Our Process
Choose your personas
Your personas are representations of your target customers. They include demographics and details like what device they're on and what task they want to accomplish. We will want to make a customer journey for each of your primary personas you've previously created.
Define scenario and customer expectations
The scenario describes the situation that the journey addresses. It can be real or anticipated. What's also important for us is to define what expectations a customer persona has about the interaction.
Map the phases of the customer journey
We put together all the information we have and sketch a journey in a format of step-by-step interaction. From awareness to purchase, and beyond. There are usually 4–6 phases in a purchase journey, but the structure is flexible.
Capture thoughts and actions
Capturing the combination of what customer do, think, and feel in all phases of the journey is why the journey is useful. Customer quotes help us understand the customer's perceptions. It also gives us a steer on where we should start improving the experience of your product.
Consider the customer's emotional state
This is what makes the customer journey so valuable. By understanding how your customer's emotional journey progresses through each stage of the interaction with your product, we can pinpoint areas for improvement.
Define opportunities for Improvement
Here we gather the pain points, emotional journey, and customer feedback to start painting the future picture. This will help us find areas where your brand has the most significant opportunity to influence customer decisions, opinions, and actions to grow.
