Journey Mapping: A Five-Step Process

Introduction

Kate Kaplan from NN/g offers a structured approach to journey mapping in her seminar “Journey Mapping to Understand Customer Needs.” Journey mapping helps organizations document the current state of a customer's journey. However, many professionals are unsure about the process. This guide introduces a high-level five-step process for effective journey mapping.

Step 1: Aspiration and Allies

Define Aspiration

Before starting the journey mapping process, establish a clear aspiration or point of view. Determine the scope of the journey you are mapping and whose journey you are documenting.

Gather Allies

Identify a core group of cross-disciplinary team members who will be your allies throughout the project. These team members should represent various departments within your organization.

Step 2: Internal Investigation

Gather Internal Knowledge

Investigate the knowledge that exists within your organization. Different departments often have valuable insights about the user.

Formulate Assumptions

Conduct a workshop with your stakeholders to piece together this internal knowledge. Create a preliminary picture of the current state based on these assumptions.

Step 3: External Research

Validate Assumptions

It's crucial to validate the assumptions made during the internal investigation. Conduct external research to ensure that your initial assumptions are accurate.

Qualitative Research

Engage in qualitative research methods such as user interviews and contextual inquiries. These methods involve direct observation of users, providing a deeper understanding of their experiences.

Step 4: Mapping

Create Low-Fidelity Blueprint

Use the gathered research to fill in a low-fidelity blueprint of the journey. Start with a top-down approach and layer additional attributes as you go.

Refine and Distribute

Refine the blueprint by adding metrics, emotions, and opportunities. Move towards a high-fidelity blueprint that can serve as a single source of truth for all departments.

Step 5: Presentation

Share Insights

Once the mapping is complete, decide if the insights are sufficient for your team. If working with a larger team or client, create a polished visual or diagram to share the findings.

Polished Visuals

Creating polished visuals helps stakeholders understand the insights gained from the journey mapping process. It ensures that everyone is on the same page and can move forward with a clear understanding of the customer's journey.

Conclusion

Journey mapping is a collaborative and iterative process that requires input from various stakeholders and validation through qualitative research. By following this five-step process, organizations can create accurate and insightful journey maps that enhance their understanding of customer needs and improve user experiences.