Customer Journey Mapping

Customer journey mappingglossary×Journey MappingJourney mapping visualises the steps users take to achieve a goal across a product or service.Open glossary term→ is a UX and service designservice×Service DesignMap what happens across teams, systems, and touchpoints so services feel more joined up for users and easier to deliver internally.Open service→ method used to visualise the end-to-endglossary×End-to-EndEnd-to-end refers to the complete user journey from start to finish across all touchpoints.Open glossary term→ experience a customer has across all touchpoints.

It goes beyond a single product and looks at the entire relationship, from awareness and consideration through to purchase, use, and support.

A customer journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ map captures stages, touchpointsglossary×TouchpointAny interaction a user has with a service or brand.Open glossary term→, actions, thoughts, emotions, and pain points across channelsglossary×ChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term→ such as websites, apps, customer service, and offline interactions.

Unlike user journey mappingguide×User Journey MappingVisualising the end-to-end user experience so teams can understand pain points, emotions, and opportunities across a full journey.Open guide→, which often focuses on a specific product or task, customer journey mappingglossary×Journey MappingJourney mapping visualises the steps users take to achieve a goal across a product or service.Open glossary term→ looks at the broader lifecycle and business interactionglossary×InteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term→.

The goal is to understand the full experience and identify opportunities to improve it.

Use this method when you need a holistic view across channelsglossary×ChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term→.

It is most useful when:

Set up properly.

Before you start, be clear on who the customer is, what journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ or lifecycle you are mapping, and what dataglossary×DataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term→ and researchservice×User ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service→ are available.

Use real dataglossary×DataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term→ wherever possible.

Run the method.

Customer journey mappingglossary×Journey MappingJourney mapping visualises the steps users take to achieve a goal across a product or service.Open glossary term→ is structured and collaborative.

Define stages across the lifecycle. Map touchpointsglossary×TouchpointAny interaction a user has with a service or brand.Open glossary term→ across channelsglossary×ChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term→. Capture actions, thoughts, and emotions. Identify pain pointsglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ and gaps. Align with stakeholders across teams.

Focus on the customer perspective, not internal silos.

Capture and make sense of it.

The value comes from connecting the full experience.

Look across the journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ to identify frictionglossary×FrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term→ between channelsglossary×ChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term→, inconsistent experiences, key pain points, and opportunities for improvement.

Use this to guide strategyglossary×StrategyStrategy is a high-level plan that defines long-term goals and the approach to achieving them.Open glossary term→ and design.

Focus on:

Most issues come from:

If it doesn’t reflect reality, it won’t help.

Done properly, this method gives you:

If this sounds like something you need, we can help you map your customer journeysglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ and improve the full experience across every touchpointglossary×TouchpointAny interaction a user has with a service or brand.Open glossary term→.

No guesswork. No assumptions. Just clarityglossary×ClarityClarity is how easily users can understand what is happening and what they need to do.Open glossary term→ across the entire journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→.