Customer journey maps with the intent of proto-personas
In Using Proto-Personas for Executive Alignment, Jeff Gothelf writes:
Proto-personas give an organization a starting point from which to begin evaluating their products and to create some early design hypotheses. They’re also helpful in initiating and reinforcing corporate awareness of the customer’s point of view to ensure it’s included in strategic planning. This is especially true when the creators of these proto-personas are in a position to affect the company’s strategic direction.
A proto-journey is a way to achieve this if you want to explore persona behavior with more context over time.
Show of hands: who loves customer journey maps?
Yeah! I think of them as personas plus spacetime. The journey shows you where the persona is when certain experiences occur.
Or, as Megan Grocki writes in How to Create a Customer Journey Map:
A Customer Journey map is a visual or graphic interpretation of the overall story from an individual’s perspective of their relationship with an organization, service, product or brand, over time and across channels.