User profiles or personas are representations of your customer types based on a research and customers observation. They are fictional characters that have deeper qualities and characteristics that reflect personal attributes such as needs, habits, character, pain, etc.
It is common that companies tend to be internally focused, therefore personas open up a broader customer-centric perspective. Using User profiles as a tool will benefit a wide range of company’s departments and will lead to increasing results.
Developing products focusing on the user allows to find a potential solution for fulfilling its needs much easier. As a result, 90% of companies using Personas have been able to create a clearer understanding of who buyers are.
A customer journey map is a visual representation of user's steps through the process of completing an action. It helps to understand and define customer needs, pains and main actions.
Customer journey is a combination of storytelling, when the story of customer achieving goals is defined and visualization. There are several ways of possible visualizations - detailed maps, blueprint or our favorite - creating a visual image story of combined User profile and it’s goals.
Developing and visualizing a customer journey gives a power to convey information in memorable, easily understandable way that helps to see the big image.