Mapping User Touchpoints

When's the last time you thought about your customer's experience? With Generative AI you can continuously map, monitor, and optimize every customer touchpoint. Here's how. 1 Start by cataloging every customer touchpoint. You'll revisit this workflow quarterly, so use AI that lets you save documents. Create a new project called "Customer Experience Analyzer", tell it about your business, and ask it to help you identify every possible customer touchpoint. Your firsthand knowledge is invaluable here. List everything from social media interactions to packaging to post-purchase follow-ups. 2 Feed your AI with real customer data. Upload: * Customer service call transcripts (last 3 months) * Social media data * Survey responses and NPS feedback * Sales call notes * Website analytics summaries * etc Try a prompt like: "Analyze this data and reveal: 1) What touchpoints are customers actually experiencing that we might be missing? 2) Which touchpoints generate the strongest emotional reactions (positive and negative)? 3) Where are the biggest gaps between our intended experience and what customers report?" 3 Create a customer experience map. Ask your AI to organize these touchpoints into a logical sequence, but avoid the traditional linear journey map trap. Instead, prompt it with: "Create a network diagram of how these touchpoints connect and influence each other, highlighting the critical moments where customer decisions are made." 4 Score each touchpoint on multiple dimensions by asking your AI to evaluate each on: * Emotional impact (highly negative to highly positive) * Functional performance (fails to does the job perfectly) * Frequency (rare to extremely common) * Business impact (minimal to mission-critical) 5 Identify optimization opportunities. Try prompts like: * Where are the biggest disconnects between what customers expect and what we deliver? * Which touchpoints have the most negative emotional impact but would be relatively easy to fix? * If we could only improve three touchpoints this quarter, which would create the most significant positive impact? 6 For each prioritized touchpoint, use your AI to generate multiple improvement hypotheses. Try a prompt like: "For [specific touchpoint], generate 5 different ways we could improve the customer experience. For each improvement, explain: what exactly would change, what resources would be required, how we could measure success, and potential unintended consequences." You don't need to become a CX expert overnight. Start with just three touchpoints that matter most to your business. Getting those right will teach you the process and create immediate impact. How are you currently using AI to improve your customers' experience? Drop it into a comment :) ✨ ✌🏻 ✨ If this kind of advice is helpful, then you'll love my AI for SMBs Weekly newsletter. Subscribe link in the comments or click "view my newsletter" next to my name. #generativeAI #claude #gemini #chatGPT #SMB #CX

Creating an effective customer journey map requires more than just plotting touchpoints—it needs to connect customer actions to business outcomes at every stage. 𝗛𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄 𝘁𝗼 𝗯𝘂𝗶𝗹𝗱 𝗼𝗻𝗲 𝘁𝗵𝗮𝘁 𝗱𝗿𝗶𝘃𝗲𝘀 𝗿𝗲𝗮𝗹 𝗿𝗲𝘀𝘂𝗹𝘁𝘀: 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗯𝘂𝘆𝗲𝗿'𝘀 𝗽𝗲𝗿𝘀𝗽𝗲𝗰𝘁𝗶𝘃𝗲. Notice how the template starts with "Journey Steps" and then "Goal." This order matters. You'll first need to understand where your customer is in their decision-making process before deciding what they are trying to accomplish. 𝗠𝗮𝗽 𝗯𝗼𝘁𝗵 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗮𝗻𝗱 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗮𝗹 𝗻𝗲𝗲𝗱𝘀. The "Needs and Pains" and "Customer Feeling" sections are crucial. By documenting both rational needs and emotional states, you create content that resonates on multiple levels. 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘁𝗼 𝗛𝘂𝗯𝗦𝗽𝗼𝘁 𝗹𝗶𝗳𝗲𝗰𝘆𝗰𝗹𝗲 𝘀𝘁𝗮𝗴𝗲𝘀. The journey map directly aligns with HubSpot's lifecycle stages: Subscriber → Lead → MQL → SQL → Opportunity → Customer. This alignment ensures your marketing automation, lead scoring, and reporting are synchronized with the actual customer journey. 𝗗𝗼𝗰𝘂𝗺𝗲𝗻𝘁 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗮𝗰𝘁𝗶𝗼𝗻𝘀 𝗮𝘁 𝗲𝗮𝗰𝗵 𝘀𝘁𝗮𝗴𝗲. Look at how the template captures specific actions, such as "Completes Lead Gen Form," "Expresses interest via cold call," and "Stops responding to outreach." These detailed behaviors provide clarity on what happens during transitions. 𝗔𝘀𝘀𝗶𝗴𝗻 𝗽𝗿𝗼𝗰𝗲𝘀𝘀 𝗼𝘄𝗻𝗲𝗿𝘀𝗵𝗶𝗽. The "Process ownership" row clearly defines which team or role is responsible at each stage—from Marketing to Account Manager to Division Manager. This accountability prevents leads from falling through the cracks during handoffs. 𝗜𝗱𝗲𝗻𝘁𝗶𝗳𝘆 𝘁𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗲𝗻𝗮𝗯𝗹𝗲𝗿𝘀 𝗳𝗼𝗿 𝗲𝗮𝗰𝗵 𝘀𝘁𝗮𝗴𝗲. The "Technology & Tools" row shows exactly which systems power each customer interaction. For awareness, it might be your SEO tools and ad platforms. For consideration, your webinar platform and HubSpot landing pages. For decision, your quote tool and contract management system. 𝗗𝗲𝗳𝗶𝗻𝗲 𝗰𝗹𝗲𝗮𝗿 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝗺𝗲𝘁𝗿𝗶𝗰𝘀. The bottom section establishes concrete metrics for measuring success at each stage. This transforms abstract concepts, like "engagement," into measurable behaviors that you can track in HubSpot. 𝗜𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 𝘀𝘁𝗲𝗽𝘀: 1. Gather stakeholders from marketing, sales, customer success, and product 2. Start with blank sticky notes and the framework above 3. Map the current state first, then the ideal state 4. Identify the most significant gaps between the current and ideal 5. Prioritize changes based on customer impact and implementation effort The goal isn't to create another pretty diagram—it's to build an actionable blueprint that improves both customer experience and business outcomes. #hubspot #crm #ops  

Candidates aren’t just applying. They’re collecting clues. They scroll through job ads. Skim your About page. Google your Glassdoor reviews. Ask friends. Scroll again. They’re asking: • What’s it really like to work here? • Will I be supported, or left guessing? • Will leadership show up—or disappear after the interview? Here’s the problem: most companies leave too many of those questions unanswered. And when they do answer? The messages don’t always line up. A flashy EVP on the website. A cold auto-reply after applying. An engaging recruiter call. A confusing onboarding. Disjointed experiences break trust fast. Candidates remember every gap. And they’ll walk away before you even know their name. That’s why mapping your employer brand touchpoints matters. Every single interaction is a signal. Every email, tour, policy, and welcome moment adds up. Good or bad, it all speaks. I put together this one-pager to show how touchpoints shape trust. From shallow to deep. General to personal. Quick impressions to meaningful moments (see article in the comment). Because experience design isn’t just for customers. It’s the foundation of how people choose where to work. Want to build trust? Start with the experience. Because a great employer brand isn’t one single moment. It’s the sum of every moment, every message, and every person involved: TA, hiring managers, IT, onboarding buddies, everyone. Which touchpoint do you think gets overlooked the most? #employerbranding #candidateexperience #experiencedesign #designthinking

Great journey maps start from the intersection of user touchpoints. A customer journey map shows a customer's experiences with your organization, from when they identify a need to whether that need is met. Journey maps are often shown as straight lines with touchpoints explaining a user's challenges. start •—------------>• finish At the heart of this approach is the user, assuming that your product or service is the one they choose to use in their journey. While journey maps help explain the conceptual journey, they often give the wrong impression of how users are trying to solve their problems. In reality, users start from different places, have unique ways of understanding their problems, and often have expectations that your service can't fully meet. Our testing and user research over the years has shown how varied these problem-solving approaches can be. Building a great journey map involves identifying a constellation of touchpoints rather than a single, linear path. Users start from different points and follow various paths, making their journeys complex and varied. These paths intersect to form signals, indicating valuable touchpoints. Users interact with your product or service in many different ways. User journeys are not straightforward and involve multiple touchpoints and interactions…many of which have nothing to do with your company. Here’s how you can create valuable journeys: → Using open-ended questions and a product like Helio, identify key touchpoints, pain points, and decision-making moments within each journey. → Determine the most valuable touchpoints based on the intersection frequency and user feedback. → Create structured lists with closed answer sets and retest with multiple-choice questions to get stronger signals. → Represent these intersections as key touchpoints that indicate where users commonly interact with your product or service. → Focus on these touchpoints for further testing and optimization. Generalizing the linear flow can be practical once you have gone through this process. It helps tell the story of where users need the most support or attention, making it a helpful tool for stakeholders. Using these techniques, we’ve seen engagement nearly double on websites we support. #productdesign #productdiscovery #userresearch #uxresearch

How to Create a Journey Map for ITSM (Without Losing Your Mind or Your Users) Let’s face it—most ITSM diagrams look like a spaghetti chart married a ticket queue. If you want to stop guessing where your users are frustrated and start fixing what actually matters, a journey map is your new best friend. Here’s how to build one that makes IT look like a hero (not the villain): 1. Pick a Journey That Actually Happens ↳ Password resets, new hire onboarding, broken printer meltdowns. Start with something real, not theoretical. 2. Talk to Users—Not Just IT ↳ Ask them what they expected, what they experienced, and what drove them to curse under their breath. 3. Write Down the Actual Steps (All of Them) ↳ What really happens, not what’s in the SOP. Include email lag, portal confusion, and "calling my cousin in IT." 4. Capture the Pain Points ↳ Highlight friction, frustration, delays, and unnecessary approvals. If a step adds no value, it adds user rage. 5. Add Emotions, Not Just Actions ↳ Mark how users feel at each stage: Confused. Hopeful. Furious. A smiley face where one belongs? Rare. But possible. 6. Visualize the Whole Experience ↳ Build a timeline or flowchart. Make it so clear that even leadership says, “Oh… yeah, that’s not great.” 7. Fix It with Users, Not to Them ↳ Co-create the better experience with feedback loops, pilot changes, and check-ins. 8. Rinse & Repeat ↳ Because once you map one journey, you’ll discover five more that need saving. A few of my favorite resources to help get your journey started: ↳ Customer Experience Professionals Association (CXPA) ↳ Annette Franz, CCXP ↳ Lynn Hunsaker, CCXP Journey Mapping isn’t about perfection. It’s about visibility. You can’t fix what you refuse to see. Have you ever gone through your own IT process as a “test user”? What did you find? (And did you survive?) ♻️ Repost to save someone from another broken ticket loop. 🔔 Follow Bob Roark for more no-fluff ITSM leadership tips.

Customer journey mapping is everywhere—but too often, it falls flat. You’ve seen it: walls covered in sticky notes, customer emotions plotted like roller coasters…and then nothing changes. The map gets made. The moment passes. And the real journey? Still broken. So why does this happen—especially in companies that mean well and do the work?Because most efforts fall into one of two traps: They either create a flawed map… Or they fail to operationalize it. 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 𝗠𝗶𝘀𝘁𝗮𝗸𝗲𝘀 — 𝗪𝗵𝗲𝗿𝗲 𝗧𝗵𝗶𝗻𝗴𝘀 𝗚𝗼 𝗢𝗳𝗳 𝘁𝗵𝗲 𝗥𝗮𝗶𝗹𝘀 𝗘𝗮𝗿𝗹𝘆   • 𝗧𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁𝘀 ≠ 𝗝𝗼𝘂𝗿𝗻𝗲𝘆𝘀: Listing interactions is not the same as mapping a journey. A true journey is from the customer's point of view and has context, emotion, and intent.   • 𝗡𝗼 𝗰𝗿𝗼𝘀𝘀-𝗳𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗶𝗻𝘃𝗼𝗹𝘃𝗲𝗺𝗲𝗻𝘁: If journey mapping is done by CX or marketing alone, you're only seeing part of the story. Ops, IT, sales, legal, warehouse, manufacturing, and frontline teams need to be at the table or the map won’t reflect reality, and the fixes won’t get funded.   • 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝗹 𝗹𝗲𝗻𝘀 𝗺𝗮𝘀𝗾𝘂𝗲𝗿𝗮𝗱𝗶𝗻𝗴 𝗮𝘀 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘃𝗶𝗲𝘄: Mapping based on assumptions instead of real customer insight leads to blind spots. 𝗘𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻 𝗚𝗮𝗽𝘀 — 𝗪𝗵𝘆 𝗠𝗮𝗽𝘀 𝗗𝗼𝗻’𝘁 𝗟𝗲𝗮𝗱 𝘁𝗼 𝗖𝗵𝗮𝗻𝗴𝗲   • 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 𝗳𝗼𝗿 𝗲𝗺𝗽𝗮𝘁𝗵𝘆, 𝗻𝗼𝘁 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻: Yes, empathy is crucial, but it’s not enough. A good map should lead to decisions about what gets prioritized, what gets resourced, and who owns what.   • 𝗡𝗼 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗮𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁: Journey maps often live in CX or innovation teams—but if finance, sales, product, or operations aren’t aligned, nothing gets implemented. If it’s not tied to business outcomes, it won’t last.   • 𝗡𝗼 𝗽𝗹𝗮𝗻 𝗯𝗲𝘆𝗼𝗻𝗱 𝘁𝗵𝗲 𝗽𝗼𝘀𝘁𝗲𝗿: Many journey mapping workshops end with a beautiful visual…and no next step. No action items, no accountability. The IMPACT™ Method has successfully helped companies across numerous industries map and align the organization, not just on the customer journey but also on how to deliver greater value to the organization by removing pain points and designing future-state experiences. IMPACT™ Method   • Immersion in internal data   • Map the end-to-end journey collaboratively   • Prioritize pain points and moments that matter   • Assess customer & employee perspectives   • Connect insights to business KPIs   • Take action on what matters most 𝗧𝗵𝗲 𝗥𝗲𝘀𝘂𝗹𝘁? 𝗔𝗰𝘁𝗶𝗼𝗻, 𝗡𝗼𝘁 𝗔𝘀𝘀𝘂𝗺𝗽𝘁𝗶𝗼𝗻𝘀. Not just a map, but a blueprint for delivering real customer value and business impact. 𝗖𝗼𝗺𝗶𝗻𝗴 𝗡𝗲𝘅𝘁: 𝗣𝗮𝗿𝘁 𝟮: 𝗝𝘂𝗺𝗽𝗶𝗻𝗴 𝗜𝗻𝘁𝗼 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝘀 𝗧𝗼𝗼 𝗘𝗮𝗿𝗹𝘆 𝗪𝗵𝘆 𝘀𝘁𝗮𝗿𝘁𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝘀𝗲𝗴𝗺𝗲𝗻𝘁𝘀 𝗰𝗮𝗻 𝗹𝗲𝗮𝗱 𝘆𝗼𝘂 𝗶𝗻 𝘁𝗵𝗲 𝘄𝗿𝗼𝗻𝗴 𝗱𝗶𝗿𝗲𝗰𝘁𝗶𝗼𝗻—𝗮𝗻𝗱 𝘄𝗵𝗮𝘁 𝘁𝗼 𝗱𝗼 𝗶𝗻𝘀𝘁𝗲𝗮𝗱. Let’s talk about how to turn your journey maps into a business advantage -️ https://lnkd.in/ek_CxG9Z

Day 4 - CRO series Strategy development ➡ Customer Journey Mapping Most businesses think they know their customers. Few actually map their journey. Here’s how to do it the right way: 1. Define Your Objectives Before mapping anything, ask: ◾ Are you optimizing conversion rates? ◾ Enhancing customer satisfaction? ◾ Streamlining internal processes? A clear goal leads to a more effective journey map. 2. Identify Customer Personas Who are your customers really? Develop detailed profiles that include: ◾ Demographics ◾ Preferences ◾ Buying behaviours ◾ Pain points A journey map without personas is just a guess. 3. Outline Key Stages of the Journey Customers move through distinct phases. Break it down: ◾ Awareness → How they first discover your brand ◾ Consideration → Researching and comparing options ◾ Decision → Making the final purchase ◾ Post-Purchase → Engaging with support or becoming a repeat customer Each stage presents different challenges and opportunities. 4. Map Customer Touchpoints Every interaction matters. Identify where customers engage with your brand: ◾ Website visits ◾ Email campaigns ◾ Social media engagement ◾ Customer service interactions ◾ In-store experiences Understanding these touchpoints helps refine the overall experience. 5. Gather Data & Insights Data removes guesswork. Use analytics to uncover: ◾ Drop-off points in conversion funnels ◾ Pages with high engagement ◾ Customer service trends Insights from real user behavior guide smarter decisions. 6. Identify Pain Points & Opportunities Not all interactions are seamless. Look for: ◾ Friction points (abandoned carts, slow response times, confusing navigation) ◾ Opportunities (upsells, loyalty programs, personalized experiences) Even small optimizations can lead to significant improvements. 7. Create the Journey Map Make it visual to improve clarity. Use: ◾ Flowcharts ◾ Diagrams ◾ Interactive tools A clear, easy-to-share map aligns teams and drives action. 8. Collaborate Across Departments Customer journey mapping isn’t just a marketing exercise. Involve: ◾ Sales ◾ Customer support ◾ Product teams Cross-functional input leads to a more comprehensive strategy. 9. Test, Iterate, and Improve Your first map won’t be perfect. Keep refining based on: ◾ New data ◾ Customer feedback ◾ Business growth A journey map should evolve as your company and customers do. Why This Matters: ✔ Deeper Customer Understanding – Know their motivations and challenges ✔ Improved User Experience – Reduce friction and increase satisfaction ✔ Higher Conversion Rates – Optimize the buying process ✔ Stronger Team Alignment – Get every department on the same page See you tomorrow! P.S: If you have any questions related to CRO and want to discuss your CRO growth or strategy, Book a consultation call (Absolutely free) with me (Link in bio)

🗺️ AirBnB Customer Journey Blueprint, a wonderful practical example of how to visualize the entire customer experience for 2 personas, across 8 touch points, with user policies, UI screens and all interactions with the customer service — all on one single page. AirBnB Customer Journey (Google Drive): https://lnkd.in/eKsTjrp4 Spotify Customer Journey (High-res): https://lnkd.in/eX3NBWbJ Now, unlike AirBnB, your product might not need a mapping against user policies. However, it might need other lanes that would be more relevant for your team. E.g. include relevant findings and recommendations from UX research. List key actions needed for next stage. Add relevant UX metrics and unsuccessful touchpoints. That last bit is often missing. Yet customer journeys are often non-linear, with unpredictable entry points, and integrations way beyond the final stage of a customer journey map. It’s in those moments when things leave a perfect path that a product’s UX is actually stress tested. So consider mapping unsuccessful touchpoints as well — failures, error messages, conflicts, incompatibilities, warnings, connectivity issues, eventual lock-outs and frequent log-outs, authentication issues, outages and urgent support inquiries. Even further than that: each team could be able to zoom into specific touch points and attach links to quotes, photos, videos, prototypes, design system docs and Figma files. Perhaps even highlight the desired future state. Technical challenges and pain points. Those unsuccessful states. Now, that would be a remarkable reference to use in the beginning of every design sprint. Such mappings are often overlooked, but they can be very impactful. Not only is it a very tangible way to visualize UX, but it’s also easy to understand, remember and relate to daily — potentially for all teams in the entire organization. And that's something only few artefacts can do. Useful resources: Free Template: Customer Journey Mapping, by Taras Bakusevych https://lnkd.in/e-emkh5A Free Template: End-To-End User Experience Map (Figma), by Justin Tan https://lnkd.in/eir9jg7J Customer Journey Map Template (Figma), by Ed Biden https://lnkd.in/evaUP4kz Free Figma/Miro User Journey Maps Templates https://lnkd.in/etSB7VqB User Journey Maps vs. Service Blueprints (+ Templates) https://lnkd.in/e-JSYtwW UX Mapping Methods (+ Miro/Figma Templates) https://lnkd.in/en3Vje4t #ux #design

💡6 UX mapping techniques in product design Here are some of the most popular mapping techniques used in product design projects to improve understanding, alignment, and decision-making: 1️⃣ Affinity map It's a tool to quickly organize individual bits of information from research into key topics. The tool is primarily used after qualitative research, such as usability testing or discovery research. Use for: Sense-making from open-ended interviews, survey responses, or open feedback. 2️⃣ Assumption map It is a visual tool that helps identify, systemize, and track assumptions about a product development process. It is used to explore ideas and uncertainties related to the project with the goal of establishing a more effective design process. Usually, it's used as part of a kick off meeting to help highlight the key assumptions team members have. Use for: Lean UX, hypothesis-driven development, and de-risking early ideas. 3️⃣ Empathy map It's a summary of the UX of a product in the format of one-page document. It centralizes what a user has said, thought, done, and felt when they interacted with product. The tool is particularly useful during the early stages of the product design process when you're building a profile of your users and want to build empathy with them. Use for: Aligning the team around real user insights and guiding product direction. 4️⃣ Ecosystem map It expands with people, products, or services that the user may interact with during the experience. Use it when you want to reveal the major players and the complexities of the interaction with a product in the format of a document that you can share with your peers. Use for: Products with integration points or when designing for multi-platform experiences. 5️⃣ Service blueprint A way to align how both front-stage and back-stage stakeholders involvement in the user journey. Use it when you want to know what resources are required to operate the service. Use for: Analysing complex systems like healthcare, finance, or SaaS tools with support layers. 6️⃣ Customer journey map A sequential map that outlines the steps a user goes through when trying to achieve their goal. Use this tool when you want to understand your user's end-to-end journey. Use for: UX optimization, such as optimizing particular scenarios of interaction. 📺 Customer journey mapping in FigJam: https://lnkd.in/djJR6by8 🖼️ Maps samples designed by Maze and Nielsen Norman Group #UI #UX #uxdesign #productdesign #userexperience #design

Are you generating enough value for users net of the value to your company? Business value can only be created when you create so much value for users, that you can “tax” that value and take some for yourself as a business. If you don’t create any value for your users, then you can’t create value for your business. Ed Biden explains how to solve this in this week's guest post: Whilst there are many ways to understand what your users will value, two techniques in particular are incredibly valuable, especially if you’re working on a tight timeframe: 1. Jobs To Be Done 2. Customer Journey Mapping 𝟭. 𝗝𝗼𝗯𝘀 𝗧𝗼 𝗕𝗲 𝗗𝗼𝗻𝗲 (𝗝𝗧𝗕𝗗) “People don’t simply buy products or services, they ‘hire’ them to make progress in specific circumstances.”  – Clayton Christensen The core JTBD concept is that rather than buying a product for its features, customers “hire” a product to get a job done for them … and will ”fire” it for a better solution just as quickly. In practice, JTBD provides a series of lenses for understanding what your customers want, what progress looks like, and what they’ll pay for. This is a powerful way of understanding your users, because their needs are stable and it forces you to think from a user-centric point of view. This allows you to think about more radical solutions, and really focus on where you’re creating value. To use Jobs To Be Done to understand your customers, think through five key steps: 1. Use case – what is the outcome that people want? 2. Alternatives – what solutions are people using now? 3. Progress – where are people blocked? What does a better solution look like? 4. Value Proposition – why would they use your product over the alternatives? 5. Price – what would a customer pay for progress against this problem? 𝟮. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 Customer journey mapping is an effective way to visualize your customer’s experience as they try to reach one of their goals. In basic terms, a customer journey map breaks the user journey down into steps, and then for each step describes what touchpoints the customer has with your product, and how this makes them feel. The touch points are any interaction that the customer has with your company as they go through this flow: • Website and app screens • Notifications and emails • Customer service calls • Account management / sales touch points • Physically interacting with goods (e.g. Amazon), services (e.g. Airbnb) or hardware (e.g. Lime) Users’ feelings can be visualized by noting down: • What they like or feel good about at this step • What they dislike, find frustrating or confusing at this step • How they feel overall By mapping the customer’s subjective experience to the nuts and bolts of what’s going on, and then laying this out in a visual way, you can easily see where you can have the most impact, and align stakeholders on the critical problems to solve.