Assignment #1: Customer Journey mapping (including a section which provides information about a persona)
Assignment #1: Customer Journey mapping (including a section which provides information about a persona)
Customer Journey mapping is a useful tool to understand how existing services work and uncover pain points and opportunities for improvement. Customer journey maps are used to visualize the overall experience a customer has with a service. Customer journey mapping may include any stages of service consumption (pre-purchase, service encounter, and or post-encounter stages). Examples of these stages are recognizing a need, searching for a specific service, booking and paying for it, and using the service, as well as maybe complaining if something goes wrong, or using the service again.
For this assignment, your task is to develop a “current state” journey map in which you include steps where a customer is interacting with a company and highlight (list and visualise) all the key steps of an experience. The journey map should be structured as a sequence of steps (often also referred to as events, moments, experiences, interactions, activities, etc.).
You can develop a high-level map which shows an overall end-to-end experience or develop a more detailed map which focuses on one step of a higher-level journey and describes micro-interactions in that step.
Please note that in addition to the steps and stages, you need to include a section (either in a separate page or as part of your journey map) which provides information about the persona.
A simple and useful template for journey mapping together with instructions from Nielsen Norman Group world leaders in user experience mapping:
https://www.nngroup.com/articles/customer-journey-mapping/
Some other journey mapping templates:
https://uxpressia.com/templates
some advice about right questions to ask when you interview users to draw journey maps:
https://uxdesign.cc/asking-the-right-questions-on-user-research-interviews-and-testing-427261742a67
https://www.nngroup.com/articles/open-ended-questions/
Some explanation about step involved in journey mapping (how to do journey mapping):
https://blog.alexa.com/customer-journey-mapping-template/
Some explanations how to create persona:
https://www.hubspot.com/make-my-persona
Examples and templates to create Persona:
https://www.usability.gov/how-to-and-tools/methods/personas.html
https://uxpressia.com/blog/how-to-create-persona-guide-examples
https://xtensio.com/user-persona/
https://personagenerator.com/
https://uxplanet.org/creating-free-sketch-templates-user-personas-journey-maps-541df39d3f1b
https://designabetterbusiness.tools/tools/persona-canvas
