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A Practical Look at Creating More Usable Enterprise Customer Journeys
Summary
Key Insights
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Persona and journey artifacts must be designed for digital use to ensure wide sharing and frequent use across an enterprise.
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Journeys and personas should focus on the practitioners and users who engage daily, not just on executives requesting them.
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Overwhelming journeys with excessive detail reduces their usefulness; prioritizing key, valuable information improves adoption.
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Traditional linear journey maps struggle to capture cyclical or repeated user behaviors, requiring thoughtful representation.
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Using card sorting tools like OptimalSort in moderated sessions enables richer, more granular journey data than narrative recall alone.
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Journey data can drive segmentation and persona validation, revealing behavioral patterns unrelated to company size.
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Interactive, progressive disclosure journey maps created with simple tools like Keynote improve clarity and usability.
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Content gap analysis aligned to journeys highlights imbalances in marketing and technical content needed by users.
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Diary studies are often impractical for B2B journey research due to long timelines and participant engagement challenges.
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Journey maps should be revisited every 3-12 months as living documents and collaboratively validated by teams, not only leadership.
Notable Quotes
"Unless it’s designed for digital use it’s not going to get widely shared throughout the organization."
"We want to design for actual users, not just the senior VP or CMO who asks for the persona or journey."
"Too often journeys are these beautiful artifacts that no one actually understands or uses."
"We developed a list of 47 common touchpoints for B2B journeys based on extensive past research."
"Users often re-enter the journey process after a pause, but compress previously taken steps when they come back."
"Journey data allowed us to see that solution scale, not company size, better explained buying behaviors."
"We made our journeys interactive to solve the problem of overwhelming detail in static journey maps."
"Most B2B research is done remotely and online, so we needed a tool that was easy to use without in-person facilitation."
"Diary studies have merit for recall issues but are impractical for long, complex B2B buying processes."
"If a journey map is living and used, revisit it every three months to check if it still reflects reality."
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