Design Thinking & Innovation
Customer Journey Map
Walk through the customer experience stage by stage: actions, touchpoints, emotions, pain points and opportunities.
- Time: 60 to 90 min
- With: Team with research data, ideally including customer-facing roles
- You get: A one-page map of where the experience works and where it hurts
How to use this worksheet
- Pick one persona and one scenario. A journey map for "everyone" is a map for nobody.
- Fill the lanes stage by stage, starting with what the customer does and where. Use real research and quotes where you can.
- Rate the emotion for each stage. The dips are where you look for opportunities.
- Close with the key insights and choose the one or two opportunities to work on first.
Journey map
Stages run left to right. Fill each lane for each stage.
Prompts
Ask yourself
- Which stage has the biggest drop in emotion?
- Which pain point appears in several stages?
- Where does the customer leave?
What are the main takeaways? What do we fix first?
Prompts and example
Ask yourself
- Which opportunity has the best effort-to-impact ratio?
- Who owns each next step?
Example
Trust drops at checkout. Fix the form and pricing page first (Priya, Q1). Then add onboarding mails (Sam, Q2).
Before you finish
- The map is for one persona and one scenario.
- Pain points come from research, not just from the team.
- Each opportunity has an owner or is explicitly parked.
About journey maps
A customer journey map visualises the whole experience across stages and touchpoints, including how the customer feels. It makes silos visible: each team sees its own step, but the customer lives all of them.
Update the map when you learn something new. A journey map on the wall that nobody changes is decoration.
Recommended reading
Werbung / Ad: Affiliate links. As an Amazon Associate I earn from qualifying purchases at no extra cost to you.
- Mapping ExperiencesJames Kalbach
Comprehensive guide to experience mapping techniques including customer journey maps and service blueprints.
- This Is Service Design DoingMarc Stickdorn, Markus Hormess, Adam Lawrence, Jakob Schneider
Practical guide to service design methods including customer journey mapping and touchpoint analysis.
- The Customer Experience BookAlan Pennington
Strategic approach to customer experience with practical journey mapping techniques.