Built Customer Journey Map

Tell me stories about the time of a consultant working.

In most cases, when a customer has begun to need a consultant, he or she is facing problems where the internal resources cannot find a solution. So they need an external resource to help them. So how can we – who are the lame people – help them find a solution? (while they are the ones who work closely at the company for a long time – being the most insightful person – haven't found a solution yet.)

This article I will share one of the techniques that we use a lot (and also most often consulting customers). It is Customer Journey Map.

This series will be a bit long (although I tried to write as short as possible) and is a bit advanced, so those who do not know the UX Design concept can read the overview article in this link . Anyone who wants to understand a little more about UX consultant work can read more here .

As usual, the article will use a lot of English words, not because of "bliss" (although normally I am chubby), but because there are 2 main reasons:

• The words that will be the keyword for you to use for further research.
• For the convenience of writing articles, because some words are translated into Vietnamese very periodically.

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Why is CJM important?

CJM helps us zoom out to have a panorama of everything related to the product / service that the company is offering. CJM includes almost everything related to UX (at a general level) such as: Personas, Scenarios, User Tasks, User Goals, Empathy, etc. In short, CJM as a platform (UX Foundation) for activities UX Design later. It helps bring onboard stakeholders the fastest way to proceed.

Because of that, CJM is often one of the first activities that we advise clients when kicking off a consulting project. And in many cases after CJM is available, the customer has a clearer picture, can continue to run without us. (It is also one of the "consulting products" that our company "sells" the most).

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CJM can be considered as a project and it will be built more efficiently and accurately if the whole project is lead by an experienced consultant. However, in Vietnam, as I know, there are not any consultancy specializing in this UX / CX segment. That is the reason I write this article, to help you can deploy and apply yourself in your company.

I will try to write as simple as possible, so that anyone, any company can deploy it on their own.

To write down every corner, techniques and practical experiences, this topic is probably enough to write a book. So in this article I will write an extensive way, and will give the name of the techniques such as the keyword for you to have a general understanding, then use those keywords to continue researching. Just search right keyword on google will produce a lot of valuable articles for you to study further.

However, despite trying to shorten that, the lesson will be quite long. I will split up some articles.

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What is customer journey map?

Here are some examples.

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Or grandiose like this:

Above are just simple CJMs, the CJMs we've worked on are much more detailed. However simple or complex, what we see is just the end result. It is the floating part of the iceberg, to get to that result (correctly), behind it are many stages, the strength of many people involved.

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I believe everyone who has studied UX more or less has seen CJM. And you must all ask, how can we build such a CJM, where to start? I used to ask such questions in the past, and scoured the search everywhere but did not find a specific material or course about this. Very hard work. If only then, who was handsome and generous like me now would have been so miserable

Ok, paranoid, the main problem. This series of articles I will share all the difficulties – no hidden things – the techniques and experiences accumulated after many years of war, completely free (too proud and graceful!)

Here are the main steps to build a CJM in a methodical manner (in the following articles I will focus on detailing each step):

1. Summary of raw information (analytical data)
2. Identify key Personas and Journeys.
3. Qualitative data (UX Research).
4. Mapping assumptions null Hypotheses CJM.
5. Hypotheses CJM Validation (User workshop).
6. Matching information from the user workshop (step 5) with analytical data (b1) and qualitative data (b3).
7. Analyze customer pain-points (Stakeholder workshop).
8. Prioritise issues and define solutions.
9. Design solutions (Co-Design Workshop, User Centered Design).
10. Building "sharing materials" (CJM).

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