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Customer Journey Map

  • Define how you believe customers use your product.
  • Test how you can improve the usability/onboarding of new/existing feature

What is a Customer Journey Map?

A Customer Journey Map is a way of mapping out your customers' journey/experiences, trying to achieve their goals using your product.

In this platform you would use it to define the persona's assumed journey, when they are attempting to perform a task. Also validate the Customer Journey Map in usability tests to see if a feature could be built to enable them to perform the task more efficiently.

Opportunities are structured as follows:

  • User Persona
    • Customer Journey
      • Journey Phase (e.g. Onboarding)
        • Phase Action (e.g. Sign Up)
      • Other Phases ...
  • Other Personas ...

How would I use a Customer Journey Map?

To use a Customer Journey Map, you'd follow these steps:

  1. Define a Desired Outcome.
  2. Define an Opportunity.
  3. Define a Persona
  4. Define a Customer Journey Map (including the phases, actions and mindsets)
  5. Conduct research to identify to refine the Journey Map (to actual steps they take to complete the task)
  6. Use the validated Journey Phases/Actions as User Requirements to create several product concepts, then usability test them with customers.
  7. Define the 'Effort' Priority Factor
    5
    Effort
    10 - 1
    and assign a score to the Opportunity
    Effort
    7
    .

Define a Journey Phase

To define a Journey Phase:

  1. Sign in to your account.
  2. Expand the Desired Outcome you want to add the Journey Phase to.
  3. Expand the OP-1 (Opportunity view) you want to add the Journey Phase to.
  4. Expand the Personas view.
  5. Click the
    (Persona Dashboard button) of the Persona
  6. Expand the Journey Map view.
  7. Enter a phase in the Add Phase + Enter field and press the Enter key
Onboarding (0)

Update a Journey Phase

To update a Journey Phase:

  1. Sign in to your account
  2. Expand the Desired Outcome for that Journey Phase.
  3. Expand the OP-1 (Opportunity view) for that Journey Phase.
  4. Expand the Personas view.
  5. Click the
    (Persona Dashboard button) of the Persona
  6. Expand the Journey Map view.
  7. Click the
    (Edit button) of the Journey Phase.
    You will see a popup dialog box with title 'Edit Journey Phase':

    Edit Journey Phase
    Title
    Market Size
    Description
    No Description Yet
    Weight
    1
    Color
    Update
    Cancel
  8. Apply your Changes.
  9. Finally, click Update button.
    Note: The Journey Phase will be updated immediately.

Delete a Journey Phase

To delete a Journey Phase:

  1. Sign in to your account.
  2. Expand the Desired Outcome for that Journey Phase.
  3. Expand the OP-1 (Opportunity view) for that Journey Phase.
  4. Expand the Personas view.
  5. Click the
    (Persona Dashboard button) of the Persona
  6. Expand the Journey Map view.
  7. Click the
    (Delete button) of the Journey Phase.
    You will see a popup dialog box with title 'Delete Journey Phase':

    Delete Journey Phase
    Title
    Are you sure you want to delete this Journey Phase?
    Warning
    This Journey Phase will be permanently deleted
    Delete
    Cancel
  8. Finally, click Delete button.
    Note: The Journey Phase will be deleted immediately.

Define an Action Mindset

To define an Action Mindset:

  1. Sign in to your account.
  2. Expand the Desired Outcome you want to add the Action Mindset to.
  3. Expand the OP-1 (Opportunity view) you want to add the Action Mindset to.
  4. Expand the Personas view.
  5. Click the
    (Persona Dashboard button) of the Persona
  6. Expand the Mindset Types view.
  7. Enter a mindset (e.g. happy, frustrated, etc) in the Add Mindset + Enter field and press the Enter key
    Happy

Update an Action Mindset

To update an Action Mindset:

  1. Sign in to your account
  2. Expand the Desired Outcome for that Action Mindset.
  3. Expand the OP-1 (Opportunity view) for that Action Mindset.
  4. Expand the Personas view.
  5. Click the
    (Persona Dashboard button) of the Persona
  6. Expand the Mindset Types view.
  7. Click the
    (Edit button) of the Action Mindset.
    You will see a popup dialog box with title 'Edit Journey Mindset Type':

    Edit Journey Mindset Type
    Title
    Market Size
    Tooltip
    No Tooltip Yet
    Update
    Cancel
  8. Apply your Changes.
  9. Finally, click Update button.
    Note: The Opportunity will be updated immediately.

Delete an Action Mindset

To delete an Action Mindset:

  1. Sign in to your account.
  2. Expand the Desired Outcome for that Journey Phase.
  3. Expand the OP-1 (Opportunity view) for that Journey Phase.
  4. Expand the Personas view.
  5. Click the
    (Persona Dashboard button) of the Persona
  6. Expand the Mindset Types view.
  7. Click the
    (Delete button) of the Action Mindset.
    You will see a popup dialog box with title 'Delete Journey Mindset Type':

    Delete Journey Mindset Type
    Title
    Are you sure you want to delete this Action Mindset?
    Warning
    This Action Mindset will be permanently deleted
    Delete
    Cancel
  8. Finally, click Delete button.
    Note: The Action Mindset will be deleted immediately.

Define a Phase Action

To define a Phase Action:

  1. Sign in to your account.
  2. Expand the Desired Outcome you want to add the Phase Action to.
  3. Expand the OP-1 (Opportunity view) you want to add the Phase Action to.
  4. Expand the Personas view.
  5. Click the
    (Persona Dashboard button) of the Persona
  6. Expand the Journey Map view.
  7. Expand the Journey Phase (0) for that Phase Action.
  8. Enter an action/step in the Add Action + Enter field and press the Enter key.
    Happy
    Aka Moment
    0

Update a Phase Action

To update a Phase Action:

  1. Sign in to your account
  2. Expand the Desired Outcome for that Journey Phase.
  3. Expand the OP-1 (Opportunity view) for that Journey Phase.
  4. Expand the Personas view.
  5. Click the
    (Persona Dashboard button) of the Persona
  6. Expand the Journey Map view.
  7. Expand the Journey Phase (0) view for that Phase Action.
  8. Click the
    .
    ...
    .
    (Edit button) of the Phase Action.
    You will see a popup dialog box with title 'Edit Edit Journey Phase Action':

    Edit Journey Phase Action
    Title
    Market Size
    Description
    No Description Yet
    Mindset
    Happy
    Usability
    Color
    Update
    Cancel
  9. Apply your Changes.
  10. Finally, click Update button.
    Note: The Opportunity will be updated immediately.

Delete a Phase Action

To delete a Phase Action:

  1. Sign in to your account.
  2. Expand the Desired Outcome for that Phase Action.
  3. Expand the OP-1 (Opportunity view) for that Phase Action.
  4. Expand the Personas view.
  5. Click the
    (Persona Dashboard button) of the Persona
  6. Expand the Journey Map view.
  7. Expand the Journey Phase (0) view for that Phase Action.
  8. Click the
    .
    ...
    .
    (Delete button) of the Phase Action.
    You will see a popup dialog box with title 'Delete Journey Phase Action':

    Delete Journey Phase Action
    Title
    Are you sure you want to delete this Phase Action?
    Warning
    This Phase Action will be permanently deleted
    Delete
    Cancel
  9. Finally, click Delete button.
    Note: The Phase Action will be deleted immediately.

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