Explain the future from a customer's perspective, not as a list of features.
Encourage Collaboration
Break down functional silos while focusing on a great customer experience.
Get Alignment
Customers and colleagues can provide feedback on a concrete vision.
Forming a Customer Journey Vision
1. Identify Market Trends
Think about what trends will affect your customers' behavior over the next few years. Document them and cite data sources so you can get agreement they're relevant.
2. Imagine A Better Outcome
Reference your Customer Outcome KPI Pyramid. What could 10x that outcome? Doubling their sales pipeline? Saving them more time?
3. Align on Vision
Work in small groups and share your envisioned customer journeys. Identify commonalities and key differences. Whittle it down to one vision.
4. Create Artifacts
We recommend a comic strip, mockups and a 1-pager that rationalizes the visual artifacts. That way there's no confusion about the intended journey.
See Example Customer Journey Visions
Read blog posts on best practices for creating and using this artifact based on real-world products.
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