D4D Tools: Journey Lines
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The document outlines a process for understanding customer experiences through 'journeylines,' which visualize decision-making, emotional flows, and customer pain points. It provides a step-by-step guide to describe customer tasks, capture each step of the journey, emotion-code experiences, and identify key pain points to address. The document emphasizes deep customer empathy and innovative approaches to enhance customer satisfaction by analyzing and improving their experience.
D4D Tools: Journey Lines
- 1. IntuitLabs.com | @Intuit 1 © Intuit When to use it When you need to understand how your customer approaches a task and how they feel about it along the way, including the most delightful — and painful —points. Why use it Visualize decision-making, behavioral, and emotional flows to uncover gaps in customer understanding and surface insights and potential opportunities to delight. How to use it 1. Describe the customer and the task. Example: Sharon, a floral shop owner with three employees. Task: Take a credit card order for flower delivery called in by a new customer. 2. Capture each step of the customer’s journey for a specific experience. What is the trigger for the task? What happens next? When is the task complete? 3. Emotion code each step of the journey using a five-point scale, with misery at the bottom and delight at the top. 4. Connect individual events to the larger context. Often, abstracting up a level can yield a meaningful insight. 5. Vote on one pain point of the journey to solve first. What would make the biggest difference in this customer’s experience? Hint: sometimes it’s not the low point. JOURNEYLINES Time About 30 minutes. DESIGN FOR DELIGHT Deep customer empathy
- 2. © Intuit 2 IntuitLabs.com | @Intuit Tips • Anchor the start and end points by placing Post-Its with the trigger and the completed state first. This will focus the conversation on the journey segment of interest. • In the field you can create a journeyline on the fly using a stack of index cards of Post-Its, or just drawing a horizontal line on a piece of paper. While observing the task, take notes, one task per card or note. When the process is complete, line them up in order and ask the customer to explain each step, inserting, deleting, or moving steps as needed. • If you can’t observe the task directly, use the journeyline as a way to get the customer to tell you each step of the task. It may take a couple of passes to capture the complete journey. Note cards or Post-Its make it easy to rearrange or insert a process step. • Abstracting up yields a different view of the problem. Walk through the journeyline from a touchpoint perspective to see where the customer interacts with another point or service. Discussion of these interrelationships can yield insights about dependencies, as well as opportunity areas for new innovation. • Discover emergent patterns. Create journeylines for several customers until patterns emerge. Compare customer journeylines to understand anomalies and identify overlooked or invisible parts of the task. Use with Collect customer observations and/or feedback before, during, or after the journeyline to ensure details are correct. Use with observation and Customer Insight interviewing and as a feeder to the Empathy Map. At Intuit, we believe our Design for Delight (D4D) approach can make innovators 20x more effective. Three key principles make up D4D: deep customer empathy, going broad to go narrow, and rapid experiments with customers. Now go and create some awesome experiences that delight your customers.