Customer Journey Mapping

A vital part of building an audience-centric strategy or design is enhancing our understanding of the different perspectives, jobs to be done, and success measures across various touch-points and channels. The customer journey map is a scalable tool to help us accomplish this when designing systems, content experiences, or both at once.

Most mapping methods look at the Persona players and their roles and generally focus on sales or marketing funnels. We go beyond those basics to the specific project tasks, content standards improvements, software system requirements, and more that will make that experience measurably better.

Urbina’s experience mapping method

Urbina’s mapping methodology integrates

• experience design and requirements analysis
• metrics and measurement strategies to check if changes are doing their intended jobs
• complex multi-stakeholder and relationship lifecycle inputs
• the data generated and required for various purposes, including omnichannel personalisation, and
• detailed component content editorial requirements, modelling, and planning.

AI-accelerated, human-validated

Our journey mapping methods have been proven across years and multiple brand-name projects, but we’ve enhanced and accelerated them with the use of AI.

AI let’s us

• spin up Persona simulations that let us talk directly to our market research
• take journeys to market faster by working with the AIs as part of a human-virtual hybrid team, and
• generate ideas and drafts for omnichannel and personalised outputs faster than ever.

We have led the market by developing custom prompt libraries, tools, and approaches that leverage AI in a safe, ethical, and scalable way. We also offer training on how you can reproduce these results.

Understand your stakeholder ecosystem

Our method starts where the typical market standard journey mapping ends. Instead of personas in isolation, we build a prioritised overview of the stakeholder ecosystem surrounding your key personas and their journeys.

An equation for elevated experience maps

The process starts with a formal Jobs to be Done and Persona analysis – or leverages the research you’ve already done. We then break journeys down according to our journey equation:

A Journey = Context + (Questions x Emotions)/Time.

Essentially, we see a journey as having an overall question that needs to be addressed to achieve an objective. For example:

• “Is this the right drug for my patient?”
• “How can I afford to buy my home?”, or
• “What service does this device need?”

While trying to answer their high-level question, many new questions reveal themselves along the way depending on the Persona’s context, the experience and content available to them, and their own personal decisions.

A collaboration asset

An Urbina map looks not only at the journey basics but:

• What are the ideas and opportunities to better address that need, for that persona, in that context, on that device or channel?
• What analytics or research do we have that lets us know what’s really going?
• What calls-to-action will we present the persona to move them along their journey?
• What metrics will we use to know if our ideas and calls to action are really making a difference?

The result is something that helps you work with or coordinate the teams that support a complex enterprise journey. The deliverable is a result that is directly tied to follow-up actions for improving on key metrics. Meaning the map is something you can iterate on and see how you’re improving over time.

Design to deliver omnichannel value

Omnichannel journey mapping sits at the heart of the value design process. It unifies the business and audience goals with all the understanding you currently have, to provide you a basis for finding the insights that help improve the design of everything in your content and experience lifecycle.

Answer your team’s burning questions

Our method looks at the audience’s questions over time, and the output answers key strategy and systems implementation questions like these:

• What are the highest priority improvements needed in the experience?
• Is this a design problem, a content problem, or a technical problem?
• What content should I create and in what formats?
• How should I break the content up so that it is manageable and reusable while still being effective for the user?
• How will the content’s quality and performance be measured?
• How will I know if my content has made a difference to the journey after it’s been rolled out?
• How can I reuse content effectively and efficiently across this map and persona from others I have already defined?
• What gaps are there in the current experience that need to be addressed with improvements to technology or systems changes?
• What are the internal bridges I need to build with other teams to achieve my change programme’s goals?
• What improvements are needed to tagging and metadata?
• What calls to action should I place where for maximum user and business benefit?

The result is delivered in a shareable and maintainable web format that you can use to engage relevant stakeholders and get them on board.