Customer journey mapping is gaining increasing recognition as a key part of the process of designing great products and services. Unfortunately, however, the tools and techniques in wide use today aren't always the most effective. At Narrandum, we're on a mission to change that. Our journey mapping tool is designed from the ground up to be the fastest way for anyone to create beautiful customer journey maps. Whether you're an expert service designer, or someone who's only just heard of the term 'design thinking', Narrandum is the tool for you.
But of course, even though we think Narrandum is the most easy-to-use, intuitive and fun tool around, we aren't just going to leave you to figure everything out for yourself. This article will explain what makes Narrandum different from other journey mapping tools out there, and we hope it helps you get the most out of it.
How to start creating a customer journey map
First, do your research!
Before you start the process of making a customer journey map, it's a good idea to gain the best possible understanding of the existing customer experience. If you're creating a new product or service that caters to a need that isn't met yet, this will mean studying how people cope in a world without your product. More likely, however, you're improving on an existing offering, so you should concentrate on describing how well that works.
A detailed dive into how to conduct your customer research is beyond the scope of this article, but if you're looking for advice on where to start, this post on More Than Metrics is a good primer.
OK. Ready now?
Great. First things first, sign up for Narrandum if you haven't done so already. It's free to start, and you get to make two stories before you have to pay for a subscription. Shortly afterwards, you should receive an email with a verification link. Click on that, sign in, and we're ready to start creating your first story!
After signing in, the screen should look something like this:
As you can see, there are some example stories at the bottom, which show you what Narrandum can do. You can use these stories as customer journey templates if you like, and edit them to suit your own needs. But this time we're going to start from scratch. So click on "New story" and let's get started.
This screen is looking pretty threadbare at the moment, so it's time to add some details. Check out the big panel at the top left – this contains the most basic information about your customer journey. Give it a suitable title, choose an industry from the drop-down list, and if appropriate, choose a country in which the story will take place.
You'll also notice two radio buttons labelled "current state" and "future state". You don't have to set this yet, and it might make more sense to come back around to it after you've filled out the story a little. Customer journeys usually either describe how things are, or how you would like them to be, and this is a handy way of representing that. But because Narrandum allows you to do things in any order you like, if you're not ready to specify this or anything else just yet, that's no problem – just move on and come back to it later. When you're done, it might look something like this:
As you can see, Narrandum's user interface is super fast and snappy. Your work is constantly saved as you go along, there's no need to submit anything or click "save". It feels just like working on a desktop app. So you can put together a story in no time at all.
Now let's turn our attention to the panel at the top right. If you've done your research, filling these out should be straightforward. In the "synopsis" field, you can go into a little more detail about the scenario this customer journey is describing. The second field is for your businesss goals – how you want things to turn out in the end, if everything goes right. And the final field in this panel allows you to define how close you've come to meeting those goals. We suggest using concrete, measurable indicators such as KPIs, OKRs or whatever system your organisation favours. However, these aren't always applicable, so how you approach this is up to you. Remember that in Narrandum, your customer journey map is a living document, so you can always add to or revise these indicators as work progresses.
OK, so we've added a few fundamentals to our story. But Narrandum's not just for collecting information, it's also about presenting that information in beautiful, impactful ways. So why don't we liven things up a bit? Go to the orange circle in the bottom right, and click on the "story image" button. You should see a box full of images, like this:
Here you can select a title image for your story. By default, the image picker uses the story title to search the Unsplash and Pexels libraries, but if this doesn't turn up anything suitable, you can type in anything you want and it will search anew. You can switch between image libraries with the tabs at the top, and you can even upload your own images using the third tab.
The lower half of the screen contains the scenes which make up the story. At the moment, there are just two placeholders for the start and end. We're going to flesh out our story by adding more scenes – but not yet. First, we're going to create the personas who will be involved in the story. Click on the theatre masks icon in the left hand menu to get to the characters screen:
Just like with stories, to create a new character, click on the box with the big plus in it. We're not going to get into detail on how to create user personas in this article, because we've already written a long piece on that subject, but if you'd like to know more, read through it now and then come back to this one.
OK, let's go back to the story screen by clicking on the book icon. Now we're going to start working with scenes.
Once again, we've tried to make this as smooth and snappy as possible, so you can lay out your stories fast. It's really simple to work with scenes. You can edit each scene's title by simply clicking on it, just like the text fields in the panels at the top of the screen. To add a scene, click on a circle containing a plus symbol and a new one will appear in that spot. You can also drag scenes around to reorder them. And if you need to remove a scene from your story, just click on the delete icon in the bottom right.
At least at the beginning, this might already be enough for you to proceed. But there's much more you can do with Narrandum if you spend time filling out the details of each scene. But this article is pretty long already, so we'll take a close look at that in our next guide. Come back soon...