Abstract
This article presents the importance of using the customer journey map (CJM) as a tool for managing new information technologies. The case study presents the use of the CJM to indicate the experiences that people have when using a playful interactive-interface, where the causal relationship between the brightness and the distance of the stars is visualized. The CJM is the result of a quantitative and qualitative study about user experience (UX) or UX research. Where you can use: 1) observation techniques, 2) interviews, 3) questionnaires, 4) a review of the domain literature about the phenomenon, archetypal descriptions, 5) diagrams of mental models; also known as thought schemes, or cognitive maps, among others. This research focuses the development of the interface in the design of archetypal profiles and mental models to generate the CJM, in the domain of the specific phenomenon.
Highlights
Introduction emotionsAccording to the domain, the potential of the interface must be maximally exploited, using the most appropriate means to achieve the best understanding of the activities for which it was designed.The interface is where the inputs and outputs of the system occur
This article is organized as follows: in section two, the tools used in the development of the playful interactive-interface are explained; in conjunction with emotions as an essential element for the construction of the customer journey map; in section three, the case study applied to a playful interactive-interface is presented; in section four, final reflections on the importance of the customer journey map for the management of new information technologies are discussed
F) Customer Journey Map A user journey map or customer journey map (CJM) is a functional tool that schematically visualizes the experiences of people when interacting with a product or service, allows evaluating each moment and to improve it individually
Summary
In the interaction of the user with the interface, patterns of thought are developed about the activity and knowledge of the human being, called user models. These reactions are associated with the peaks of emotional state to achieve satisfaction and meet the goal of the interactive-interface, as presented by the affective-motivational architecture proposed in MoraTorres, Laureano-Cruces, Gamboa-Rodríguez, RamírezRodríguez, and Sánchez-Guerrero (2014) This architecture involves the concepts for the teaching-learning process: the objectives, events, rules, emotions and actions of the user when interacting with the interface represented in this case by a pedagogical agent (Laureano-Cruces 2004). F) Customer Journey Map A user journey map or customer journey map (CJM) is a functional tool that schematically visualizes the experiences of people when interacting with a product or service, allows evaluating each moment and to improve it individually It is ideal for narrating peaks in emotional state while completing a specific task or goal (Martin et al 2012).
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