Analysis: Customer Journey Map

Now that the raw data has been analyzed, the Customer Journey Map serves to factor a key element into the design process, that of flow.

In its essence, the Customer Journey Map puts us into the shoes of the User; we see the goals, behaviors and emotions involved in their decision-making.

Extruding the steps of the process helps us hinge the data onto a breathing framework where the hints of its broader impact begin to show.

We have mapped the Users Goals, Behaviors, their Positive Interactions and Pain Points through the steps of the journey, contending each to the rubric of Mental Models. Customer Experience emojis reflect the overall experience in a particular step of the journey expressed as an average.