{"id":8581,"date":"2020-06-08T12:45:36","date_gmt":"2020-06-08T12:45:36","guid":{"rendered":"https:\/\/www.walkme.com\/blog\/?p=8581"},"modified":"2020-06-08T12:45:36","modified_gmt":"2020-06-08T12:45:36","slug":"journey-mapping","status":"publish","type":"post","link":"https:\/\/www.walkme.com\/blog\/journey-mapping\/","title":{"rendered":"Journey Mapping, Now and In the Future"},"content":{"rendered":"\n<p>Journey mapping is an excellent tool that <a href=\"https:\/\/www.walkme.com\/blog\/product-leaders\/\" target=\"_blank\" rel=\"noreferrer noopener\">product teams<\/a> can use to better understand their customers and those customers\u2019 needs.<\/p>\n\n\n\n<p>A journey map, in essence, divides up the <a href=\"https:\/\/www.walkme.com\/blog\/customer-journey-mapping\/\" target=\"_blank\" rel=\"noreferrer noopener\">customer journey<\/a> into a number of stages, then provides goals and metrics for each stage of the journey.<\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\">Journey mapping as a technique<\/h2>\n\n\n\n<p>Useful for product managers, designers, and sales teams alike, the journey mapping technique helps teams:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Segment, analyze, and understand each stage of the customer life cycle<\/li><li>Gain insight into product design and usability, as well as the <a rel=\"noreferrer noopener\" href=\"https:\/\/www.walkme.com\/blog\/ibm-takes-customer-experience-to-the-next-level-with-walkme\/\" target=\"_blank\">customer experience<\/a><\/li><li>Improve <a href=\"https:\/\/www.walkme.com\/blog\/if-you-want-renewals-in-12-months\/\" target=\"_blank\" rel=\"noreferrer noopener\">onboarding<\/a>, training, and adoption efforts<\/li><li>Reference a single document during design, sales, adoption, and other customer-facing activities<\/li><li>Enhance the customer experience<\/li><\/ul>\n\n\n\n<p>Though these tools take a certain amount of time and effort to implement, they are easy to learn.<\/p>\n\n\n\n<p>Below, we\u2019ll take a look at the role of journey mapping in the modern business, types of journey maps, and where these tools fit into the digital workplace.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>User journey maps vs. customer journey maps<\/strong><\/h2>\n\n\n\n<p>Journey mapping is used in a number of fields, but each field will use a different \u201cflavor,\u201d depending on the circumstances.<\/p>\n\n\n\n<p>Two of the most common terms used to reference journey maps are \u201ccustomer journey maps\u201d and \u201c<a href=\"https:\/\/www.walkme.com\/blog\/user-journey-map\/\" target=\"_blank\" rel=\"noreferrer noopener\">user journey maps<\/a>.\u201d<\/p>\n\n\n\n<p>According to the user experience consultancy, <a href=\"https:\/\/www.nngroup.com\/articles\/journey-mapping-101\/\" target=\"_blank\" rel=\"noreferrer noopener\">Nielsen Norman Group<\/a>, the two terms can be used interchangeably.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img height=\"504\" width=\"1024\" decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/06\/Screen-Shot-2020-06-08-at-15.40.53.png?w=1024&#038;h=504&#038;crop=1\" alt=\"\" class=\"wp-image-8586\" srcset=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/06\/Screen-Shot-2020-06-08-at-15.40.53.png 1200w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/06\/Screen-Shot-2020-06-08-at-15.40.53.png?resize=300,148 300w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/06\/Screen-Shot-2020-06-08-at-15.40.53.png?resize=1024,504 1024w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption><em>Credit: <a rel=\"noreferrer noopener\" href=\"https:\/\/www.hypeinsight.com\/what-is-customer-journey-mapping-and-why-is-it-important\/\" target=\"_blank\">Hype Insight <\/a><\/em><\/figcaption><\/figure>\n\n\n\n<p>Technically speaking, there is a difference, since not all product users are actually <a href=\"https:\/\/www.walkme.com\/blog\/deliver-more-value-to-customers\/\" target=\"_blank\" rel=\"noreferrer noopener\">paying customers<\/a>.<\/p>\n\n\n\n<p>Though this point is worth noting, which term one uses is less important than the actual content of the journey map.<\/p>\n\n\n\n<p>Regardless of the terminology, all journey maps describe the same territory:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>The user.<\/strong> The user, or the customer, around which a particular journey map is centered.<\/li><li><strong>The scenario.<\/strong> A predefined, linear journey from one point to another, which can cover the entire user journey or only a small segment.<\/li><li><strong>Goals.<\/strong> Specific goals that users are intended to take at each point along their journey.<\/li><\/ul>\n\n\n\n<p>All of these elements of the journey map will naturally differ based on the circumstances.<\/p>\n\n\n\n<p>Some may cover the pathway to purchase, while others may cover the <a href=\"https:\/\/www.digital-adoption.com\/drive-product-adoption\/?t=21&amp;camp=walkme-blog\" target=\"_blank\" rel=\"noreferrer noopener\">product adoption cycle<\/a>.&nbsp;<\/p>\n\n\n\n<p>Regardless of the term or the emphasis, the process for designing a user journey map remains essentially the same.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Journey mapping in 5 steps<\/strong><\/h2>\n\n\n\n<p>The Nielsen Norman Group advises <a href=\"https:\/\/www.nngroup.com\/articles\/customer-journey-mapping-process\/\" target=\"_blank\" rel=\"noreferrer noopener\">a five-step process <\/a>that focuses on:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Defining goals and obtaining buy-in.<\/strong> A journey map is built around a business effort, which requires a team of allies and a well-defined mission, or scope.<\/li><li><strong>Collect data and perform research.<\/strong> The foundation of any journey map should be research, such as market research, existing customer insights, and interviews with stakeholders.<\/li><li><strong>Synthesize insights and create a draft.<\/strong> During this stage, project coordinators should formulate a hypothesis about what the journey should look like, then turn that hypothesis into a draft.<\/li><li><strong>Use the draft to form external research.<\/strong> External research can help validate assumptions and ensure that there are no gaps in knowledge.<\/li><li><strong>Visualize the journey map and use it to drive change.<\/strong> A visual narrative or map, replete with goals, descriptions, high points, and pain points, will act as the vehicle to share research with the rest of the team.<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/07\/Screen-Shot-2020-06-08-at-15.38.38-1024x656-1.png\" alt=\"\" class=\"wp-image-12099\" srcset=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/07\/Screen-Shot-2020-06-08-at-15.38.38-1024x656-1.png 1024w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/07\/Screen-Shot-2020-06-08-at-15.38.38-1024x656-1.png?resize=300,192 300w, https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2021\/07\/Screen-Shot-2020-06-08-at-15.38.38-1024x656-1.png?resize=80,50 80w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>The Nielsen Norman Group goes on to say that each journey map should contain five components:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The actor, or the person who experiences the journey<\/li><li>The scenario that defines the specific context of that journey<\/li><li>The phases of the journey<\/li><li>Actions, mindsets, and emotions that the actor experiences during each stage<\/li><li>Opportunities and insights gained from each stage<\/li><\/ul>\n\n\n\n<p>Though there are different perspectives on journey maps, many industry leaders adhere to the same fundamental concepts.<\/p>\n\n\n\n<p>Adobe and NGDATA, for instance, both advocate the same core process for journey mapping.<\/p>\n\n\n\n<p>Though these fundamentals will likely never change, digital technology is having an impact on journey mapping.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Journey mapping, now and in the future<\/strong><\/h2>\n\n\n\n<p>Digital technology is affecting every area of business, including how businesses develop journey maps.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-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>For instance:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Real-time user data provides immediate insight into the user experience, allowing user experience managers to adjust customer journeys \u2013 and journey maps \u2013 more quickly<\/li><li>Predictive algorithms can personalize user journeys based on user activity<\/li><li>Chatbots can interact with users directly, which can add interactivity at virtually any stage of the user journey<\/li><li><a href=\"https:\/\/www.walkme.com\/digital-adoption-platform\/?t=21&amp;camp=walkme-blog\" target=\"_blank\" rel=\"noreferrer noopener\">Digital adoption platform<\/a> analytics can offer insight into user behavior, then tailor the user journey accordingly<\/li><\/ul>\n\n\n\n<p><a rel=\"noreferrer noopener\" href=\"https:\/\/www.walkme.com\/blog\/digital-adoption-solutions\/\" target=\"_blank\">WalkMe\u2019s digital adoption solution<\/a> is one example of a platform that is helping to transform the practice of digital journey mapping.<\/p>\n\n\n\n<p>Through AI-powered analytics, interactive training, contextualized guidance, and other features, WalkMe can help organizations deliver user experiences that are personalized and continually evolving.<\/p>\n\n\n\n<p>However,  today we are just witnessing the beginning of a much larger trend.<\/p>\n\n\n\n<p>In the coming years and decades, we can expect to see journey mapping and the user journey to continue evolving, becoming more dynamic and more user-centered.<\/p>\n\n\n\n<a href=\"javascript:;\" class=\"popup-threefields m-element-hidden j-initiator j-paid_post_feature\" id=\"imgpng\" form-type-id=\"imgpng\"><img decoding=\"async\" class=\"initiator-image\" src=\"https:\/\/www.walkme.com\/blog\/wp-content\/uploads\/sites\/2\/2020\/06\/Ensure-Customer-Satisfaction-1200x628-1.jpg\"\/><\/a>\n","protected":false},"excerpt":{"rendered":"Journey mapping is an excellent tool that product teams can use to better understand their customers and those customers\u2019 needs.<span class=\"moretag\">&#8230;<\/span>","protected":false},"author":246,"featured_media":8589,"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":[89,86],"tags":[418,201,419,387,352],"class_list":["post-8581","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-transformation","category-user-experience","tag-customer-journey-map","tag-digital-adoption","tag-journey-map","tag-team-lead","tag-user-journey-map"],"acf":{"__coauthors":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Journey Mapping, Now and In the Future<\/title>\n<meta name=\"description\" content=\"Learn more about how journey mapping is an excellent tool that product teams can use to better 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