Customer Journeys Articles & Videos

  • Design Thinking Activities

    The 6 stages of the design thinking process can be supported by a very wide range of UX methods and activities. Don't limit yourself to the most commonly mentioned methods.

  • Luxury Shopping User Groups and Journeys

    There are four primary categories of luxury shoppers: window shoppers, personal stylists, occasional splurgers, and big spenders. Luxury brands often fail their customers during the “consider” phase of their journey.

  • Journey-Mapping Impact: Research Findings

    Our research suggests that customer-journey maps 1) tend to be created collaboratively with a team, 2) produced with digital tools, and 3) are moderately successful at making organizational impact.

  • Overcoming Service-Blueprinting Frustrations

    Our research with UX practitioners found 3 main areas of frustration with service-blueprint projects. Here are recommendations for overcoming or alleviating these problems.

  • Service Blueprints: How to Choose What Experience to Visualize

    Start with a small-to-medium experience, that is known to be problematic, comes with existing data, will be redesigned soon, and that you can control.

  • The Practice of Customer-Journey Management

    User journeys should be managed like products — by people and teams with specialized, journey-dedicated roles who continually research, measure, optimize, and orchestrate the experience.

  • Three Levels of Pain Points in Customer Experience

    Pain points are problems that occur at the different levels of the customer experience: interaction level, customer-journey level, or relationship level.

  • Collaboration in the Omnichannel Experience

    Collaboration is one of the 5 key components of omnichannel user experience. Collaboration between normally disparate devices or channels creates new ways to interact.

  • A Framework for CX Transformation: How to Operationalize CX at Scale

    To deliver high-quality omnichannel experiences, companies must develop an operational ecosystem that enables crossfunctional collaboration and quick reaction to customers’ needs.

  • Asset Mapping for Experience Consistency

    Asset maps display and organize the screens and elements users encounter along workflows and journeys. They provide a systematic way of analyzing the consistency of an organization’s experience across channels.

  • 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.

  • Journey Mapping: 2 Decisions to Make Before You Begin

    Customer journey maps come in two flavors: current-state and future-state mapping. Mapping can be based on hypotheses or on real user data.

  • 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.