Think Like a Writer Before you sit down and type a single word, it will pay off if you take some time to address a few attitude questions and adopt the right mindset. This is one of the most frequently overlooked steps in becoming a published authorwhich is a big reason why so many people fail to finish their book. They will make the rest of your book-writing experience much, much easier and more satisfying. Why do you want to write a book?
Five key steps comprise a standardized framework for customer journey mapping that can be scaled to any scope or timeline. One common frustration about the process of customer journey mapping is the lack of organization-wide or even industry-wide standardization.
What are the key steps of journey mappingand in what order should they be completed? Effective customer journey mapping follows five key high-level steps: Building a core cross disciplinary team and defining the scope of the mapping initiative Internal investigation: Gathering existing customer data and research that exists throughout the organization Assumption formulation: Formulating a hypothesis of the current state of the journey and planning additional customer research External research: Collecting new user data to validate or invalidate the hypothesis journey map Narrative visualization: Combining existing insights and new research to create a visual narrative that depicts the customer journey in a sound way The five key, high-level steps in the process of customer journey mapping can be scaled to your scope and timeline.
Aspiration and Allies The first phase in a customer journey process starts well before any research or visualization has taken place.
This step is easily the most critical, because, no matter how many insights a map reveals, a journey-mapping engagement without focus or buy-in will not be effective in optimizing experience.
Establish a cross disciplinary team of allies Throughout a journey-mapping endeavor, you must bring stakeholders along.
Without a doubt, journey mapping will reveal gaps and opportunities within the user experience that, organizationally, are beyond the authority of the UX professional driving the mapping project. You must have buy-in and engagement from a cross disciplinary team, so that, when those issues and opportunities surface, stakeholders with decision-making authority are already convinced of the soundness of your method and apt to understand the importance of resolving the problems it found.
Creating a team of allies is easier than you might think. Before you begin mapping, identify stakeholders from multiple departments whose knowledge will be helpful to you along the way, and whose help you may need once opportunities begin to surface.
Acquiring allies may be a quick process or take a long time, depending on your situation: If you are working on a small project, it could simply be a minute conversation with your team; conversely, it may be a long process if you work with a B2B client or engage in an enterprise-wide journey-mapping initiative.
Determine the scope A scope, or point of view, for the map must also be established before the mapping activities begin. To create focus and clarity for the map, make sure you can answer these questions: What experience, or journey, will I depict?
Internal Investigation Once your core team is established and your scope is determined, begin researching within your own organization. What does your company already know about the customer or user? Most organizations have bits and pieces of data spread throughout teams; this data can be useful when pieced together to create a holistic understanding of the current state of the journey.
Put your core team of allies to work. Together, generate a list of questions that you would like to answer, then send your allies back to their respective teams or departments to search for any available documentation or data that can help begin to answer those questions.
Good places to start include:How to Write an Awesome Blog Post in 5 Steps Dan Shewan For example, this is the outline for this post that I sent to my editor before getting to work: Introduction [Quick summary explaining what the blog post will cover] Step 5: The Editing Part.
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