Research

Journey Stage Breakdown

Customer journeys are continuous, but teams need stages for analysis. Journey Stage Breakdown divides the journey. This helps focus improvement efforts. This exercise creates a shared journey structure in about 2 hours.

Duration
2 hours
Group Size
10-15
Category
Research
Difficulty
Easy
Energy
Medium

Objectives

Define 5-8 journey stages. Each stage needs clear start and end points. Identify key activities and goals within each stage. Map transitions between stages. Create a journey stage framework for teams.

Outcomes

The journey is broken down into stages. Teams gain a detailed understanding of each phase. This provides a foundation for stage-specific improvements.

Step-by-Step Instructions


  1. Journey Scope (10 min): Define journey boundaries to keep the exercise focused.

  2. Stage Brainstorm (30 min): Identify potential stages in the customer journey.

  3. Stage Definition (40 min): Clarify each stage's boundaries and purpose. What triggers the stage? What ends it?

  4. Transition Mapping (25 min): Map how customers move between stages. Note any friction points.

  5. Framework Documentation (15 min): Create a reusable stage framework document.

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Facilitator Tips

Push for clear, distinct stage boundaries. It's easy to blur the lines. Test stage definitions with real customer examples to ensure they resonate. Sometimes teams get stuck; suggest focusing on the 'customer's perspective' to break logjams.

Pre-Work

For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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Materials Required


  • Existing journey map (if available)

  • Stage definition template (spreadsheet or doc)

  • Transition diagram (whiteboard or digital tool)

  • Markers

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Resources & Templates

  • Facilitator Guide (PDF)
  • Participant Workbook Template
  • Presentation Slides
  • Printable Materials

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