The Customer Journey. Creating Value for Products and Services through Journey Maps, Blueprints, and Other Visualization Tools

Customers can be disappointed - this happens often. It’s even worse when people inside the companies creating the product don’t see this because they are too focused on business processes. This practical book will show your company how to turn valuable customer insights into actionable ideas. You will be able to visually map your customer experience and envision future solutions. Product and brand managers, marketing professionals, and business owners will learn how creating user experience maps can help identify where their business goals intersect with the customer perspective. Once you are armed with this data, you will be able to provide real value to users. The book is divided into three parts, in which you: — Understand the basic principles of diagram construction and learn how these diagrams can be used in development strategy. — Discover how to create diagrams with four iterative modes in the process of creating user experience maps: initiating map creation, researching experiences, visualizing the process, and using diagrams in workshops and experiments. — Learn to review key diagrams in action, including service plans, user journey maps, experience maps, mental models, as well as spatial maps and ecosystem models. Who this book is for: For UX designers (a marketing engineer who receives analytics as input and produces logic, layout, interface creation principles, and content as output), product and brand managers, marketing specialists, and business owners.