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Summary
As practitioners, we are often asked to craft Customer Journeys. It’s not uncommon, however, to wonder how impactful these lovingly researched and designed journeys are for the stakeholders they are meant for. Do they contain the right information for Enterprise stakeholders? Do they convey it in a way that is actually useful for the end user of these journeys? How can we feel more confident in the research that underlies these journeys? This session will explore some of the approaches that the gotomedia team has been using when researching and creating customer journeys in order to make them more successful for enterprise stakeholders.
Key Insights
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User journeys should be designed for digital use to enhance accessibility.
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Focus on designing for actual users rather than just decision-makers.
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Overloading information complicates usability; prioritize key content.
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Future states are more relevant than current states in user journeys.
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Collaboration among users should be a focal point in journey mapping.
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Interactive and visually appealing formats improve user engagement with journey maps.
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Utilizing diverse research methods can yield richer data and insights.
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Regular evaluation of journey relevance is crucial for ongoing effectiveness.
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Understanding gaps in content can highlight areas for development or improvement.
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Segmentation should be driven by user behavior patterns rather than company size.
Notable Quotes
"Unless designed for digital use, personas and journeys don't get widely shared."
"The only way to keep personas and journeys fresh is if they’re being used constantly."
"It's essential to design for users who will actually engage with the content."
"Clients want to know what they should be doing at any given point in the user journey."
"Using digital visualization can enhance the sharing and understanding of user journeys."
"We often find that companies have more marketing-oriented content than technically-focused content."
"Interactive designs allow us to display more detailed user journey information without overwhelming users."
"Regular evaluations should be conducted every three months to ensure relevance in user journeys."
"Content gaps often reveal significant opportunities for improvement in user engagement."
"User engagement levels can drastically affect decision-making processes."
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