Well here we are! Creating a Journey Map is the last assignment in my Principles of User Experience Design class and in true Libby fashion I did the assignment wrong the first time and had to start over. But hey, bright side! At least I recognized the fact I did it wrong and could do it over. And it was a learning experience and all that. The thing is I don’t think I did the assignment wrong the first time, per say, because when it comes to journey maps it’s all about a journey, I just didn’t realize that for the assignment the journey had to be a journey to purchase something. Wow, I just realized I’m going to say journey A LOT in this blog post.
Before we get any further let’s talk a little about what a journey map actually is. It’s pretty self explanatory, a map that depicts the steps you take to either purchase something, get somewhere or experience an event. More specifically though a customer journey map, as described by SailThru, can be described like this,
“A customer journey map tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship.”
With customer journey maps it’s important to be extremely specific and to not leave out any details. When I was watching a video about the journey map process of buying a cup of coffee it explained that there is no such thing as just “getting coffee”. Was there traffic? Did you stand in line? All these little nuances make up the process of buying a cup of coffee.
For my customer journey map I decided to do a little throw back to the first week of class and do the journey of giving a friend a birthday gift. As I mentioned before my first attempt at a customer journey map was distinctly missing the customer part and was much more heavy on the journey. This time around I was ready to fix my mistakes and move forward. I felt a connection to this because, not to toot my own horn, but I am the queen of giving birthday presents.
The journey of purchasing a present is usually the same every time so I am very familiar with the steps. First I browse the internet for ideas, this usually involves going to my friend’s social media and seeing if anything sticks out immediately as a good idea for a present. Next I like speaking to my other friends that are also purchasing a gift and make sure there’s no overlap in present ideas or see if they have any ideas that inspire me.
After that I take all my ideas and narrow them down to one, go online, and purchase the gift. Then comes the waiting game. Depending on where I ordered the gift from it could arrive anywhere from two days to two weeks from the time I ordered it. I’m usually feeling pretty anxious about it until it finally arrives. The next to steps are simple, wrap the present and make it presentable and then, give the gift!
At the end of the journey I’m feeling happy that I could get my friend something they enjoy and makes them feel happy on their special day. Taking all these steps and putting them into a journey map is relatively straightforward. However it is important to add elements like your emotions through each step and whether you were speaking face to face or online to add depth.
Journey maps are incredibly helpful for designers and businesses to see a process laid out step by step. Like I said earlier there’s no such things as just “getting coffee” and sometimes mapping that out is the best way to understand that.
Check out my finished journey map below: