping_Alex.Horstmann.pdf

 

 

On marrying quantitative and qualitative research

 

The focus in the commercial world on numbers breeds a huge bias in favour of quantitative research. One of the challenges with quantitative research is that it rarely answers the question ‘why’, and focuses on the ‘what’ (i.e. the ‘what happened?‘).

 

We, as customer/user experience professionals, need to balance this with qualitative research, focussing on uncovering the drivers of behaviour – why are people doing what they are doing? What goal are they trying to achieve? What Core Want are they trying to fulfil?

 

The ultimate goal should be to try and map our qualitative findings to quantitative measures – allowing us to tell the human story, but underpinned by quantitative measures.

 

The work that I have done mapping customer journeys, and experience mapping, has included a process whereby we identified key measures by which we relate qualitative findings to hard numbers – both outside-in, customer focussed (like satisfaction (a.k.a CSat), complaints etc.), and inside-out, business focussed (like trading data, conversion rate, ASP/AOV, returns etc.).

 

This allows you to both understand the psychological process that drives customer behaviour, and articulate it in a meaningful way that highlights and quantifies problems and opportunities.

 

As organisations become more customer centric, this, I believe, is a vital step – an organisation needs to understand customer behaviour and, importantly for the bottom line, understand where to invest in the customer journey to increase sales, loyalty and satisfaction.

 
 

Friday Link Round Up – March 20, 2015

It’s not enough to be fast: how emulating human interaction is key to improving digital communication

http://www.fastcocreate.com/3042288/its-not-enough-to-be-fast-how-emulating-human-interaction-is-key-to-improving-digital-commun

Too much info? Or not enough? Which created a double-digit conversion increase?

https://whichtestwon.com/test/too-much-info-or-not-enough-which-created-a-double-digit-conversion-increase/

Why is Amazon launching a physical store – and what will it mean for retail? (via @leemcivor)

http://www.mycustomer.com/feature/technology/why-amazon-launching-physical-store-%E2%80%93-and-what-will-it-mean-retail/168265

Designing for the Workspace First (via @jackroless)

http://jesseddy.com/blog/2015/03/designing-for-the-workspace-first/

Ikea: 7 Predictions For What Your Home Will Look Like In 2020

http://www.fastcodesign.com/3043407/tech-forecast/ikea-on-7-predictions-for-what-your-home-will-look-like-in-2020

Video of the week:

The Four Horsemen: Amazon/Apple/Facebook & Google – Who Wins, Who Loses?  

https://youtu.be/XCvwCcEP74Q

CX Pyramid2B

Friday Link Round-Up – March 13 2015

The CX Pyramid: Why Most Customer Experience Efforts Fail
http://www.experiencetheblog.com/2015/03/the-cx-pyramid-why-most-customer.html

 
 

Bottling Lightning: How to channel and sustain creativity
http://uxmag.com/articles/bottling-lightning

 
 

Deconstructing Fidelity
http://uxmag.com/articles/deconstructing-fidelity

 
 

The man behind the Apple Watch
http://howtospendit.ft.com/technology/77791-the-man-behind-the-apple-watch

 
 

“Delightful” Interaction Design Needs To Die
http://www.fastcodesign.com/3042849/delightful-interaction-design-needs-to-die

 
 

The lowest price doesn’t mean the price is right
https://econsultancy.com/blog/66173-the-lowest-price-doesn-t-mean-the-price-is-right

 
 

Automating Style Guide-Driven Development
http://www.smashingmagazine.com/2015/03/05/automating-style-guide-driven-development/

 
 

Nudging and Choice Architecture: Ethical Considerations
http://www.experientia.com/blog/nudging-and-choice-architecture-ethical-considerations/

 

 

Friday Funny: Kindle Cover Disasters
http://kindlecoverdisasters.tumblr.com/

Friday Link Round-Up: Dec 19 2014

The Truth About Customer Experience

https://hbr.org/2013/09/the-truth-about-customer-experience

How To Measure Customer Loyalty

http://www.measuringu.com/blog/measure-loyalty.php

The Uncanny Valley is Uncanny

http://www.uxbooth.com/articles/the-uncanny-valley-is-uncanny/

Amazon offers one-hour deliveries

https://www.internetretailer.com/2014/12/18/amazon-offers-one-hour-deliveries

The “how to waste some time” link of the week 

Androidify

https://www.androidify.com/en/#/

Video of the week 

It’s a Write/Read (Mobile) Web

http://www.lukew.com/presos/preso.asp?32