Customer Journey Map

Customer engagement is not simply a series of interactions, or getting people to visit a website, “Like” something on FaceBook, or download a mobile app.  Genuine engagement centers on compatibility, and identifying how and where individuals and organizations can exist harmoniously together. Giving thought to how your organization/product/service/brand fits into customers’ lives is crucial.

I also use journey maps to gain internal consensus on how customers should be treated across distinct channels. Holding collaborative workshops with cross-disciplinary teams mixing people who otherwise never communicate with each other can be extremely valuable in large organizations in particular.

Illustrating or describing how the customer experience could be brought to life across channels allows all stakeholders from all areas of the business to better understand the essence of the whole experience from the customer’s perspective. How do they want to be spoken to, what are they thinking, feeling, seeing, hearing, and doing? Journey maps help us explore answers to the “what ifs” that arise during research and conceptual design.


Initial Stage: Customer Journey Map

Well, Customer Journey Map, this has been a popular topic in my org lately. Before Christmas, I started to initiate Customer Journey map with my colleague from Customer Care. Since I worked as UX practitioner in eCommerce, I always feel it never ever can be easier to sway stakeholders getting on board with UX, especially, I’m building a software as a service(SAAS), rather than the product facing end-users. What I actually meant is I’m shaping seller’s online experience, not a online shopping experience. In so doing, the UX approach is bloody different. As I remember when I worked in Yahoo(10 years ago), I was usability engineer, what I done is testing wether or not the site is being friendly for buyers. There’re some typical metrics, for example, completion/failure rate, time on page, learnability, satisfaction and so on. It’s remarkable that I had this basics as foundation when it comes to UX professional’s skill set. As time goes by, UX professional demands much more along with the revolution of IT stuff. Again, I don’t bloody care what does that mean for lean UX or UX plus Designer or other fancy terms. What I truly believe is facilitating team how UX works and benefits across department, to ensure both business goals and user’s needs are met. Now, it’s absolutely not enough to just test if your site is passed by Usability metrics or not. It’s all bout how you’d think business of UX. We should think form UX as process and deeply inspect at each phase of customer journey from beginning to end(disconnect service). Through our research hypothesis, test and bring the result back to stakeholders. By quickly briefing, let them see customer’s behaviour through your research report. So, what I’m talking is educating UX in origination. And the best way is not only work as tester. Getting out with other departments and start to think customer experience from top down wit high level structure. Here’s where Customer Journey Map comes in. It reveals how customers interact with product service we’re providing for and how do they feel and think as pain points. Next, what I’m going to do is quantifying customer experience.


Feature factory

Now I’m working on a eCommerce project is cross-border trading. It’s quite challenge to cooperate with mates who think UX is not necessarily essential for product development. Before I joined in this team, they even don’t know what UX is and what process might be. Gosh! that’s really challenge. Over past months I was carrying on user research and produced several reports regarding customer profiles. So, I created personas driven by data. This is simply just a start and yet more education to be involved. My mates need to learn how to work on the users which they need and want. Otherwise, we are just nothing but a feature factory. This is article I read lately and quite catch the point. I only picked some points resonate powerfully with me.

  • No measurement
  • Rapid shuffling of teams
  • No connection to core metrics
  • No PM retrospectives
  • Obsessing about prioritization (ignore the customer needs)
  • No tweaking (Unbelievable, no iterations?)
  • Culture of hand-offs (Now I start to build UX ready-ready)
  • Large batches
  • ….

A tweet about my persona stuff.

Quick Note

It’s what you may have been told that you can’t give up right now, because you have been through a lot and you had spent time, effort or money on it. It leads us to the thinking trap. That’s what we called suck cost bias.

I aways convinced myself that only thing I could do in this universe, is working as a product expert in software company. There are number of reasons keep me not to give up right now. I guess it’s nice pay and great power (maybe). I enjoy talking to intellectual professionals. Being work in the IT field, somehow it makes me feel SMART…or STUPID.

Recently, I totally confused, frustrated and fucked up!

I’m already over thirty but I still can’t find a place where belongs to me VERY WELL.

I have some role models in my life. Ellen DeGeneres is my bast character. She has witty insight and knows how to fool herself. For me, she is the MASTER of LIFE.

Yesterday I accidentally watched a video from GOTO conference. The speak is a senior UX designer from Denmark, her name is Janne Jul Jensen. I felt like I suppose to have a similar career as she has. UX research, PHD degree attained as well as a reliable and prosperous career from hometown. It’s very impressive and huge! But, I’m not! I travel a LOT and give up halfway a LOT and being confused a LOT! That’s so me!

Tonight, I have to write gist of my interview slides. My brain is entirely blank and mind is completely lost. Doesn’t it sound awful? But now I have suck cost bias. Screw me!

OK! The gist of what could be,

  1. Case problem statement and background
  2. UX Challenges, limitations on startup (MM)
  3. UX in a Agil process
  4. UX plan time frame, documentation (research, sketches, wireframe, graphic, flow carts, product requirement)
  5. UX test and validation (continue testing in each sprint, usability testing and so on)
  6. UX measurement (A/B testing, GA)
  7. Inputs

Is a quick note? YES!


In my earlier website I affiliated some UX books from Amazon but ends up with zero income. Well, my initiates is simply for gathering knowledge of UX. And this book is one of my favorites wrote by Nir Eyal, Hooked: How to build habit-forming product. By his simple definition of Hooked model is: Those experience design that connected to users’ problems to a company solution with enough frequency that habit is formed. Also, there are 5 questions that you might ask to yourself when it comes to product design.

  1. What internal trigger is the product addressing? (Trigger)
  2. What external trigger gets the user to the product? (Trigger)
  3. What is the simplest behaviour in anticipation of reward? (Action)
  4. Is the reward fulfilling, yet leaves the user wanting more? (Reward)
  5. what bit of work is done to increase the likelihood of returning? (Investment)

I like working with technology but never obsessed with technical functionalities. So this is why I build my career as to User Experience not Engineer Experience. Recently I awfully ended up a project is SaaS based supplier management software. It’s a small start-up in Berlin. They’re far away from a finely tuned product and lack of progress in development flow, not mentioned the unprofessional  executive mgnt with stupidities.

This product design aims to exchange document and collaboration among with those vendors and suppliers. All of the activities they design is defined by “Task”, for example, supplier document task, audit task and evaluation task and so on. Their mission is to build a Alibaba-liked European supplier platform. Well, everyone has dream.

As being a UX specialist, it’s interesting to review the success of UX on this product based on above 5 questions.

  1. Internal trigger? Out-of date supplier documentation can be risk in food manufacture industries and thus the platform is not only decreasing the likelihood of risk, but also it’s a a lot of cheaper than other enterprise software, ex SAP, IBM. OK! Approved!
  2. External trigger? All of activities in this platform are defined by “Task” Suppliers can create a new task, upload document, review as approved or disapproved or trace the product documentation status. I may see some buttons on the user interface but the essential problem is that the product can’t make a user flow. I quite often to jump pages just wanted to accomplish one task. Ok! Disapproved.  (= it’s entirely zero design, 100% engineered UI)
  3. Action? The most concerning issue in terms of supplier documentation management is whether or not easily to be tracked what the document status is. In this product, they used Inbox/Outbox wording to address all of the open tasks when it comes to task activities. For example, the task in the Outbox by their definition is that the other party which has to review matter with your(supplier) task. To be precisely, we schooled to use Inbox/outbox behaviour from Gmail that long. In Outbox, it has been always the mail I have sent. In doing so, it’s certainly a misleading wording on this product which fail to cue the users’ next action afterward.
  4. And for the rewarding and investment? I think a holistic user experience is integrated with marketing package and data-driven. And there’s no marketing AD or events for more than 4 moths. They don’t even have data-driven design process and design concept for product iterations.

Well, the success of UX is obviously NO, NO!.






This is how I start

I’ve tried to set up my personal websites like other people does. Firstly, I paid my favorite domain name for an entire year. Secondly, I paid again for my hosting sever and tried to regularly keep content updated at weekly base. Until now, I still have another paid-website is still functioning but out-of-date content. Now I’m getting wise. I don’t wanna pay any bloody penny but go for a free blog host, for example, wordpress. And now only I have to practice is certainly my writing habit.

Frankly, I’m definitely not a good writer and never ever want to be a best-seller blogger. On to this blog, I simply write down what I have learned from my project matters with UX, product mgnt in agile flow, UX practice and trends. After all, I just practice my product sense with user-center design.