Customer Journey Map

“A customer journey map provides a vivid but structured visualization of a service user’s experience… This story details their service interactions and accompanying emotions in a highly accessible manner.”

Stickdorn & Schneider. 2011. This is Service Thinking. Selected chapters.

Definition

Customer journey maps show a sequence of touch points along a journey where notable interactions take place.

Context

Constructive design

Procedure

1. Identify the particular situation and stakeholder.

2. Decide which elements of the map are relevant to the context. Touch points, interactions, thoughts, and feelings are some criteria to include.

3. Draw a draft of the journey the customer takes. Try to consider every possible stage.

4. Using any platform, plot a final customer journey map that is clear and easy to follow.

Use Case

I created a customer journey map showing the process of shopping for shoes at a local brick and mortar store.

My map includes a visual of the different interactions, emojis with thought bubbles to show the customer’s feelings, and any gaps for opportunities. At the bottom I’ve included possible design interventions.

Data Analysis

If done right, customer journey maps can be a quick and effective way of realizing unmet needs. The customer journey map should be easy to understand. Creating a clear and organized layout is essential for interpreting the map. I believe the most important part is how well it paints a representation of the experience that would play out in real life. This should put people into the user’s shoes and inspire services to address unmet needs.