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Design Customer Journeys with Problem Statements to describe a User Flow for your product. Extend it with Mockups and Prototypes to visualize. Determine functional and non-functional Requirements for a Customer Journey and link it with Jira issues. |
In the template for initiatives, you will find the section where all customer journeys for an objective are listed. There is also a button there to create a new customer journey. Clicking on this button will open this template for a customer journey.
Adding a customer journey
The template starts with a box where you can enter some important metadata (1). To be able to track the implementation progress of a customer journey use an Epic in Jira. You can link that directly here. Furthermore, you can specify a contact person and link additional documents to the customer journey.
Next, you can formulate the problem statement (2). Here you will find a table with the individual elements of the problem statement.
Sometimes it makes sense to include a preparation phase (3) in which possible solutions are worked out, prototypes are created, and a simple proof of concept is run through. You can enter these activities in the table here and even link them to tasks in Jira.
In the next section you can enter the text of the customer journey (4). This text will shown on the parent initiative page. Later you can mark text parts as requirements in bold letters.
Adding mock-ups and prototypes (5) can help to visualize the text of the customer journey in the product development process. As the saying goes, a picture is worth a thousand words.
After clarifying what the solution to the problem from the problem statement looks like, the next task is to determine the functional and non-functional requirements.
In the functional requirements (6), you describe which functions the product must support and link the appropriate user stories or tasks.
Non-functional requirements (7) describe more general requirements regarding quality, security, etc. Again, you can link the requirements to user stories or tasks as needed.
In this section of the template you can exclude functions or features, which are then not part of the implementation and can be delivered later (8). However, these then require a separate Customer Journey, which only has to describe the deltaCustomer Journeys are bound to an initiative. |
A customer journey is the central element of your user experience mapping and can be created through different functions, offering you maximum flexibility in your workflow. If you want to create customer journeys without immediately assigning them to a specific initiative, you can do this under the repository for customer journeys (1). This central repository serves as a collection point for all customer journeys that you plan to assign to initiatives later (2). Making these assignments is remarkably simple - just use drag and drop to connect journeys with their relevant initiatives. Any customer journeys created using quick actions are also automatically managed in this repository for easy access and organization.
At the bottom of the page, you'll find an overview of recently created customer journeys, allowing you to quickly access and track your latest journey mapping work (3).
For more structured workflow, you also have the option to create a customer journey directly within an initiative. The key advantage of this approach is that the customer journey is automatically linked to its parent initiative, saving you time and ensuring clear organization from the start. This direct connection helps maintain clear relationships between your strategic initiatives and the customer experiences they aim to improve.
Adding a customer journey
You begin by defining a customer journey with a summary (1), followed by an optional explanation of the current situation and background knowledge (2). This initial overview sets the foundation for understanding the journey’s purpose and context.
In the next section, you'll document key metadata, including contact persons and links to additional documents (3). Additionally, you can reference the product idea from Jira Product Discovery, the associated delivery epic, and a marketing plan, creating seamless integration between your planning, development, and marketing efforts.
The Problem Statement serves to sharpen the focus of the customer journey. Describe the problem you want to solve with this customer journey using the table (4).
In the next section, link the persona who acts as the protagonist of this customer journey. You can use the Insert Excerpt macro for this. Select the persona, and their summary will be displayed (5).
Customer journeys are highly target-group specific. UX research is often helpful in determining the best solution to the problem. Under (6), you have the opportunity to record and track the necessary tasks for this.
Use Domain Story Telling to describe the flow through your product's features (7). The results from Domain Story Telling prepare you for the next step, where you'll describe the customer journey in text form.
You can integrate sources like Confluence Whiteboard, Miro, etc. here.
The textual representation of the customer journey (8) is the heart of this template. Describe the journey in text form and complete the story telling. You can also record smaller variants of the customer journey here.
Complete the customer journey with wireframes or mockups, which you can link under (9).
In the next step, develop the product requirements that must be met to implement the customer journey as described (10). Together with your teams, you create an implementation plan that then shows the possible delivery time and scope in a roadmap.
To refine the scope of delivery, you can mark functions as out-of-scope under (11). These may be delivered later as part of another customer journey.
While you are working on the Customer Journey, it will often happen that you have to make decisions. You can document these decisions here (912). This is helpful when looking back to be able to understand the decisions.
The template concludes with a simple question and answer block (1013). If any content-related questions arise during filling, you have a central place here where you can deposit them. This way, others who have similar questions can share them.
Example of a Customer Journey
To make the use of customer journeys more tangible for you, we have added an example here. This will give you a practical reference point and help you understand how to effectively create and utilize your own customer journeys.
