Journey Maps

Customer Journey Maps can be defined as ” a visual or graphic interpretation of the overall story from an individual’s perspective of their relationship with an organization, service, product or brand, over time and across channels” (Grocki, 2014). This tool tells the story of your customer from start to finish. There are a lot of emotions, decisions and factors that go into the user experience. As a designer, it is important to understand each step in the journey to help gain empathy and make better decisions for your user. This detailed timeline includes more than just the steps it takes for your customer to get from A to B. It is told from the user perspective and allows for overlap between user goals and business goals.

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