CUSTOMER INSIGHTS:

ORIENTATION
WILLIAM
QUALLS

Creating Customer Journey Maps

USER JOURNEY MAP

At various points in the journey,

identify the pain points
(important and unmet user needs),
and the opportunities that can
lead to new ideas and solutions to
benefit the user (“How might
we…”).

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EXPERIENCE MAPPING

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TOUCH POINTS –
MAPPING THE EXPERIENCE

Map a restaurant experience

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POEMS – PEOPLE, OBJECTS, ENVIRONMENTS,
MESSAGES, SERVICES

Environment
Objects Media

People
Services
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 Arrival • Greeted by Host

Seating • Arrive at Table

• Review menu
Preordering • Order drinks

• Ala carte or buffet

Ordering • Obtain food from Buffet

• Go back for second

Consuming helping

Now Ideate a New Concept and

Visualize the “To Be” Experience (and Map it!) Payment

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TRANSLATING YOUR IDEA INTO A STRATEGY

• Deconstruct the vision of the user’s experience

• Map how Stakeholders fit into a system to deliver value to customers (users)
through your idea
• Defines the key design elements (POEMS) and how value is delivered
• Implementation – experiments and quick wins

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AIRPORT EXERCISE

“How might we improve the young family’s experience as they wait for a flight
at local airport or train station?”
1. Develop a journey map of the user experience. Create a buyer persona.
2. For your user journey map, identify at least 2 distinct pain points and the
specific opportunities associated with these pain points.
3. Pick one pain point and associated opportunity that is compelling and interesting,
and brainstorm a new idea that could address this pain point and opportunity.

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