Mapping

Journey mapping is a way for you to visualize the human experience that people have with your organization.  Using the information from this website, journey mapping can provide instant value to the experience and improve the bottom line.  This is because of the detailed focus (Energy) applied.  Also, when you are using Approach Avoid knowledge, this will increase the effectiveness of the map even more.  

Journey:  A map will show a journey that a person goes on within an experience.  This can be a whole experience or just a specific aspect of one.  For business mapping services, we have customers, patients, employees, students, citizens, and fans.  As an example, a customer journey map can include the whole experience a customer goes through with your organization or it can be specific area of the journey (ex. the ordering process, a time frame, etc.).  Another example can be a product launch and one or various touchpoints you need to focus on.

Touchpoints:  At Approach Avoid, we consider every input that a human brain receives through the 5 senses a touchpoint.  Since the amount of inputs to the human brain is staggering, we will focus on the major inputs.  Examples of touchpoints for a customer can include specific types of advertising, pricing, a website, employee interaction, a product display, an email, physical or digital checkout, waiting time, etc.  Touchpoints can be divided into both Physical Touchpoints and Digital Touchpoints.  Digital Touchpoints are those that we encounter online.

Lanes:  For a map, on the left side, there will be lanes.  For us here at ApproachAvoid.com, we consider the lanes what we want to measure to understand human approach-avoid behavior.  Since each organization is different with multiple needs, the types of lanes can vary by a wide range.  We will work with you on this to fit your specific needs/objectives.

Stages:  For a map, on the top, there will be phases that the person goes through on their journey.  For a customer journey map, some examples can include:

Awareness

Attention

Interest

Consideration

Evaluation

Purchase

Reaction/Feedback

Support

Loyalty

Advocacy

A map can be done for a particular person (ex., customer), a type of person (customer type), or it can be done for people in general (all customers).  

Since the human brain predicts based on past experiences, the more information you have on a person, the better the map will be.  That being said, by definition, any map done well will increase your opportunities for success.  This is because, with Approach Avoid, you are getting closer to the basic drives of human behavior.  As humans, we are:

- Driven to survive

- Limited on Energy

- Predicting and Interpreting the world through the 5 senses

This list will be updated periodically.  Feel free to suggest additions.

Journey Map > A visual representation of the steps a person takes when interacting with a product, service, or organization.

Persona > A fictional character representing a user or employee segment, based on research and data.

Touchpoint > Any interaction between the individual and the organization.

Channel > The medium through which a touchpoint occurs (e.g.,  phone, app, in-person).

Stage > A phase in the journey (e.g., Awareness, Consideration, Onboarding, Retention).

Timeline > The chronological order of events or stages in the journey.

Scenario > A specific situation or context in which a user interacts with a service.

Use Case > A description of how a user achieves a goal using a system or service.

Experience Flow > The sequence and structure of interactions across the   journey.

Service Blueprint > A detailed diagram that maps the service process, including frontstage and backstage actions.

Empathy Map > A tool to understand what users think, feel, say, and do.

Customer Lifecycle > The stages a customer goes through in their relationship with a company.

Employee Lifecycle > The stages of an employees journey (e.g., Recruitment,   Onboarding, Development, Exit).

Experience Archetype > A model representing common patterns of experience across users.

User Story > A short, simple description of a feature told from the perspective of the user.

Storyboard > A visual sequence of events that illustrates the user journey.

Experience Layer > A conceptual layer representing user interactions and   perceptions.

Micro-moment > An intent-rich moment when a person turns to a device to act on a need.

Cross-channel Journey > A journey that spans multiple communication or   interaction channels.

Omnichannel Experience > A seamless and integrated experience across all channels and touchpoints.

Pain Point > A problem or frustration experienced during the journey.

Moment of Truth > A critical interaction that significantly impacts perception or decision-making.

Delight Point > A positive, memorable experience that exceeds expectations.

Emotional State > The feelings experienced at each stage.

Behavioral Trigger > An event or cue that prompts a specific action or decision.

Friction Point > An obstacle or difficulty that disrupts the user experience.

Cognitive Load > The amount of mental effort required to complete a task.

Anticipated Emotion > The emotion a person expects to feel as a result of an   action.

Emotional Journey > The emotional highs and lows experienced throughout the   journey.

Behavioral Intent > The likelihood or plan to perform a specific behavior.

Decision Point > A moment where a choice must be made.

Motivation Driver > A factor that compels a person to take action.

Inhibitor > A factor that prevents or discourages action.

Engagement Loop > A cycle of actions and rewards that sustains user   engagement.

Habit Loop > A pattern of cue, routine, and reward that forms a habit.

KPI (Key Performance Indicator) > A measurable value that indicates how effectively objectives are being achieved.

NPS (Net Promoter Score) > A metric that measures customer or employee loyalty based on likelihood to recommend.

CSAT (Customer Satisfaction Score) > A metric that measures satisfaction with a specific interaction or experience.

CES (Customer Effort Score) > A metric that measures how easy it was to complete a task or resolve an issue.

CLV (Customer Lifetime Value) > The total worth of a customer over the whole period of their relationship.

Churn Rate > The rate at which customers or employees leave over time.

Retention Rate > The percentage of customers or employees who remain over   a given period.

Conversion Rate > The percentage of users who take a desired action.

Attrition Rate > The rate at which employees leave an organization.

Engagement Score > A measure of how actively involved users or employees   are.

Sentiment Analysis > The process of identifying and categorizing emotions in   text data.

Voice of the Customer (VoC) > Feedback and insights gathered from customers.

Voice of the Employee (VoE) > Feedback and insights gathered from employees.

Feedback Loop > A system where outputs are used as inputs to improve future performance.

Real-time Analytics > Immediate analysis of data as it becomes available.

Expectation Gap > The difference between what users expect and what they experience.

Experience Gap > The gap between the intended and actual experience.

Trust Signal > An element that builds confidence in a product or service.

Reciprocity > The tendency to return a favor or respond in kind.

Social Proof > The influence of others' behavior on one's own decisions.

Anchoring > The cognitive bias of relying heavily on the first piece of information encountered.

Priming > The exposure to one stimulus influencing the response to another.

Framing Effect > The way information is presented affects decision-making.

Loss Aversion > The tendency to prefer avoiding losses over acquiring gains.

Confirmation Bias > The tendency to search for or interpret information in a   way that confirms one's beliefs.

Choice Overload > The difficulty in making a decision when faced with many   options.

Perceived Value > The worth a user assigns to a product or service.

Perceived Control > The belief that one has influence over events and   outcomes.

Psychological Safety > A belief that one can express themselves without fear of   negative consequences.

Flow State > A mental state of deep focus and immersion in an activity.

Customer-Centricity > A strategy that places the customer at the center of   business decisions.

Employee-Centricity > A strategy that prioritizes employee needs and   experiences.

Experience Strategy > A plan to deliver meaningful and effective user or   employee experiences.

Journey Orchestration > Coordinating touchpoints and channels to deliver a   seamless experience.

Experience Governance > The policies and processes that ensure consistent   experience delivery.

Service Design > The activity of planning and organizing people, infrastructure, and communication to improve service quality.

Human-Centered Design > A design approach that focuses on the needs and behaviors of people.

Design Thinking > A problem-solving approach that emphasizes empathy,   ideation, and experimentation.

Agile Experience Design > An iterative approach to designing experiences using   agile principles.

Continuous Improvement > An ongoing effort to enhance products, services, or   processes.

Change Management > A structured approach to transitioning individuals,   teams, and organizations to a desired future state.

Culture of Feedback > An environment where feedback is regularly given and   received to foster growth.

Experience Ownership > The accountability for delivering and improving user or employee experiences.

Stakeholder Mapping > Identifying and analyzing individuals or groups that   affect or are affected by a project.

Internal Alignment > Ensuring all departments and teams are working toward shared goals.

Heatmap > A data visualization tool that shows user interaction intensity on a webpage.

Clickstream Analysis > Tracking and analyzing the sequence of clicks made by   users.

Funnel Analysis > A method to visualize and analyze the steps users take toward a goal.

A/B Testing > A method of comparing two versions of a webpage or app to   determine which performs better.

Usability Testing > Evaluating a product by testing it with real users.

Mystery Shopping > A method of evaluating service quality by posing as a   customer.

Ethnographic Research > A qualitative research method that studies people in   their natural environment.

Diary Study > A research method where participants record their experiences over time.

Shadowing > Observing users as they interact with a product or service.

Focus Group > A moderated discussion with a group of participants to gather opinions.

Journey Analytics > The analysis of data related to user or employee journeys.

CRM Integration > Connecting customer relationship management systems with   other tools.

Experience Dashboard > A visual interface displaying key experience metrics.

Touchpoint Inventory > A comprehensive list of all interactions between users and the organization.

Interaction Log > A record of user interactions with a system or service.

Service Recovery Plan > A strategy for addressing and resolving service failures.

Escalation Path > A predefined route for handling issues that require higher-level attention.

Root Cause Analysis > A method of identifying the underlying cause of a   problem.

Journey Hypothesis > An assumption about how users experience a journey, to be tested.

Experience Prototype > A preliminary model used to test and refine experience   concepts.                            

Customer Experience

There are many options you can choose when developing a customer experience map.  Here are some ideas you can use to improve moments (touchpoints), the customer experience, and bottom-line results:

Full Customer Experience Map

One Touchpoint Focus Map

Multiple Touchpoint Focus Map

Top Touchpoints Map

Department Customer Experience Map

One Word Touchpoint Run

Our Company Values Map

Customer Culture Map

Product Launch Map

Patient Experience

Of all the experiences on this page, the Patient Experience touches Physical Survival the most.  There is always Physical Survival (safety, etc.) in any experience.  However, due to the importance of health in surviving, a Patient Experience map should have this as a top focus.  Here are some maps you can use to improve patient moments, the patient experience, and bottom-line results for your patients and your organization:

Patient Survival Map

Whole Patient Experience Map

One Touchpoint Focus Map

Multiple Touchpoints Map

Top Touchpoints Map

One Word Touchpoint Run

Our Company Values Map

Patient Focus Culture Map

Hospital Department Map

Patient Approach Avoid Map

Physician's Office Map

Dental Office Map

Urgent Care Map

Outpatient Clinic Map

Employee Experience

The Employee Experience can be mapped and improved in multiple ways.  As with other experiences, the whole journey can be mapped or individual parts of the experience.  Below are a few maps that can help you improve employee moments, experiences, and bottom-line results.

Onboarding Map

Department Maps

Recruitment Map

Performance Map

Benefits Map

Education/Productivity/Development Maps

Retention Maps

Offboarding Map

Culture Maps

Company Values Map

Whole Employee Experience Map

Mix - Customer/Employee Map

Student Experience

Student maps can be of any age and any type of school.  It is about the human experience and when that is the focus of the map, it can be very effective if the information used is implemented properly.

Examples of Maps that can be done for the Student Experience include:

Introduction to the school

Enrollment

Transportation

Classes

Mental Health

Learning

Testing

Sports and Activities

Employment after school

Curriculum

Steps to Graduation

Dining 

Residence

Full Student Experience

Busing/Transportation

Communication

Community Engagement

Due to the high intensity of cultural survival for most of the education years, this important need should be included in maps focused on student development.

Community Engagement - Government

The maps in this section will be focused on improving the lives of the citizens of a community and of the community itself.  The maps will include both business (A business/organization wants to improve the community and/or improve its standing within the community) or government.  The government can include all levels (city, county, state, and federal) and the services provided by government agencies.  Again, it is truly about the human experience so all aspects of the experience within communities can be mapped.

Examples can include:

Business

Community Engagement Map

Event Map

Community Drive Map

Government

Citizen Experience Map

Touchpoint Map

Multiple Touchpoint Map

Education Map

Digital Experience Map

Omnichannel Map

Fan Experience

Maps for the Fan and Guest Experience can include:

Sporting Events

Concerts - Venues

Plays/Shows

Example of Maps can include:

Customer Experience Map

Touchpoint Map

Multiple Touchpoints Map

Ticket Experience Map

Promotion Map

Food - Drink Map

Restroom Map

Digital Experience Map

Although our main focus is for organizations, the information provided here at ApproachAvoid.com can be used for personal mapping.  Whether that is for improving personal moments, experiences, or adapting to constant change.

In a world full of information overload and constant change, remaining focused on what is important can be challenging.  There are also multiple ways for a person to use a digital or physical map to accomplish important goals.   Below you will find some Personal Map ideas:

Goal(s) Map

Purpose Map

World Engagement Map

Bucket List Map

Career Map

Small Business Map

Start-up Map

Sole Business Map

Partner Business Map

Sales Map

Job Attainment Map

Financing Map

Health Map

Child Development Map

Family Map

Routine Map

Life Fulfillment Map

Focus Map

Skills Development Map

Personal Change Map

Similar to the Organization Mapping Services, if you are a Solo Business Entrepreneur or have a Business Partnership and want to pursue our Mapping Services, reach out to us.  Individual Sales or Customer Service/Experience career fields will find mapping useful.  

Maps can also be used for personal achievement, family achievement, and many more options.

This is where you will see how learning more about Approach Avoid can help you build better and more productive journey/experience maps.  

Let's summarize some of the top highlights of this site and share how you can use this information to enhance the human experience and your bottom line.

Summary of 7 Starters and how they can be applied to Mapping

Note:  Since these 7 are so important to human behavior, it is recommended that these in some form should be in all larger maps (Another option is to build maps with single categories - We will provide examples).    

Approach Avoid 

- We are all hardwired to make Approach/Avoid decisions based on inputs

- Positive Affect (PA) - Appetitive stimuli - positive reward cues, signals of safety.  Enthusiasm, interest, pleasantness, or relief can be termed Positive Affect.

- Negative Affect (NA) - Aversive motivated states.  Avoidance motivation or withdrawal that is elicited by aversive stimuli - threat cues, punishment, etc.  Experienced as negative emotions ranging from anxiety , anger, frustration, and disgust.

- The spectrum of approach and avoid varies widely depending on the individual.  A particular input is approach for some and avoid for others.  Also, changes in the brain mean that it could be approach today but avoid tomorrow. 

- BAS>  A behavioral approach system (BAS) is believed to regulate appetitive motives, in which the goal is to move toward something desired. 

- BIS> A behavioral avoidance (or inhibition) system (BIS) is said to regulate aversive motives, in which the goal is to move away from something unpleasant.   

- Dopamine is a molecule that leads to motivation and action. 

- The habituation of the action of consumption leads to the Wanting of things being stronger than the reward of having them. 

Questions for Brainstorming:

How is the subconscious of a customer (patient, employee, etc.) approaching and avoiding at each major touchpoint?

The brain prioritizes negative over positive for survival.  What can be done to reduce negative surprises (prediction errors) at each major touchpoint?

7 Starters

1. Survival

- Survival is the primary motivation for living organisms.

- Survival is both physical and cultural (Important features include self-esteem and community)

- Example of the brain overlap between physical survival and cultural survival:

     - Insular Cortex>  Does both physical and cultural disgust

- Self-esteem takes the edge off our hostile reactions to people and ideas that conflict with our beliefs and values. 

- A person has to feel a valued part of a culture.  In Group and Out Group are important for survival. 

Questions for Brainstorming:

What are both the current physical and cultural risks at our organization that are inducing avoid?

How can we improve safety, certainty, and self-esteem to improve approach?  How can we improve approach to our organization's culture goals?

2. Human Perception and 5 Senses

- Inputs that come to the senses do so without meaning - we make that meaning.

- Our senses only see a sliver of the world - What is USEFUL to us.

- Negative is more important than positive.  Rather be safe than sorry.

- Emotion is built on basic motivational circuits that have evolved to sustain life.  We use emotions to take proper action.  We also learn over time with emotions for future experiences.

- We are all different in our brain wiring and we all have different past experiences to predict action.

Questions for Brainstorming: 

What can we do to improve our important touchpoints to increase engagement using the 5 senses?  How are we making each touchpoint "Useful" for our customers?    

3.  Brain Predictions

- We predict to enhance our chances of survival

- The meaning we make of inputs to the five senses come from past experiences

- Predictions and assessments have to be lightning quick.

Questions for Brainstorming:

Knowing the human judgement is so quick, how can we improve first impressions and be quicker on service recovery?  How are we using feedback to determine if our services match our customer brain predictions?  

4. Memory and Past Experiences

- Memory is not like a tape recording.  It changes over time. 

- Each person you meet has a lifetime of brain predictions and experiences they bring to each moment

- We can design better experiences for others by learning more of their past experiences.

Questions for brainstorming:

Think of each touchpoint and how a person is going to remember those moments for future approach/avoid.  

Reflect on what a subconscious is trying to memorize to help that person survive and thrive.

What are you doing to prevent negative memories of the moments you provide?  Feedback and what a customer does (their action) is so important to understanding the darkness of a customer's past experiences.  How can we use feedback and customer actions to help us better understand customer predictions for the future?

5.  Emotions 

- Emotion is built on basic motivational circuits that have evolved to sustain life.  We use emotions to take proper action.  We also learn over time with emotions for future experiences.

Questions for brainstorming:

How are we learning our customers emotions at each important touchpoint?

How can design and implement more emotional bonding with our customers at each important touchpoint? 

6.  Energy

- Excess Energy has been the driver in the growth of human population and wealth.  

- EROI =  Quantity of Energy Supplied/Quantity of Energy Used in the Supply Process  

- The natural tendency of all things is toward disorder. If you want order, energy must be invested. 

- More complex systems/things require more energy. 

- Every unit of GDP requires energy, materials, innovation, and technology

- On an individual level, we are limited on choices (one at a time), brain energy, and resources (money = claims on energy)

- Limited energy means we need to make choices - Example> It is metabolically costly for a brain to deal with things that are hard to predict. 

- The brain is expensive to run.

Questions for brainstorming:

Human Energy is Expensive - How are we improving energy at every major touchpoint?  Ex - How can we improve navigation throughout the customer experience to reduce energy use?

Routine - Think of a path through a forest.  Once the path is built, it is the quickest way through.  How can we make paths for each customer so they find our organization the easiest to navigate (Increase switching costs)

How can we constantly improve the perception of ROI of energy for each customer?

7.  Action

- Action is the result - the decision of the subconscious

- It is the priority set

Questions for brainstorming:

How are we currently tracking human subconscious actions?  How can this be improved? (both in measurement and increasing Approach)

Words

- Some of the most important words for human experiences can include Certainty, Meaning, Purpose, Useful, Autonomy, Hope, etc.

- You can design cultures with positive words.  It requires energy but the tradeoff can be powerful.

- Words matter - What we say and write impacts the brains of others.

Questions for brainstorming:

What words are the most important at our organization?  How can we design the culture where these words are reflected in every experience?

How can we improve language at all the important touchpoints - including employees?