Journey Mapping: 2 Decisions to Make Before You Begin

Summary: Customer journey maps come in two flavors: current-state and future-state mapping. Mapping can be based on hypotheses or on real user data.

https://www.youtube.com/watch?v=nQQBeV2iP7A

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Kate Kaplan is Insights Architect at Nielsen Norman Group. She specializes in the application of human-centered design and research practices to enterprise UX challenges.

Prior to joining NN/g, Kate was VP of Strategy at the digital marketing agency Centerline Digital, where she led a cross-disciplinary team of UX designers, content strategists and digital marketers in solving complex problems for high-technology B2B organizations, such as IBM, GE and National Instruments.

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