Best Practices for Mapping Customer Experiences

Your research findings are useless if they don't drive decisions. After watching countless brilliant insights disappear into the void, I developed 5 practical templates I use to transform research into action: 1. Decision-Driven Journey Map Standard journey maps look nice but often collect dust. My Decision-Driven Journey Map directly connects user pain points to specific product decisions with clear ownership. Key components: - User journey stages with actions - Pain points with severity ratings (1-5) - Required product decisions for each pain - Decision owner assignment - Implementation timeline This structure creates immediate accountability and turns abstract user problems into concrete action items. 2. Stakeholder Belief Audit Workshop Many product decisions happen based on untested assumptions. This workshop template helps you document and systematically test stakeholder beliefs about users. The four-step process: - Document stakeholder beliefs + confidence level - Prioritize which beliefs to test (impact vs. confidence) - Select appropriate testing methods - Create an action plan with owners and timelines When stakeholders participate in this process, they're far more likely to act on the results. 3. Insight-Action Workshop Guide Research without decisions is just expensive trivia. This workshop template provides a structured 90-minute framework to turn insights into product decisions. Workshop flow: - Research recap (15min) - Insight mapping (15min) - Decision matrix (15min) - Action planning (30min) - Wrap-up and commitments (15min) The decision matrix helps prioritize actions based on user value and implementation effort, ensuring resources are allocated effectively. 4. Five-Minute Video Insights Stakeholders rarely read full research reports. These bite-sized video templates drive decisions better than documents by making insights impossible to ignore. Video structure: - 30 sec: Key finding - 3 min: Supporting user clips - 1 min: Implications - 30 sec: Recommended next steps Pro tip: Create a library of these videos organized by product area for easy reference during planning sessions. 5. Progressive Disclosure Testing Protocol Standard usability testing tries to cover too much. This protocol focuses on how users process information over time to reveal deeper UX issues. Testing phases: - First 5-second impression - Initial scanning behavior - First meaningful action - Information discovery pattern - Task completion approach This approach reveals how users actually build mental models of your product, leading to more impactful interface decisions. Stop letting your hard-earned research insights collect dust. I’m dropping the first 3 templates below, & I’d love to hear which decision-making hurdle is currently blocking your research from making an impact! (The data in the templates is just an example, let me know in the comments or message me if you’d like the blank versions).

Great journey maps start from the intersection of user touchpoints. A customer journey map shows a customer's experiences with your organization, from when they identify a need to whether that need is met. Journey maps are often shown as straight lines with touchpoints explaining a user's challenges. start •—------------>• finish At the heart of this approach is the user, assuming that your product or service is the one they choose to use in their journey. While journey maps help explain the conceptual journey, they often give the wrong impression of how users are trying to solve their problems. In reality, users start from different places, have unique ways of understanding their problems, and often have expectations that your service can't fully meet. Our testing and user research over the years has shown how varied these problem-solving approaches can be. Building a great journey map involves identifying a constellation of touchpoints rather than a single, linear path. Users start from different points and follow various paths, making their journeys complex and varied. These paths intersect to form signals, indicating valuable touchpoints. Users interact with your product or service in many different ways. User journeys are not straightforward and involve multiple touchpoints and interactions…many of which have nothing to do with your company. Here’s how you can create valuable journeys: → Using open-ended questions and a product like Helio, identify key touchpoints, pain points, and decision-making moments within each journey. → Determine the most valuable touchpoints based on the intersection frequency and user feedback. → Create structured lists with closed answer sets and retest with multiple-choice questions to get stronger signals. → Represent these intersections as key touchpoints that indicate where users commonly interact with your product or service. → Focus on these touchpoints for further testing and optimization. Generalizing the linear flow can be practical once you have gone through this process. It helps tell the story of where users need the most support or attention, making it a helpful tool for stakeholders. Using these techniques, we’ve seen engagement nearly double on websites we support. #productdesign #productdiscovery #userresearch #uxresearch

86% of Marketers Say a Connected Customer Journey is Crucial – Is Your Company Falling Short? We all know that understanding the customer journey is crucial for business success. However, there are some often-overlooked elements that can make or break the customer experience. Here are a few key areas that need your attention: 1. Sales Process Clear Communication: Ensure your sales team provides clear and transparent information. Ambiguity can lead to confusion and lost trust. Seamless Handover: Smooth transitions between sales and other departments (e.g., customer success) ensure the customer feels supported throughout the journey. 2. Invoices, Contracts, and Payments Simplified Invoicing: Complicated invoices can frustrate customers. Make sure your invoicing process is straightforward and easy to understand. Transparent Contracts: Ensure that contracts are clear, concise, and free of jargon. Customers should know exactly what they are signing. Efficient Payment Process: Offer multiple payment options and ensure the payment process is quick and hassle-free. 3. Renewal Signing Process Proactive Communication: Don’t wait until the last minute to discuss renewals. Start the conversation early and address any concerns the customer may have. Value Demonstration: Continuously demonstrate the value your product or service provides to make the renewal decision easier for the customer. Streamlined Renewal: Make the renewal process as simple as possible. Avoid unnecessary steps and paperwork. Tips for Intentionally Planning the Customer Journey Map Every Touchpoint: Identify and map out every interaction a customer has with your brand, from initial contact through to renewal or re-engagement. Gather Feedback Continuously: Regularly collect feedback at various stages of the customer journey. Use surveys, interviews, and direct conversations to understand their experience. Integrate Departments: Ensure all departments (sales, marketing, customer success, finance) collaborate and share insights. This integration helps in providing a seamless experience. Address Pain Points: Identify common pain points and proactively address them. This could include improving your onboarding process or simplifying contract terms. Use Technology: Leverage CRM systems and other technology to track the customer journey and gather data that can be used to enhance the experience. By intentionally planning and addressing these often-missed elements, you can create a smoother, more satisfying experience for your customers. Remember, every interaction counts! Is your company falling short in providing a connected customer journey? Share your thoughts in the comments below!