Some thoughts on user journeys
Funnel metrics should not be forced into a customer journey map; they should be used as a lens to view specific parts of the journey.
Customer journeys are not linear and time-based; different customers have different behaviours and timelines.
Instead of trying to map every possible journey, focus on moments that matter and address pain or friction points.
Journey mapping should serve a purpose, have defined outcomes, and be validated by data and customers.
Turning journey maps into static artifacts is not recommended; use a customer framework based on needs and jobs to be done.
Journey maps are not the only tool for service design; other tools like service blueprints, empathy mapping, and simulations can be utilized.
About Fraser Clark
I've been a professional developer for over 10 years. I've been consulting and developing websites & software for small businesses, multi-nationals & governments.
I'm an expert in WordPress, Drupal, Laravel & a whole host of other platforms.