Journey Mapping provides a wide-angle view and visual representation of the end-to-end steps that customers take before, during, and after delivery of your product/service. It identifies each touchpoint, the actions of the service provider and the user, records the customer's emotional response to these touchpoints and identifies opportunities for improvement via new approaches.


what is it

The Customer Journey Map is a visual map of the process journey and a customers satisfaction level that will help your team understand what factors affect success.

why is it important

This activity allows each team member to walk-in-the-shoes of a customer and share their experiences. This allows the team to build a collective understanding of touchpoints, activities, locations, emotional highlights and lowlights, guiding them to opportunities for what they are trying to overcome in search of solutions. It is another divergent thinking empathy building tool



how to do it

  1. Position the Customer Journey Map on a wall space where the team can gather around it. If the journey is long you may need to continue on extension sheet 2.
  2. Use the Persona developed with the Persona Tool to identify which persona this journey map is for.
  3. Select the journey you wish to map – it could be the end-to-end customer experience, or it could be a smaller section of it.
  4. Consider the sequential start and end of the journey, especially consider steps before/during/after the product/service delivery. Write any key questions or discussion points on post-it notes, one per note, and post them in a separate area for later use.
  5. Fill in the Map for each of the journey stages using post-it notes for ease of moving if needed (occasionally journey stages are initially missed and need to be inserted later).
  6. When all the journey stages are agreedsplit up the work amongst the team and compete as much data for each row as possible, adding details on post-it notes along the rows.
  7. For each stage consider the emotional status of the persona and plot it on the emotional scale – are that happy, sad, angry, etc?
  8. Identify any insights and opportunities that you consider worth pursuing in the design phase.
  9. Write any key questions or discussion points on post-it notes, one per note, and post them in a separate area for later reference.
Links for further reading
Related videos


download tool