Module 3: Prototyping, Testing & Experimentation
Statistically and demographically driven data collection often fails to capture users’ human experiences and feelings. Customer Journeys are engaging and graphical storylines that provide a vivid but structured visualization of your user’s experience. Customer Journeys help you look at the big picture by identifying the main touchpoints of the process, the relevant stakeholders engaged at each one of its steps, and the key interactions between the users and your company in chronological order.
A customer journey consists of:
- Context (Persona, scenario, overarching goals)
- User experience (Touchpoints, actions, goals, behavior, and thoughts, emotional experience)
- Defining outputs (emerging opportunities, prioritization of design)
Tip: Base the value of the Customer Journey on both the output and the process of co-creating. Avoid the trap of building an easy, assumption-based journey, but use reliable data instead.
- Visualizes reoccurring behavioral patterns
- Supports assessing your product’s or service’s overall performance
- Reveals an outside-in perspective on design opportunities
- Facilitates storytelling