UX Magazine

Defining and Informing the Complex Field of User Experience (UX)
October 26, 2012

Illustrating the Big Picture: Customer Journey Mapping with Megan Grocki and Jamie Thomson


Teams often struggle with design decisions when creating products and services. They focus quickly on scenarios and use-cases that can sometimes lead to designs that feel disjointed. Designing for cross-channel ecosystems, where customers engage through different channels at different times, typically exacerbates this.

Additionally, throughout the design process it’s not uncommon to encounter:

•A lack of stakeholder empathy for customers and their situations

•Difficulty focusing and communicating the future vision for a product or service

•Departments unaware of what each is doing and how it impacts the customer

Journey maps are a powerful tool in tackling these challenges. Using them to define a vision, a story of the ultimate experience you‘d like users to have across all of their interactions with your services, you can provide guidance in the design of a consistent, cohesive service, regardless of channels and touch points.

With journey maps your team can:

•Identify inconsistencies and rough patches in customers’ current experiences

•Build empathy for customers and identify opportunities to consider their lives and emotions when making design decisions

•Set a clear vision that is easily understood by stakeholders and team members and use it to discuss and analyze new design ideas

•Establish a strong foundation for prototyping and crafting an experience strategy

•Make design decisions that help ensure optimal experiences for customers across channels

Come join the conversation and learn about what makes customer journey mapping such an intricate part of a projects success.


Mad*Pow Boston
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02210 Boston, Massachusetts
United States


October 26, 2012





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