Customer journey map for Fly UX
Having produced the affinity diagram as part of our course work, we were then tasked to develop a customer journey map. The benefit of doing this should be that it forces conversation and aligns the team with a mental model of the product they are producing, from a users perspective. It becomes a shared vision that is visual, and therefore more memorable and something all can understand.
To do produce the journey map you divide the process a user makes to reach their goal into high level stages, and then plot their Goals, Behaviours, Emotions (Positive and Pain Points) and Context in columns below. Verbatim quotes here-and-there can be powerful.
You then plot the level of emotion experienced by the user using colour coded smilies (if you like!), with emotions ranging from positive through neutral to negative.
I would say this could suffer quite heavily from personal bias but as with so much of the data analysis in UX, if it’s produced with input from multiple individuals that bias should be reduced.
My journey map for Fly UX