Creating Customer Journey Map in 5 Days
Surf product team have built customer journey maps for customers from various industries: shops, streaming services, telemedicine apps.
Сontact usOur customers who chose CJM
Why do you need Customer Journey Map research?
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To identify user needs
We find out why people visit the app and why they stay there, what users’ pain points and needs the app solves.
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To study user journey in the app
We analyze the psycho-emotional state, a-ha moments, and barriers that arise in the course of interaction with the product.
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To create an user-friendly app
We increase the retention rate and average revenue per user.
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To synchronize teams
On the one hand, we gather specialists with different levels of engagement in the product. Together we discuss the current state and strategy for the future.
On the other hand, we synchronize the customer and Surf teams creating a single project team. -
To optimize project expenses
We exclude unnecessary functions and select an MVP part, the rest of the features are distributed over the next product versions.
You need Customer Journey Map when:
- a large-scale product concept has been created, taking into account the internal team suggestions and wishes, and it is necessary to determine which features are of real importance and priority;
- there is no consensus about what the product will be and in what direction to develop it and it is necessary to come to an agreement;
- there is an existing solution and you need to identify problem areas to optimize it.
Surf research workflow
Time-frame
to 5 non-consecutive working days
The research covers a preparatory stage, a workshop together with the customer’s team, processing the results, preparing a user journey map and a functionality table with a version history for launching features, presenting the results, and transferring all the materials to the customer.
Workshop format
collaborative moderated brainstorm
The option is available to conduct the workshop remotely. Though the best effect and greater involvement is achieved if the workshop is held in person. Mostly, the workshop takes place at the customer’s premises but another possible option is when the customer is a Surf guest.
Customer’s team
from 2 to 8 persons
Product owners, representatives of analytics, design, development and marketing departments, and any departments as required (contextually).
Surf team
from 3 to 5 persons
Strategist, art director, designer, researcher, analyst, PM. We involve other experts depending on the context.
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Dmitry
Art Director -
Paul
UX Designer -
Julia
UX Research
What do you get as a result?
1.
A multilevel table where a base row shows the user’s steps from the moment a need arises to the moment it is satisfied. The main part of the journey at this level is the journey inside the mobile application. Below, in accordance with each of the steps at their levels, the user’s needs, desires, mood, level of criticality of the step, a-ha moments are described as well as the barriers that a person encounters or may face and the solution options. The final bottom layer of the table contains the functional blocks needed in the application to solve the user’s tasks.
Workshop timeline
- We discuss the general situation with the product and in a relevant market niche, describe and segment the audience, highlight the key segment.
- We analyze the key segment user behavior and highlight the points where they can first interact with the product.
- We find out what are the reasons for a person to visit the application and to return there.
- We record the user’ journey and note how critical each flow point is.
- We analyze the psycho-emotional state of the user at every step, and identify a-ha moments when the user becomes aware of the product value, and decides to stay its loyal user.
- We describe possible barriers and difficulties, and define a range of possible solutions (at different levels from UI / UX to positioning).
- We form a table with the results of the first day.
- Next, the Surf team processes the collected data, fills in the gaps, and prepares a complete table with the user journey map. Usually, we need 3-4 days.
- Within this period, based on the user journey map, we compile a functionality table. We separate the MVP part and distribute the rest of the features over the next product versions.
- Some of the generated ideas can be included in the backlog of the product’s strategic development.
We present the user journey map: we explain how it works, verify the barriers found and ideas for their elimination, speak about additional barriers and ideas that our team generated while preparing the table. We present the table of functionality, discuss the distribution of features by versions and make the necessary adjustments.
CJM case studies
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New sales channel for a fashion brand
While working on Customer Journey Map, we identified a segment of the audience that was not obvious at the start: women often buy men’s suits for a husband or son, or pick up some clothes or accessories as a gift. As a result, we implemented an option not only to save sizes for different people, but also to filter the catalog by these profiles.Detailed case study -
Video streaming platform
As part of the CJM workshop, together with the Client’s team, we built from scratch the ideal user journey within the product, formed the functionality for the MVP, as well as the product development roadmap. We immersed ourselves to the maximum in the sphere of streaming and comedy shows that were unfamiliar to us at the time.Detailed case study -
App for a large online pet shop
In addition to creating the customer journey map, we conducted interviews with animal owners and were able to describe in detail the core of the audience and focus on them and their needs. This made it possible to reduce engagement costs and operating expenses. We have found out that the needs of pets play a key role and influence the decision of the owner.Detailed case study -
An app for the multiplatform entertainment operator
We completely updated the interface design and, due to joint work with the customer’s team, we succeeded in building simpler and more understandable scenarios for interaction with the application, despite the tough technical constraints. As a result, it became much easier to perform key tasks in the app, and the available service options became more human-friendly.Detailed case study
