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A lovely triple: Customer Journey Maps (CJMs), Jobs to Be Done (JTBD), and Segmentation Frameworks

Max Stepanov
7 min readAug 28, 2024

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Creating customer journey maps (CJMs), understanding the Jobs to Be Done (JTBD) framework, and using segmentation frameworks are one of the must-have tools for designing user-centered products and services.

These methodologies help designers uncover user needs, motivations, and behaviors, leading to more targeted and successful outcomes. Using them together creates a powerful, holistic approach. Each tool provides unique insights into the customer and user experience, but when combined, they enable teams to design more targeted, user-centered solutions that drive engagement, satisfaction, and business success.

🟢 Customer Journey Maps (CJMs)

A Customer Journey Map (CJM) is a visual representation of the steps a customer goes through when interacting with a product, service, or brand. It typically covers the entire lifecycle from the first interaction to long-term engagement, highlighting touchpoints, emotions, pain points, and opportunities for improvement.

How to Create a Customer Journey Map

1️⃣ Define the Scope

If you’re mapping the journey for an e-commerce platform, decide if you want to…

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Max Stepanov
Max Stepanov

Written by Max Stepanov

Design Lead| Human-Computer Interaction specialist| Experience in Product Development and Digital Communications🦄

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