Customer Journey Map Explained

What is a Customer Journey Map?

“A journey map is a visualization of the process that a person goes through in order to accomplish a goal. It’s used for understanding and addressing customer needs and pain points.” 

- Nielsen Norman Group

Persona in Journey Map

Persona are useful tools to help prioritize content and functionality. They are virtual roles based on defined audience or user types. They are a summary of your understanding of your target audience. Persona typically include the imagined person's name, primary motivations, anxiety, and tasks they need to accomplish related to a product, service, website or mobile app, support ticker system and etc.

How to create Personas?

Create personas using information gleaned from user and stakeholder interviews. Through these activities, you can identify the most important features that your audience needs.

The first thing you need to decide is whose journey you are going to map such as, a specific customer type (persona), a potential (target) customer, or a segment of customers, depending on the purpose of your journey mapping initiative. Once you've created distinct personas, you can use them to create user experience maps that describe each persona's experience at various touch points during their lifecycle with your company.