Information journeys are a type of customer experience journey

What are information journeys?

Information journeys are a form of customer experience journey. The focus is on the information resources that users use and the order they use them in.

I like customer journey mapping. I do. We do a lot of that kind of research here. The thing is though I feel that the standard ‘journey’ template isn’t quite right for that pre-purchase consideration stage. Perhaps it’s just me but sometimes I know I want to go somewhere, I just don’t know where – or what I want to do.

Let’s say you need a holiday, but don’t know where to go. COVID has shaken up so many of our usual travel patterns, that many of us have to start thinking about this from scratch. Your mindset might be: ‘where can we go where we haven’t been before?” This is not really something you can ask Siri or Google is it? Search resources like these need you to be more specific.

So, what I do at this point is to think of random destinations and type those into Google. If I type in ‘Vanuatu’ I am not actually thinking I want to go to Vanuatu – though I do 🙂 I’m just throwing out some ideas. getting a sense of ‘what kind of holiday do I want?’

I could go to TripAdviser or something similar but that is waaaaaay to specific for what I want, which is more like ‘searching’ than ‘search’.

I have spent a lot of time thinking about the best way to research these ‘searching’ experiences. Here I share what I have come up with:

  • It’s qualitative research of course, because we need to know what the person is thinking, expecting and feeling and the language they use for all of that.
  • Think about your own life. When you think of a ‘journey’ do you imagine a planned trip? What do you call meandering through a shopping mall trying to find a present for someone you don’t know well? Is the problem you are working on like that? Then use that analogy – a ‘desperate wander’ maybe?
  • Use the journey template where you can but it does not own you! Let’s get more specific about what we mean by ‘journey’!
Susan Bell Founder & Lead Consultant
Sue Bell, Founder & Lead Consultant

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