IASA - Customer Journey Map

Canvas Overview

The Customer Journey canvas is a crucial tool for architects because it helps us understand and improve how customers interact with a product or service. It gives us a clear picture of each step a customer takes, from first hearing about a product to getting support after buying it.

Using this canvas, we can see where customers might have problems or feel frustrated. By understanding their journey, we can make sure our designs meet their needs and make their experience better.

For architects, this canvas is like a map showing us where to focus our efforts. It helps us see what changes we need to make to create designs that customers will love. Plus, it’s a great way to bring different teams together to talk about how to improve the customer experience.

In simple terms, the Customer Journey canvas helps us architects create designs that not only work well but also make customers happy, which is important for the success of any project.

How to Use this Canvas

For an architect filling out a customer journey, consider:

• Define Customer Personas: Understand your audience by creating detailed profiles representing different user segments. Consider demographics, motivations, and pain points.

• Map Touchpoints: List all the points where customers interact with your service, both online and offline.

• Identify Journey Stages: Break down the customer journey into stages such as awareness, consideration, purchase, and post-purchase.

• Assess Customer Experience: At each stage, document what customers might be thinking, feeling, and doing.

• Identify Pain Points: Look for areas where customers might experience frustration or barriers.

• Enhance the Experience: Use insights from the above steps to propose improvements or innovations in the customer journey.

About IASA Global: IASA Global is a non-profit association for ALL Technology Architects which was established in 2002.The association is committed to improving the quality of the BT architecture industry by developing and delivering standards, education programs and developing accreditation programs and services that optimize the development of the architecture profession. The IASA network and membership consists of approximately 70,000 people in over 50 countries.

IASA Global has created the world's first and only Business Technology Architecture Body of Knowledge, (BTABoK), which is a free public archive of Business Technology architecture best practices, skills, and knowledge developed from the experience of individual and corporate members of IASA. 

IASA has added templates for over 30 of the most frequently used BTABoK structured canvases into the Miroverse to help accelerate how Technology Architects collaborate on the architecture of the future. Give one a try today, and learn more about IASA at https://iasaglobal.org/.