Walking a Mile in the User's Shoes: Customer Journey Mapping as a Method to Understanding the User Experience

Marquez, Joe J.; Downey, Annie; Clement, Ryan

doi:10.1080/10875301.2015.1107000

Cited by 50 publications

(43 citation statements)

References 2 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Some researchers have found that the co-design interacting experiences begin with touch-points [2], [13]. Herd et al [14], Marquez et al [4], [5], and Thurgood et al [15] proposed that touch-points are an approach for orienting users' needs in interaction. Researchers have studied designer cooperation and user feedback in case studies and have found that it is as difficult to evaluate the intangible outcomes from user interactions [16].…”

Section: Co-design In Product Developmentmentioning

confidence: 99%

“…Touch-points are key aspects of the product design experiences, researchers have indicated that touch-points were not in the same design orientation [14]. Thus, researchers found that the various touch-points were visualized by the map, which is a method to explain the steps and stages in task completion [4], [5]. Knowledge can be captured via experience map, that researchers obtain information related to design practice quality via monitoring and observing.…”

Section: Virtual Experience Mapmentioning

confidence: 99%

See 1 more Smart Citation

E-customized Product: User-centered Co-design Experiences

2020

KSII TIIS

View full text Add to dashboard Cite

The purpose of this study is to orient users' touchpoints in co-design experience, to identify their need via visualized experience map, to recommend valid design information in online e-customization services. A user-centered co-design experience map (UCEM) is adopted to analyze the relation between users' desire and time spent, so as to evaluate the online co-design experiences. Based on evolutionary algorithm and fuzzy theory, data of this study is collected from 30 participants. The data was analyzed by descriptive analysis in SPSS, and frequency query and word cloud in NVivo. Employing design category and evaluating users' time spent, the findings are that (a) vamp color matching is consistent with interview data; (b) supported by qualitative feedback, the virtual experience map played an important role in the co-design process and the visualized interaction process; and (c) participants prefer to get more information and professional help on color matching and exterior design. Based on the findings in design category, future work should be focused on developing a better understanding of design resource recommendations and multi-stakeholder communication.

show abstract

Section: Co-design In Product Developmentmentioning

confidence: 99%

Section: Virtual Experience Mapmentioning

confidence: 99%

E-customized Product: User-centered Co-design Experiences

2020

KSII TIIS

View full text Add to dashboard Cite

show abstract

“…While secret shoppers and focus groups can be effective tools for gathering information about customers' experiences and emotional responses, neither approach specifically addresses how customers respond to products and services at different stages of their journey (Crosier & Handford, 2012). CJMs can illustrate areas where improvements can be made, demonstrate the complexity of a library ecosystem, and highlight the integration of various library departments (Marquez, Downey, & Clement, 2015). While CJM techniques have been used sparingly within public library settings, the literature review demonstrates that they represent an effective tool for unpacking the experience of library customers.…”

Section: Customer Journey Mappingmentioning

confidence: 99%

“…The design of this study was heavily influenced by CJM research completed within library environments. Instead of developing and applying different customer personas, these studies focused on observing and engaging participants as they complete different library activities (Andrews & Eade, 2013;Brahme, Gabriel, & Stenis, 2016;Datig, 2015;Marquez, Downey, & Clement, 2015;Samson, Granath, & Alger, 2017). Though small in number, they reveal interesting insights about how CJM can be applied without the use of personas.…”

Section: Customer Journey Mappingmentioning

confidence: 99%

Evaluating Customer Experience through Customer Journey Mapping and Service Blueprinting at Edmonton Public Library: An Exploratory Study

Mucz¹,

Gareau-Brennan²

2019

Partnership

View full text Add to dashboard Cite

This paper presents an overview of the design, implementation, and findings of an exploratory project to evaluate customer experience at Edmonton Public Library (EPL). The EPL Intern Librarian Project had three objectives: to establish the current state of customer experience at EPL, identify pain points, and develop recommendations for improvement. The study used the ethnographic methods of Customer Journey Mapping and Service Blueprinting to directly engage with customers and staff to produce visual documents reflecting respondents’ customer experience at EPL. In order to gather data for Customer Journey Maps, participants were simultaneously observed and interviewed as they completed different activities in the library. During the creation of the Journey Maps, pain points were identified. Interactive focus groups and interviews with EPL staff members unpacked pain points and informed the creation of corresponding Service Blueprints. Based on the findings, a number of recommendations were proposed to improve the customer experience including enhanced digital wayfinding,clearly identifiable catalogue stations, and revised website FAQs. Suggestions for applying these methods include the use of multiple techniques for participant recruitment, focusing on specific library activities, and actively promoting the project internally.

show abstract

“…In more recent years, the customer journey mapping approach has been used by the nonprofit and social services sector to better understand the experience that individuals have in order to improve access to goods and services (see Crosier & Handford, 2012; Fichter & Wisniewski, 2014; Marquez, Downey, & Clement, 2015). Researchers have found that the methodology allows for recording nonlinear processes, and provides an output that is more of a storyboard than a report‐style document.…”

Section: Knowledge Journey Mapping In the Asia Pacific Regionmentioning

confidence: 99%

Knowledge Management and Integrated Water Resource Management—Types of Knowledge and Key Considerations

Delfau¹

2018

New Water Policy & Practice

View full text Add to dashboard Cite

Knowledge sharing and transfer in the field of Integrated Water Resource Management, on a global scale, can be improved with an understanding of cultural considerations, technical opportunities, and constraints, and the theory underpinning knowledge management. This paper explores existing literature and applies a human centered design approach (customer journey mapping) to collect data. Fourteen semi‐structured interviews with practitioners across the Asia Pacific region provide a basis to understand knowledge management barriers, breakthroughs, and outcomes to support improved knowledge sharing and transfer among water management practitioners. Findings identify a set of areas of needed knowledge, demonstrate that virtual means of knowledge sharing and connection are best supplemented with face‐to‐face interaction, and argue for a facilitated approach to best achieve success. The research conducted in this study serves to support the development of a global community of practice for water management practitioners to better support integrated water management outcomes.

show abstract

Walking a Mile in the User's Shoes: Customer Journey Mapping as a Method to Understanding the User Experience

Cited by 50 publications

References 2 publications

E-customized Product: User-centered Co-design Experiences

E-customized Product: User-centered Co-design Experiences

Evaluating Customer Experience through Customer Journey Mapping and Service Blueprinting at Edmonton Public Library: An Exploratory Study

Knowledge Management and Integrated Water Resource Management—Types of Knowledge and Key Considerations

Contact Info

Product

Resources

About