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.
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. The vertical axis of this journey map corresponds to the emotional intensity associated with the observation. The middle line denotes neural emotion. We place observations with positive emotions in the upper half and observations with negative emotions in the lower half of the map. When an observation has high intensity of positive emotion, say the customer is extremely happy, the observation will be placed on the top of the map. Conversely, when the customer is extremely annoyed, it will be placed towards the bottom of the map.
- 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.
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