Journey Mapping

Transform Your Customer Journey Mapping Process

Collect direct feedback on pain points and user satisfaction to reveal improvement areas

Future-proof your customer journey from behavior changes

Stay ahead of industry trends by regularly updating your customer journey using customer feedback  

Boost customer satisfaction by addressing customer needs

Identify unmet needs and desires, turning areas of dissatisfaction into positive customer experiences 

Optimize features by listening to your customers

Invest in features and touchpoints your customers truly want by giving them a voice 

KPIs TO MEASURE

Customer Satisfaction Score (CSAT)

Measure how happy customers are with a specific interaction or the overall journey. This helps identify areas for improvement.

Net Promoter Score (NPS)

Measure customer loyalty by asking how likely customers are to recommend your product. It reflects overall brand sentiment.

Customer Effort Score (CES)

Measure how much effort customers need to put in to achieve their goals. It indicates how easy the customer experience is.

Conversion Rate

Track the percentage of customers who complete a desired action, like making a purchase. It shows how effective the journey is.

Case Study

Journey Mapping Case Study

Improve website navigation to boost user satisfaction and click-through rates.

How to use Helio for customer journey mapping

1

Download the Template

Start by downloading the Journey Mapping Template from Helio or your chosen resource. This template will provide the framework for organizing and visualizing the customer journey.

2

Define Your Research Objectives and Methods

Clearly articulate the goals of your journey mapping. Specify what you aim to learn about customer interactions, pain points, and emotional journeys across touchpoints.

Select the most suitable research methods for your objectives. This may include surveys, interviews, ethnographic studies, or data analysis.

3

Conduct Your Research

Use the chosen methods to gather data on customer behavior, preferences, motivations, and perceptions at each stage of the journey.

4

Map the Customer Journey and Analyze Your Findings

Populate the template with the gathered data. Synthesize the data to uncover patterns and insights. Look for trends in customer actions and emotions, identify critical pain points, and highlight moments of delight.

5

Implement Changes

Use the insights to refine your product offerings, improve customer interactions, and enhance the overall customer experience. Adjust marketing strategies to better meet customer needs.

Business questions that can be addressed with journey mapping

Here are some common business questions product or marketing leaders might ask that can be addressed with journey mapping


1.
How can we better understand our customers’ pain points and preferences throughout their journey?
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Journey mapping helps you see and understand your customers’ pain points and preferences at every stage of their experience. This insight allows you to fix specific issues, customize your services, and improve the overall customer experience, leading to higher satisfaction and loyalty.

Using data from Helio surveys, we can create an Action Map showing the most likely choices participants make in different situations. For example, a skincare brand used action map testing to find out which platforms consumers prefer for different actions:

action-map-analysis

Each percentage in the image above shows how many participants would choose that channel to reach their goal, with the top choice for each scenario highlighted in blue. For instance, people prefer to use the mobile app for appointments because it lets them easily access their personal information. At the same time, they feel more comfortable using the website to decide on services they want.

Check out our blog on how this Action Map was used to test journeys for the skincare company SkinSavvy.



2.
What key touchpoints or interactions are driving customer satisfaction or dissatisfaction?
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Using journey mapping, you can identify the key touchpoints and interactions that affect customer satisfaction or dissatisfaction. This helps you focus on improving positive experiences and fixing negative ones, ultimately enhancing the overall quality of your customer interactions.

Through Helio testing, you can understand how customers prepare for interactions with your brand and address their early onboarding needs more effectively. For example, the Action Map framework allowed a skincare brand like SkinSavvy to get feedback on key preparation activities that their customers do before an in-person appointment:

Skincare brand action map

Each percentage in the image above shows consumers’ preferred channels for different actions, with the top choice highlighted in blue. For instance, customers prefer using the app for completing a selfie assessment, while they favor text messages to discuss an upcoming visit.

This method revealed the preferred channels consumers use to interact with the company when first deciding to book an appointment. Each percentage in the image above shows how many participants prefer each channel, with the most popular choice highlighted in blue. For instance, customers prefer using the app for completing a selfie assessment, while they favor text messages to discuss an upcoming visit.

By understanding these preferences, you can tailor your interactions to meet customer needs better, leading to higher satisfaction and reduced frustration. Check out our blog on how this Action Map was used to test journeys for the skincare company SkinSavvy.

 



3.
Are there opportunities to optimize the onboarding process for new users to enhance their journey experience?
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Journey mapping helps you find opportunities to improve the onboarding process for new users. By identifying pain points and areas for improvement, you can make the onboarding experience more welcoming and efficient, which boosts new user satisfaction and retention.

Across different stages of the customer journey, users have various decisions to make. The Action Map framework is a great way to see how users make these decisions at each stage:

This action map for a skincare brand helped organize 13 scenarios across four distinct stages of the user lifecycle: Learning, Prep, Booking, and Loyalty. Each percentage in the image above shows users’ preferred channels for different actions, with the top choice highlighted in blue. For example, users prefer the app for completing a selfie assessment and checking into an appointment, while they prefer text messages to discuss an upcoming visit.

By understanding these preferences, you can tailor the onboarding process to match users’ preferred channels, making the experience smoother and more engaging. Check out our blog on how this Action Map was used to test journeys for the skincare company SkinSavvy.



4.
How can we align our marketing efforts with the various stages of the customer journey to improve engagement?
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Journey mapping allows you to strategically align your marketing efforts with the various stages of the customer journey. This alignment ensures that your messaging is relevant and timely, improving customer engagement, nurturing leads more effectively, and driving higher conversion rates throughout the journey.

Using click testing on your user journeys helps identify where users deviate from the ideal path. For example, in the mobile banking app Banko, we tested an onboarding flow that asks participants to answer survey questions about their financial health:

 

Click test validate and observe how users interact with them.

By running click tests, we could observe how users interact with the survey. We asked participants to engage with the financial health survey as they normally would. We focused on clicks from those at the bottom of the page who would skip the question. Those ‘skippers’ were then taken to a separate question path to explain why they didn’t want to answer the question before being placed back into the onboarding flow:

“Not sure if I feel comfortable filling that out after just signing up.”
– Online Banking Consumer (US)

Using first-click testing like this helps you understand how users navigate different journeys on your platform. This insight allows you to tailor your marketing efforts to match user behavior, ensuring your messages resonate at each stage of the journey.


Working with Helio has allowed us to engage with our customers in a new way. We can receive feedback and connect with our Providers on high-priority initiatives to the business before executing, minimizing risk to the business while at the same time creating community with our customers.

Avatar of the person that wrote the post

Angeliki King, Hydrafacial 

Test Template Example

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Journey Mapping Test Template

Test outcomes:

  • Explore the pain points and other challenges that your customers face.
  • Illustrate your findings in a clear, digestible, and visual presentation.
  • Integrate the opportunities for improvement that you find into your product roadmap.
Use Template

FAQs

How many participants should be in the survey panel?
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A minimum of 30-50 participants is recommended for a diverse range of feedback.


How do I prioritize which pain points to address first?
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Focus on pain points that are most frequently mentioned and have the highest severity ratings.


Can I use this method for digital and physical journey maps?
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Absolutely, this method is versatile and can be applied to any type of customer journey.


Why is there a difference between actual and perceived time spent?
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Perception can be influenced by various factors like entertainment, ease, or frustration during a stage.


How can we reduce the perceived time at a specific stage?
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Introduce engaging elements, simplify processes, or provide timely feedback during prolonged stages.


Do all participants perceive time in the same way?
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No, individual perceptions vary based on personal experiences and expectations.


Why is it essential to continually seek desired additions?
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To ensure the customer journey remains updated, relevant, and meets evolving customer needs.


How often should we seek feedback on desired additions?
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Periodic checks, possibly bi-annually or annually, are recommended to stay in sync with customer preferences.


How do we prioritize which desires to act upon?
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Prioritize based on frequency of mention, feasibility, and alignment with business goals.


Won’t this lead to an overly complex journey?
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Not necessarily. It’s about optimizing and refining rather than merely adding. Some additions might replace outdated steps.