Customer Journey Maps

What

The Customer Journey Map is used to diagram the user experience and perspective to better understand the target of the provided service. "Touchpoints" on the journey map designate where/how the customer comes in contact with the service and how they feel about it. The map compiles each of these touchpoints to give a clear picture of the customer's current experience and how to improve upon it. 

How

Define touchpoints of user/service contact through interviews, digital metrics, and observation of consumer

Connect touchpoints in a clear visual showing the customer journey

Why

Mapping out the customer experience based on their personal insights, allows a designer to empathize with the user of their service. Journey maps can be personalized to a specific user or users and over-layed for comparison. Additionally, the identification of touchpoints is helpful for deeper analysis and breakdown of where opportunity and challenges exist throughout the service experience.