The Current vs. Future Customer Journey template is a collaborative workshop designed to help teams visualize existing customer experiences, identify friction points, and imagine how those experiences could be improved.
By comparing the current customer journey with an ideal future state, teams can move beyond simply identifying problems and start designing meaningful solutions.
This structured workshop brings together customer insights, collaborative brainstorming, prioritization, and action planning to turn ideas into tangible improvements.
Whether you're redesigning a digital product, optimizing a service, or improving customer satisfaction, this template helps your team align on where you are today and where you want to go.
How to use this template
Follow seven steps to explore and redesign your customer journey:
Kick-off: Align your team on the workshop objectives, scope, and expected outcomes. Establish a shared understanding of the experience you want to improve.
Who and What We Map: Define your target customer and the specific scenario you want to explore. Clarify the customer's needs, goals, and journey boundaries.
Current Journey – How It Is Today: Map the existing customer experience across key stages. Explore customer actions, touchpoints, pain points, and emotions to understand what works and where friction occurs.
Vote and Reframe: Identify the most important challenges, vote on priorities, and transform pain points into opportunities using "How Might We" questions.
Future Journey – How It Should Feel: Collaboratively design an improved customer experience. Explore new interactions, remove friction, and imagine how each stage of the journey could better support customer needs.
Gaps and Actions: Compare the current and future journeys to identify what needs to change. Define actionable improvements, assign responsibilities, and outline next steps.
Wrap-up: Summarize key insights, align on priorities, and reflect on the workshop outcomes to ensure everyone leaves with a shared vision.
Use the Parking Lot throughout the session to capture valuable ideas or questions that fall outside the immediate workshop scope.
Who is this template for?
This template is ideal for:
UX/UI designers looking to improve user experiences and identify opportunities for redesign.
Product teams aligning product improvements with customer needs.
Customer experience teams optimizing interactions across different touchpoints.
Service designers reimagining existing services and customer interactions.
Business and strategy teams planning customer-centered transformation initiatives.
Workshop facilitators guiding teams through collaborative problem-solving and future-state design.
Why use this template?
Understanding the current customer experience is only the beginning. Meaningful improvements happen when teams can clearly envision a better future and agree on how to achieve it.
This template helps teams:
Build a shared understanding of the existing customer journey.
Identify and prioritize the most important customer pain points.
Turn challenges into opportunities for innovation.
Visualize a future experience that better meets customer expectations.
Bridge the gap between ideas and implementation with clear actions and ownership.
By the end of the workshop, your team will have a visual comparison of the current and future customer journeys, prioritized improvement opportunities, and a practical action plan to move forward.
