Template

Document an existing experience

Narrow your focus to a specific scenario or process within an existing product TIP
or service. In the Steps row, document the step-by-step process someone As you add steps to the
typically experiences, then add detail to each of the other rows. experience, move each these
“Five Es” the left or right
depending on the scenario
you are documenting.

Customer
experience SCENARIO

Browsing, booking,

journey map attending, and rating a

local city tour

Entice Enter Engage Exit Extend

Use this framework to better How does someone
initially become aware
What do people In the core moments What do people What happens after the
experience as they in the process, what typically experience experience is over?
understand customer needs, of this process? begin the process? happens? as the process finishes?
motivations, and obstacles by
illustrating a key scenario or Customer can be
Steps
process from start to finish. What does the person (or group) Need  Loan origination
Knowing the
procedure Customer will register
Customer agree to the
Customer submits
critical information
Borrower qualifcation
information and their Validation
contacted by the loan
processing team Loan approval status
Uploading details Document submission terms and conditions of Agreement
When possible, use this map to typically experience? with their details and
the bank
necessary for banking other details is reviewing the customer contact the
login using their customer can know team collected digitally. application document post-disbursal support support team via
document and summarize The customer Customer reached out
the traditional online Register and
username and
password
about the procedure
traditional channels like
needs loan to and process of Bank will verify the After completing all the
interviews and observations with
channels to know about design
satisfy their needs. applying loan customer documents verifcation process the
the process.
and the system will system will predict the Credit review
email, phone etc
real people rather than relying verify their other
details
eligibility of the loan
approval
on your hunches or assumptions.

Created in partnership with

Interactions Customer refer

their friends and
Search in online
The loan prediction
about the loan
What interactions do they have at
family about the
loan
approval process Bank will ask question Customer will upload system will display the
Customer will get loan Customer will enquire
each step along the way? details and process about the interest rate
Online meeting to and analyze about the the documents in the
loan approval status
clarify doubts system
People: Who do they see or talk to?
involved from the and the repayment fnancial condition of the after completing all the
system details to the bank
customer through the process
Places: Where are they?
loan prediction system
Things: What digital touchpoints or Bank will enquire about
Customer will pay the
physical objects would they use? the purpose of the loan Bank will verify the Customer will sign the interest and repayment
documents of the agreement
customer manually amount after the loan
electronically
approval in specifed
time to the bank

Goals & motivations Superior customer

Providing all the
required details to
experience Document intake is More accurate decision Reducing the number Providing Ratings and Enabling staff to focus
At each step, what is a person’s the customer
entirely digital making of defaulters reviews on high value action
primary goal or motivation? Minimizing the risk Secure data storage
(“Help me...” or “Help me avoid...”)
Difcult to scale to meet
demands

Minimal documentation

Share template feedback Positive moments

What steps does a typical person
Lower cost Super fast and Instant processing of
find enjoyable, productive, fun, covenience for Can easily clarify the Digital solution assist result
motivating, delightful, or exciting? doubts Saves time and money
home. legal process to speed
decision making

Negative moments
Need some What steps does a typical person Prone to errors Lengthy approval
Not providing Unreasonable delays at Costly, manual process Difcult to scale to meet
inspiration? find frustrating, confusing, angering, enough details. times process demands
See a finished version costly, or time-consuming?
of this template to
kickstart your work.

Open example

Areas of opportunity Eliminate

unnecessary 24/7 Availability Add signature
How might we make each step intermediaries Ratings and reviews
better? What ideas do we have? Better customer service electronically on Contacting at anytime
What have others suggested? and security agreement Integrated task in case of any queries
User cconvenience human+machine