How to do a “customer journey map” when moving from concept to design ... I am confused.

by DoctorDumay. Posted on Sep 15, 2020    66    37

I am working on an idea for a health care app. I have identified the market, done competitive research, created customer profiles etc. Now I want to move towards an initial design.

My question regarding customer journey mapping is related to “which journey” you are mapping. Is it the journey of how your target customers are CURRENTLY solving their problem, or is it a map of how you think your target customers MIGHT solve their problem when using your (planned) product?


mambono5555 1

I agree with others who said map both, it will be useful to see how they compare. But generally speaking, the journey should be the one you propose they take when using your app. You should think about what they’ll see when they first land on their site, to how they’ll sign up, will there be a quiz/form to fill out? What happens once they’ve signed up? What are the next steps? It should be specific, not general, and follow all the way through to them becoming a paying customer

  DoctorDumay 1

Ah! This is how I understood it, but then I got confused when trying to tag each “touchpoint” with a customer emotion, because, why would I build ANY feature that doesn’t “delight” them??

mambono5555 4

It kind of sounds like you’ve read a lot of marketing articles and are not a natural marketer (assuming you’re a doc cause of your handle). I wouldn’t get caught up in “touchpoints” and “emotions”, ultimately the way you’re going to succeed as a startup is by providing a superior experience over competitors’ (or acing a totally new experience), so just focus on the things that you think are wrong with the typical user journey and build one that is tonnes better. I’m a marketing manager with 7+ years working in early stage startups :)

  DoctorDumay 1

That’s good advice, thanks. And I would agree that I am not a natural marketeer. I am a 20 year corporate general manager in the software/content space. I have a large product team that builds all kinds of products and platforms, but I have never done end-to-end stuff myself ;) This project is for a personal side business to address a medical problem that I recently faced.

mambono5555 2

Awesome, I wish you good luck :)

vaibhavgogia 2

Checkout the MoT model and AIDA model. These frameworks might help. Cheers!

  DoctorDumay 1

I have seen the AIDA model. Are you referring to “moment of truth” for the other one?

funkydunk- 2

Your product is in the middle of their journey.

Content addresses the early steps, and guides them towards your product.

After your product what problems does your solution create next?

  DoctorDumay 1

Makes sense!

PGHNerd 2

I work at a health plan and evaluate healthcare technology. When I look at the journey for innovation I examine both what is the current customer journey and how would it differ with the use of the innovation.

Once I review and understand that, I will think about desired and measurable outcomes. This allows me the opportunity to see if the innovator missed something within the potential impact it may have. Doing this also allows to see other opportunities and considerations to make.

Good luck on your design and solution building.

  DoctorDumay 2

Thanks for sharing.

Clearlymynamerocks 4

Hi, I run CJ workshops.

  1. Start with highest ROI persona (based on data not assumptions)

  2. Map their journey to buying a product or service like yours, not necessarily yours. Identify gaps and missed opportunities.

  3. Map their journey to buying your service/product.

  4. Map your touch points... How you are meeting them at each stage of 2.

    My formats are pretty in-depth but to give you the gist, use a general marketing funnel:

  DoctorDumay 1

The front end is helpful. I’ll probably want to be a bit more details post-purchase than this, to really map out the in product experience after “sign on”.

nimloth 3

A good way of thinking about this is breaking the customer journey into pain points and problem statements as a swim lane (one for each customer type, if you have multiple).

Each step is added friction and pain for the customer. The more your product can get the person from left to right with minimal friction (bonus for added creation of feelings of delight) the better your product is positioned in that market.

Additionally, for each step you eliminate, reduce, or convert to a delight, the more valuable your product is in your customer's eyes.

Example of existing market problem statement:

What I really want is X. But to do X, I first need to, then a, then b, then c, then finally I can even start thinking about how to solve x. Once I get here, I'm already burned out by a/b/c. Shit.

\^ if you can reduce that friction in your market you're in a good starting place.

  DoctorDumay 1

I like that. Thanks.

  DoctorDumay 3

These are all helpful. Consensus seems to be to do both: current and desired. Thanks.

While folks are here, let me ask: what other tools do you use to move your idea/concept to an initial product design?

karikit 2

Yes, "as is" and "to be" are separate maps and separate sessions - don't collect info on both as the same time. Get a clean current state.

mambono5555 2

Figma is a free mockup and prototyping tool that I like to use, but it might be tricky to use if you haven’t got prior experience with photoshop or some other design software. You could look for a freelance designer on something like Fiverr

  DoctorDumay 1

Thanks. I am way out of my comfort zone on this one and tend to (in general) overanalyze things. These suggestions (and tools in general) are helpful in moving me forward.

vuxanov 6

Im a designer. I use Miro for creating user personas and writing user stories. I used to use Xmind for creating user journeys and planning information architecture but now Miro also has pretty good tools for mind maping.

After I have information architecture more less planned I work on wireframes. I used to use Balsamique but now I just use Sketch for both wirefames and high fidelity design because if you use symbols wisely you can basically kill 2 birds with one design.

I mostly prototype in Sketch, its very basic but it works. If there is a need for higher quality prototype I use InVision.

You can also use Figma or Adobe XD for designing and prototyping they have free plans. I use them sometimes but prefer Sketch.

Sometimes I upload design to Zeplin for developer handoff.

I also use Optimal Workshop tools for specific user testing tasks like card sorting.

  DoctorDumay 1

Thanks for these suggestions. Currently, I have my home office filled with whiteboards and stickies. It’s quite a mess but I like the tactile nature of it.

DrEndGame 8

Highly recommend Figma.

Great design tool that we use at my software dev firm. You can even make clickable prototypes to really get a feel for how the application will function. Also, assuming you keep it at two editors or less, it's free!

  DoctorDumay 2


DrEndGame 2

I'll just add, watch their youtube tutorial videos. After about 30 minutes of that you should be in a pretty good spot to do what you want to do.

If you have any questions or want a second set of eyes on something just send me a dm. Always happy to help out!

  DoctorDumay 1

Cheers doc!

AdamKyleWilson 4

Map both. How people do it now. How you want them to. The differences will highlight if you’re bribing enough value to this customer or not. If they’re too similar why would they use your product?

gastildiro 5

I really like this sentence: " If they’re too similar why would they use your product?"

Missing_Space_Cadet 9

I would encourage you to check out Job Stories instead of using User Stories. Jobs To Be Done is an entire framework for understanding user needs however a great place to start (and where I also like to stop haha) is with the following two articles:

Replacing the User Story with the Job Story (Read this first...)

5 Tips for Writing Job Stories (Read second...)

And if you’re a glutton for punishment.. checkout the other articles

Do keep in mind JTBD is a tool use it however much or little you like. I personally stop at the two shared with you, I have a few books, most I don’t recommend, however this new book is promising (I just got it)


  DoctorDumay 2

I’ll def check this out. Thanks!

Missing_Space_Cadet 2

You got it! Happy to help

  DoctorDumay 2

Update: I’ve checked these out and really like the JTBD framework. I still need to do a bit more research on this but it “clicks” better than the journey mapping frame.

kapone3047 3

Agreed. JTBD is a much better tool for this I think.

I prefer journey mapping for finding pain points and opportunities in existing products.

kibuloh 8

My perspective:

We typically develop journey maps to illustrate the current journey for our customer. Once the map is developed, we then use it as a starting point when talking about pain points encountered during the journey, and then talk potential solutions or outright changes to a process.

CivilSecessionist 43

Start with current state. It will highlight opportunities for improvement. Then create a journey map for an ideal experience. The difference between the two will highlight what you need to change or build.

JadeGrapes 2

Agree. This is what we do too.

Extra_Negotiation 5

this is a great starting point.

question: the "ideal" experience, is that based on a hypothesis that the designer has, or purely on data derived from interviews?

I guess I'm asking - whose 'ideal' is it?

CivilSecessionist 3

You’re always designing for the consumer. But they sometimes have to be led. I’d say, identify their needs and then figure out the best way you can solve it.