Hello there! My name is Marco Gervasio and this is a collection of stories about how interaction design, digital marketing, visual design, and social media can come together to create powerful programs and platforms for a meaningful customer experience. Feel free to reach out to me:
In the past few months, I had the chance to develop a few customer/user journeys as part of the definition phases of pretty robust digital platforms (one B2B, the other B2C). The greatest reward was to see how useful and powerful this mapping exercise can be.
The reason why it works is because of the perfect balance between rational and emotional. While I use compelling storytelling to communicate the experience, journey milestones get down to business: not only do they represent key tasks and how users interact but also highlight key features and mechanics. Journey maps truly help everyone on the team (and the client) imagine how a platform will work and what success should look like. As a communication tool, they also help form empathy toward the target audience. I usually develop basic archetypes before developing stories. While they are not always as rich as other advanced persona artifacts, they help everyone stay focused and aware of those we wish to serve.
So before you get started, here are a few tips:
The best part of developing customer journeys is actually presenting them. It can be a very interactive exercise with the team and the client. I usually prefer printing the visual map on a very large piece of paper, put it on the wall, and follow the tracks as I tell the stories of our key characters. I also ask everyone to group behind me, particularly when we start brainstorming or problem-solving after we go through the experiential paths.
In the end, a journey map is not just a great user-centric development tool. It also helps bring the team members closer together as they imagine the future platform.
User Experience Artifacts
Copyright © 2014 Marco Gervasio for SEQUENTIAL. All rights reserved.