UX Design

How a Customer Journey can improve Global User Experience

Following our recap on the Awwwards Amsterdam conference, our second article in the series covers Josh Payton’s talk on the Customer Journey and what they can bring to your global user experience. If you haven’t already, check out our first article on Awwwards Amsterdam.

Why a Customer Journey?

Josh Payton, UX Director at Huge (previously at Amazon, Yahoo, Microsoft), began his talk with an impactful number: 83% of users expect to have a consistent experience with the same service, regardless of the device used.

83% of users expect consistency.

He illustrates this figure with a bad example: United Airlines. The website features a design and navigation that are very different from those for the mobile application, which in turn are very different still from those seen on checkin kiosks in airports. These three channels nonetheless offer the same functionality and purpose. The user therefore does not find the same familiar codes across his global experience of the service.

To fully understand the global experience, it is necessary to highlight the contact points between a user and his service during what we will call his journey.

Contact point: Location (physical or digital) where an interaction between the customer and a service takes place.

To formalize these contact points, the term “customer journey” is most often used. This provides a visual representation of the moments during which a user is required to use a service, in one way or another, covering the entire duration of the experience.

Customer Journey: Highlights the relationship between a user and the service he uses, from the first contact to the last.

At Backelite we like to tell a story through our customer journeys. Each moment is illustrated by highlighting the emotions felt.

Customer journey
Example of a Customer Journey made for a particular service related to a football championship.


Payton showed an example of an overly simplified Customer Journey from the airline industry that highlights the nature of the contact points.

Customer journey
Highlighting the frequency and nature of digital use throughout the relationship with the airline.

Having a clear vision of the impact a service has on a user’s life is crucial because it ensures consistency throughout the entire experience. Most importantly, it identifies the blocked zones, or moments during which the user experience is not optimal. It’s from these blocked zones during the customer journey that we oftentimes find the best opportunities!