When conducting research for customer-journey maps, use qualitative methods that allow direct interaction with or observation of users, such as interviews, field studies, and diary studies.
Really interesting article on customer-journey mapping!
Some notes for myself...
Customer-journey maps show the steps that someone goes through in order to accomplish a goal. These maps can be created using any of the following methods:
Customer or User Interviews - Ask users about their experience
Field Studies - Direct observation of users completing task at hand
Diary Studies - Usually for long-term studies during which users are asked to log certain actions taken to achieve goal
Competitive Analysis - Discover users’ use of competitor sites or apps and have them discuss the experience (Bonus: allows for research input when there’s no existing user base!)
Very cool stuff. Hope I get to try these all out someday! In the meantime, back to the grind lol
