Journey Map To Plot the Customer Experience


A journey is a tool to map out the customer experience of (a part of) your product/service in a visual way.

Suppose your organization provides a product or service, for example, mobile phone subscriptions. On your Journey Map, you will find a customer who goes through the process of selecting and purchasing a subscription (scenario), how the customer perceives each step (experience), what you learned about the overall needs of your customers (insights), and what can still be improved (opportunities). A journey map will serve your organization in understanding how your customers interact with your product/service and it helps see opportunities to improve the customer experience.

This sounds more difficult than it is, but use this template and you will be guided step-by-step in making your own journey map.

From our experience as a service design agency, we also provide you with tips and examples for how you can use a Journey Map for empathizing with your customer and improving your customer experience. Additionally, a Journey Map can be used to gain a complete overview of your services and improve collaboration between your departments.

Our instructions for making your own Journey Map:

  1. The scenario: Determine the scenario and profile. With this scenario, sketch a first draft of what this journey could look like from the perspective of your customer. You can enrich the scenario by adding drawings or pictures.

  2. The research insights: collect and plot existing data on the journey map (reviews, earlier research, and personas). Look for knowledge gaps and assumptions that need validation. Execute user research to collect additional insights about the customer experience (i.e. interviews or observations). Analyze this data and cluster corresponding findings, quotes and insights and plot these on your journey map.

  3. The customer experience: Define the customer experience based on the research and insights collected, and draw the emotion curve. Here you emphasize where things go well and where improvement is needed. Determine which steps make or break the overall experience and where to focus first.

  4. The opportunities: Together with key stakeholders, analyze the journey to spot opportunities that can improve your customer experience. The journey might contain a lot of information and opportunities, so summarise the key takeaways to make the journey actionable, and determine what the next steps will be.


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Customer Experience Excellence by Design
Essense is a service design agency based in Amsterdam specialised in designing digital services in the context of the entire customer experience across physical and digital channels.
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