Customer Journey Map

Collaborate to create a customer journey map a visual representation of the entire experience a customer goes through when interacting with a product, service, or brand.

Customer Journey Map

Reflect on your research and observation. Think of your customer journey as a movie and highlight your persona's sequence of events on the user timeline.

Step 1. State the aspiration of your user/target market. What is their goal? What are they trying to achieve? What road leads them to this problem?

Step 2. State their motivation: What are they trying to accomplish that leads them to the problem and to your solution?

Step 3. State their frustration: How does their aspiration and motivation lead them to encounter this problem?

Step 4. State where you can find the user based on their ethnography or makeup.

Step 5. State how the user will discover your solution. What is your marketing strategy?

Step 6. State how the user will implement your solution.

Step 7. State the experience that you will create that will finally solve their problem.

Customer Journey Map

A customer journey map is a visual representation of the entire experience a customer goes through when interacting with a product, service, or brand. It helps businesses gain a deeper understanding of their customers' needs, expectations, and pain points at various touchpoints along the journey.

Group Size: 2-5

Materials Needed: Print Customer Journey Map, Pens, Markers and Post-its 

Duration: 20-40mins

Customer Journey Map Instructions

A Customer Journey Map is a visual representation that depicts the end-to-end experience of a customer with a product, service, or brand. It captures the various touchpoints, interactions, and emotions that a customer goes through during their journey. The map helps uncover pain points, opportunities, and moments of truth throughout the customer's experience, enabling designers and teams to gain a holistic understanding of the user's perspective. By visualizing the customer journey, teams can identify areas for improvement, align strategies, and create more tailored and engaging experiences that meet the needs and expectations of the customers.

  • Document the end-to-end experience of a customer.

    Capture user touchpoints, interactions, emotions.

    Gain a holistic understanding of the users experience.

    Design a new or improved customer experience.

  • Work individually, and then convene in 4-6 member groups to collaborate to create the unique customer journey of your target market and use this information to inform your digital story.

  • Reflect on your research and observation. Think of your customer journey as a movie and highlight your persona's sequence of events on the user timeline.

    Step 1. State the aspiration of your user/target market. What is their goal? What are they trying to achieve? What road leads them to this problem?

    Step 2. State their motivation: What are they trying to accomplish that leads them to the problem and to your solution?

    Step 3. State their frustration: How does their aspiration and motivation lead them to encounter this problem?

    Step 4. State where you can find the user based on their ethnography or makeup.

    Step 5. State how the user will discover your solution. What is your marketing strategy?

    Step 6. State how the user will implement your solution.

    Step 7. State the experience that you will create that will finally solve their problem.

  • Think of your customer journey as movie. As you move from aspiration to frustration to elation.

    Add small details within the journey that could only be true to your particular customer profile/persona.

    Aspiration, motivation, frustration, and elation should all be inter-related a cause and effect phenomenon.

    Focus on your company's first contact with the customer with Step 5.

    Describe an early version of your idea and how the customer will implement your solution in Step 6.