Best Practice Report

Successful Innovation: Use Future-State Journey Mapping For Growth

October 20th, 2020
Gina Bhawalkar, Principal Analyst
Gina Bhawalkar Principal Analyst
With contributors:
David Truog , Joana de Quintanilha , Jennifer Wise , James Staten , Amanda Chen , Shayna Neuburg

Summary

Companies pursue innovation to succeed but often miss the mark because their efforts aren’t rooted in customer understanding and don’t deliver value. Customer experience (CX) pros can help, using a variant of a reliable tool they know well: journey mapping. That variant is called future-state journey mapping, and it helps companies create new offerings, unlock new areas of value, and envision possible futures ranging across multiple horizons — from the near term to the long term. In this report, we explain how to do it.

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