Designed to explain customer journey mapping, and inspire product leaders to consider journey mapping, the workshop at ProductCamp Dublin entitled ‘How To Do Customer Journey Mapping’ worked through the key element of journey maps.
Customer persona, journey statements, journey phases and questions, touchpoints and channels were looked at in turn.
Product Camp Workshop Context
Workshop participants own “voices”, those of product management professionals, provided the input for this customer journey map. Teams of 3-5 each created a customer journey map.
The objective of the workshop => to create, and learn how to create, customer journey maps with team input as the ‘voice of the customer’ using a simple method.
Many thanks to the workshop participants! I hope you’ve all taken a stab at journey mapping to improve your products, services or marketing communications.
=> To skip to the workshop output click here: Customer Journey Map Of Product Management Professionals From Awareness To Registration for ProductCamp Dublin.
The Customer Journey Statement
The map depicts the journey of product leaders from awareness of ProductCamp Dublin through registration, with ‘awareness’ on the far left, and registration on the far right.
The first step at the workshop was to identify the overarching customer need, or ‘job to be done’; why attend ProductCamp.
Identifying Information Needs – Journey Phases
As prospects consider your offering, in this case “should I attend ProductCamp?“, various questions and information needs emerge.
So the workshop participants considered what questions and information they needed before registering for ProductCamp? Each team considered, then mapped their information needs, approximately in sequence, across the top of the page.
Later comparing the maps, I discovered the teams answered the same questions but followed a varied route from awareness to registration. Therefore overall the sequence of questions addressed is not distinct in this example.
In the final digital write up of the ProductCamp Journey map “information needs” are laid out (in blue) across the journey.
Typically touchpoints include; an action or thought, the feeling (the emotional response to a touchpoint), and the channel through which the touchpoint was received.
Participants wrote up their individual actions and thoughts undertaken on the journey to ProductCamp registration. Many of the touchpoints included ways participants touch the ProductCamp formal information sources, such as the website. Other influential interactions, such as discussions with colleagues, were also included.
For the first touchpoint example shown includes:
- an action: reading about product camp
- a channel: email
- an emotion: positive
(The post-it notes used in the workshop were green. The final digital version uses a more legibile grey.)
- Actions or thoughts were depicted as a customer ‘voice’.
- Channels can be organized using a set of easily recognizable symbols.
- Emotion used three simple emojis. 🙂
Mapping Touchpoints To The Journey
Each touchpoint is aligned directly below the information need it addressed. Journey phases are questions the participants needed answered. Touchpoints are how they attempted to answer those questions.
During the workshop touchpoints were organized with positive emotions at the top, negative experiences towards the bottom. With 25+ workshop participants the resulting customer journey map was likely representative of how most ProductCamp participants experience the journey to registration.
It turns out many experiences were positive; hurrah!
Customer Journey Map Insights
It’s great that the journey from awareness to registration is a positive experience. But it’s not insightful; we’re looking for improvement opportunities.
Since so many of the individual touchpoints were a positive experience, reorganizating the touchpoints into different communication channels provided more actionable.
As we discussed in the workshop, reorganizing your data can uncover a different story, providing different learnings. There are examples in the slideshare (below).
Looking at the data, a story about ProductCamp communication channels emerged;
- 1 to 1 non-scalable communication (green symbols) e.g. talking to a colleague, versus
- 1 to many scalable (blue symbols) such as the ProductCamp emails
Click on the image for the full sized pdf and print using ‘poster’ format.
Further Customer Journey Mapping Resources
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