Customer Journey Map (CJM)
We helped you understand the path a user took, from first contact with your interface to completing their goal. A customer journey map (CJM) showed what to change in your service to make that experience more effective - useful for e-commerce owners, marketing and product teams, startups, and anyone working on digital service design.
Step 1
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brief
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Brief
| We discussed the request with the client: why the map was needed, who would use it, and what problem the CJM was meant to solve. If we needed to study the journey of a specific persona rather than a typical user, we clarified who that was. |
Step 2
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choosing data sources for the CJM research
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Method
| A CJM could be built on data the company had already collected (web analytics, session recordings, user surveys) or through new research - usually an in-depth interview and/or a usability test. |
Step 3
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taking a snapshot of the current situation
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Research
| We ran the research using the method chosen at the previous stage, looking at the full user experience - from the first contact with the service (online or offline) to completing the target action, exploring later steps if needed. |
Step 4
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analyzing the collected data
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Analysis
| We evaluated every interaction, every branch point the user went through, and the emotions that arose at each stage: what got a positive response, what was confusing, and what caused anxiety or made them drop off. |
Step 5
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visualizing the map
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Map
| We assembled the map into a finished infographic. Depending on the original request, we included whichever type of information would be most useful for how the map was used going forward. |
