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Pre-text: a note that there are a million and one ways to approach a customer journey map, both in research, output, process and presentation. First we must understand the purpose of a customer journey map and what the specific objectives are for your business. There is such a thing as data paralysis, but the general rule of thumb is that the more data the better; both qualitative and quantitative.
Now that we’ve done the research can we start to form a cohesive understanding of what are users are doing and why.
For me, this is one of the most difficult elements of creating a customer journey map; the presentation of it. The first step of the Mobile Commerce Design process should be to analyze how shoppers of a parti­cular brand (and compe­titor brands) currently use their mobile devices to support each phase of theshopping cycle. An experienced UX consultant, David has focused on UX strategy and conversion optimization since 2011, working in the buzzing digital hubs of Manchester and Liverpool in the UK—and beyond, on occasion. Get the best UX newsletter, full of handpicked articles, resources and ideas delivered right to your inbox every second week. Hi, I'm Paul and I write articles & reviews on Web Design, User Experience and Usability.


I think it dates back to when I was a kid – enjoying watching Disney films of old up to, and including, the rise of animation in the 90’s all the way through to the rendered computer animation craft of Pixar. Think about it; crafting a story, or stories, for your users to follow, you can create, manipulate and influence users that can help both improve their user experience and your margins.
This is just based on my experience but there are certainly patterns and identifiable consistencies across the board. A customer journey map, by all intents and purposes, is a story of how a user interacts and engages with your brand. In my job, I’m often simply required to determine if our users are achieving their goals, and if not, how can we persuade them to do so? These are the feelings that either persuade a user to undertake an action or the emotions that prohibit a user from continuing their journey.
Here are a few examples, for inspiration, to coo over but the presentation of this is important as you might know and understand this back-to-front, but convincing the stakeholders, and interpreting this into insight is what matters most. He is one of only very few people in the UK who Human Factors International has qualified as both a Certified Usability Analyst (CUA) and a Certified User Experience Analyst (CXA).
Specifically focusing on online, it indicates the initial contact points, the engagement factors and from there we can indicate how to leverage this information to persuade the user to convert.


In essence, we need to leverage the pitfalls and take advantage of the opportunities to help increase conversion rates. His aim is to create and improve Web site user experiences for visitors to ensure that businesses can increase their online profits and get a good return on their investments. If you are passionate about Usability, User Experience (UX), interface design or any related topic, then we are eager to hear what you have to say.
In this case, Google Analytics and the likes are a nice tool to understand large quantities of data and condensing them into segments of insight. There are plenty of data mining technologies and research tools, but that’s for another article another time.



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