Journey Mapping

A journey map is a document that visualizes the process a user goes through when using a specific tool, as well as outlining their thoughts on the process and each specific step they must take

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Learning Objectives

Define journey mapping: understand what journey mapping is and its purpose within the project planning process
Identify key changes in a customer journey: recognize the different stages a customer goes through from awareness to post purchase
Map Customer Emotions and Pain Points: analyze the emotional journey and pain points customers experience at each stage
Gather data for journey mapping: Learn to collect quantitative and qualitative data that inform accurate and empathetic journey maps
Analyze Journey Mapping Results: Learn to interpret journey maps to find areas for improvement in user experience and customer satisfaction.

Characteristics

Visual Representation: Maps out the entire customer experience or user journey in a visual format, highlighting touchpoints and interactions
User: Person who is using the service you are providing
User thoughts: The emotions and thoughts of your user throughout the process of using your service
Service used / Scenario: What the user is using / going through
Multiple phases: These describe different processes the user goes through while trying to achieve their end goal

Benefits

Good connection with user base as it depicts user thoughts
Effective at identifying places where areas can be cut / processes can be made shorter

Drawbacks

Can require cross-group support if a issue is identified in an area not under our control
Multiple maps may be required to fully understand user – not every user is the same and may not follow the map the same way

Example

Airbnb used journey mapping to better understand the experiences of both hosts (people listing their properties) and guests (people booking stays) to improve their platform
- Research and Data Gathering:
  - Collected data from both hosts and guests through surveys, interviews, and platform usage analytics
- Mapping the Journey
  - Created detailed maps of the guest and host journeys, highlighting the steps from search to booking (for guests) and listing to hosting (for hosts)
- Identifying Pain Points
  - Discovered challenges such as unclear pricing, difficulties in managing bookings, and concerns over communication
- Emotional Mapping
  - Focused on emotional experiences, like the excitement of booking a trip or the anxiety of hosting new guests
- Improvement
  - Introduced features like better communication tools, transparent pricing, and easier booking management for both hosts and guests

How Can We utilize this approach?

Fulfill SDG 12: Responsible Consumption and Production
- better understand the entire lifecycle of a product, from design and production to disposal or recycling
- identify when overproduction or excess inventory might occur, and how to better align supply and demand
- increase transparency, providing consumers with information about product sourcing, production processes, and sustainability practices