Lesson: Customer Journeys and Avoiding Bias.
In this lesson, you will
learn how to map a customer's journey,
how to cultivate product sense,
and how to avoid bias.
After you map your customers' personas,
it's time to map their journey through their products.
The customer journey map logs
every customer action until
the customer achieves their goal.
For example, my goal at the time of writing this is
to find you a good illustration
of a customer journey map.
To kick off our
See one, Do one,
Teach one, here's my map of that effort.
Goal. For the AWIP Coursera course,
find an excellent customer journey
to share with students.
Simple customer journey.
Open new Google Chrome tab in your browser.
Type in "customer journey maps," while
ignoring all the irrelevant auto-completes.
Hit "Enter." Then squint
at the tiny Google Image results.
Conclude I cannot tell if any of
the tiny Google Images results are good illustration.
Then ask yourself why
25 percent of my browser real estate looks like this.
Seven, get distracted by this search result.
Eight, expand that result.
Nine, read the seven steps.
Ten, decide that the seven steps
are too basic and obvious to mention in this course.
Eleven, wonder why Google features
these seven steps so prominently as a search result.
Is there a test somewhere that asks this,
so many people Google it?
Go back to the top of the page,
click "More Images," get directed to Google Images.
Fifteen, notice the Google Images results
are ordered differently from the Google Search.
Think about why for a moment.
Sixteen, open the first result, which looks promising.
Seventeen, read the map
and decide to use it for our course.
Now students, that's a very humorous recap
of my customer journey
to finding you-all a customer journey road.
So let's review my customer journey.
First, I started from a state of alert neutrality.
Second, I noticed and wrote down
even slight changes to what I perceived and felt.
This is product sense and if you noticed,
it was very much like a stream of consciousness.
The ability to discern the effect of
even small differences and changes on
the users using your user empathy,
domain knowledge, and creativity.
Product sense is a characteristic companies like
Facebook select for in their PM hiring.
Now, it's your chance to demonstrate
your product sense during a customer journey.
Pick a goal online or offline.
Map your activity until you reach that goal.
Type off that map here.
Identifying steps can be eliminated or improved.
Then, review a classmate's activity map.
Is there a clerical?
Are the steps in the map complete?
As they go through each step,
do they exhibit user empathy,
domain knowledge, and creativity?