Illustrate the steps your customers go through when engaging with your product or the company, and how they feel at various points along the way.

👥 3 to 10 participants | ⏰ between 10 and 15 minutes


The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterise their step-by-step interaction with your product or company.

The journey map is meant to engender a shared reference of the experience and consensus of both the good and the bad parts of it.

It is also a means to something actionable—ideally something to design around—and not an end in and of itself. Your map should feel like a catalyst, not a conclusion.


Your team will be describing a possible scenario or mapping the experience for an existing product or service.

  1. You will need a blank journey worksheet that shows the different stages of the customer journey (this is a rough timeline).
  2. Choose a persona or create a new proto-persona from scratch. Define a goal for this persona.
  3. Look at what’s happening at each stage and the touchpoints that allow the user to reach this goal.
  4. Describe the experience flow across the different stages and touchpoints. Some facets you may want to document in your map are:
    Actions: What is the customer doing at each stage? What actions are they taking to move themselves on to the next stage? (Don’t list what your company or partners such as retailers are doing here. That will come later when we look at touchpoints).
    Motivations: Why is the customer motivated to keep going to the next stage? What emotions are they feeling? Why do they care?
    Questions: What are the uncertainties, jargon, or other issues preventing the customer from moving to the next stage?
    Barriers: What structural, process, cost, implementation, or other barriers stand in the way of moving on to the next stage?
  5. After the journey has been mapped, use it to highlight the gaps, pain points and opportunities of the experience, both from the perspective of the user and the company.

This is not the only way to create a customer journey. You may want tou use a different lens to look at each stage or the journey, or perhaps treat the journey as a storyboard.


Service Design Tools; Harvard Business Review; Adaptive Path

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