Lightweight Journey Mapping: The Integration of Marketing and User Experience through Customer Driven Narratives
Marketing researchers often utilize customer surveys and interviews to gage customer satisfaction, but user experience professionals know that these methods may not reveal discrepancies between self-reported and actual customer behavior. Integrating market research and observational research approaches in a fashion that is agreeable to a cross-functional team can be very challenging, but using hybrid techniques can help a team collaborate to provide a high-quality user experience. This case study describes the development of a customer-driven lightweight journey mapping approach that led to new insights about how our customers were using our product. These insights led to a new understanding of our customers' challenges using our product, and more generally, they helped the team appreciate the variety of user experience challenges our customers faced.