Phase B, Business ArchitectureDerived from Nielsen Norman Group
Customer Journey Map
Track one persona through each stage of a service, recording actions, thoughts and an emotion curve, then name one improvement per stage.
Customer journey map: a developer's path from discovery to energisation
A Nielsen Norman Group journey map follows one persona through five stages, recording what they do, what they think and how they feel, then turns the pain at each stage into an improvement the operator can own.
The emotion curve is the centre of the map: confidence dips hardest at Quotation, where cost lands without explanation. The opportunities row names one change per stage that would lift the curve where it sags.
When you need evidence of where customers struggle and which fixes would lift the experience most.
What you need and what you get
You'll need
- A persona and a scenario
- Stage by stage actions, thoughts and feelings
You'll get
- An emotion curve across the stages
- One owned improvement opportunity per stage
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