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13th July, 2018  


By Balraj Kaur


You can vastly improve your marketing efforts if your customer journey mapping strikes all the right chords. And Design Thinking,well it gets you a many steps closer to the most relevant journey ever. It’s like a magical tool that empowers stakeholders and product teams with the understanding of the user so that they can ideate, prototype, test and create idealistic user-centered design.

Which also indicates that the success of design thinking sessions will hugely rely on how effectively user-insights get collected. Not knowing who your users are, what they want and what motivates their actions is like shooting in the dark. And that’s what you need to avoid, viewing design as an afterthought.

It’s as simple as it sounds – if you don’t know who and why, you cannot answer how and what.

One way to do it is – gain new insights about your customers and to look beyond the narrow definition of your offering and consider the customer’s total experience. The more broadly you define the customer experience, the more opportunities you can identify for improvement.

And it can be done through a customer journey map. It is a more informed way of ideating, prototyping, and testing the output and the best part – they save you costly reworks.

So how exactly Mapping Experiences help?

Well, it can benefit to:

  • Build Empathy
  • Break Silos
  • Provides a Bigger Picture
  • Reveal Opportunities
  • Bring Focus

Depending on the problem you’re solving, and the way a team prefers to visualize the journey, you can choose from several maps. There are:  

    • Service Blueprints
    • Customer Journey Maps
    • Experience Maps
    • Mental Model Diagrams
    • Spatial Maps


Of the types available, Journey Mapping stands out for being used on cases that are predominantly based on digital products. As it systematically goes through the steps your customers—internal or external—have when they interact with your product or service. We use maps to synthesize what we learn from interviews and observations. (Or, during field research, you can also try asking your end user to map out his or her own journey.)

Creation of Persona

By defining a proto-persona, we enable the team to visualize that user’s facts, behaviors, problems, and goals of our representative user.

We can have a week-long discussion about personas and jobs theories, while de-constructing who represents our prototypical user. We decide upon one person that best represents the personas/segments we previously defined, and invite them in. In the end, the goal is to confirm we know our user. So if after spending a few hours on a user map we discover we have the wrong one, we move on to the next one.

And its based on four aspects: Facts, Problems, Behaviors & Goals.

Creation of Customer Journey Maps

Successful journey maps require more than just the inclusion of the “right” elements. Journey mapping should be a collaborative process informed by well-defined goals, and built from research. It requires hard work to keep the process on the right track and to build the buy-in needed to evangelize the insights it provides. Below are some tips for making sure that the process starts and stays in the right direction:

Establish the “why and the “what”. First, identify the business goal that the journey map will support. Make sure there are clear answers to these basic key questions before you begin the process:

  • What business goal does this journey map support?
  • Who will use it?
  • Who is it about and what experience does it address?
  • How will it be shared?

Base it on truth. Journey maps should result in truthful narratives, not fairy tales. Start with gathering any existing research, but additional journey-based research is also needed to fill in the gaps that the existing research won’t cover. This is a qualitative-research process. While quantitative data can help support or validate (or aid in convincing stakeholders who may view qualitative data as “fuzzy”), quantitative data alone cannot build a story.

Collaborate with others. The activity of journey mapping (not the output itself) is often the most valuable part of the process, so involve others. Pull back the curtain and invite stakeholders from various groups to be a part of compiling the data and building the map.

Don’t jump to visualization. The temptation to create an aesthetic graphic or jump to design can lead to beautiful yet flawed journey maps. Make sure the synthesis of your data is complete and well-understood before moving to creating the visual.

Engage others with the end product. Don’t expect to get “buy-in” and foster interest in your journey map by simply sending a lovely graphic as an email attachment. Make it a living interactive document that people can be a part of. Bring up your story in meetings and conversations to promote a narrative that others believe in and begin to reference. One idea is to create a journey-mapping showroom where anyone not on the direct team can come experience the process and resulting artifacts.

How Journey Mapping Benefits


Reduced Costs

Brands that use customer journey maps also reduce costs. According to research by the Aberdeen Group, such brands experience more than ten times improvement in the cost of customer service.

Increased Sales

The same study reveals tremendous potential for increased sales. Such brands enjoy an average sales cycle that is 18 times faster, with 56% more revenue from upselling and cross-selling efforts. Marketing practices are also rewarded, as these brands experience a 54% greater return on marketing investment.

Greater Customer Satisfaction

As customers are given the experiences they want, satisfaction naturally increases. Indeed, Aberdeen also cites that there is a 24% increase in positive social media comments when brands use these maps.

Today’s consumers want relevant experiences — no matter where they are in their journey. And they want that experience to move across channels. Delivering the best digital experience requires the right combination of data, insights, and digital content. Journey Mapping with Imaginea Design gives you all the tools to deliver, test your content, and get deep insights into your customers.

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