Introduction to Customer Journey Mapping

A talk prepared for the Figma Nigeria Meetup.

Everything that happens in our lives is a type of journey,
regardless of the length or nature of the experience.
These journeys don’t happen on their own, there’s a lot
going on behind the scenes to create the conditions
for them to happen.

1. Customer Journey Mapping
Great Ndidi

2. Introduction
Designing services
Customer Journey Mapping - Great Ndidi

3. Everything that happens in our lives is a type of journey,
regardless of the length or nature of the experience.
These journeys don’t happen on their own, there’s a lot
going on behind the scenes to create the conditions
for them to happen.
Customer Journey Mapping - Great Ndidi

4. Mapping these experiences is a key pa! of
human-centered design, and it is impo!ant to look at
both perspectives — what your customer experiences,
and what transpired behind the scenes to make it possible.
Customer journey mapping and service blueprinting are
two complementary methods that can help us see
both sides of our services. How are they di"erent?
Customer Journey Mapping - Great Ndidi

5. Customer journey mapping vs Service blueprinting
Customer Journey Mapping - Great Ndidi

6. What is a CJM
De#ning journey mapping and why it’s impo!ant

7. A customer journey map is a representation of the journey
a customer takes before, during, and a$er using a product
or service.
It captures a customer’s experience, from their point of view;
mapping what they do, think, feel, and what they are
interacting with along the way.
Customer Journey Mapping - Great Ndidi

8. A good journey contains all the richness of the experience —
the emotion, the dialog, the highs and lows — like a customer
wrote it, empathy at its core.
Customer Journey Mapping - Great Ndidi

9. What so! of projects could bene"t from having a
Customer Journey Map?
Customer Journey Mapping - Great Ndidi

10. All of them!
Creating a CJM is a great idea for any kind of project,
whether you are a sta!up that hasn’t go%en out of the gate,
or a large corporation that’s been around for years.
You can use one at the sta! or during the process of an
existing service.
Customer Journey Mapping - Great Ndidi

11. Customer Journey Mapping - Great Ndidi
Creating a journey map
Steps to take while creating a customer journey map

12. 1.Set a goal
2.Do your research
3.Pro#le a persona
4.De#ne the stages
5.Sta! mapping
6.Make necessary changes
Before the mapping sta!s there are steps you need
to take so you actually have something to map:
Customer Journey Mapping - Great Ndidi

13. Customer Journey Mapping - Great Ndidi
1. Set a goal
Before you can dive into creating your map, you need to ask
yourself why you are making one in the #rst place.

14. Customer Journey Mapping - Great Ndidi
2. Do your research
Reach out to existing and/or prospective customers.
External: Market studies, industry analysis, infographics etc.
Internal: Surveys, interviews, usability testing etc.

15. Customer Journey Mapping - Great Ndidi
Some questions your research should answer:
•What problems do the customers experience?
•How do they search for a product that interests them?
•What do they think in each stage of the journey?
•How do they feel in each of these situations?
•What are we doing now to address these problem?
•What are they looking for in a product?
•What is lacking in the products they usually use?

16. Customer Journey Mapping - Great Ndidi
3. Pro"le a persona
This is a #ctitious customer with all of their demographics
and psychographics who represents your average customer.
Having a clear persona is helpful in reminding you to direct
every aspect of your CJM towards them.

17. Customer Journey Mapping - Great Ndidi
4. De"ne the stages of the CJM
List out the actions your customers pe&orm throughout their
interaction with your brand and Identify the elements you want
your map to show in regards to the following:
• Before: awareness, investigation, comparison etc.
• During: product adoption
• A#er: loyalty, distrust, etc

18. Customer Journey Mapping - Great Ndidi
5. Sta! Mapping
Journey maps have 2 axes, the horizontal axis is for the stages
(discussed in no. 4), while the ve!ical axis contains the
customers’ actions and emotions.
The customer actions are lined up according to the
corresponding stage in the journey.

19. Customer Journey Mapping - Great Ndidi
6. Make necessary changes
Your data analysis and resulting CJM should give you a sense
of what your product is, as opposed to what you want it to be.
With your new understanding you can then make the
appropriate changes to achieve these goals.

20. Customer Journey Mapping - Great Ndidi
Who’s ready to get mapping?

21. Sources & Fu!her Reading
•M. E. Miller, E. Flowers - https://bit.ly/2plze61
•S. Gibbons (NNG) - https://bit.ly/2Er7Hrx
•A. Agius - https://bit.ly/2PnRade
•M. Kendall - https://bit.ly/2DZF4Ej
•Salesforce UK - https://sforce.co/21OcNTn
•S. Anastasia - https://bit.ly/2md6lJS
•G. V. Quinterio - https://bit.ly/2M3zthq
•Illustrations by M. E. Miller - https://bit.ly/2JqgCPU