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To build great products, it's important to understand the full customer journey. This includes what customers want before, during, and after purchasing. Creating a customer journey map can help product teams gain insights into these different stages of the customer journey. Customer journey maps are flowcharts that illustrate the stops customers make throughout their journey. They can be used by various roles, including product designers, UX designers, and marketers, to solve problems, design experiences, and plan effective campaigns.
Product teams can refer to their customer journey maps for various reasons. In fact, different roles have different uses for them - product designers can use them to identify and then solve customer/user problems, UX designers can use them to design smooth customer/user experiences, marketers can use them to plan effective marketing campaigns, and so on.
One real-life example of a customer journey map is from Spotify. Although it focuses on a specific objective - increasing the number of users sharing music - it demonstrates the effectiveness of a clean and easy-to-understand map. By analyzing the customer journey, Spotify was able to identify where users would want to share music and make improvements accordingly.
My favorite customer journey map example is from Spotify. Although it doesn't depict the entire customer journey like most customer journey maps do, it's clean and easy to understand. The objective was to increase the number of users sharing music using Spotify, thus the purpose of the customer journey map was to learn where in the customer journey users would want to be able to do so.