![]() Any insights that emerge should be explicitly listed (rows 26–31). These are critical, yet often overlooked elements. Note, these data points should be based on qualitative research such as field studies, contextual inquiry, and diary studies. ![]() Then, for each of the phases, identify the user’s actions (rows 7–12), thoughts and expressions (rows 13-18), and emotional experience (rows 19–25). ![]() Next, describe the phases of the customer journey (rows 5–6). Be sure to also include the internal team who is making the map, the date, and the version number (to communicate that the map is a living artifact). Includes the map title, persona, scenario (the specific experience being mapped), and corresponding goals and expectations of the user. In your own copy of the template, identify the lens (rows 2–4) of your customer-journey map. This customer journey template offers a starting point for your own customer journey map. ![]()
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