What's the experience from a consumer's point of view?
asAt Cambia, I have created journey maps to uncover gaps and create better processes for everything from how we manage our physical medicine program, to enrollment, onboarding and managing health finances.
However....since journey maps are considered intellectual property, I've created a fictional map for Zoe who has moved to Portland and wants to connect with the community and make new friends with like interests.
Like any good journey map, it includes a persona, talks about what she is thinking and doing, shares how she feels at each stage as well as signifying what's happening behind the scenes and what touch points may be involved.
Opportunity: People are more and more mobile, but they want to feel at home quickly when moving down the street or across the country.
Process: Ideally, all key stakeholders provide input -- from designers to product owners and sales and marketing. (In this case, I got to wear all the hats and make up a scenario.) The internal map is then vetted against the real consumer experience by conducting primary research and gathering real stories. Maps are updated as information is gathered.
Outcomes: The team has insights into gaps from how they intended a product to work to how it actually does or should work. By understanding the gaps between design and usability, teams can make necessary changes to create an ideal experience.