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Empowering Decision-Making Through Visitor Journey Mapping: Putting People at the Center

Jessica Sharpe

Principal and Founder

J Sharpe Solutions LLC

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J Sharpe Solutions�Engagement Consultant�

Focusing on engagement strategies that put visitors and customers at the forefront of organizational decision making leading to increased loyalty and earned revenue.

Luxury Hospitality

Museums

Real Estate

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A journey map illuminates the holistic customer experience.

This work will unify an organization around the experience.

Creates a framework for cross departmental involvement in the visitor experience.

Why Journey Mapping Works

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Case Study:

The Station at Michigan Central

Detroit, MI

Opened June 6, 2024

Concert Event with over 20,000 people
Open House Experience that welcomed over 250K people over a 90-day period

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4 Steps ��Visitor Focused Journey Mapping

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Step 1 – Know what you know

Do your research

who are your visitors?

qualitative and quantitative

Pull together the data you have and supplement with new research if your budget allows

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Step 2 – The Workshop

Get the right people in the room

Diverse perspectives and insights

Senior staff buy in

Give yourself enough time

Make it fun!

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Workshop Prep

Planning is key to a successful mapping workshop

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Understanding your organization and what information you have. Use the data at your disposal to identify the audience groups to use in your workshop.

Audience Segments

Visitor personas

Visitor demographics

Visitor types

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The Stages are the elements of the journey that every visitor encounters. The moments from beginning to end that the visitor experiences with your organization.

Discover

Plan

Travel

Enter

Participate

Exit

Reflect

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The Touchpoints are how a visitor or customer interacts with your organization at each stage of the journey.

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The Building Blocks provide structure to the journey map process.

Actions

Needs

Emotions

Highlights

Pain points

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Step 3 – Create your story

Identify the areas of overlap by segment

Establish priorities around your pain points

Highlight what is working

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Step 4 – Use it / Share it

Figure out how to represent the journey graphically

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Use image to tell your story

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Share it at department meetings, planning sessions, staff training. Use it as much as you can.

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Step 1 – Research

Step 2 – Workshop