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From our experience of having used this tool so many times, we believe it is useful to share with you what we understand that a good Journey Map (or Customer Journey Map) should contain. To begin with, let's say that it should reflect the "story of the user/customer experience" as faithfully as possible.
It must necessarily include:
- Who is the person about whom the story is told?
- What circumstances you are in and what you want to achieve
- What a journey of moments the story tells
- What the person does
- Through which media/channels do you do it?
- What critical moments do you face
- How is your experience compared to your expectation?
- What emotions do you feel
- What the person says to others
All of these elements combine for the most important thing: identifying where the opportunities are to add value to your experience.
The Journey Map must be able to communicate all this information while meeting two requirements:
Using an infographic language: that conveys the message simply and effectively.
Using a support that allows its permanent updating: the journey map is a "living" artifact because it is a space where the team develops its work on the customer or user experience.
In this infographic you can visualize each part of the Journey Map, i.e. its anatomy.
