Journey mapping is a great way to visualize and truly understand your customer’s journey as they interact with your organization. But when you start a journey mapping project, how do you know where to start? Where do you investigate? It begins with a hypothesis.
A frequent practice is to end a journey mapping process with a workshop, and that’s definitely a good idea. It cements the learning, and adds depth to your maps. It also helps create ownership with your internal teams. These workshops pull together the data that’s been gathered to create an immersive and empathetic view of the customer experience. But there’s another way to apply the principles of journey mapping, this time to the beginning of the process – hypothesis mapping. Read more