Customer journeys: Designing for disagreement
Customer Journeys, maps, stories, flows. Whatever you call them they’re a powerful tool for understanding interactions, touchpoints, and moments of engagement between a company and an individual. Given the level of detail possible they often require long cycles, multiple lanes of research and multiple rounds of review to complete. What about a slightly different approach: creating journeys with less information, more inspiration and geared to foster conversations.
I’ll take you through the ideas and methods I’ve used to spark discussions, identifying unspoken biases, uncover insights and collaborate with as many people as you can get hold of. We’ll talk about how using them in a less formal or rigorous approach can produce pleasantly surprising results. I’ll end with examples from recent projects and tips for building meetings and workshops around them. Attendees will walk away armed with reasons why you should try this technique on your next project, a framework to build your own customer journeys and a few tricks and tips on how to present them for maximum effect.