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= | ={{element|Ex Element-Journey|Journey}}= | ||
<span class="Ex Def">The events and activities people experience in their lives.</span> | |||
==Description== | ==Description== | ||
A journey describes what a person does, feels, thinks, or otherwise | A journey describes what a [[people|person]] does, feels, thinks, or otherwise [[experiences]] over time as they live a specific portion of their life, in particular when interacting with our [[enterprise]]. It is captured as a simplified sequential and chronological representation of [[activities]] and [[events]] people experience, and tasks they want to accomplish. Journeys are commonly documented using a [[story|storytelling]] format, describing a slice of life of an exemplary person or [[persona]]. Aspects that are typically captured are motivation, activities, tasks, [[channels]]of interaction, physical or digital environments, emotional states, first-hand observations and analytics [[data]] related to the journey. | ||
experiences over time as they live a | |||
captured as a simplified sequential and chronological representation | ==Journey Map== | ||
of activities and events people experience, and tasks they want to | |||
accomplish. Journeys are commonly documented using a storytelling | [[File:EDGY-Journey-Map_Customer_User.png]] | ||
format, describing a slice of life of an exemplary person or persona. | |||
Aspects that are typically captured are motivation, activities, tasks, | Also known as Customer Journey Map or User Journey Map. | ||
channels of interaction, physical or digital environments, emotional | |||
states, first-hand observations and analytics data related to the journey. | |||
==Examples== | ==Examples== | ||
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==Use== | ==Use== | ||
*Promote an empathetic view of the people we are designing for/with. | *Promote an empathetic view of the [[people]] we are designing for/with. | ||
*Share insight and data about people's lives in a narrative scenario form that co-creators can relate to. | *Share insight and [[data]] about people's lives in a narrative scenario form that [[co-creators]] can relate to. | ||
*Spot opportunities and gaps to be addressed by our brands and products over time. | *Spot opportunities and gaps to be addressed by our [[brands]] and [[products]] over time. | ||
*Clarify what steps people take. | *Clarify what steps people take. | ||
*Understand pain points and potential gains. | *Understand pain points and potential gains. | ||
==Base element== | |||
*{{element|Ex Element-Journey|journey}} is an activity | |||
==Related== | ==Related== | ||
*{{ | *{{element|Pr Element-Product|product}} features in {{element|Ex Element-Journey|journey}} | ||
*{{ | *{{element|Br Element-Brand|brand}} appears in {{element|Ex Element-Journey|journey}} | ||
*{{ | *{{element|Ex Element-Task|task}} is part of {{element|Ex Element-Journey|journey}} | ||
*{{ | *{{element|Ex Element-Journey|journey}} traverses {{element|Ex Element-Channel|channels}} | ||
== | ==Suggested Labels== | ||
* | *[[Journey (lifecycle)|lifecycle]], [[Journey (task related)|task related]], [[Journey (funnel)|funnel]], [[Journey (transaction)|transaction]] ([[tagging|tag]]) | ||
* | *duration ([[metric]]) | ||
* | *satisfaction ([[metric]]) | ||
Revision as of 21:01, 21 March 2023
Journey
The events and activities people experience in their lives.
Description
A journey describes what a person does, feels, thinks, or otherwise experiences over time as they live a specific portion of their life, in particular when interacting with our enterprise. It is captured as a simplified sequential and chronological representation of activities and events people experience, and tasks they want to accomplish. Journeys are commonly documented using a storytelling format, describing a slice of life of an exemplary person or persona. Aspects that are typically captured are motivation, activities, tasks, channelsof interaction, physical or digital environments, emotional states, first-hand observations and analytics data related to the journey.
Journey Map
Also known as Customer Journey Map or User Journey Map.
Examples
- A traveller goes through a journey of making travel plans, booking tickets and making other arrangements, and finally embarking on the actual trip to arrive at their destination.
- A new employee goes through a journey of signing the contract, a set of onboarding activities planned by the employer, and meeting their team for the first time.
- A neighbour living next to a construction site files a complaint about noise levels during the night and interacts with the corresponding representatives from enterprises and authorities involved.
- An investor attends the annual meeting of a company they bought shares from.
Use
- Promote an empathetic view of the people we are designing for/with.
- Share insight and data about people's lives in a narrative scenario form that co-creators can relate to.
- Spot opportunities and gaps to be addressed by our brands and products over time.
- Clarify what steps people take.
- Understand pain points and potential gains.
Base element
- journey is an activity
Related
- product features in journey
- brand appears in journey
- task is part of journey
- journey traverses channels
Suggested Labels
- lifecycle, task related, funnel, transaction (tag)
- duration (metric)
- satisfaction (metric)