Journey Maps are narrative stories of your users that allow you to see how a customer may have a need for your product, how they would come across your product, and how your product can benefit them. Creating these maps lets us realize where we may have flaws or gaps in our marketing strategy or use case scenarios. Having a real and relatable customer story allows us to come up with the most logical solutions for our problems.
This is the fourth part of our Illustrated Guide to Product Development series.
Part of product development is understanding your customers. Customer Journey Mapping is the process of looking at the end-to-end series of events that make up the entire story of before your product/service, using your product/service, and after.
These maps can become quite long and involve many actors or personas. They may not even be linear. By examining these different customer journeys, it is possible to identify key use cases that your product/service needs to do incredibly well. This should include anything that is currently causing a lot of customer grief (often for no good reason), and use cases that really improve the core product offering.