How to Run a Journey-Mapping Workshop: A Step-by-Step Guide
Many people are unsure about the specifics of the actual journey-mapping process, so this article provides a more detailed guide to one of those steps: journeysmapping0workshops.
Before the Journey-Mapping Workshop
It’s important to include others in the journey mapping process. Prioritize actors and scenarios for each workshop. Gather and share existing research related to your journey, consolidate relevant insights, and identify knowledge gaps. Create a shared repository so that everyone has access to the artifacts you’ve gathered.
During the Journey-Mapping Workshop
Part I: Laying the foundation, Part II: Creating an assumption map, and Part III: Future-state visioning are the three parts of a journey-mapping workshop, which can last anywhere from a few hours to several days.
Part I: Laying the Foundation
Some attendees may not even open their homework before attending a workshop, so you’ll need to come up with creative ways to ensure they understand key concepts. Incorporate teaching opportunities into methods for gauging the room’s level of preparedness, such as trivia, and set aside time within the workshop agenda to review key findings.
Part II: Current-State Mapping
The act of consolidating what the team knows from existing research creates an assumption map, which can then be filled in with additional primary research. A current-state assumption map should have gaps, because teams may not know everything about the journey when they create it.
Part III: Future-State Visioning
After identifying critical pain points in the journey, participants generate big ideas on sticky notes, with impact and effort voting followed by a visual ranking of ideas that considers both feasibility and impact. Future-state visioning is when participants use sketching, presentation, and critique to create future-state flows. Design-studio technique involves sketching, presentation, and critique.
After the Journey-Mapping Workshop
Take photos of each artifact, as well as action shots of internal participants and customers participating in the activities, and store them in a central repository for future reference. Capture and share next steps and action items for the entire team in one place. Move quickly after the workshop to maintain momentum and capitalize on the excitement generated.
Use this as a starting point and adapt it to your needs, scope, and limitations in our full-day course on Journey Mapping to Understand Customer Needs at the Virtual UX Conference.
How do you create a customer journey?
How to Make an In-Depth Customer Journey Map
- Understanding who your customers are is the first step in creating a journey map.
- Understand your buyer’s goals.
- Map out buyer touchpoints.
- Identify customer pain points.
- Prioritize and Fix Roadblocks.
- Update and Improve.
What are the 7 steps to map the customer journey?
In 7 Easy Steps, Create A Customer Journey Map
- Step 1: Determine your goals.
- Step 2: Develop buyer personas.
- Step 3: Determine motivations and pain points.
- Step 4: Create a buyer’s journey map.
- Step 5: Maximize your touchpoints.
- Step 6: Identify your Moments of Truth.
- Step 7: Revise.
What are the 4 sections of a customer journey?
Customer journey stages. Identifying customer journey stages is one of the first steps in creating a customer journey map. A customer journey has at least four stages: inquiry, comparison, purchase, and installation. These stages may be referred to by different names; for example, inquiry is sometimes referred to as awareness.
What is Journey Mapping Workshop?
User journey mapping is a way to deconstruct a user’s experience with a product or service into a series of steps and themes in order to make effective design decisions. Empathy mapping is a way to characterize your target users in order to make effective design decisions.
What is a touchpoint in customer journey?
From start to finish, customer touchpoints are your brand’s points of contact with customers. Touchpoint definition: A touchpoint is any time a potential customer or customer interacts with your brandu2013before, during, or after they buy something from you.
How do you define customer journey?
The customer journey is defined as the total sum of experiences that customers have when interacting with your company and brand; rather than focusing on just one aspect of a transaction or experience, the customer journey documents the entire customer experience.
How do I track a customer journey?
Let’s look at how you can create a customer journey and track it.
- Creating the Journey.
- Identifying Touchpoints.
- Mapping Your Customer Journey.
- Assessing Whether Customers Are Achieving Their Objectives.
- Optimizing the Customer Journey.
What are the stages of a customer journey?
The five phases of the customer journey are Awareness, Consideration, Purchase, Retention, and Advocacy, and your potential customer should be guided through them in order to be introduced to and u201cbuy intou201d your product.
How do you measure customer journey?
4 Customer Journey Measurement Tests
- Customer surveys are the most common way to measure the customer journey because they provide unique insight into awareness.
- Digital Shop Alongs.
- Customer Usage Data.
- Customer Interviews.
How do you create a realistic customer journey map?
Managers must gather customer information and identify both critical and less important touchpoints in order to create a more useful customer journey map. We encourage managers to take HPM’s approach and directly ask customers which touchpoints they encounter during their journey through a service organization.
What are the common elements of a customer journey map?
5 essential components of a customer journey map
- Develop buyer personas. Establish clear objectives before diving into your map.
- List buyer touchpoints.
- Identify potential roadblocks.
- Fix the roadblocks.
- Continue to optimize your customer journey.
How do you facilitate a workshop?
In 18 easy steps, learn how to run a successful workshop.
- Prepare for the unexpected.
- Get to know the participants.
- Define the purpose.
- Set a clear goal.
- Plan for more than just a day.
- Set the scene.
- Complete a check-in.
- Go over the ground rules.
How do you conduct a journey map?
What Is a Customer Journey Map and How Do I Make One?
- Set clear map objectives.
- Profile your personas and define their goals.
- Highlight your target customer personas.
- List all the touchpoints.
- Identify the elements you want your map to show.
Who should you invite to a customer journey mapping workshop?
When hosting a customer journey mapping workshop, there are two types of people you should invite: those who understand the customer journey and those who don’t but are key influencers in the organization, the latter of which is frequently senior management.