Customer Journey Mapping is a representation of entire experience from customer’s point of view. It depicts the touch points where customer interacts with the product. The map captures feeling, emotions and customer experiences at various stages. It outlines goals and needs customer have at each stage of their journey. It highlights key actions customer take and the decision they make throughout their journey.
With Customer Journey mapping, a Product Manager/Owner can identify areas where the experience can be improved as it highlights gaps, bottlenecks and opportunities to enhance customer satisfaction and loyalty. It helps the Product Manager/Owner to understand and optimize each stage of customer’s interation from initial steps to post-puchase pop capabilities.
Key components for Customer Journey Mapping include:
- Customer persona: Types of users interacting with your product based on their needs.
- Stages: Steps that your customer needs to go through in terms of navigating through your product.
- Touchpoints: Entities that customer interacts with your ptoducts.
- Challenges: Areas where customer is not able to complete their transactions.
- Opportunities: Enhancing your product based on the feedback you receive from your customers or technological innovations that improves performance of your product.
A superior Customer journey can differentiate your product from the market, can have a significant competitive advantages, attract new customers and retain existing ones.
From a development perspective, it helps in
- Understand product vision, expectations and user flow
- Categorize areas and identify right teams to execute
- Identify critical paths of interaction and help define Minimum Viable Product (MVP)
- Foresee challenges or bottlenecks to proactively design the solution
Issac focuses on including various stages of user interaction and flow diagrams to capture in his Customer Journey Mapping that will help him give a comprehensive view of his product.
- Customer Persona: Identifying different types of users and their purpose of using his product
- Productivity Trackers: Users focused on achieving their goals and enhancing their routine.
- Mindfulness Writers: Users focused on mental well-being, affirmations and reflections.
- Routine Monitors: Users focused on tracking their daily habits and tasks to target a long-term goal.
- Draw Stages of Customer Journey
- Product reach and awareness
- A flow to advertise your product in order to acquire new users.
- Issac collaborates with Marketing team to plan:
- Product Website, marketing strategies, App store description and content and demo videos
- Campaigns, Social media ads, Promotions
- Product reach and awareness
- Onboarding
- A Use case flow to design First-time an returned user experience providing a guidance flow.
- Issac collaborates with Marketing teams to design Welcome page layouts, its content and signup process.
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- Main feature: Journeling Entry
- A Process flow to design App’s daily journelling page, AI generated tasks, Habits and emotion tracker.
- Issac collaborates with his business stakeholders to understand their vision of the product to translate them into technical specifications for development.
- Data collection, Ethics and Compliance
- A data flow to understand how to collect and the systems used in storing data.
- Issac collaborates with his Engineering architects to explain user scenario and understand right platform to store data that has strong security protocols, could handle large quantity of data, that performs well and can be scalable.
- Simultaneoulsly, he works with the Legal and Compliance teams to determine Privacy policy and statement, Compliance language and certifications (eg: GDDPR, HIPAA, CCPA, EU AI), ensuring that users are made cautious about sharing personal data, Data consent prompts, terms and conditions on Signup forms, Opt-in options for communications to provide transparency to users prior to them signing up to his product.
As a Product Owner/Manager, Issac believes a well-designed Customer Journey forms a foundation of a successful product. Understanding his users through detailed Customer Personas, such as reflective thinkers, goal-oriented individuals, busy prfessionals, and wellness seekers, allows him to craft personalized experiences that truely resonate.
Mapping the journey across key stages – from awareness and on-boarding to daily journeling helps him to identify challenges and uncover oppotunities to enhance his product.
By aligning development efforts with a clear product vision and create themes and epics for areas to prioritize creation of a Minimum Viable product helps his team deliver an impactful solution while leaving room for continuous enhancements.
At the core of these efforts lies a commitment to an ethical AI use and compliance with data privacy regulations, ensuring users to build a product loyalty.
To conclude, Customer Journey Mapping is essencial to create meaningful and impactful user experiences.