Customer Journeys Articles & Videos

  • Getting Started with Journey Mapping: 27 Tips from Practitioners

    Set yourself up for journey-mapping success by educating yourself on the basics, defining objectives, building a crossfunctional team, collaborating on the map, and optimizing your presentation.

  • Companies on Social Media: 6 Types of User Interactions with Business

    Users rely on social media to find out about new products or companies, conduct research, engage with content, make purchases, and seek customer support.

  • Refine, Remodel, Rebuild: 3 Strategies for Experience Improvement

    To improve customer experience, solutions range from low to high investment and impact, based on budget, risk tolerance, readiness, and unmet needs.

  • A Guide to Service-Blueprinting Workshops

    Service-blueprinting workshops require thoughtful planning and hands-on facilitation.

  • Orchestration in the Omnichannel Experience

    One of the 5 key components of a successful omnichannel user experience, orchestration creates a personalized customer journey.

  • Service Blueprinting: A Digital Template

    The structure and format of a collaborative spreadsheet makes it an effective tool for virtual service blueprinting.

  • How to Run a Journey-Mapping Workshop: A Step-by-Step Case Study

    How to design a journey-mapping workshop that leads participants through current-state assumption mapping, pain-point identification, and future-state visioning.

  • Journey-Mapping Approaches: 2 Critical Decisions To Make Before You Begin

    Before beginning any journey-mapping initiative, teams must decide between (1) a current-state or future-state map, and (2) an assumption-first or research-first approach. A hybrid approach for each decision works well for most teams.

  • Service Blueprinting: Fails and Fixes

    The most common pain points with service blueprinting are setting expectations, determining scope, and communicating insights, according to 97 UX professionals.

  • 7 Ways to Analyze a Customer-Journey Map

    Evaluate your journey map to identify low and high points, failures in setting expectations, unnecessary steps, channel transitions, and moments of truth.

  • Foundational UX Workshop Activities

    There are 7 activities that act as a foundation for every UX exercise during a workshop or collaborative team meeting. By understanding these, you can create almost any other exercise you need.

  • Service Blueprinting: Top Questions Answered

    Service blueprints are the primary tool for service design, but practitioners often misunderstand how they relate to journey mapping, who should be involved in the process, and how to sell their value to the organization.

  • Service Blueprinting in Practice: Who, When, What

    UX practitioners associate the term “service blueprinting” with an artifact, framework, or collaborative tool. Those surveyed used service blueprints early on or near the end of the product-design lifecycle.

  • Good Customer Experience Demands Organizational Fluidity

    Old processes and technologies can keep established organizations from creating exceptional user experiences and achieving future growth.

  • 6 Rules for Persuasive Storytelling

    Stories build empathy and make the user needs and pain points memorable to your team. Effective stories speak the language of the audience, are rooted in data, and take advantage of compelling artifacts.

  • Journey Mapping: 9 Frequently Asked Questions

    Journey maps are useful for building common ground in an organization, but practitioners often have questions and misunderstandings about their scope and how to create them.

  • How to Conduct Research for Customer Journey-Mapping

    When conducting research for customer-journey maps, use qualitative methods that allow direct interaction with or observation of users, such as interviews, field studies, and diary studies.

  • Journey Mapping 101

    A journey map is a visualization of the process that a person goes through in order to accomplish a goal.

  • In-Store & Online: Designing for the Changing Behaviors of Today’s Shoppers

    Different shopping channels come with relative pros and cons; understand them, augment the channel capabilities whenever possible, and support expected customers’ crosschannel transitions.

  • Storyboards Help Visualize UX Ideas

    Storyboards are visual representations of UX stories, which capture attention, provide clarity, and inspire us to take action.