Once a persona is established and you understand who is taking the actions, it is important to understand what those actions will look like.

What is a “Journey Map” and why is it important? While both deliverables are used to tell a step-by-step story of a persona, there are key differences in strategy and usage of each deliverable. It will take a closer look at each deliverable and how it can be applied for the most impact, as well as introducing mobile ethnography as a new approach to supporting research in this area.Īlthough Journey Maps and Service Blueprints are conceptually similar, there are some key differences: Journey Maps are more commonly used in user experience design (UX), whereas service blueprints are a staple for Service Design and Customer Experience (CX). This article will discuss the structural and process differences between Journey Maps and Service Blueprints. The outputs for this research are Journey Maps (either user journey maps or customer journey maps) and Service Blueprints.

As research is increasingly being done remotely and asynchronously and as customer journeys and customer experiences are becoming increasingly digital and omni-channel, Mobile Ethnography is a powerful methodology for remotely undertaking in-context, in-the-moment research into user journeys and customer journeys. Mobile Ethnography is a powerful, agile research methodology that helps researchers, designers and customer experience teams better understand the in-the-moment needs, behaviors and experiences of their users and customers.

Service blueprint