Customer journey & workflow mapping
Customer journey mapping identifies customers’ mental models and journey, including touch points, motivators, triggers, and emotions – as well as inherent gaps, and challenges. It results in a detailed overview of the customer journey, as well as insights into potential opportunities for new experiences.
A combination of research methodologies may be used to capture experiences in situ:
- Contextual interviewing
- Online diary
- Journaling activities
The findings are then used to:
- Create visual maps of the customer journey
- Gain insight into triggers and pain points that can form the basis of opportunities for new experiences
Similar to customer journey mapping, workflow mapping seeks to understand behavior and pain points in context.
Workflow mapping examines:
- How people in different functions perform certain work-related tasks,
- Tasks that are performed
- Information that people seek
- Sources used
- Decision processes
- Desired outcomes
- Pain points or frustrations in ability to complete tasks or achieve outcomes.
These studies can typically involve contextual interviewing, as well as online diary approaches.