This is a representation of the purchase journey as depicted in the results of the many repetitive workshop outputs I’ve seen over the years. The workshops use their conflated version of reality so they can cover the most ground in a single project - mostly from the brand perspective (even though the deny that). That doesn’t mean it’s good, it means it’s shallow, but practitioners are just being practical given the demands and constraints of their sponsors - both sides are to blame. Instead of rehashing my criticisms of journey mapping and analysis, this takes a look at how we can make the traditional approach better. It’s a Step 1 in the right direction.
Think of this content as the framework within which you will conduct your investigation. There’s no need to have workshops in order to pull out pain points. We have 50x the data to work with here, and it can be used to gain a statistical view of the value gaps in the market; not only with your customers, but those of your competitors. All parties are benchmarked against the exact same criteria. All you have to do is construct a proper survey.
Here are the parameters within which you will need to operate:
Of course, I have a much better and more scalable approach than this, which I will link to at some point 😉. Still, this is a far more robust framework heading into traditional journey research than anyone else is doing…I don’t care how pretty their slides are.
Caveat: These are not job steps - they are an attempt to make low fidelity journey mapping somewhat better. They do not follow any of the rules of job mapping, and are actually either brand focused or completely separate customer jobs. Each step is further supported by several performance metrics that customers use to measure success. These are what get prioritized in a survey. They are not pain points (yet).
When jobs have too high of a context, insights tend to be less actionable - or at least relevant for certain stakeholders. These contexts provide a means for narrowing the scope of your research in a consistent and structured fashion. Certainly, more contexts exist, and can be addressed with a specific request.