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How To Build Powerful Customer Journeys

Papillio includes a powerful capability to build flexible journey maps.

In so many cases, companies are forced to build their journey maps with post-it notes or pen and paper. Whilst this is a great way to work because its a very creative style of working, it comes with one very big disadvantage.

Paper (or more importantly - offline) maps can only be shared with a small group of people. Any company that takes CX seriously understand that the concept of getting as many colleagues and customer to collaborate in experience design is a key tenet.

Transferring offline maps to an online environment solves this problem. With the maps stored in the cloud, it becomes possible to get the entire stakeholder community to participate in improving customer experience.

The goal of this post is to give you an introduction to our journey mapping capability.

Creating a new journey is easy. Simply click the ADD button at the top left of the Journeys screen.

Doing so displays a pop-up where you can add the journey's name. You can also select to create a blank journey or a ready-to-go template that includes a selection of useful journey lanes. For this tutorial, we'll choose the template option.

For this tutorial, we'll choose the template option, which results in the following screen.

Linking Personas

The first thing you'll want to do is to link one or more personas to your new journey. You can this by clicking the ADD button next to Linked Personas. This will open a sidebar where you can pick a persona to link. Repeat the process if you need to add more.

Managing Journey Stages

Stages are a convenient way of grouping journey steps together.

  • To edit a stage name, simply click on the text in the stage bar.
  • To add a stage, hit the + button next to a stage.

Managing Journey Steps

In a similar fashion, you can also manage journey steps within each stage.

  • Add a step anywhere by clicking the + button to insert one.
  • Change the step name using the first lane in each step
  • Move steps within stages by simply dragging them using the drag handle.

We also offer the capability to delete steps or move them to other stages via the contextual menu in the Journey Step lane. If you move all the steps out of a stage, that stage will automatically be deleted.

Journey Lanes

Papillio currently offer six lanes types. As with steps, adding lanes is achieved by using the + button between lanes to put them wherever you want to. Some lane types can be used as many times as you want for different purposes. Other lane types can only be used once because they're used to create relationships within Papillio.

Input lanes are useful for those times you need simple one-sentence information in your maps. A good example of this is the Journey Step name itself.

This is a good time to point out that you can easily change the name of any journey lane in the first column of the journey map. Doing so will affect the entire lane.

The Rich Text lanes is useful for conveying more complex textual information exactly because of its rich-text support. Sometimes you just need a bullet list!

Image lanes are useful for adding some visual context to your maps. What's a journey map without a storyboard?

If you're already a Papillio user, you'll know we use the concept of tags extensively to provide you with a convenient way to categorize information. This concept exists within journey maps too.

Sometimes you'll need to add the level of detail to your maps that we simply cannot support for every customer. Need to add a product specification or a presentation to support your experience improvement case. Use our attachments lane for exactly this purpose.

Last, but certainly not least - and this is what makes the Papillio journey mapping solution completely unique - is that you can link change management ideas and goals to your journeys! Doing this allows you to drive actual change through journey mapping instead of simply using it as a communication tool.

Managing lanes is as easy as it is with stages and steps. Use the buttons on the left of each lanes to move it up or down and to delete it if you no longer need it.


We hope you've found this article useful and that you enjoy using our journey mapping tool. If you need any help, please reach out!

If you're not already a user, start a free trial today.

Dave Benjaminavatar

Dave Benjamin

I am a creator of cool tech, with a focus on business transformation and solutions to help the world deliver better customer experiences. Motorbike enthusiast, lucky husband and dad of two great kids.

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