CUSTOMER JOURNEY MAPS

EMOTIONAL JOURNEY MAPS

FLOW CHARTS DIAGRAMS / SERVICE BLUE PRINTS

WHAT IS A CUSTOMER JOURNEY MAP?

IT'S A FRAMEWORK THAT HELPS YOU UNDERSTAND THE CURRENT OR FUTURE JOURNEY THAT YOUR CUSTOMER GOES THROUGH. THE MODEL INCLUDES REAL WORLD CONTEXT AS WELL AS THE ACTIVITIES OF YOUR PRIMARY AND SECONDARY PERSONAS.

WHAT IS A CUSTOMER JOURNEY MAP?

IT'S A FRAMEWORK THAT HELPS YOU UNDERSTAND THE CURRENT OR FUTUE JOURNEY THAT YOUR CUSTOMER GOES THROUGH FROM A EMOTIONAL POINT OF VIEW.

THE CURRENT JOURNEY?

YOU ARE MODELING THE CURRENT PROBLEM SPACE THAT YOUR LOOKING TO SOLVE.

WHEN TO USE THE CURRENT JOURNEY?

IN THE BEGINNING IF YOU HAVE A DOMAIN EXPERT OR TOWARDS THE END OF YOUR RESEARCH, ONCE YOU KNOW ENOUGH ABOUT THE USER AND
THEIR PROBLEM. YOU'RE USUALLY MODELING THE PROBLEM SCENARIO.

THE FUTURE JOURNEY?

YOU ARE MODELING THE FUTURE JOURNEY OF THE CUSTOMER EXPERIENCE.

THE FUTURE JOURNEY?

AFTER YOUR RESEARCH, YOU CAN
USE THIS TO MODEL A CONCEPT
OR YOUR VALIDATED SOLUTION.

I USUALLY USE IT AFTER THE CONCEPT TO FIGURE OUT THE WORKFLOW THAT WE'RE
DESIGNING FOR. IT'S USUALLY MODELING THE HAPPY PATH FROM

BEGINNING TO END.

HERE'S A

BUTTON TO

THE FILE.

HERE'S A

BUTTON TO

THE FILE.

HERE'S A

BUTTON TO

THE FILE.

WHEN TO USE THE CURRENT JOURNEY?

TOWARDS THE MIDDLE OR END OF YOUR RESEARCH, YOU CAN HAVE SOMEONE FILL THIS OUT TO HELP
YOU BETTER UNDERSTAND HOW
THEY FEEL DURING EACH STAGE
OF THE JOURNEY AND HELP YOU

IDENTIFY KEY PAIN POINTS.

WHEN TO USE THE FUTURE JOURNEY?

WHEN YOU HAVE YOUR WIRE-FRAME

WORKFLOW DEVELOPED. YOU CAN HAVE EACH SECTION OF THE JOURNEY MAP REPRESENT A AREA OF THE USER JOURNEY AND/OR A SCREEN IN YOUR APPLICATION AND USE THIS TO DETERMINE POINTS OF DELIGHT AND PAIN IN THE WORKFLOW. USE THIS AFTER YOU TESTED THE PROTOTPYE IN YOUR USABILITY TESTING SESSION.

PRINT THE DOCUMENT
AND HAVE YOUR
USER FILL IT OUT.

WHAT ARE FLOW CHART OR SERVICE BLUE PRINT?

IT'S THE SAME AS A CUSTOMER JOURNEY MAP ONLY IT DOES A DEEPER DIVE INTO MODELING SCREENS. IT STILL MODELS THE CUSTOMER JOURNEY, BUT USES SOME BASIC UML (UNIFIED MODELING LANGUAGE) FOR THE MODELING

OF SCREENS. IN THE PAST, WE HAVE MOSTLY USED THIS FOR SCREEN MODELING OF THE FUTURE SOLUTION STATE.

HERE IS THE PRINCIPLES OF UML

WHY THIS TOOL IS HELPFUL

THIS TOOL WILL HELP BEFORE YOU START DESIGNING WORK-FLOWS. SOMETIMES YOU FEEL OR GET STUCK ON WHAT TO DESIGN.

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TRYING TO FIGURE OUT HOW EVERYTHING WORKS WHEN LOOKING AT A BLANK WHITE SCREEN IS VERY FRIGHTENING. THIS TOOL HELPS YOU MODEL THE USER EXPERIENCE WITH OUT GETTING CAUGHT IN THE DETAILS OF HOW A DESIGN LOOKS.

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THIS IS ALSO A VERY HELPFUL TOOL TO USE WHEN YOU'RE DOING A DESIGN INTERVIEW.