![]() Thoughts are useful but too vague by themselves - I recommend displaying both!Īt this point it doesn’t really matter what comes next, but Spotify has opted to display the touchpoints. Goals/expectations reveal intent whereas thoughts reveal needs, wants, outcomes, solutions, and other insights. In this example, this has been replaced with their thoughts. This particular customer journey map would’ve been fueled by session recordings exclusively since it focuses on what customers do on an app.Īfter that, customer journey maps usually declare the goals/expectations of customers. This part is typically fueled by different types of research (e.g., the awareness stage might be fueled by a “Where did you first hear about us?” question in a survey). Next, what customers actually do at each stage is clearly described. ![]() For example, the moment at which customers become aware of the brand or product might be labeled, “awareness stage.” Most customer journey maps are segmented into stages, where each stage encapsulates a moment in the journey where customers do something significant. The objective was to increase the number of users sharing music using Spotify, thus the purpose of the customer journey map was to learn where in the customer journey users would want to be able to do so. Although it doesn’t depict the entire customer journey like most customer journey maps do, it’s clean and easy to understand. My favorite customer journey map example is from Spotify. Each case is specific, so seeing a number of different ones should illustrate some of the key similarities and differences. While reading through these, try to make a mental note of things that you see that might be effective for your own product. To better understand how you can use customer journey maps, as well as what you can gain from them, let’s take a look at some real-life examples from successful companies. Real-life examples of customer journey maps In fact, different roles have different uses for them - product designers can use them to identify and then solve customer/user problems, UX designers can use them to design smooth customer/user experiences, marketers can use them to plan effective marketing campaigns, and so on. Product teams can refer to their customer journey maps for various reasons. What is a customer journey map?Ī customer journey map is a flowchart that depicts the various stops that customers make before, during, and after purchasing. In this article, you’ll learn what a customer journey map is, what they’re useful for, and read examples of ones in practice. To do this, you’ll need to create a customer journey map. The reality is it’s vital to have information that captures before, during, and after. ![]() However, sometimes product managers oversimplify this by assuming that you only need to know what the user wants/needs while they’re interacting with the product. To truly build great products, you need to understand the thought process of customers before and after they purchase from you.
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