Successful journey maps require more than just the inclusion of the “right” elements. Journey mapping should be a collaborative process informed by well-defined goals, and built from research. It requires hard work to keep the process on the right track and to build the buy-in needed to evangelize the insights it provides. Below are some tips for making sure that the process starts and stays in the right direction:
Establish the “why" and the “what.” First, identify the business goal that the journey map will support. Make sure there are clear answers to these basic key questions before you begin the process:
- What business goal does this journey map support?
- Who will use it?
- Who is it about and what experience does it address?
- How will it be shared?