A Guide for Nonprofits

PrisilaSH

A shared persona has the ability to unite and condense knowledge about the customer and allow all departments to evaluate the opportunity to undertake a project. Provided one fundamental condition the person must be based on user research , not on prejudices or personal beliefs . AND EMILI deals with strategic development and consultancy on digital channels. Discover Digital Product Design services Journey map Journey maps are timelines on which the relationship between a customer in the form of a person and a company service or product is told. Depending on the purpose and level of detail they can be classified as Experience Map , Customer Journey or Service Blueprint . In general, a typical journey map includes a scenario , i.e. the context and reasons in which the customer person finds himself interacting with the company offer e.g. the need to sign a new supply contract ; a series of subsequent phases.

The last of which will represent the goal of the story e.g. purchase of the product photo editing servies or service ; touchpoint all the points where the customer interacts directly with the companies, both physical and digital e.g. points of sale, website, call center, social networks... ; points of friction and opportunities closely linked, they are also called " moments of truth "; they are the critical points where the customer can make progress in meeting their goals or get stuck and remain frustrated; they are the ones where the company can make a difference by improving the customer's UX. Just like personas, maps need to be based on user research , not what you think you know about them.



What can a journey map help us with? If shared, and if based on real data and observations, it allows us to understand the opportunity to undertake a project based on the overall relationship between the company and the customer understand if there are already touchpoints to oversee a phase of the path, if vice versa we find ourselves in a "blind corner" in which the customer is abandoned to himself. If it is a point that is already manned, we can ask ourselves whether the current garrison is doing what we expect and whether synergies or reinforcements are appropriate.