Create An Outcome Journey Map
Once we have our outcome personas defined, use an outcome journey map to identify the existing path to the outcome that matters. Identify opportunities for disruptive digital products by mapping to customer value.
With so many firms focusing on improving their customer experience (CX) over the past few years, there has been plenty of focus on customer journey maps. A CX journey map is central to improving customer experience. But the journey map we need to build for disruptive product design is very different from the typical CX journey map.
Where a typical CX journey map will often focus on identifying a customer’s journey to purchase a product or experience a service from your business, the Outcome Journey Map is more holistic. It documents the persona’s entire journey to achieve the desired outcome. In our airline example from step one {hyperlink}, this might be a successful business trip for Becky Business.
Elements of an Outcome Journey Map
Identify the start and end points: The beginning of the journey for Becky occurs when she discovers she needs to make a new business trip. The end of the journey for our example is when she arrives home from the trip (although it may not be until the business related to the trip is successfully concluded).
Identify the critical decision points: These are decisions Becky must make throughout her journey. E.g.
- When to travel?
- How many destinations?
- How many days at each destination?
- Is there any other business that can be included in the trip?
- Will the trip expenses be reimbursed by the client?
- Are there specific limits on travel expenses? (e.g. Economy only)
- Which airline and flights work best?
- Is a seat upgrade available?
- Where to stay at each destination?
- How to get to and from each airport?
- Is there an airline lounge at the airport?
- What is the weather forecast at each destination at times of stay?
- How to exercise?
- What to pack?
- Where to eat?
- Where will the meetings take place?
- How to get to and from each meeting?
- What to do for fun?
- Friends/colleagues to lookup / notify?
Identify the products & services used: To make informed choices, Becky uses a variety of product and services. For example, these may be online tools provided by her employer, they may be mobile apps she uses regularly, or they may be services provided by vendors such as travel agents, hotel/airline reservations concierge, or car services.
Identify key actions / touch points: These help structure the journey toward the outcome. E.g.:
- Book flights
- Book hotels
- Reserve car service to and from airport
- Check-in for flight / confirm seat
- Leave for airport
- Arrive at airport / security check
- Check-in airline lounge
- Board flight
- Arrive at destination airport
- Car to hotel
- Check-in hotel
- Get dinner
- Workout
- Check return flight status
- Checkout
- Car to meeting
- Meet with client
- Car to airport
- Check-in for next flight
- Airport security check
- Check-in airport lounge
- Board flight
- Write up notes from meeting
- Arrive home airport
- Meet car service
- Arrive home
Lay out the decisions and touchpoints along a timeline from beginning to end: Your research will help you map the journey graphically. Use a whiteboard, a series of windows, a big wall covered in poster paper – whatever you need to fit the journey timeline. You need to see all the elements of the trip along a continuous timeline.
- For each decision note below it all the services, products and applications Becky uses to make the decision.
- Identify where a decision is dependent upon a precedent (e.g. the choice of hotel being dependent upon the distance from the meeting location and the time of the meeting, or the choice of the flight being dependent upon availability of upgrades).
- Rate the quality of the experience based on how easy it is to make an informed decision and how long it takes to achieve the task.
- Identify all pain points (the things which cause Becky to feel frustrated or need to invest more time).
You can use a variety of tools to help map out the journey. Sticky notes can make it easy to move things around while also grouping like things together.
Review your outcome journey map: Your journey map should help you identify all the pain points in the existing journey for Becky. While each pain point is an opportunity to improve the experience; collectively, they present an opportunity for innovative disruption.
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