Kris LaFavor is the founder of DesignAhead. In addition, Kris is Heart of the Customer’s go-to designer for all of our journey maps (she also designed our website, so we’re big fans!). In this post, Kris lays out her guidelines to make sure our maps have that visual impact that is so critical to driving customer-focused change.
Before you start designing your map, you have to approach the design process from the point of view of the customer whose journey you’re mapping. To do this, you have to understand the research your map will be based on. This research is your window into the customer’s thoughts and emotions, so dig deep and ask a lot of questions to understand the premise and goals of the research before you begin your design process. (more…)