Lightweight Journey Mapping
Laura Dove, Stephen J. Reinach, Irwin Kwan · 2016
Marketing researchers often utilize customer surveys and interviews to gage customer satisfaction, but user experience professionals know that these methods may not reveal discrepancies between self-reported and actual customer behavior. Integrating market research and observational research approaches in a fashion that is agreeable to a cross-functional team can be very challenging, but using hybrid techniques can help a team collaborate to provide a high-quality user experience. This case study describes the development of a customer-driven lightweight journey mapping approach that led to new insights about how our customers were using our product. These insights led to a new understanding of our customers' challenges using our product, and more generally, they helped the team appreciate the variety of user experience challenges our customers faced.