{"id":3193,"date":"2024-06-06T17:38:00","date_gmt":"2024-06-06T17:38:00","guid":{"rendered":"https:\/\/www.clockwork.com\/?p=3193"},"modified":"2024-10-01T19:19:22","modified_gmt":"2024-10-01T19:19:22","slug":"the-what-why-and-how-of-journey-mapping","status":"publish","type":"post","link":"https:\/\/www.clockwork.com\/insights\/the-what-why-and-how-of-journey-mapping\/","title":{"rendered":"The what, why, and how of journey mapping"},"content":{"rendered":"\n

What is a journey map and how will it help me understand the user?<\/h3>\n\n\n\n

A journey map is a visual representation of the steps someone takes when trying to achieve a goal. Usually, it includes information on their actions, touchpoints, feelings, successes, and pain points as they move through an experience.<\/p>\n\n\n\n

Journey maps are a powerful experience design<\/a> tool because they help show a customer\u2019s end-to-end experience across multiple touchpoints such as your website, app, customer service calls, and perhaps your brick-and-mortar store. It\u2019s important to map the\u00a0whole\u00a0<\/em>journey, not just when someone interacts with your website.\u00a0\u00a0<\/p>\n\n\n\n

A journey map is more effective when it\u2019s rooted in research. It can be a helpful exercise to create a theoretical journey map based on anecdotal context or organizational knowledge, but a journey map is truly impactful when it\u2019s driven by data<\/strong>. Data can come in the form of analytics, focus groups, user interviews, or any number of user research methods.<\/p>\n\n\n\n

Why should I create a journey map? <\/h3>\n\n\n\n

Journey mapping is always a good idea, but there are some scenarios you might encounter that clearly point to a need to create one:<\/p>\n\n\n\n

    \n
  1. You need to understand and address your customers\u2019 needs or your team needs to align on the steps a user takes in a given process.<\/li>\n\n\n\n
  2. Your team or organization needs a shift in perspective to be customer-first.<\/li>\n\n\n\n
  3. You need to better understand a data point, such as a drop in traffic to a specific page or area of your site.<\/li>\n\n\n\n
  4. You are planning on redesigning a part of the current experience or process. Journey maps help to de-risk your ideas (e.g. the product or service you decide to create, the updates you are proposing to your product, etc.). The data you gather when creating a journey map significantly increases the chance that you\u2019ll build something that\u00a0actually helps<\/em>\u00a0users accomplish their goals, meets their needs, and works with their attitudes and behaviors.<\/li>\n<\/ol>\n\n\n\n

    How do I create a journey map? <\/h3>\n\n\n\n
    \"Journey<\/a>
    Journey map template from Miro<\/a><\/em><\/figcaption><\/figure>\n\n\n\n

    You\u2019ll need to align on your objectives and gather data from your users. Next, you\u2019ll put the data into a format that shows steps in a user\u2019s journey and what happens at each step.<\/p>\n\n\n\n

    Depending on your time, budget, or resource constraints, you may need to scale these efforts to feel realistic for your company.<\/p>\n\n\n\n

    Here\u2019s how we do it at Clockwork:<\/h3>\n\n\n\n
      \n
    1. Determine the business need for a journey map and gather organizational support<\/li>\n\n\n\n
    2. Identify your audience, align on your assumptions about them, and narrow the focus of your journey map to one specific user goal or task<\/li>\n\n\n\n
    3. Plan your research methodology and review existing research<\/li>\n\n\n\n
    4. Conduct research<\/li>\n\n\n\n
    5. Synthesize research and start sharing key themes with stakeholders<\/li>\n\n\n\n
    6. Use the data you collected to map out the user\u2019s path (we use tools like\u00a0Miro<\/a>\u00a0or\u00a0Figma<\/a> for this \u2014 both have templates available)<\/li>\n\n\n\n
    7. Identify and prioritize opportunities<\/li>\n\n\n\n
    8. Share your findings and gather support and buy-in for next steps<\/li>\n<\/ol>\n\n\n\n

      Read about how we guided journey mapping for a Fortune 500 client and expanded their in-house UX practice<\/a><\/strong>.<\/p>\n\n\n\n

      What to do after journey mapping<\/h3>\n\n\n\n

      Have you started on your journey mapping process? Do you want to take it to the next stage? <\/em>Clockwork can lead your team in: <\/p>\n\n\n\n

        \n
      • A workshop to prioritize the opportunities identified<\/li>\n\n\n\n
      • A needs statement workshop to hone in on the user need you\u2019re meeting\u00a0<\/li>\n\n\n\n
      • A big idea generation workshop to brainstorm ideas to meet those needs<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

        What is a journey map and how will it help me understand the user? A journey map is a visual representation of the steps someone takes when trying to achieve a goal. Usually, it includes information on their actions, touchpoints, feelings, successes, and pain points as they move through an experience. Journey maps are a powerful […]<\/p>\n","protected":false},"author":29,"featured_media":3197,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[23,120],"tags":[],"coauthors":[105],"class_list":["post-3193","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-experience-design","category-level-up"],"acf":[],"yoast_head":"\nThe what, why, and how of journey mapping<\/title>\n<meta name=\"description\" content=\"A journey map is a visual representation of the steps someone takes when trying to achieve a goal. 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