The journey is the destination

Some examples of mapping an 'users' journey

As the days are getting shorter, existential questions inevitably creep up on us. No, we at ILUMY don’t have the answer to the ultimate question about the meaning of life. But we do reflect with our clients on the meaning of their products, activities or services – more thoroughly than most agencies. For this, we chart the whole user journey, not just the part that takes place on the website or app. Some examples:

From farm to front door
Later this month we launch Willem&Drees Direct, where you can order fresh produce straight from your local farmer. Together with the client, we mapped the whole customer journey: inspiration, ordering, payment, email notifications, but also things like order picking, delivery times, and refunds. Because the whole customer experience is affected if one part doesn’t work.

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Control over your own medical data
The coaches at BigMove help people with mental health and social issues. Since a couple of years ago they use a tablet app for this, which we developed. Now BigMove wants to hand control over programs and data to the participants themselves with a smartphone app. This required a complete rethink of the app, for which we attended several coaching sessions. Read more on the BigMove website.

On the road
For TCX we developed a social network for development bankers, Frontier Finance. In a number of sessions with intended users, we charted not only their information needs, but also their way of life. This resulted in practical sections such as travel tips and calendar sharing, so users can meet up in hotel bars in Kampala or La Paz.

Finally
As the cases above show, the user journey can take different forms: customer journey, member journey, employee journey. But in every case we look beyond just the online part. Enough to contemplate during those ever longer autumn nights, we’d say.

Image reference: http://m.hitchbot.me/

Rik • Managing Director at ILUMY

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