Customer Journey Map - Current-state or Future-state?

[asifshahid]

Above screenshot is from our project.

Recently I was actively working with our UX Researcher to find out customer issues for an existing service (online software). At some point we had to create a Customer Journey map for the project and we were wondering what should it record- Current journey or Future/Ideal journey? Here is the answer by NN/g, which is really came in handy -

[Shad]

Thanks for sharing this insightful video and the glimpse of your project with us, vaia.

I'm wondering, have you ended up with the hybrid approach or what else? And, how will you connect this practice outcome later with your next step planning?

[asifshahid]

Glad that you asked this question. Since we were in doubt, we covered both journeys (hybrid).

In ideal case we capture current state to highlight service loopholes and future state to indicate solutions to those problems.

Once our research is finished and journey maps are created, we use these journey maps (and personas) in ideation workshop to generate ideas - diverging.

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We also use these journey maps to explain the story to various stakeholders including upper management (C level), vendors, project sponsors, IT, product teams, sales staffs, in conference etc.

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Soon, I have a plan to share how we develop and use customer journey maps in our organisation.

[Shad]

Thanks a ton for this elaborative answer with a lot images, Asif vai. It's thrilling to know about your first-hand experiences.

I have a plan to share the process of how we develop and use customer journeys in our organisation soon.

Eagerly waiting for that vai