A ‘journey map’ explores the connections between consumer and product, highlighting customer gains, paint points and key moments of the experience.
In the below example, the client ‘Suncorp Banking Australia’ wanted to contrast the existing customer journey with their proposal for a streamlined ‘one-stop’ user-portal.
This customer journey map was commissioned by RMIT University, as part of a research project for the Victorian Civil and Administrative Tribunal (VCAT). The topic being reviewed was complex: the process of assuming all legal decision making for a loved one who can no longer consent. I created individual journey maps to help the client better understand the process from the perspective of all parties involved. Each map follows the same chronological timeline, and contrasts individual experiences at key moments. I designed characters to represent each party, colour coding their connection to VCAT; external applicant or internal employee. By placing the maps side by side, the client was able to visualise the process as a whole, understanding the interconnections and impacts of each stage more accurately.
Tennis Australia commissioned journey maps to highlight promotional opportunities for one of their sponsors, ‘Remedy Kombucha’.
Each map showcases possible brand integrated experiences at the Australian Open. In the excerpts below, two different demographics encounter Remedy’s products in targeted contexts: competitions, social media integration, ambassador partnerships and activation stands.
