3/19/2024 0 Comments Customer journey map exampleWhen potential customers become aware of ProductPlan, their first stop is the ProductPlan website. Understanding the Customer’s JourneyĬustomers come to ProductPlan because they need a roadmapping solution that visually communicates the progress of their company’s goals, highlights opportunities, and prioritizes initiatives. To avoid that problem, the team and I decided to narrow our focus on three aspects of the customer experience: customer actions, pain points and opportunities for improvement. This is the phase where “analysis by paralysis” can kick in and one must be diligent in deciding what to include and, just as important, what to leave out. From looking at the many great journey map examples out there, it’s clear that there is no universally correct way to make one, and it can be overwhelming to decide the right elements to include. The information that would tell us about customers’ experiences with the product came from customer surveys, interviews, and in-app feedback. To move forward, we first needed to pull together all our existing research findings. Increase the number of customers who move from using the free trial to purchasing a plan.Uncover problems that might be turning customers away.Identify ways to get customers more engaged with the product from the beginning.To create the customer journey map, the team got together to set our objectives and decided that the journey map had to: “Journey maps uncover problems, show gaps in service, and help align members of the company to company goals.” Creation Process My focus therefore was to create a journey map that would identify the pain points for ProductPlan’s customers, analyze how the customer touch points could be refined and make recommendations resulting in better customer interactions. In our original blog post on this topic, we discussed how journey maps can perform three important functions: uncover problems, show gaps in service, and help align members of the company to company goals. Along with this post, I’ve included the customer journey map my team and I created so you can use the final deliverable as a reference when and if you choose to create your own organization’s customer journey map. This article is a peek into my process of creating a journey map and the insights gained while evaluating the first time product experience of a ProductPlan customer. Like most designers, I’ve had to wear two hats - one hat as the designer who knows the application inside and out looking for pitfalls and pain points to help identify how to make the product better, and the other hat as the customer who is reviewing the product for the first time and wants to see if it fits their organization’s needs. Based on the customer’s perspective, it shows the meeting points between the customer’s expectations and the requirements of the business. It shows the customer’s interactions with the business over time and across service channels. In this post I am sharing the process I used to create the journey map for ProductPlan.Īs discussed in our previous article, How Journey Maps Can Help Product Managers Build Better Products, a customer journey map is a graphic or narrative representation of the customer’s relationship with a company, product or service. I was asked by ProductPlan to create a journey map that maps out their customers’ experience during the 30 day free trial.
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