Journey crafting is a customer experience framework that was developed by Andrea Peer, a customer experience expert, and ClickFunnels ambassador. Andrea’s background in user experience research and design in corporate America led her to create this framework to help clients create high-performing customer journeys that yield great results.
The concept of journey crafting sprouted from Andrea’s years of experience in user experience research and design. She was passionate about understanding how people interact with technology and creating products that users love and can easily adopt and use. However, after getting fired from her corporate job, Andrea decided to pursue entrepreneurship and started her own agency.
Initially, Andrea thought that her user experience career was over and that there was no place for it in her new entrepreneurial path. However, when she started her agency and began building funnels, she realized that there was a need for user experience expertise, especially when it came to membership builds. Membership builds require a strong focus on user experience because customers need to engage with the product repeatedly.
To communicate the importance of user experience in the agency world, Andrea introduced the concept of journey crafting. Instead of using technical terms like user experience, experience hacking, or experience design, she decided to talk about the customer journey. This shift in language allowed her to convey the value of user experience in a way that resonated with her clients.
Andrea started using her journey crafting framework in her agency and tested its effectiveness. She met Susan, who was intrigued by Andrea’s approach, and together they further developed and implemented the framework. Susan brought journey crafting to her own company, and it proved to be successful in improving customer experiences.
The turning point for journey crafting came in 2021 when Russell introduced ClickFunnels at Funnel Hacking Live. Andrea and Susan were immediately drawn to the new features and capabilities of the platform and saw an opportunity to leverage journey crafting within the ClickFunnels community. They started the Geek Out group, a community of ClickFunnels super users who wanted to learn and maximize the platform’s potential.
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