This is a journey map rant. It’s time we stopped calling employee workshops, Post-It Notes charts and PowerPoint and Visio documents customer journey maps. And we need to realize that design matters.
I recently read an article on journey mapping. It had some good points, but ugly maps. Then I hit a sentence that stopped me altogether:
Focus less on how pretty it is, and more on how valuable it is. Inevitably, someone from design will see this project and want to jump up in there. Suddenly, the conversation will turn to legends, color codes, formatting, and more. Avoid the rabbit whole [sic] that is visualizations and bring it back to the data. If you have valuable data, the visualization is just a vehicle for the valuable story.
“Just a vehicle?” Clearly, this author doesn’t understand that design is part of what makes a journey map effective. Although I knew that the moment I saw his maps. It’s not just about data. It’s about telling your customer’s story in an effective way. And you can’t do that with ugly maps. Read more