Customer Journeys
- Thorsten Kamann
- Zachary Snow (Unlicensed)
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. Customer 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 (12). This is helpful when looking back to be able to understand the decisions.
The template concludes with a simple question and answer block (13). 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.