{"id":1223,"date":"2021-02-25T15:41:47","date_gmt":"2021-02-25T12:41:47","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=1223"},"modified":"2021-06-24T10:03:12","modified_gmt":"2021-06-24T07:03:12","slug":"customer-journey-maps-and-user-personas","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/","title":{"rendered":"Customer Journey Maps and User Personas"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In this article, the main focus is on:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">highlighting the importance of the use of personas in helping craft good customer journey maps (CJM).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">how the <\/span><a href=\"https:\/\/persona.qcri.org\/\"><span style=\"font-weight: 400;\">Automatic Persona Generation (APG)<\/span><\/a><span style=\"font-weight: 400;\"> system can help make CJM\u2019s in a quick and effective way!\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Disclaimer:<\/b><span style=\"font-weight: 400;\"> This article does not cover the topic of CJM in-depth but rather focuses on the marriage between CJM\u2019s and personas! For a detailed breakdown on the <\/span><i><span style=\"font-weight: 400;\">what, why and how <\/span><\/i><span style=\"font-weight: 400;\">of CJM\u2019s, refer to this <\/span><a href=\"https:\/\/krypton.ams3.cdn.digitaloceanspaces.com\/downloads\/guide\/cjm_guide_UXPressia.pdf\"><span style=\"font-weight: 400;\">customer journey mapping guide<\/span><\/a><span style=\"font-weight: 400;\"> by the folks at <\/span><a href=\"https:\/\/uxpressia.com\/\"><span style=\"font-weight: 400;\">UXPressia<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s get to the exciting stuff now!<\/span><\/p>\n<p><!--more--><\/p>\n<figure id=\"attachment_1224\" aria-describedby=\"caption-attachment-1224\" style=\"width: 580px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-1224\" src=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash.jpg?resize=580%2C384&#038;ssl=1\" alt=\"\" width=\"580\" height=\"384\" srcset=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-scaled.jpg?resize=1024%2C678&amp;ssl=1 1024w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-scaled.jpg?resize=300%2C199&amp;ssl=1 300w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-scaled.jpg?resize=768%2C509&amp;ssl=1 768w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-scaled.jpg?resize=1536%2C1017&amp;ssl=1 1536w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-scaled.jpg?resize=2048%2C1356&amp;ssl=1 2048w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-scaled.jpg?resize=1200%2C795&amp;ssl=1 1200w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-scaled.jpg?resize=1980%2C1311&amp;ssl=1 1980w\" sizes=\"auto, (max-width: 580px) 100vw, 580px\" \/><figcaption id=\"caption-attachment-1224\" class=\"wp-caption-text\">Making a customer journey map is crucial for identifying user pain points.(Source: <a href=\"https:\/\/unsplash.com\/photos\/1V5zGGTYXVc\">Unsplash<\/a>)<\/figcaption><\/figure>\n<h2><b>What is a Customer Journey Map?\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">It can be challenging for an organization or a product team to get into the minds of its users. Often times, you might be left wondering why a user is spending so much time performing a particular action (an example could be on an e-commerce website where the customer is spending a lot of time adding products to their cart) or why does it take him\/her several steps to get from Point A to Point B when it should only take a few!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whatever your issue might be, the root cause of this is that you don\u2019t have a clear grasp of the customer journey. This is where a CJM comes into picture.\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><b><i>CJM is a visualization technique which allows you to see how your users\/customers are interacting with your business over time and across channels (e.g. mobile, website, laptop, social media etc.).\u00a0<\/i><\/b><\/p>\n<p><span style=\"font-weight: 400;\">A CJM allows you to:<\/span><\/p>\n<ul>\n<li style=\"text-align: left;\"><span style=\"font-weight: 400;\">Understand the entire journey which a user takes to accomplish their goal when using your product or service.\u00a0<\/span><\/li>\n<li style=\"text-align: left;\"><span style=\"font-weight: 400;\">Get a better understanding of (and subsequently improve) their experience when using your product\/service.\u00a0<\/span><\/li>\n<li style=\"text-align: left;\"><span style=\"font-weight: 400;\">Retain users!\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let&#8217;s take a look at the following example of CJM. In this CJM, there is a person named Eric who is impulsive, wants to buy a car and wants to do his research online. He has certain expectations of an \u201cideal\u201d website which he can use to both search for new cars and also the dealership which will sell him the car. Specifically, Eric wishes that the website should have:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ability to compare cars and their breakdowns.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Good photography with closeups, inside and out<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Video overview of car with demonstrations<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">He comes across a website and starts searching for cars and also dealerships. The following CJM describes his entire journey when he is doing all of this!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It describes his frustrations, his expectations of when he is frustrated about how the website \u201cshould have been designed\u201d and also some moments where the design of the website made him happy!\u00a0 Now to flesh out this CJM is a cumbersome process.<\/span><\/p>\n<figure id=\"attachment_1228\" aria-describedby=\"caption-attachment-1228\" style=\"width: 580px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-1228\" src=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/faux-journey-map.jpg?resize=580%2C498&#038;ssl=1\" alt=\"\" width=\"580\" height=\"498\" srcset=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/faux-journey-map.jpg?resize=1024%2C880&amp;ssl=1 1024w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/faux-journey-map.jpg?resize=300%2C258&amp;ssl=1 300w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/faux-journey-map.jpg?resize=768%2C660&amp;ssl=1 768w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/faux-journey-map.jpg?resize=1200%2C1031&amp;ssl=1 1200w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/faux-journey-map.jpg?w=1384&amp;ssl=1 1384w\" sizes=\"auto, (max-width: 580px) 100vw, 580px\" \/><figcaption id=\"caption-attachment-1228\" class=\"wp-caption-text\">A CJM depicting entire journey of a persona called Eric when shopping for a new car (Source: <a href=\"https:\/\/www.nngroup.com\/articles\/analyze-customer-journey-map\/\">Nielsen Norman<\/a>)<\/figcaption><\/figure>\n<h2><b>Using Personas in making a customer journey map<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">While there are <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/customer-journey-maps\/\"><span style=\"font-weight: 400;\">several steps<\/span><\/a><span style=\"font-weight: 400;\"> involved in making a CJM, the most important step is making a <\/span><a href=\"https:\/\/persona.qcri.org\/blog\/the-definitive-guide-to-personas\/#more-497\"><span style=\"font-weight: 400;\">user persona<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><strong><i>A user persona forms the backbone on the basis of which a good CJM is made.<\/i><\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">If you take a look at the CJM template which I have shared below, you can see that a <\/span><a href=\"https:\/\/persona.qcri.org\/blog\/the-definitive-guide-to-personas\/#more-497\"><span style=\"font-weight: 400;\">user persona<\/span><\/a><span style=\"font-weight: 400;\"> is presented in the same CJM, and the pain points, expectations and frustrations of the persona would be represented in the CJM.<\/span><\/p>\n<figure id=\"attachment_1234\" aria-describedby=\"caption-attachment-1234\" style=\"width: 580px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-1234\" src=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/persona-cjm.png?resize=580%2C339&#038;ssl=1\" alt=\"\" width=\"580\" height=\"339\" srcset=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/persona-cjm.png?resize=1024%2C599&amp;ssl=1 1024w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/persona-cjm.png?resize=300%2C176&amp;ssl=1 300w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/persona-cjm.png?resize=768%2C450&amp;ssl=1 768w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/persona-cjm.png?resize=1536%2C899&amp;ssl=1 1536w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/persona-cjm.png?resize=2048%2C1199&amp;ssl=1 2048w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/persona-cjm.png?resize=1200%2C702&amp;ssl=1 1200w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/persona-cjm.png?resize=1980%2C1159&amp;ssl=1 1980w\" sizes=\"auto, (max-width: 580px) 100vw, 580px\" \/><figcaption id=\"caption-attachment-1234\" class=\"wp-caption-text\">Simple customer journey map template depicting a user persona which would be used alongside a CJM (Source: <a href=\"https:\/\/www.userinterviews.com\/blog\/best-customer-journey-map-templates-examples\">User Interviews<\/a>)<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">It would be safe to say that personas are a tool that helps you take a user-centric approach to customer journey mapping: they help you to really define the tasks that your users want to complete and their needs and pain points in doing so across the customer journey.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By understanding these needs and pain points, you can start to define the \u2018moments of truth\u2019 that really matter to your users, where your business has a role to play and what you need to do to make this possible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If there is one persona which you need to make, then this is a relatively straightforward process. Say for instance, you need to make persona for Eric (on whom the above CJM is based), then the process would look like:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Contact Eric and users similar to Eric and agree for a suitable time for interviewing.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">While interviewing, understand more about him, his needs and wants from an online car shopping portal.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Make a persona which describes Eric the best.\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You observe Eric when he is searching for a car online and makes a purchasing decision.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Based on your observations, you draft a CJM.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">There is no right\/wrong, linear or prescriptive way to make a CJM. For the sake of brevity, I am simplifying the steps involved.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now imagine, if there is an organization which wants to understand the journey of most of their users when they are interacting with their product or services. Let&#8217;s take the example of the fictitious website which was used to draft Eric\u2019s CJM \u201cYourCarNext.Net\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Assuming \u201cYourCarNext.Net\u201d is a popular company and has thousands of people who use it. If one day, the company decides that they want to understand how users in a particular city, say New York think of their website, what are their needs, pain points, frustrations and how do they actually use their website, then this would be a hugely cumbersome task.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The organization might need to take help of many <\/span><a href=\"https:\/\/careerfoundry.com\/en\/blog\/ux-design\/ux-researcher-career-guide\/\"><span style=\"font-weight: 400;\">UX Researchers<\/span><\/a><span style=\"font-weight: 400;\"> who would interview\/survey all of these people, construct many many personas and then flesh out CJM\u2019s. And this is not the end! Once they have all user personas and CJM\u2019s in hand, they need to compare and analyse the common problems\/frustrations\/pain points\/journeys of most users to be able to improve their service offering!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Needless to say that this is a bummer!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not just this but CJM\u2019s also vary in their complexity! If your boss wishes to see many details in a CJM to understand different facets of a user interaction with your product or service,\u00a0 then you might need to go the extra mile to get that extra information about your user! Take a look at the following two CJM\u2019s &#8211; I hope you are able to appreciate the complexity of these CJM\u2019s.\u00a0<\/span><\/p>\n<figure id=\"attachment_1236\" aria-describedby=\"caption-attachment-1236\" style=\"width: 580px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-1236\" src=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/Capture.png?resize=580%2C405&#038;ssl=1\" alt=\"\" width=\"580\" height=\"405\" srcset=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/Capture.png?resize=1024%2C715&amp;ssl=1 1024w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/Capture.png?resize=300%2C209&amp;ssl=1 300w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/Capture.png?resize=768%2C536&amp;ssl=1 768w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/Capture.png?resize=1536%2C1072&amp;ssl=1 1536w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/Capture.png?resize=2048%2C1429&amp;ssl=1 2048w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/Capture.png?resize=1200%2C837&amp;ssl=1 1200w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/Capture.png?resize=1980%2C1382&amp;ssl=1 1980w\" sizes=\"auto, (max-width: 580px) 100vw, 580px\" \/><figcaption id=\"caption-attachment-1236\" class=\"wp-caption-text\">A detailed CJM depicting the journey of an IT Manager who wishes to update her password (Source: <a href=\"http:\/\/usability.yale.edu\/sites\/default\/files\/journeymap-changingpassword_v3.pdf\">Yale University<\/a>)<\/figcaption><\/figure>\n<figure id=\"attachment_1237\" aria-describedby=\"caption-attachment-1237\" style=\"width: 580px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"wp-image-1237 size-large\" src=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/1.png?resize=580%2C376&#038;ssl=1\" alt=\"\" width=\"580\" height=\"376\" srcset=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/1.png?resize=1024%2C663&amp;ssl=1 1024w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/1.png?resize=300%2C194&amp;ssl=1 300w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/1.png?resize=768%2C497&amp;ssl=1 768w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/1.png?resize=1536%2C994&amp;ssl=1 1536w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/1.png?resize=2048%2C1325&amp;ssl=1 2048w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/1.png?resize=1200%2C777&amp;ssl=1 1200w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/1.png?resize=1980%2C1281&amp;ssl=1 1980w\" sizes=\"auto, (max-width: 580px) 100vw, 580px\" \/><figcaption id=\"caption-attachment-1237\" class=\"wp-caption-text\">A CJM depicting journey of a user when purchasing health insurance (Source: <a href=\"https:\/\/www.pinterest.com\/pin\/573927546254592044\/\">Pinterest<\/a>)<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">So, we have established following things so far:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">CJM involves (lots!) user research.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Most important step in making a CJM is a persona.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Personas can take a lot of time if you have many users!\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">However, an easy way to simplify all of the above is to have a good starting point to make CJM\u2019s- an automatically generated persona which is representative of your user base by using the <\/span><a href=\"https:\/\/persona.qcri.org\/\"><span style=\"font-weight: 400;\">Automatic Persona Generation system<\/span><\/a><span style=\"font-weight: 400;\"> developed by the <\/span><a href=\"https:\/\/persona.qcri.org\/persona-team\"><span style=\"font-weight: 400;\">APG team<\/span><\/a><span style=\"font-weight: 400;\"> at the <\/span><a href=\"https:\/\/www.qf.org.qa\/research\/qatar-computing-research-institute\"><span style=\"font-weight: 400;\">Qatar Computing Research Institute<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h2><b>Automatic Persona Generation System (APG)<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">APG is a tool for turning your data into personas. It works currently with YouTube Analytics, Google Analytics, Facebook Ads, and Facebook Insights (if you have enough video content). The system pulls data from these sources and automatically generates user personas that represent your most engaged audience segments.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The benefits of APG are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Data-driven personas are created within minutes.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Data-driven personas are updated automatically every month, thus saving a lot of time for your product team in manually updating these.\u00a0<\/span><\/li>\n<\/ul>\n<p style=\"text-align: center;\"><b><i>APG is both a methodology and a system for automatically creating data-driven personas from online analytics data!\u00a0\u00a0<\/i><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Say, for instance, your organization has a large and diverse customer base (like in the YourCarNext.net example above)\u00a0 and collects digital information on them. Using APG would enable you to better understand all of them!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take a look at the following persona which is <\/span><b>automatically <\/b><span style=\"font-weight: 400;\">generated using APG, without the need for manual user research!\u00a0<\/span><\/p>\n<figure id=\"attachment_1239\" aria-describedby=\"caption-attachment-1239\" style=\"width: 580px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-1239\" src=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ddp-1-resize.png?resize=580%2C291&#038;ssl=1\" alt=\"\" width=\"580\" height=\"291\" srcset=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ddp-1-resize.png?resize=1024%2C514&amp;ssl=1 1024w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ddp-1-resize.png?resize=300%2C151&amp;ssl=1 300w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ddp-1-resize.png?resize=768%2C385&amp;ssl=1 768w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ddp-1-resize.png?resize=1536%2C771&amp;ssl=1 1536w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ddp-1-resize.png?resize=2048%2C1027&amp;ssl=1 2048w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ddp-1-resize.png?resize=1200%2C602&amp;ssl=1 1200w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ddp-1-resize.png?resize=1980%2C993&amp;ssl=1 1980w\" sizes=\"auto, (max-width: 580px) 100vw, 580px\" \/><figcaption id=\"caption-attachment-1239\" class=\"wp-caption-text\">Example of a data-driven persona from the Automatic Persona Generation (APG) system. (Source: <a href=\"https:\/\/www.morganclaypool.com\/doi\/10.2200\/S01072ED1V01Y202101HCI048\">Book on Data-Driven Personas<\/a> which the team at QCRI authored)<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">As you can see from the above figure, the persona which is generated using the APG contains anonymized names of all users of a particular organization. If I go back to the example of YourCarNext.net, a persona generated using the APG would look similar to the above and would list user needs, goals, wants, frustrations etc.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not only this, using the APG, one can also search for different users (all of whom will have unique problems, needs, pain points, goals etc.) using the APG system as shown below:\u00a0<\/span><\/p>\n<figure id=\"attachment_1240\" aria-describedby=\"caption-attachment-1240\" style=\"width: 580px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-1240\" src=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ddp-2.png?resize=580%2C413&#038;ssl=1\" alt=\"\" width=\"580\" height=\"413\" srcset=\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ddp-2.png?resize=1024%2C729&amp;ssl=1 1024w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ddp-2.png?resize=300%2C214&amp;ssl=1 300w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ddp-2.png?resize=768%2C547&amp;ssl=1 768w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ddp-2.png?resize=1536%2C1094&amp;ssl=1 1536w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ddp-2.png?resize=1200%2C854&amp;ssl=1 1200w, https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ddp-2.png?w=1729&amp;ssl=1 1729w\" sizes=\"auto, (max-width: 580px) 100vw, 580px\" \/><figcaption id=\"caption-attachment-1240\" class=\"wp-caption-text\">Snippet of a data-driven persona cast from the APG system illustrating the range of user types with potentially unique problems, needs, pain points, and goals (Source: <a href=\"https:\/\/www.morganclaypool.com\/doi\/10.2200\/S01072ED1V01Y202101HCI048\">Book on Data-Driven Personas<\/a> which the team at QCRI published)<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Needless to say that combining customer journey mapping with data-driven personas generated using APG is an exciting research endeavor, one that is not time consuming and sustainable for you as a business!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The customer journey concept relies on the notion that users or customers engage with an organization\u2019s products and messages on various channels at various times. Data-driven personas can help isolate, conceptualize, and communicate information on customer segments that are specifically salient at each step of the customer journey.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think of the countless hours you would save on interviewing users, manually drawing CJM\u2019s and user personas!\u00a0<\/span><\/p>\n<h2><b>Would you like to learn more?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">If this article got you intrigued, read our <\/span><a href=\"https:\/\/persona.qcri.org\/persona-research\"><span style=\"font-weight: 400;\">persona analytics research<\/span><\/a><span style=\"font-weight: 400;\"> for more in-depth knowledge on persona development.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you are interested in learning more about how APG can help identify user pain-points and inform design decisions for your team, <\/span><a href=\"https:\/\/persona.qcri.org\/\"><span style=\"font-weight: 400;\">contact us<\/span><\/a><span style=\"font-weight: 400;\">!\u00a0\u00a0<\/span><\/p>\n<p>Jansen, B. J., Salminen, J., Jung, S.G., and Guan, K. (2021).\u00a0<u><a href=\"https:\/\/www.morganclaypool.com\/doi\/abs\/10.2200\/S01072ED1V01Y202101HCI048\" target=\"_blank\" rel=\"noopener\">Data-Driven Personas<\/a><\/u>. Synthesis Lectures on Human-Centered Informatics,1 Carroll, J. (Ed). Morgan-Claypool: San Rafael, CA., 4:1, i-317.<\/p>\n<p>Jansen, B. J., Salminen, J., and Jung, S.G. (2020)\u00a0<a href=\"https:\/\/content.sciendo.com\/view\/journals\/dim\/4\/1\/article-p1.xml\" target=\"_blank\" rel=\"noopener\">Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics<\/a>.\u00a0<u>Data and Information Management<\/u>. 4(1), 1-17.\u00a0 <a href=\"https:\/\/content.sciendo.com\/view\/journals\/dim\/4\/1\/article-p1.xml\" target=\"_blank\" rel=\"noopener\">https:\/\/content.sciendo.com\/view\/journals\/dim\/4\/1\/article-p1.xml<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this article, the main focus is on: highlighting the importance of the use of personas in helping craft good customer journey maps (CJM). how the Automatic Persona Generation (APG) system can help make CJM\u2019s in a quick and effective way!\u00a0 Disclaimer: This article does not cover the topic of CJM in-depth but rather focuses [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[10,7,2,8,9],"tags":[395,396,393,394,397],"class_list":["post-1223","post","type-post","status-publish","format-standard","hentry","category-benefits-of-personas","category-persona-research","category-personas","category-use-of-personas","category-value-of-personas","tag-benefits-of-empathy-mapping","tag-empathy-mapping-example","tag-persona-mapping","tag-persona-mapping-example","tag-personas-and-customer-journey-mapping"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Customer Journey Maps and User Personas &#8211; The Persona Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Journey Maps and User Personas &#8211; The Persona Blog\" \/>\n<meta property=\"og:description\" content=\"In this article, the main focus is on: highlighting the importance of the use of personas in helping craft good customer journey maps (CJM). how the Automatic Persona Generation (APG) system can help make CJM\u2019s in a quick and effective way!\u00a0 Disclaimer: This article does not cover the topic of CJM in-depth but rather focuses [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/\" \/>\n<meta property=\"og:site_name\" content=\"The Persona Blog\" \/>\n<meta property=\"article:published_time\" content=\"2021-02-25T12:41:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-06-24T07:03:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-1024x678.jpg\" \/>\n<meta name=\"author\" content=\"Persona Writer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Persona Writer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/\"},\"author\":{\"name\":\"Persona Writer\",\"@id\":\"https:\/\/persona.qcri.org\/blog\/#\/schema\/person\/ac51a608863d2cf066060549b1e04412\"},\"headline\":\"Customer Journey Maps and User Personas\",\"datePublished\":\"2021-02-25T12:41:47+00:00\",\"dateModified\":\"2021-06-24T07:03:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/\"},\"wordCount\":1754,\"publisher\":{\"@id\":\"https:\/\/persona.qcri.org\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-1024x678.jpg\",\"keywords\":[\"benefits of empathy mapping\",\"empathy mapping example\",\"persona mapping\",\"persona mapping example\",\"personas and customer journey mapping\"],\"articleSection\":[\"Benefits of Personas\",\"Persona Research\",\"Personas\",\"Use of Personas\",\"Value of personas\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/\",\"url\":\"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/\",\"name\":\"Customer Journey Maps and User Personas &#8211; The Persona Blog\",\"isPartOf\":{\"@id\":\"https:\/\/persona.qcri.org\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-1024x678.jpg\",\"datePublished\":\"2021-02-25T12:41:47+00:00\",\"dateModified\":\"2021-06-24T07:03:12+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/#primaryimage\",\"url\":\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-scaled.jpg?fit=2560%2C1696&ssl=1\",\"contentUrl\":\"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-scaled.jpg?fit=2560%2C1696&ssl=1\",\"width\":2560,\"height\":1696,\"caption\":\"Making a customer journey map is crucial for identifying user pain points.(Source: Unsplash)\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/persona.qcri.org\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Customer Journey Maps and User Personas\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/persona.qcri.org\/blog\/#website\",\"url\":\"https:\/\/persona.qcri.org\/blog\/\",\"name\":\"The Persona Blog\",\"description\":\"All Things Personas!\",\"publisher\":{\"@id\":\"https:\/\/persona.qcri.org\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/persona.qcri.org\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/persona.qcri.org\/blog\/#organization\",\"name\":\"Persona Blog\",\"url\":\"https:\/\/persona.qcri.org\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/persona.qcri.org\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/i1.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2020\/04\/APG-2020.png?fit=490%2C300&ssl=1\",\"contentUrl\":\"https:\/\/i1.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2020\/04\/APG-2020.png?fit=490%2C300&ssl=1\",\"width\":490,\"height\":300,\"caption\":\"Persona Blog\"},\"image\":{\"@id\":\"https:\/\/persona.qcri.org\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/persona.qcri.org\/blog\/#\/schema\/person\/ac51a608863d2cf066060549b1e04412\",\"name\":\"Persona Writer\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/persona.qcri.org\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/39259b8625fdd01ca503fff635343314a0bb76a2cf264cec0ed0fe1b6071d7a8?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/39259b8625fdd01ca503fff635343314a0bb76a2cf264cec0ed0fe1b6071d7a8?s=96&d=mm&r=g\",\"caption\":\"Persona Writer\"},\"url\":\"https:\/\/persona.qcri.org\/blog\/author\/personasqf-org-qa\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Customer Journey Maps and User Personas &#8211; The Persona Blog","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/","og_locale":"en_US","og_type":"article","og_title":"Customer Journey Maps and User Personas &#8211; The Persona Blog","og_description":"In this article, the main focus is on: highlighting the importance of the use of personas in helping craft good customer journey maps (CJM). how the Automatic Persona Generation (APG) system can help make CJM\u2019s in a quick and effective way!\u00a0 Disclaimer: This article does not cover the topic of CJM in-depth but rather focuses [&hellip;]","og_url":"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/","og_site_name":"The Persona Blog","article_published_time":"2021-02-25T12:41:47+00:00","article_modified_time":"2021-06-24T07:03:12+00:00","og_image":[{"url":"https:\/\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-1024x678.jpg","type":"","width":"","height":""}],"author":"Persona Writer","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Persona Writer","Est. reading time":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/#article","isPartOf":{"@id":"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/"},"author":{"name":"Persona Writer","@id":"https:\/\/persona.qcri.org\/blog\/#\/schema\/person\/ac51a608863d2cf066060549b1e04412"},"headline":"Customer Journey Maps and User Personas","datePublished":"2021-02-25T12:41:47+00:00","dateModified":"2021-06-24T07:03:12+00:00","mainEntityOfPage":{"@id":"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/"},"wordCount":1754,"publisher":{"@id":"https:\/\/persona.qcri.org\/blog\/#organization"},"image":{"@id":"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/#primaryimage"},"thumbnailUrl":"https:\/\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-1024x678.jpg","keywords":["benefits of empathy mapping","empathy mapping example","persona mapping","persona mapping example","personas and customer journey mapping"],"articleSection":["Benefits of Personas","Persona Research","Personas","Use of Personas","Value of personas"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/","url":"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/","name":"Customer Journey Maps and User Personas &#8211; The Persona Blog","isPartOf":{"@id":"https:\/\/persona.qcri.org\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/#primaryimage"},"image":{"@id":"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/#primaryimage"},"thumbnailUrl":"https:\/\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-1024x678.jpg","datePublished":"2021-02-25T12:41:47+00:00","dateModified":"2021-06-24T07:03:12+00:00","breadcrumb":{"@id":"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/#primaryimage","url":"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-scaled.jpg?fit=2560%2C1696&ssl=1","contentUrl":"https:\/\/i0.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2021\/02\/ux-indonesia-1V5zGGTYXVc-unsplash-scaled.jpg?fit=2560%2C1696&ssl=1","width":2560,"height":1696,"caption":"Making a customer journey map is crucial for identifying user pain points.(Source: Unsplash)"},{"@type":"BreadcrumbList","@id":"https:\/\/persona.qcri.org\/blog\/customer-journey-maps-and-user-personas\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/persona.qcri.org\/blog\/"},{"@type":"ListItem","position":2,"name":"Customer Journey Maps and User Personas"}]},{"@type":"WebSite","@id":"https:\/\/persona.qcri.org\/blog\/#website","url":"https:\/\/persona.qcri.org\/blog\/","name":"The Persona Blog","description":"All Things Personas!","publisher":{"@id":"https:\/\/persona.qcri.org\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/persona.qcri.org\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/persona.qcri.org\/blog\/#organization","name":"Persona Blog","url":"https:\/\/persona.qcri.org\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/persona.qcri.org\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/i1.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2020\/04\/APG-2020.png?fit=490%2C300&ssl=1","contentUrl":"https:\/\/i1.wp.com\/persona.qcri.org\/blog\/wp-content\/uploads\/2020\/04\/APG-2020.png?fit=490%2C300&ssl=1","width":490,"height":300,"caption":"Persona Blog"},"image":{"@id":"https:\/\/persona.qcri.org\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/persona.qcri.org\/blog\/#\/schema\/person\/ac51a608863d2cf066060549b1e04412","name":"Persona Writer","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/persona.qcri.org\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/39259b8625fdd01ca503fff635343314a0bb76a2cf264cec0ed0fe1b6071d7a8?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/39259b8625fdd01ca503fff635343314a0bb76a2cf264cec0ed0fe1b6071d7a8?s=96&d=mm&r=g","caption":"Persona Writer"},"url":"https:\/\/persona.qcri.org\/blog\/author\/personasqf-org-qa\/"}]}},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/persona.qcri.org\/blog\/wp-json\/wp\/v2\/posts\/1223","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/persona.qcri.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/persona.qcri.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/persona.qcri.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/persona.qcri.org\/blog\/wp-json\/wp\/v2\/comments?post=1223"}],"version-history":[{"count":15,"href":"https:\/\/persona.qcri.org\/blog\/wp-json\/wp\/v2\/posts\/1223\/revisions"}],"predecessor-version":[{"id":1245,"href":"https:\/\/persona.qcri.org\/blog\/wp-json\/wp\/v2\/posts\/1223\/revisions\/1245"}],"wp:attachment":[{"href":"https:\/\/persona.qcri.org\/blog\/wp-json\/wp\/v2\/media?parent=1223"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/persona.qcri.org\/blog\/wp-json\/wp\/v2\/categories?post=1223"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/persona.qcri.org\/blog\/wp-json\/wp\/v2\/tags?post=1223"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}