An Enriched Customer Journey Map: How to Construct and Visualize a Global Portrait of Both Lived and Perceived Users’ Experiences?

Design is about understanding the system and its users. Although User Experience (UX) research methodologies aim to explain the benefits of a holistic measurement approach including explicit (e.g., self-reported) and implicit (e.g., automatic and unconscious biophysiological reactions) data to better understand the global user experience, most of the personas and customer journey maps (CJM) seen in the literature and practice are mainly based on perceived and self-reported users’ responses. This paper aims to answer a call for research by proposing an experimental design based on the collection of both explicit and implicit data in the context of an authentic user experience. Using an inductive clustering approach, we develop a data driven CJM that helps understand, visualize, and communicate insights based on both data typologies. This novel tool enables the design development team the possibility of acquiring a broad portrait of both experienced (implicit) and perceived (explicit) users’ experiences.