{"id":10845,"date":"2021-01-28T16:00:00","date_gmt":"2021-01-28T16:00:00","guid":{"rendered":"https:\/\/www.walkme.com\/blog\/?p=10845"},"modified":"2021-01-28T16:00:00","modified_gmt":"2021-01-28T16:00:00","slug":"how-a-journey-map-can-boost-product-adoption-rates","status":"publish","type":"post","link":"https:\/\/www.walkme.com\/blog\/how-a-journey-map-can-boost-product-adoption-rates\/","title":{"rendered":"How a Journey Map Can Boost Product Adoption Rates"},"content":{"rendered":"\n<p>A <a href=\"https:\/\/www.walkme.com\/blog\/journey-mapping\/\" target=\"_blank\" rel=\"noreferrer noopener\">journey map<\/a> can be a useful tool for product creators, software developers, marketers, and anyone else who wants to improve the customer experience.&nbsp;<\/p>\n\n\n\n<p>Among other things, journey maps are used by product teams to improve product adoption, better understand customer needs, and boost important customer metrics, such as engagement and retention.<\/p>\n\n\n\n<p>Below, we\u2019ll learn what journey maps are, then outline a basic structure that can be followed when designing a journey map.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What is a journey map?<\/strong><\/h2>\n\n\n\n<p>Journey maps are timelines, or stage-based roadmaps, that diagram a customer\u2019s interactions with a product, service, or brand.<\/p>\n\n\n\n<p>There are several reasons why product teams use these maps:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Well-crafted maps act as a communication tool that help team members stay in sync and deliver a consistent user experience<\/li><li>Journey maps provide detailed insights into customer mindsets, behaviors, and needs at each stage of the journey<\/li><li>Ultimately, journey maps help product teams create <a href=\"https:\/\/www.digital-adoption.com\/product-experience\/?t=21&amp;camp=walkme-blog\" target=\"_blank\" rel=\"noreferrer noopener\">product experiences<\/a> that are more valuable and profitable<\/li><\/ul>\n\n\n\n<p>These maps can cover the entire journey a customer has with a brand or only one portion of that engagement. The design and scope of the journey map will depend directly on the needs of the person or team designing it.<\/p>\n\n\n\n<p>Here are a few components commonly included in a journey map:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>A narrative description of the customer persona<\/li><li>Other relevant details about the customer segment, such as demographics<\/li><li>Touchpoints along the journey in question<\/li><li>The customer\u2019s goal at each touchpoint<\/li><li>The product team\u2019s goal at each touchpoint<\/li><\/ul>\n\n\n\n<p>Most journey maps take an approach similar to this one, but it should be remembered that there is no single \u201cright way\u201d to create one.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed-twitter wp-block-embed is-type-rich is-provider-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">For savvy product creators, the user journey map is right up there with other essential prototyping tools. <br>Check out five simple tips to help you build your first user journey map, today: <a href=\"https:\/\/t.co\/vUVhDTsmKb\">https:\/\/t.co\/vUVhDTsmKb<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/CX?src=hash&amp;ref_src=twsrc%5Etfw\">#CX<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/UX?src=hash&amp;ref_src=twsrc%5Etfw\">#UX<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/customers?src=hash&amp;ref_src=twsrc%5Etfw\">#customers<\/a> <a href=\"https:\/\/t.co\/vYZhB5DVAn\">pic.twitter.com\/vYZhB5DVAn<\/a><\/p>&mdash; WalkMe (@WalkMeInc) <a href=\"https:\/\/twitter.com\/WalkMeInc\/status\/1109569846306586624?ref_src=twsrc%5Etfw\">March 23, 2019<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>Instead, journey maps should be customized to meet the needs of those who are building them. Those needs can act as guiding principles, which will help teams incorporate the content that is most useful and relevant to them.<\/p>\n\n\n\n<p>Now we\u2019ll look at a general outline of the product adoption process, beginning with the very first moment customers come into contact with a brand.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What does a journey map look like?<\/strong><\/h2>\n\n\n\n<p>Here is a top-down overview of the customer journey from the first moment of contact through long-term adoption and relationship management:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img height=\"629\" width=\"1024\" decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/01\/Customer-Journey-Mapping-01-1.png?w=1024&#038;h=629&#038;crop=1\" alt=\"\" class=\"wp-image-10858\" srcset=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/01\/Customer-Journey-Mapping-01-1.png 3829w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/01\/Customer-Journey-Mapping-01-1.png?resize=300,184 300w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/01\/Customer-Journey-Mapping-01-1.png?resize=1024,629 1024w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/01\/Customer-Journey-Mapping-01-1.png?resize=1536,944 1536w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/01\/Customer-Journey-Mapping-01-1.png?resize=2048,1259 2048w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/01\/Customer-Journey-Mapping-01-1.png?resize=80,50 80w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption><span class=\"has-inline-color has-cyan-bluish-gray-color\">Source: Insights-Driven Leadership<\/span><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Stage 1: The pathway to purchase<\/strong><\/h3>\n\n\n\n<p>The first stage of the journey revolves around marketing. Customers first become aware of their problem, then begin researching solutions and products that will solve that problem.<\/p>\n\n\n\n<p>During this stage of the <a href=\"https:\/\/www.walkme.com\/blog\/customer-experience-vs-user-journey\/?t=21&amp;camp=walkme-blog\" target=\"_blank\" rel=\"noreferrer noopener\">customer journey<\/a>, marketers will focus on generating interest in the product and persuading the customer to take action.<\/p>\n\n\n\n<p>Here is a well-known example of how marketers describe this pathway:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Attention.<\/strong> Marketers gain customers\u2019 attention through advertising, social media, or other top-of-funnel marketing content.<\/li><li><strong>Interest.<\/strong> Customers become interested specifically in a particular brand or solution.<\/li><li><strong>Desire. <\/strong>At this point in the marketing funnel, customers have learned enough about potential solutions to begin preferring one over the others.<\/li><li><strong>Action.<\/strong> Finally, customers take action by engaging with sales representatives, signing up for a trial, or making a purchase.<\/li><\/ul>\n\n\n\n<p>This is only one example of how marketers can diagram the pathway to purchase.&nbsp;<\/p>\n\n\n\n<p>There are other models and touchpoints that can be included in this part of the customer journey. The <a href=\"https:\/\/www.pardot.com\/blog\/the-zero-moment-of-truth-what-is-it-why-should-you-care\/\" target=\"_blank\" rel=\"noreferrer noopener\">zero moment of truth<\/a>, for instance, refers to the moment when customers become aware of a product or service prior to the seller\u2019s knowledge.&nbsp;<\/p>\n\n\n\n<p>Regardless of how this part of the journey is mapped out, it typically ends with the purchase, which marks the beginning of the next stage in the journey.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Stage 2: Purchase and onboarding<\/strong><\/h3>\n\n\n\n<p>Once the customer has taken a specific action, such as signing up for a software trial, the journey map will cover the next stage in the adoption process, <a href=\"https:\/\/www.walkme.com\/blog\/user-onboarding-you-cant-ignore\/\" target=\"_blank\" rel=\"noreferrer noopener\">user onboarding<\/a>.<\/p>\n\n\n\n<p>Naturally, this stage of the journey map will vary depending on the business, the product, and the customer pathway being mapped out.<\/p>\n\n\n\n<p>Here are examples of touchpoints that might be included in a journey map for a digital product:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Conversation with sales representatives<\/li><li>Signing up on the website<\/li><li>Automated product tours via digital adoption platforms (<a href=\"https:\/\/www.walkme.com\/glossary\/dap\/?t=21&amp;camp=walkme-blog\" target=\"_blank\" rel=\"noreferrer noopener\">DAPs<\/a>)<\/li><li>Follow-up via email and\/or phone<\/li><\/ul>\n\n\n\n<p>As with every other stage on the journey map, each of these touchpoints should contain information that is useful and actionable, such as goals and tasks that urge customers forward through the journey.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img height=\"491\" width=\"1024\" decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/01\/Ecommerce-funnel-conversion-rates.png?w=1024&#038;h=491&#038;crop=1\" alt=\"\" class=\"wp-image-10861\" srcset=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/01\/Ecommerce-funnel-conversion-rates.png 1313w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/01\/Ecommerce-funnel-conversion-rates.png?resize=300,144 300w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/01\/Ecommerce-funnel-conversion-rates.png?resize=1024,491 1024w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption><span class=\"has-inline-color has-cyan-bluish-gray-color\">Source: smartinsights.com<\/span><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Stage 3: Retention and development<\/strong><\/h3>\n\n\n\n<p><a href=\"https:\/\/www.walkme.com\/solutions\/use-case\/customer-onboarding\/?t=21&amp;camp=walkme-blog\" target=\"_blank\" rel=\"noreferrer noopener\">Onboarding<\/a> is a crucial stage in the customer journey and has a direct influence on product adoption and the customer\u2019s future relationship with the brand.<\/p>\n\n\n\n<p>However, purchase and onboarding are only the beginning of that relationship.<\/p>\n\n\n\n<p>To maintain a healthy and profitable relationship with customers, it is important to focus on other areas, such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Long-term training and development<\/li><li>Ongoing customer care<\/li><li>Technical support<\/li><\/ul>\n\n\n\n<p>As with the other stages covered above, journey mapping and proactive improvement to the customer experience can have a significant impact on customer relationships, digital adoption metrics, bottom-line profitability, and more.<\/p>\n","protected":false},"excerpt":{"rendered":"A journey map can be a useful tool for product creators, software developers, marketers, and anyone else who wants to<span class=\"moretag\">&#8230;<\/span>","protected":false},"author":246,"featured_media":10872,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"mobile_image_id":0,"tablet_image_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[88,89],"tags":[515,338,438,514,512,513,214,180],"class_list":["post-10845","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience","category-digital-transformation","tag-customer-care","tag-customer-journey","tag-customer-onboarding","tag-cx","tag-journey-maps","tag-the-customer-experience","tag-user-journey","tag-user-onboarding"],"acf":{"__coauthors":null},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How a Journey Map Can Boost Product Adoption Rates<\/title>\n<meta name=\"description\" content=\"A journey 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