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Journey maps variations

  • As-is vs To-be journey maps. The as-is state of a process is the “current” state. It’s how the process operates before we make any changes or improvements. The to-be process is the future state.
  • User journey vs Customer journey maps. Sometimes your user can be a customer, and in other cases, customers are a completely different group of people
  • Journey map vs Service blueprint. Where journey mapping focuses on exposing the end-to-end of your customer’s front-stage experience, blueprinting focuses on exposing the surface-to-core of the business that makes up the backstage and behind the scenes.

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Journey mapping is one of the most powerful tools designed to map how users reach their goals. 

 When done properly the value of journey mapping is immense:

  • Understanding process: journey mapping forces you to think about the experience in a more struct...

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