Journey mapping

Journey maps are used to chart the user experience with a product or service from start to end. Just as with geographical maps, journey maps can model discrete phases of interaction in great detail, or an entire end-to-end journey, with fewer details:

  • Life-long engagement journeys are like small-scale maps, of say, a remote galaxy. The journey reflects the changing needs and priorities of customers as they mature, have families, and retire. Such maps are important to many organizations, from automotive, hospitality, construction, health care, banking, insurance, and more, because they model loyalty and attachment of the customer to the brand.

From an experience perspective, it is important to acknowledge the changing needs ...

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