{"id":6185,"date":"2017-02-13T15:53:18","date_gmt":"2017-02-13T15:53:18","guid":{"rendered":"https:\/\/marvel7077.wpengine.com\/?p=6185"},"modified":"2020-09-03T15:29:58","modified_gmt":"2020-09-03T14:29:58","slug":"proto-journey-lean-ux-customer-journey-map","status":"publish","type":"post","link":"https:\/\/marvelapp.com\/blog\/proto-journey-lean-ux-customer-journey-map\/","title":{"rendered":"Proto-journey: A Lean UX Customer Journey\u00a0Map"},"content":{"rendered":"

Customer journey maps with the intent of proto-personas<\/h2>\n

In Using Proto-Personas for Executive Alignment<\/em><\/a>, Jeff Gothelf writes:<\/p>\n

\"Proto-personas give an organization a starting point from which to begin evaluating their products and to create some early design hypotheses. They\u2019re also helpful in initiating and reinforcing corporate awareness of the customer\u2019s point of view<\/a> to ensure it\u2019s included in strategic planning. This is especially true when the creators of these proto-personas are in a position to affect the company\u2019s strategic direction.\"<\/span><\/p>\n

A proto-journey is a way to achieve this if you want to explore persona behavior with more context over time.<\/p>\n

Show of hands: who loves customer journey maps?<\/strong><\/p>\n

Yeah! I think of them as personas plus spacetime. The journey shows you where the persona is when certain experiences occur.<\/p>\n

Or, as Megan Grocki writes in How to Create a Customer Journey Map<\/em><\/a>:<\/p>\n

\"A Customer Journey map is a visual or graphic interpretation of the overall story<\/strong> from an individual\u2019s perspective<\/strong> of their relationship with an organization, service, product or brand, over time and across channels.\"<\/span><\/p>\n

Meet Rick. <\/h2>\n

Rick is like you and me; sometimes his internet connection breaks and he needs someone to come over and fix it. My two-person team was tasked to explore ways to increase Rick\u2019s advocacy of a service we\u2019re designing around this kind of field repair.<\/p>\n

Both the product owner and product manager were traveling and the design team on the MVP, who had designed the surrounding experience, was busy. We were alone and uncertain.<\/p>\n

We gathered notes, assumptions and aligned with the product manager over Slack and Trello. A proto-persona existed and the service\u2019s experience design was outlined.<\/p>\n

My engineer teammate, Russell Wolf<\/a>, wanted to level up his design skills, so I suggested we sketch a quick customer journey map. He would get to learn a new design technique and we would cobble some insights out of this process. We also reframed the design prompt: How might we raise Rick\u2019s delight so that he advocates the service?<\/strong><\/p>\n

Some of our goals for sketching were:<\/p>\n