The Importance of Mapping the Customer Journey

“A digital ecosystem is the term given to a set of products, services, and people that function together in a symbiotic way…, I often meet clients who want to integrate all sorts of functionality into their digital solutions—email, Facebook, SMS—without really considering if that inclusion will actually add value for their users. Rather than unilaterally connecting all possible digital channels and launching a “family” of related products and services, (we) need to determine ways in which ecosystems can act together in service of their client’s business goals.”

One of the most effective ways that I have found to do this is through the use of Customer/User Journey Maps. In the User Centered Experience model, these artifacts are invaluable in the charting of a holistic experience at a user level.