Investment in digital solutions is growing rapidly both in the public and private domains. These investments are made with the dual ambitions of reducing costs and increasing customer satisfaction as a result of improved digital solutions. But frequently the investments do not deliver the anticipated returns.
A shift of focus from technology to user experience is a gateway to understanding how to create the most amenable digital self-service frameworks.
Journey mapping emerged among J. Boye members back in circa 2013 as a new user experience discipline and has since become a well-established method. Danish digital leader Ina Rosen has asked the below fundamental three questions to reflect on in your projects:
1) How can a journey map create broader value for your company?
The purpose of a journey map is to optimise and develop the experience that your customers have of the different digital touchpoints. It let’s you assess whether sales work or doesn’t work at the different points of contact and it gives you an idea of where you can improve your communications efforts. Also, you will become aware of whether your digital and physical processes are working well together and if they aren’t where the pitfalls are located.
2) What can you expect to achieve with a journey map?
You can expect to achieve three things with a journey map:
- Optimisation and/or improving efficiency of your processes
- You know where and at what touchpoints you should improve the experience of your customers. And you it gives you an idea of where you went wrong.
- Development of your processes
- You know where you can change and you can knowingly test your ideas on how to improve your service.
- Ease buy-in-process
- A journey map is easy to understand. It points out issues and problems and your organisation will more easily buy-in and help you find solutions.
3) What should you be concerned to avoid?
You don’t just make a journey map. It should be based on data and knowledge – not a gut feeling. Through analyses of your data you might locate certain patterns. Let’s say, for example, that you have a self-service website on a government website. In the data, you notice that the completion rate drops drastically at specific point. Here is an indication that you are doing something wrong and here you can initiate improvements.
Also, if you decide to make a journey map you should be sure that you have enough resources to act on the insights that comes out of it. A journey map is only useful if you actually do something to solve an existing problem.
That being said, journey maps aren’t the best tool for everything. It’s meant for the broader picture and more complex things. For example, you might be better off using a split test if you want to see if people are more likely to press “read more” when the botton is green instead of red.
Learn more about journey mapping
In a popular conference presentation at the J. Boye Philadelphia 2014 conference, Ina Rosen covered Journey mapping – building on user insight to deliver results.