Content Strategy Insights cover image

Content Strategy Insights

Debbie Levitt: Journey Mapping and Task Analysis

Apr 5, 2023
Debbie Levitt discusses customer journey mapping and task analysis. She emphasizes the importance of adopting the customer's perspective and avoiding assumptions in journey maps. Qualitative research, including observation and conversation, is crucial for gaining insights. The speaker critiques the focus on speed in Agile and Lean practices and discusses challenges in implementing customer centricty. Task analysis is highlighted as a key tool for understanding the customer journey.
32:02

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

  • Customer journey maps should focus on the customer's perspective and include the end-to-end journey, based on real user experiences.
  • Driving customer-centricity requires finding allies in positions accountable for customer satisfaction and showcasing measurable improvements in specific areas.

Deep dives

The Importance of Customer Journey Mapping

Customer journey mapping is often misunderstood and incorrectly represented. It should focus on the customer's perspective, rather than the business's perspective. Many customer journey maps are based on assumptions or guesses, without clear indications that they are not accurate representations. These maps should ideally cover the end-to-end journey, from the moment the customer considers a company's offerings to their post-engagement experience. However, many maps only focus on a small part of the journey, often neglecting what happens before and after. To create effective customer journey maps, it's vital to conduct qualitative research and directly observe users performing tasks. This research should include studying tools, workarounds, and knowledge dependencies. By avoiding guesswork and focusing on real user experiences, customer journey maps can provide valuable insights and improve overall customer satisfaction.

Get the Snipd
podcast app

Unlock the knowledge in podcasts with the podcast player of the future.
App store bannerPlay store banner

AI-powered
podcast player

Listen to all your favourite podcasts with AI-powered features

Discover
highlights

Listen to the best highlights from the podcasts you love and dive into the full episode

Save any
moment

Hear something you like? Tap your headphones to save it with AI-generated key takeaways

Share
& Export

Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more

AI-powered
podcast player

Listen to all your favourite podcasts with AI-powered features

Discover
highlights

Listen to the best highlights from the podcasts you love and dive into the full episode