Creating journeys with a pulse
On the one hand, we have an elegant tool to help us visualise the scenarios in which people interact with a business – journey maps – but we often don’t know how the experiences we design for the journey are measuring up. On the other hand, we have frameworks and technology for soliciting feedback on people’s experience interacting with a business, but we often don’t know how to use this information because we don’t understand its context. Hmm... if only we could somehow intertwine journey maps with experience measurement, we’d be able to design great experiences AND keep our finger on the pulse to know how we’re impacting them!
In fact, we did just this for a client who’s leading their industry, and I look forward to sharing some of the key ideas that came out. From mapping listening posts and survey triggers, to integrating live customer feedback and metrics right into the journey, we’ve started digging into this goldmine of potential. Most importantly, it’s emerging how such a fusion of tools can help empower our clients to loop insights back into their business for real and tangible continuous improvement of the experiences we design. Watch this space, it’s about to explode.