Whether you are eating, sleeping, gaming, commuting, or working, you are having an experience. And designing richer experiences is the core objective design thinking. Journey mapping is a tool that can be used to map the current experience and imagine an enhanced one. In this article, I would like to present journey mapping process using an example of Dunzo’s order-tracking experience. I will use the blog “Revamping Dunzo’s order tracking experience” by Divyanshu Nandwani as input to build the journey map. Divyanshu has nicely captured the thoughts and emotions of Dunzo’s customers from the time they place an order to receiving it. And he also presents how the experience was enhanced subsequently.
We will look at journey mapping as a 5-step process: (1) Gather customer inputs (2) identify journey stages (3) map customer experience (4) identify dark and bright spots, and (5) frame the challenge.
2. Identify journey stages: It helps to divide the journey into a few stages. For example, the order tracking journey can be divided into the following milestones: (1) Order received (2) Order accepted by the outlet (3) Partner assigned (4) Partner at the outlet (5) Parcel picked (6) Parcel delivered. These six milestones divide the journey into five stages. We could have made this into a 4-stage or an 8-stage journey by reducing/adding stages.
- Focus on one stage where you want to enhance the experience (e.g. it could be stage-4 in the journey map above which has two dark spots)
- Focus on dark spots and ask, “How do we reduce/eliminate the anxiety of our customers?”
- Focus on bright spots and ask, “How to replicate the joy across other stages?”
- Frame a challenge around end-to-end experience? For example, the dunzo blog presents following end-to-end experience framing, “How do we show that the order status is coming from the partner and not from the machine? How do we give a human vibe to the order status updates?”
It helps to identify a concrete metaphor or analogy while framing the challenge. For dunzo, the inspiration came from our friendly chat messages. They framed the challenge as “How do we deliver status updates as personalized messages coming from the partner in first person?” This was supplemented by adding animations.Journey mapping is useful irrespective of whether you are in a B2B, B2C, or D2C business, whether you are offering a product, a service, or a solution. Hope you get to try it out.