journey mapping 101

Journey Mapping 101: Fundamentals and Best Practices

One of the key tools in our toolkit is called »Journey Mapping«. It's a way for understanding what the customer or user is experiencing as they work towards a specific goal. A customer journey map helps us learn about the customer's experience across touchpoints at each stage of their journey, from the moment they first discover a product to after they've purchased it. In this article, we'll walk you through the fundamentals of journey mapping and provide practical tips and examples to help you get started.

What is Journey Mapping?

• Customer Experience
• User-Centric Design
• Product Management
• Product Innovation
• Customer Insights
• Stakeholder Alignment

A journey map is a visual representation of the customer's experience as they interact with a product or service. It typically includes the customer's goals, actions, emotions (even though we encourage you to not go this way), and pain points at each touchpoint, from discovery to purchase and beyond. By creating a journey map, you can gain a deeper understanding of the customer's perspective and identify areas for improvement that can enhance the overall customer experience.

Why is Journey Mapping Important?

Journey mapping is important for several reasons. First, it helps you see the customer's experience from their perspective, which can lead to more user-centric products and services. Second, it helps you identify pain points and opportunities for improvement, which can lead to better conversion rates, customer retention, and loyalty. Finally, it can help align stakeholders around the customer's jobs and goals, which can lead to a more effective product development process.

Types of Journey Maps

Journey maps come in different types, each serving a unique purpose to help businesses understand their customers better. Here are two of the most common types of journey maps:

Current State (As Is) Journey Maps

A current state, or “as is” journey map, is a visual representation of the customer’s current experience with a product. This type of journey map focuses on mapping out the customer’s existing touchpoints, pain points, and overall experience while using a product or service. By understanding the current state of the customer’s journey, businesses can identify areas of improvement and create solutions to enhance the customer experience.

Future State (To Be) Journey Maps

A future state, or “to be” journey map, is a visual representation of the ideal customer experience that a company wants to create. This type of journey map focuses on mapping out the desired customer touchpoints, interactions, and experience a company wants to provide. Future state journey maps are helpful in identifying the gaps between the current and desired customer experience and developing strategies to bridge those gaps.

By understanding the different types of journey maps, businesses can select the one that aligns best with their goals and objectives. Each type of journey map provides a unique perspective on the customer experience and helps businesses identify areas of improvement to enhance the overall customer experience.

How to kickoff your Journey Map?

If you start from scratch, creating a journey map involves several steps. The first step is to map out the customer journey based on your own expertise and assumptions. We call this an »assumption map.« Then, you you should consider to conduct research to validate your assumptions and gather data to fill in any gaps. You can use different research methods, like surveys, interviews, and analytics, to get the information you need. Anyway, from here you can create a narrative visualization, which is a high-fidelity map that highlights the strengths, weaknesses, and overall potential of the customer journey.

Depending on where you are in your product life cycle, we pursue different goals with Journey Mapping. 

Journey Mapping during Introduction

In the early stages of product development, we examine the context in which your product will operate. We support the product team with insight into the pain points and identify opportunities so that your solution addresses a suitable problem.

Journey Mapping during Growth

The more popular your product becomes, the more important it is to understand how customers use it and how it fits into their lives. We uncover gaps and weaknesses in the journey, so you can develop features that meet customer needs, improve the customer experience and capitalise on growth opportunities.

Journey Mapping during Maturity

In this phase, your product faces more competition. Armed with knowledge of market potential, strengths, weaknesses, and the jobs of your customers, we redraw the journey and create aspirational targets that help you to design change processes and remain competitive.

The path to your Journey Map depends on where you are and where you are heading. We help you to pave it and to walk it. In any case, we want to encourage you to get started. From then on, you have a living object that you can continue to study and correct. 

Analyzing Journey Maps for UX Insights

How Telekom closes weaknesses and gaps with the help of Journey Maps

Once you have completed your customer journey mapping, the next step is to analyze the data to identify pain points and opportunities for improvement. Here are some key steps to follow:

• Review the Journey Map: Take a step back and look at the journey map as a whole. Identify patterns, recurring themes, and areas where customer’s experience frustration, confusion, or bottlenecks.
• Identify Key Moments: Look for key moments or touchpoints in the journey that stand out as particularly positive or negative. These moments may be critical for the customer's overall experience, and you can use them to focus your efforts on improving the journey.
• Quantify the Data: Use metrics to quantify the data, such as time spent on a task, completion rates, and customer satisfaction scores. These metrics can help you pinpoint where customer’s are struggling and prioritize which pain points to address first.
• Identify Opportunities: Once you have identified pain points, you can start brainstorming opportunities for improvement. Consider what changes you can make to the customer journey to reduce friction, increase engagement, and create a more satisfying customer experience.

By analyzing your journey map, you can gain valuable insights into the customer experience and identify opportunities for improvement. Use these insights to drive your design decisions and create a user-centric product or service.

Best Practices for Journey Mapping

When it comes to creating effective journey maps, here are some tips to keep in mind:

• Keep it real : Make sure your map reflects the actual experience of your customer’s. Uncover your own biases and reality check your assumptions to be more certain.
• Collaborate : Bring together stakeholders from across the organization to contribute their insights to the journey map. This will help ensure that everyone is aligned around the customer's needs and goals.
• Focus on jobs : Do not assign your target audience to socio-demographic segments, instead divide customers by their jobs. Group together everyone who has a common concern that you’d like to help them address. 
• Determine your goals : One journey mapping is not the same as another. In each phase of your product's lifecycle, you can gain different insights to shape the product experience. Think about your goals in advance to get the most out of your journey map.
• Iterate: Journey mapping is an iterative process. You may need to go back and refine your journey map based on your analysis and insights. You can also continue to iterate on your journey map over time as you gather more data and feedback from customers.

Using Journey Maps in Product Development

How Ryzon uses Journey Maps to investigate their customer experience.

Now that you have a customer journey map in hand, here are some ways you can use it to inform product development decisions:

• Get organized: Use your journey map to create a prioritized list of features to develop based on the customer's goals and pain points that come with their job. This will help ensure that you are focusing on the most important areas first.
• Design for the user: Use the insights from your journey map to inform your UX design decisions. By also considering your customers habits and constraints, you can create designs that are truly user-centric.
• Feed your research plan: Use blind spots and insights to raise relevant research questions and validate corresponding hypotheses. This will help choose the right research method to unlock potentials efficiently. 
• Get buy-in: Share your journey map with stakeholders across the organization to help build consensus around the customer's needs and goals. This will help ensure that everyone is aligned around a common vision for the product.
• Drive customer-centric change: Use this technique to involve customers in the product development process and ensure that their needs and expectations are met. This will help make informed decisions about customer experience investments.

Journey mapping is a valuable tool for anyone involved in product development. By mapping out the customer's exprience across touchpoints, you can gain a deeper understanding of their jobs, goals and pain points, and identify opportunities for improvement. By following the best practices outlined above, you can create effective customer journey maps that inform your product development decisions and lead to more user-centric designs. Happy mapping!

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Customer journey mapping in 2 and 1/2 days

How to create a customer journey map that improves customer success.

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There’s a common saying that you can’t understand someone until you’ve walked a mile in their shoes—and that’s exactly what customer journey maps do: they help you put yourself in different customers’ shoes and understand your business from their point of view.

Why should you do it? How should you do it? Find the answers in this guide, which we wrote after interviewing 10+ customer journey experts who shared methodologies, dos and don’ts, and pro tips with us. 

On this page:

What is a customer journey map?

How to create a customer journey map in 2 and ½ working days

4 benefits of customer journey mapping for your business

In later chapters, we dive deeper into customer journey analytics, workshops, and real-life examples.

Start mapping your customer journey

Hotjar lets you experience the customer journey through their eyes, so you can visualize what’s working and what needs improvement.

A customer journey map (CJM) is a visual representation of how customers interact with and experience your website, products, or business across multiple touchpoints.

By visualizing the actions, thoughts, and emotions your customers experience, a customer journey map helps you better understand them and identify the pain points they encounter. This is essential if you want to implement informed, customer-focused optimizations on your site.

Mapping the customer journey: narrow vs. wide focus

A customer journey map can have a very narrow focus and only look at a few, specific steps of the customer experience or buyer’s journey (for example, a product-to-purchase flow on a website), or it can take into account all the touchpoints, online and offline, someone goes through before and after doing business with you. 

Each type of customer journey map has its advantages:

A CJM with a narrow focus allows you to zero in on an issue and effectively problem-solve 

A CJM with a wide focus gives you a broader, holistic understanding of how customers experience your business

Regardless of their focus, the best customer journey maps have one thing in common: they are created with real customer data that you collect and analyze . The insights are usually organized into a map (hence the name), diagram, or flowchart during a group workshop, which is later shared across the entire business so everyone gets a clear and comprehensive overview of a customer’s journey.

How to create your first customer journey map in 2 and ½ working days

The process of creating a customer journey map can be as long or short as you need. Depending on how many people and stakeholders you involve, how much data you collect and analyze, and how many touchpoints there are across the business, you could be looking at days or even weeks and months of work.

If you’re new to customer journey mapping, start from a narrower scope before moving on to mapping every single customer touchpoint . 

Here’s our beginner customer journey mapping framework to help you create your first complete map in 2 and ½ working days:

Day 1: preliminary customer journey mapping work

Day 2: prep and run your customer journey mapping workshop.

Final ½ day: wrap up and share your results

Download your free customer journey map checklist  (as seen below), to mark off your tasks as you complete them.

On your first day, you have three essential tasks:

Define the goal and scope of your CJM

Collect customer data and insights

Invite your team to a customer journey mapping workshop

Step 1: define the goal and scope of your CJM

Clarifying what part(s) of the journey you're looking at, and why, helps you stay focused throughout the mapping process.

If this is your first map,  start from a known issue or problematic area of your website. Keep the scope small, and focus on anything you can break down into four or five steps. For example:

If you have a high drop-off on a pricing page with five calls-to-action, each of which takes users to a different page, that’s enough for a mappable journey

If your purchase flow is made of five self-contained pages, each of which loses you potential customers, that’s a good candidate for mapping

✅ The output: a one- or two-sentence description of what your map will cover, and why, you can use whenever you need to explain what the process is about. For example: this map looks at the purchase flow on our website, and helps us understand how customers go through each step and the issues or obstacles they encounter. The map starts after users click ‘proceed to checkout’ and ends when they reach the 'Thank You' page .

Step 2: collect customer data and insights

Once you identify your goal and scope, the bulk of your first day should be spent collecting data and insights you’ll analyze as part of your mapping process. Because your map is narrow in focus, don’t get distracted by wide-scale demographics or data points that are interesting and nice to know, but ultimately irrelevant. 

Get your hands on as much of the following information as you can:

Metrics from traditional analytics tools (such as Google Analytics) that give you insight into what’s happening, across the pages and stages your customer journey map covers

Data from analyzing your conversion ‘funnels’ , which record how many visitors end up at each stage of the user journey, so you can optimize those steps for potential customers and increase conversions

Behavior analytics data (from platforms like Hotjar) that show you how people interact with your site. For example, heatmaps give you an aggregate view of how users click, move and scroll on specific pages, and session recordings capture a user’s entire journey as they navigate your site

Quantitative and qualitative answers to on-site surveys relevant to the pages you’re going to investigate, as customer feedback will ultimately guide your roadmap of changes to make to improve the journey

Any demographic information about existing user and customer personas that helps you map the journey from the perspective of a real type of customer, rather than that of any hypothetical visitor, ensuring the journey makes sense for your target audience

Any relevant data from customer service chat logs, emails, or even anecdotal information from support, success, and sales teams about the issues customers usually experience

✅ The output: quantitative and qualitative data about your customers' interactions and their experiences across various touchpoints. For example, you’ll know how many people drop off at each individual stage, which page elements they interact with or ignore, and what stops them from converting.

💡Pro tip: as you read this guide, you may not yet have most of this data, particularly when it comes to heatmaps, recordings, and survey results. That’s ok. 

Unless you’re running your CJM workshop in the next 12 hours, you have enough time to set up Hotjar on your website and start collecting insights right now. The platform helps you:

Learn where and why users drop off with Funnels

Visualize interactions on key pages with Heatmaps

Capture visitor sessions across your website with Recordings

Run on-site polls with Surveys

When the time comes for you to start your customer journey mapping process, this data will be invaluable.

Step 3: invite your team to a customer journey mapping workshop

In our experience, the most effective way to get buy-in is not to try and convince people after things are done—include them in the process from the start. So while you can easily create a customer journey map on your own, it won’t be nearly as powerful as one you create with team members from different areas of expertise .

For example, if you’re looking at the purchase flow, you need to work with:

Someone from the UX team, who knows about the usability of the flow and can advocate for design changes

Someone from dev or engineering, who knows how things work in the back end, and will be able to push forward any changes that result from the map

Someone from success or support, who has first-hand experience talking to customers and resolving any issues they experience

✅ The output: you’ve set a date, booked a meeting space, and invited a group of four to six participants to your customer journey mapping workshop.

💡Pro tip: for your first map, stay small. Keep it limited to four to six people, and no main stakeholders . This may be unpopular advice, especially since many guides out there mention the importance of having stakeholders present from the start.

However, when you’re not yet very familiar with the process, including too many people early on can discourage them from re-investing their time into future CJM tasks. At this stage, it’s more helpful to brainstorm with a small team, get feedback on how to improve, and iterate a few times. Once you have a firm handle on the process, then start looping in your stakeholders.

On workshop day, you’ll spend half your time prepping and the other half running the actual session.

Step 1: prepare all your materials 

To run a smooth workshop, ensure you do the following:

Bring stationery: for an interactive workshop, you’ll need basic materials such as pens, different colored Post-its, masking tape, and large sheets of paper to hang on the wall

Collect and print out the data: use the data you collected on Day 1. It’s good to have digital copies on a laptop or tablet for everybody to access, but print-outs could be the better alternative as people can take notes and scribble on them.

Print out an empathy map canvas for each participant: start the workshop with an empathy mapping exercise (more on this in Step 2). For this, hand each participant an empty empathy map canvas you can recreate from the template below.

Set up a customer journey map template on the wall: use a large sheet of paper to create a grid you'll stick to the wall and fill in as part of the workshop. On the horizontal axis, write the customer journey steps you identified during your Day 1 prep work; on the vertical axis, list the themes you want to analyze for each step. For example:

Actions your customers take

Questions they might have

Happy moments they experience

Pain points they experience

Tech limits they might encounter

Opportunities that arise

Step 2: run the workshop

This is the most interactive (and fun) part of the process. Follow the framework below to go from zero to a completed draft of a map in just under 2 hours .

Introduction [🕒 5–10 min]

Introduce yourself and your participants to one another

Using the one-two sentence description you defined on Day 1, explain the goal and scope of the workshop and the activities it will involve

Offer a quick summary of the customer persona you’ll be referring to throughout the session

Empathy mapping exercise [🕒 30 min]

Using the personas and data available, have each team member map their observations onto sticky notes and paste them on the relevant section of the empathy mapping canvas

Have all participants take turns presenting their empathy map

Facilitate group discussions where interesting points of agreement or disagreement appear

Customer journey mapping [🕒 60 min]

Using Post-its, ask each participant to fill in parts of the map grid with available information. Start by filling in the first row together, so everybody understands the process, then do each row individually (15–20 min). At the end of the process, you should have something like this:

Looking at the completed map, encourage your team to discuss and align on core observations (and take notes: they’ll come in handy on your final half day). At this point, customer pain points and opportunities should become evident for everybody involved. Having a cross-functional team means people will naturally start discussing what can, or cannot, immediately be done to address them (35–40 min).

Wrap up [🕒 5 min]

Congratulations! Your first customer journey map is complete. Finish the session by thanking your participants and letting them know the next steps.

Final half-day: wrap up and share

Once you’ve gone through the entire customer journey mapping workshop, the number one thing you want to avoid is for all this effort to go to waste. Instead of leaving the map hanging on the wall (or worse: taking it down, folding it, and forgetting about it), the final step is to wrap the process up and communicate the results to the larger team.

Digitize the map so you can easily update and share it with team members: it may be tempting to use dedicated software or invest time into a beautiful design, but for the first few iterations, it’s enough to add the map to your team’s existing workflows (for example, our team digitized our map and added it straight into Jira, where it’s easily accessible)

Offer a quick write-up or a 5-minute video introduction of the activity: re-use the description you came up with on Day 1, including who was involved and the top three outcomes

Clearly state the follow-up actions: if you’ve found obvious issues that need fixing, that’s a likely next step. If you’ve identified opportunities for change and improvement, you may want to validate these findings via customer interviews and usability testing.

4 benefits of customer journey mapping

In 2023, it’s almost a given that great customer experience (CX) provides any business or ecommerce site with a competitive advantage. But just how you’re supposed to deliver on the concept and create wow-worthy experiences is often left unsaid, implied, or glossed over.

Customer journey maps help you find answers to this ‘How?’ question, enabling you to:

Visualize customer pain points, motivations, and drivers

Create cross-team alignment around the business

Remove internal silos and clarify areas of ownership

Make improvements and convert more visitors into customers

We’ve done a lot of customer journey work here at Hotjar, so we know that the above is true—but don’t just take our word for it: all the people we interviewed for this guide confirmed the benefits of journey mapping. Let’s take a look at what they shared.

1. Visualize customer pain points, motivations, and drivers

It’s one thing to present your entire team with charts, graphs, and trends about your customers, and quite another to put the same team in front of ONE map that highlights what customers think, want, and do at each step of their journey.

I did my first customer journey map at MADE.COM within the first three months of joining the company. I was trying to map the journey to understand where the pain points were.

For example, people who want to buy a sofa from us will be coming back to the site 8+ times over several weeks before making a purchase. In that time, they may also visit a showroom. So now I look at that journey, at a customer’s motivation for going to the website versus a physical store, and I need to make sure that the experience in the showroom complements what they're doing on-site, and vice-versa, and that it all kind of comes together.

The map helps in seeing that journey progress right up to the time someone becomes a customer. And it also continues after: we see the next touchpoints and how we're looking to retain them as a customer, so that they come back and purchase again.

A customer journey map is particularly powerful when you incorporate empathy into it, bringing to light specific emotions that customers experience throughout the journey.

2. Create cross-team alignment around the business

The best, most effective customer journey maps are not the solo project of the user experience (UX) or marketing team (though they may originate there).

Customer journey maps are a quick, easy, and powerful way to help everybody in your business get a clearer understanding of how things work from a customers’ perspective and what the customers’ needs are—which is the first step in your quest towards creating a better experience for them.

Our first goal for preparing a customer journey map was to improve understanding customers across the company, so that every employee could understand the entire process our clients go through.

For example, people from the shipping department didn't know how the process works online; people from marketing didn't know how customers behave after filing a complaint. Everything seems obvious, but when we shared these details, we saw that a lot of people didn't know how the company itself works—this map made us realize that there were still gaps we needed to fill.

If we discover that customers have a pain point in a specific section of the map, different teams can look at the same section from several angles; customer support can communicate why something is not possible, and engineering can explain why it’s going to take X amount of effort to get it done. Especially in cross-functional teams where we all come from really different disciplines, I find these maps to be an incredible way for us all to speak the same language.

3. Remove internal silos and clarify areas of ownership

As a company grows in size and complexity, the lines of ownership occasionally become blurry. Without clarity, a customer might get bounced like a ping pong ball across Sales, Success, and Support departments—not great for the seamless and frictionless customer experience we all want to offer.

A central source of ‘truth’ in the form of a customer journey map that everybody can refer to helps clarify areas of ownership and handover points.

We were growing as a team, and we realized we needed to operationalize a lot of the processes that, before then, had just been manually communicated. We did it through a customer journey map. Our goal was to better understand where these hand-off points were and how to create a more seamless experience for our customers, because they were kind of being punted from team to team, from person to person—and often, it was really hard to keep tabs on exactly where the customer was in that entire journey.

4. Make improvements and convert more visitors into customers

A customer journey map will take your team from 'It appears that 30% of people leave the website at this stage' to 'Wow, people are leaving because the info is incomplete and the links are broken.' Once everyone is aligned on the roadblocks that need to be addressed, changes that have a positive impact on the customer experience and customer satisfaction will happen faster.

The customer journey map brings it all together: it doesn't matter who you've got in the room. If you’re doing a proper journey map, they always get enlightened in terms of ‘Oh, my word. I did not know the customer's actually experiencing this.’ And when I walk out of the session, we have often solved issues in the business. Accountability and responsibilities have been assigned, and I find that it just works well.

Shaheema (right) working on a customer journey map

Collect the right data to create an effective customer journey map

The secret of getting value from customer journey mapping is not just building the map itself: it's taking action on your findings. Having a list of changes to prioritize means you can also measure their effect once implemented, and keep improving your customers' experience. 

This all starts with collecting customer-centric data—the sooner you begin, the more information you’ll have when the time comes to make a decision.

Start mapping your customer journey today

Hotjar lets you experience your customer’s journey through their eyes, so you can visualize what’s working and what needs improvement.

FAQs about customer journey mapping

How do i create a customer journey map.

To create a useful customer journey map, you first need to define your objectives, buyer personas, and the goals of your customers (direct customer feedback and  market research will help you here). Then, identify all the distinct touchpoints the customer has with your product or service in chronological order, and visualize the completion of these steps in a map format.

What are the benefits of customer journey mapping?

Customer journey mapping provides different teams in your company with a simple, easily understandable visualization that captures your customers’ perspective and needs, and the steps they’ll  take to successfully use your  product or service. 

Consider customer journey mapping if you want to accomplish a specific objective (like testing a new product’s purchase flow) or work towards a much broader goal (like increasing overall customer retention or customer loyalty).

What is the difference between a customer journey map and an experience map?

The main difference between an experience map and a customer journey map is that customer journey maps are geared specifically toward business goals and the successful use of a product or service, while experience maps visualize an individual’s journey and experience through the completion of any task or goal that may not be related to business.

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Marketing tips

Customer journey mapping 101 (+ free templates)

When I was a kid, I remember watching my parents switch between different credit cards to get the best rewards for a particular purchase. They almost always pulled out the American Express first because (as they explained to me) the base reward rate was higher than even the sector-specific perks offered by other cards. Twenty years later, when I decided to get a high-end credit card, Amex was the first one that came to mind.

Customer journey mapping is the process of planning out people's awareness of and relationship to your brand, starting with their very first impression—even if, as in my case, that impression is made a full decade before they can actually use your product.

Table of contents: 

What is a customer journey map?

Think back to any recent purchase of your own, and try to trace your own customer journey:

When and where was your first contact with the product or service?

How many channels of communication with the company did you have available?

How was the contact you had, if any? Was it personal or formulaic?

Were your problems, if any, solved? If so, were they solved in a timely manner?

What do you now know about the brand besides the product or service itself?

The customer journey vs. the user journey vs. the buyer journey

What's the difference between the customer, user, and buyer journeys?

The customer journey is split up into two parts: the buyer journey and the user journey. The buyer journey covers everything up to the point of purchase. After that point, the customer becomes a user, and all of their experiences are part of the user journey. 

Benefits of customer journey mapping

Here are the main benefits of the customer journey mapping process:

Touchpoint optimization: With a clear understanding of what your touchpoints are and where they occur, you can track and adjust them based on how they perform.

Enhanced customer experience insights: Through customer profiling and a better overview of all the touchpoints that make a journey, you can acquire more precise and actionable customer experience insights.

Improved product development: Thoughtful and intentional journey planning creates more opportunities for meaningful customer feedback, which gives businesses better information to improve their product.

Customer journey map template

The customer journey map includes additional details within each phase (which I'll discuss in more detail later) to help you strategically plan your customers' touchpoints and move them closer to a purchase.

Below, we'll walk through each part of the customer journey map and how to use it. 

Parts of a journey map

If you're already familiar with journey mapping, you can start filling in the template right away. Otherwise, here's a quick walkthrough of what goes in each section.

What is the customer doing?

In this section, you'll jot down the main things that the prospect, lead, or customer is doing during this stage. For example, if you're a personal trainer, an awareness stage key step might include something like "Prospect wants to get in shape." Or if you offer an email newsletter app, an expansion and advocacy stage key step might be "Customer upgrades their plan." 

Each stage will likely have more than one key step or milestone—that's good. You should be specific enough to be able to create touchpoints, content, and marketing campaigns geared toward each milestone.

What is the customer thinking?

Next, put yourself in the customer's shoes and think about what questions they might have at each stage. In the awareness stage, it might be things like "How can I do X better?" or "What is [your product name]?" In the consideration phase, questions like "Is this worth my time/money?" or "Will this help me solve my problem?" will come to the forefront. 

Where and how could the customer encounter our brand?

After you've outlined what your customer is thinking at each stage, align each question with the relevant touchpoint that could address each concern.

What touchpoint opportunities are missing?

When you have a question or milestone that doesn't have a corresponding touchpoint, you've found a gap in your customer journey. That means customers at this stage are going to be left with unmet needs and unanswered questions, and may look more seriously at competitor products as a result. It's essential to develop touchpoints to fill this gap and prevent losing potential customers at a key milestone.

Stages of the customer journey

The customer journey map can be split into five phases: awareness, consideration, conversion, retention, and brand loyalty.

Customers can't decide whether or not they want your product if they don't know that it exists. In the earliest phase of the customer journey, a business's goal is to reach the individual and, ultimately, attract them to the brand.

Consideration

Once potential customers are aware of your brand, the next phase they enter is called "consideration" or "research." This is when the customer's perspective shifts from simple awareness of your brand's existence to an understanding of the value that you have to offer them. 

Some businesses also include a mini-stage called "Intent" or "Onboarding," when the customer has decided they're interested in the product and is testing it out. The company's goal in this stage is simply to provide an exceptional user experience—they want to make sure the product works as intended and the customer's questions and requests are handled well.

A business can identify customers that are primed for conversion based on behavior in the consideration stage. Someone who signs up for a newsletter isn't a hot sales prospect quite yet, but when they start opening more emails and spending more time on the site, that's when brands know they're ready for a conversion push.

An abandoned cart email pushing a browsing shopper to complete a purchase

A physical mail offer pushing a potential customer to open an account

A seasonal campaign highlighting why a product is perfect for a particular holiday, celebration, or event

When a conversion is successful, a potential buyer becomes an actual customer. The goal in the retention stage is to demonstrate to the customer why they were right to make their purchase, and set them up to make more purchases or renew services in the future.

The retention stage is also where the user experience or user journey begins. The company's job in this phase, then, is to provide the best possible user experience. Easy installation, frictionless customer service, and—this part should be obvious—a product or service that works well and provides the user what they need are all key components to improved customer retention.

Brand loyalty

In the final customer journey phase, users go from run-of-the-mill satisfied customers to active advocates for your business. 

Keep in mind: a customer doesn't need to be a zealot for your company to be an unintentional brand advocate. One of the biggest reasons I made the decision to apply for Amex's high-end card is because my best friend has it. She didn't specifically recommend it to me, but I became interested after experiencing a lot of the card benefits vicariously through her. 

Advanced customer journey mapping tips

Everything we've covered up to this point will only get you as far as a basic customer journey map. That doesn't mean, however, that your customer journey map will be good . Once you have the basic journey mapping structure down, you'll want to take steps to continually improve your map's effectiveness.

Survey your customers and customer teams

Talk to your customer-facing employees, too. The people who work directly with customers day-to-day will have more accurate information about how to interact with them.

Automate customer data collection

Tweak for b2b, b2c, and saas industries.

The nature of the customer journey is different for SaaS, B2B, and B2C companies. A B2B company's interactions with prospects might include in-person conferences, while a SaaS company's touchpoints will be mostly digital. Companies that sell to consumers will need to think through individual people's experiences in a way that B2B companies don't. A company whose products are designed for emergencies will need to think through crisis scenarios instead of day-to-day customer experiences.

Tweak your customer journey categories to fit your company, product, and industry. Using a generalized or poorly-fitting customer journey map will result in vague and unhelpful interactions with your brand.

Create multiple maps for different journeys

When people refer to the customer journey, they're typically talking about the overarching journey from awareness to brand loyalty that we outlined above. However, you can map any part of the customer journey and experience. 

Do you target college students? Replace the five stages with four academic quarters and map their experience over the course of a year. 

Is your product designed to be used in the car? Map the customer journey through each hour of a long road trip. 

Zooming in to create detailed maps of different aspects of the customer journey will help you create even more specifically tailored customer experiences.

Types of journey maps

The template above follows the standard stages of the customer journey, but it's not the only way to do your customer journey mapping.

Two other commonly-used journey maps are the "Day in a life" journey map and the customer support journey map. We've provided the key elements of both below, as well as customer journey map templates for each.

Day/week/month in the life map

This map includes space for you to record the buyer persona's name, occupation, and motto, but these are really just shorthand for key persona characteristics. If you're selling baby diapers, for instance, your persona's occupation would be "parent," even if the person in question is also an accountant. 

The "motto" should be a condensed version of your persona's primary mindset with regard to their wants, needs, and pain points. The motto for an expecting first-time parent might be, "I'm excited but nervous—I have to make sure I'm prepared for anything."

Use the column headers to set your time frame. If you're marketing to expecting parents, the time frame might be the nine months of a pregnancy, or you might map an expectant mother's experiences through a single day in her third trimester. At each stage, ask yourself the same questions:

Where and how could the customer encounter our brand? Alternatively: how could our brand provide value at each stage?

A day in the life customer journey map will not only help you zoom in to develop more tailored experiences, but it will also give you insights into what might be useful to add or improve in your product or service.

Support experience map

This journey map is a bit different in that it doesn't just map touchpoints; it maps functional interactions between the customer and customer service representatives as well as the behind-the-scenes activities necessary to support the customer-facing team.

This map starts when the support ticket is opened and ends when the customer's issue is resolved. The top row of the map is simple: what is the customer doing at each stage in the support process?

​​Next, you'll record the corresponding actions of your customer-facing, or "frontstage" team. This includes both employees' actions and the systems engaged in the support process. For example, if the first step of your customer support process is handled by a chatbot or automatic phone system, these will go in the technology row. If the customer moves forward to request to speak with a representative, then the second stage is where your "employee actions" row will come into play.

Finally, the bottom row is for behind-the-scenes activity performed by employees who don't interact with the customer at all. For example, if the customer representative needs to get information from another department to answer the customer's questions, the other department's involvement will be recorded in the "backstage actions" section of the map.

Customer journey mapping example

To put it all together, here's an example customer journey map for a gym. 

Researches local gyms online

Reads reviews

Compares membership options

"I can't go up a flight of stairs without getting winded; I need to get my health and fitness on track."

"I wish I knew someone who could recommend this gym." 

Encounters: 

Online reviews

Social media pages

Missing touchpoint:

Success stories on social media in a front-and-center location, like a saved Instagram Stories collection or a pinned post 

Views gym's social media

Visits gym's website

Views membership pricing page

"This gym looks clean and modern from the photos."

"I hate calling the gym, but I'd like to learn more about personal training or class options."

Contact form

Free trial request pop-up

A live chat box on the gym's website for prospective customers to ask questions about the facility or membership options before visiting 

Visits the gym to take a tour

Meets with a membership consultant

Potentially signs up for free trial

"The staff was friendly and it was easy to sign up."

"I wish I could see what classes they offer and weekly schedules without having to visit the gym."

In-person visit

Facility tour

Consultation

Free trial sign-up

Orientation session

Gym access card

A mobile app where members can track their progress, access class schedules, book personal trainer sessions, and receive personalized workout recommendations

Visits the gym regularly

Participates in classes

Engages with personal trainers

Potentially pays for membership after free trial ends

"Maybe I should compare options again." 

"I wish I knew someone who could work out with me."

Personal trainer consults

Email reminders about upcoming end to free trial

Personalized offer encouraging renewal

Follow-up call

Community-building events like workshops or challenges to foster a sense of community and support among members and staff

Refers friends and coworkers

Promotes the gym on social media

Regularly visits and attends classes 

"My coworker would love this gym since it's so close to work." 

"I love that teacher. I'm going to try some of her other classes."

Referral programs

Social media engagement

Reviews gym

Potentially provides a testimonial for gym

Missing touchpoints:

A loyalty rewards program for members' continued commitment and engagement that offers exclusive discounts, merchandise, or access to premium services 

Related reading:

This article was originally published in May 2021 by Nick Djurovic. The most recent update was in August 2023.

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Amanda Pell

Amanda is a writer and content strategist who built her career writing on campaigns for brands like Nature Valley, Disney, and the NFL. When she's not knee-deep in research, you'll likely find her hiking with her dog or with her nose in a good book.

• CRM (Customer Relationship Management)
• Sales & business development
• Small business

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Customer Journey Mapping 101: The What, Why, and How

Customer experience improvement requires an organizational commitment that cuts across departments and teams. Orchestrate this through journey mapping.

Talk about the importance of the customer experience is everywhere these days, and it’s not just analysts or leading organizations doing the talking anymore. Delivering a consistent, low-effort customer experience from end to end has huge business benefits, but requires a fundamental organizational commitment that must cut across departments and teams.

A great way to get your organization on board to measurably improve the customer experience is to step into the customer’s shoes and experience that journey from their perspective – what your customers are doing, thinking, and feeling along the way.

Customer journey mapping will help you identify, with data, what’s working, what’s not, and will compel you to take necessary actions to improve.

I’ll walk you through what I’ve learned when my company,  Code42 , began mapping our customer journey and provide you with a foundation and a framework you can use at your organization.

What Is Customer Journey Mapping?

Customer journey mapping is about creating the organizational change that’s required to be truly customer-centric and make measurable progress toward your organization’s overall goals.

Here’s a more formal definition:

Customer journey mapping:  A series of activities that your organization undergoes to understand and improve the overall experience that your customers or members have with your organization, from the  customer’s perspective .

Note : In user experience (UX) and design contexts, this is also called experience mapping.

Customer journey mapping is an outside-in approach (different from service design, which is inside-out) designed to cut across departments, functions, and organizational silos. It allows you to identify rough spots, act, and ultimately execute better as an organization. What comes out of those activities—the artifact—is the  customer journey map .

However, the research, activities, and subsequent actions are the most important part in customer journey mapping (more on that later).

Why Does Customer Journey Mapping Matter?

While most organizations say (or think) they’re customer focused, the reality is quite different. In 2005, Bain and Company released some  staggering research :

80% of firms participating in the study said they deliver a superior  experience , while  only 8% of their customers agreed .

This difference is called the “perception gap,” and we haven’t evolved much since 2005. Similarly,  a 2017 study by Capgemini  found:

75% of companies believe they’re customer-centric,  while only 30% of consumers agreed.

Ultimately, your customers or members are just trying to get information or complete a task when they interact with you, and research shows that  organizations that make things easy do better . Forrester and  McKinsey  talk a lot about the importance of a  consistent  customer experience across all the different customer touchpoints.

Always remember:  the customer doesn’t care about your org chart , and the customer  certainly  doesn’t care about your back-office tools.

Your organizational silos, your tools, and the intersection points between them are the most likely places where you may be creating mediocre, or even negative, experiences for your customers. When done correctly, customer journey mapping is a great way to identify, prioritize, and address those issues within the customer’s experience so you can better serve and retain your customers or members.

How to Do Customer Journey Mapping: Look to the Experts

Adaptive Path  and  Nielsen Norman Group  have great resources available to help you undertake customer journey mapping at your organization. Adaptive Path’s resources were especially helpful to us at Code42. This is the process we used:

1. Start with a goal

2. Define scope

3. Review existing data and resources

4. Do more research

5. Do a touchpoint inventory

6. Create your map

While it may be tempting to skip ahead to create your map, make sure you give the proper time and attention to defining goals, targeting scope, and doing research (reviewing, collecting, and analyzing data). This is extremely important and  if you cut corners on these steps, your efforts will be significantly more difficult, your work will fail to gain traction, or likely both . Defining the scope of the customer journey map up front means you’ll know when your first pass is done. Your goals will inform everything you do are the foundation for all your activities.

When we started customer journey mapping at Code42, we had a general sense that we weren’t making things smooth enough for our customers and we wanted to find out where, so we could start addressing the biggest, ugliest issues first.

We narrowed the initial scope to our largest customers because they have the most impact on our revenue, most interactions with us, most people involved, and thus the most moments of truth (places where things could go really well or really poorly). We relied heavily on Rail Europe’s customer journey mapping process and map as a model.

The information below will help guide you when you’re ready to create your map.

The Final Step: Creating Your Map

It Doesn’t Need to Be Pretty

Creating your map can be the most intimidating part, especially for people who aren’t designers. Remember,  the map itself is just one part of the project, and the least important . This is not an art project and is not about creating a pretty picture that you email to people at the end of a series of meetings. It’s about making measurable progress to improving your customers’ experience.

Make sure you don’t go too deep into the details when creating the map. The map should be a good approximation of what 80 percent of the customers within your chosen scope experience. Otherwise, it will be too overwhelming for the viewer, too difficult to update, and ultimately won’t serve its intended purpose. You can always go back and dive deeper into a specific aspect of the customer journey later. Including the right level of detail when creating your map makes it much more likely that your efforts will succeed in the long term.

But It Does Need to Work

Both Adaptive Path and Nielsen Norman Group offer great info all of this, but especially on what to include on your map. Your map must:

• Solve a business problem
• Be based on truth (research and data)
• Cite sources, to quickly establish credibility
• Stand on its own, without requiring a lengthy explanation

The Rail Europe map that Adaptive Path created is both beautiful and a great example of how to present complex information in a consumable way. Follow their guidance as best as you can, but don’t let the elegance of their work intimidate you.

Rail Europe’s customer journey map,  created by  Adaptive Path.

Keep the Momentum Going

Customer journey mapping is a way to help you truly build the customer into your organizational DNA. Once you have your map, bring it out and put it to use in meetings and during conversations. Put up posters. Make it accessible to your organization, whatever that means for you. The map should facilitate conversation and compel your organization to take action.

Revisit Your Map (And the Data) Regularly

The work is never really done, so make sure your map is consistently updated. Context changes, markets change, your organization changes, and your customers change. Revisit your map on a cadence that makes sense for your organization and when there’s some other major change affecting your organization and your customers.

Ultimately, the review cadence will depend on factors unique to your organization. A rapidly growing tech company like Code42 may need to review and tweak every quarter or six months, while a more mature organization may need to revisit less often.

Don’t Let the Work Fizzle Out

In summary, here’s a quick overview to guide you before, during, and after your initial customer journey mapping project.

• Tie to something that moves you forward as an organization
• Define your goals and scope
• Ensure or gain leadership buy-in
• Take everyone with you
• Do research, lean on your research, and cite your sources on your map
• Display the map
• Use your map for organizational planning
• Update on a regular cadence, and when context changes

Results So Far

We’ve seen a number of positive outcomes so far, and here are a few:

• During workshops, we defined single departmental ownership and supporting teams for each stage of the journey, including transitions between phases, which has helped us be more action-oriented and get more done, faster.
• We improved consistency across the entire customer journey for individual customers and across customers, which allows us to be more prescriptive, reduces overhead, and has created a better experience for our customers.
• We reduced the amount of email we send our customers and made the emails we do send more valuable.
• The journey is tied to our guiding principles with defined metrics so we are now measuring how well our customers perceive us living up to those principles, for each phase.

Additional resources

This is just a brief overview of customer journey mapping. I recommend checking out these additional resources for more information on strategy, tactics, or business benefits:

• MX 2012 | Chris Risdon & Todd Wilkens | Customer Journey Mapping (Adaptive Path, video)
• The Anatomy of an Experience Map (Adaptive Path, article)
• When and How to Create Customer Journey Maps (Nielsen Norman Group, article)
• The Decline of Consumer Trust and What to Do About It (Forrester, podcast)
• Making Journey Maps Useful: CX Measurement Edition (Forrester, article)
• Why the customer experience matters (McKinsey & Company, podcast)
• Closing the delivery gap: How to achieve true customer-led growth (Bain & Company, article)
• The Disconnected Customer: What digital customer experience leaders teach us about reconnecting with customers (Capgemini, article)

About Code42 : Code42 is the leader in data loss protection, visibility and recovery solutions. Native to the cloud, the Code42 Next-Gen Data Loss Protection solution rapidly detects insider threats, helps satisfy regulatory compliance requirements and speeds incident response — all without lengthy deployments, complex policy management or blocks on user productivity. For more information, visit  code42.com .

Engagement is key to knowing your customers and getting them invested in your organization. Check out key trends.

Renee is the Principal, Customer Analytics at Code42. She has spent 13+ years improving customer experiences at B2B technology companies by bridging the divides between customer support, technical communications, product management, and marketing. As Director of Information Experience at Code42, she was responsible for Code42’s self-service help and community, as well as analytics and web strategy for those sites. She’s now 100% focused on improving the customer experience through customer analytics.

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How practitioners create journey maps: typical uses, roles, and methods.

January 8, 2023 2023-01-08

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Customer-journey maps visualize a user’s journey towards a goal, usually over time and across  channels .

In its most basic form, journey mapping starts by compiling a series of user actions into a timeline. Next, the timeline is fleshed out with user thoughts and emotions to create a narrative. This narrative is condensed and polished, ultimately leading to a visualization used to align stakeholders on the holistic experience and identify opportunities for optimizing and improving the journey.

Depending on context, existing resources, and project scope, the journey-mapping process can be approached in number of ways. We surveyed 343 practitioners who create and use journey maps in order to understand the following:

• What kinds of experiences are practitioners mapping?
• How does user research inform the journey-mapping process?
• Who is involved in creating journey maps?
• How do practitioners identify and align on journey-mapping components (e.g., actors and journey phases)?

In This Article:

What kinds of experiences are mapped, how does user research inform journey mapping, who is involved in creating journey maps, how are journey-mapping components identified.

Short answer: Journey maps are most frequently used to evaluate existing experiences. The majority of journey maps focus on active product (or service) usage or end-to-end customer journeys.

Journey mapping can be used as a process to evaluate and optimize existing products or services or as a visioning exercise for future-state experiences with products and services that don’t exist yet.

Our research indicates that, most frequently, practitioners use journey mapping to explore products and services that already exist — either to evaluate the current experience of those existing products (89%) or to envision optimized, future-state experiences with existing products (73%). Still, over half or respondents (61%) indicated that they also use journey mapping to brainstorm future-state experiences with potential new services or products that do not yet exist.

Journey maps can be used to evaluate experience at the customer-relationship and -lifecycle level or they can zoom in to explore activities related to specific goals.

Our research indicates that, while practitioners use journey maps to explore various types of journeys, from presales experiences to purchasing and onboarding, active product or service usage and end-to-end journeys are the most frequently explored (71%). Support receives the least attention: only 26% of respondents indicated they use journey maps to understand these types of journeys.

Short answer: Most practitioners employ a hypothesis-first approach. User interviews are the most utilized method; diary studies are the least.

When creating a journey map, there are 2 high-level approaches for how to begin.

• The research-first approach  begins with a designated period of primary user research led by the UX or design team; the research is later consolidated into a map.
• The hypothesis- or assumption-first approach  begins with a workshop where a crossfunctional team makes use of existing knowledge in order to create an assumption map or hypothesis map.

The majority of practitioners (62%) use a hypothesis-first approach, relying on already existing knowledge held by team members or stakeholders to being the mapping process. About a third (35%) of practitioners begin the mapping process with an upfront user-research phase.

Beginning a journey-mapping project with a hypothesis-first approach often makes sense for teams who need to lower the entry barrier to mapping and get multiple parties engaged, move quickly due to a condensed project timeline or limited resources, or who have existing research insights available and do not need to invest in extensive upfront research.

If you begin with a hypothesis-first approach to build buy-in with stakeholders, we recommend following up this stage with user research to validate or evolve assumptions and create a second version of the map that integrates primary user-research findings.

When it comes to specific research methods for journey mapping , interviews are the most utilized method — 86% of respondents used them for external user research and 76% for internal stakeholder research.

Interviews are generally a great research method for informing journey maps: They reveal first-hand stories about customers’ experiences, mindsets, and actions, and they are usually easy to conduct and flexible in format (e.g., can be conducted remotely or in person).

Diary studies are utilized the least — only 12% of respondents reported using them for external research and 6% for internal research. That’s a shame. Because customer journeys happen over time and across many different channels, diary studies are a particularly useful method for understanding users’ thoughts, feelings, and actions over time. They can be coupled with user interviews to better understand key milestones and more in-depth attitudinal data.

Short answer: Most journey maps are cocreated by a team of multidisciplinary roles who contribute and collaborate via physical or digital tools.

In our study, UX or design roles were most commonly indicated as either leads or contributors for journey-mapping projects. Of course, our sample population is highly biased, as we recruited from our own audience of readers.

What’s more interesting is the fact that journey mapping is typically a highly collaborative process, frequently involving crossdisciplinary roles from product, marketing, and customer service or support, 70%, 46%, and 42% of the time, respectively.

Involving representatives from various departments or lines of business is a smart approach. These groups often have ownership and vested interest in the success of segmented portions of the customer journey. Bringing them together builds collective knowledge and a more comprehensive understanding of existing pain points and opportunities.

In addition, most practitioners (64%) reported creating the journey maps collaboratively, with 34% collaborating over physical tools (e.g., sticky notes and paper) and 30% using digital tools (e.g., Miro, Mural, Google Sheets). In contrast, 36% reported creating the map as a solo activity using either physical tools (10%) or digital tools (26%).

Short answer: Existing personas are often used as actors, while journey phases are creating during the mapping process.

Journey maps rely on certain components to organize the narrative and ensure that the artifact is easy to understand and process. These components can be identified either at the initiation of the journey-mapping project or during key milestones within the journey-mapping process, such as research phases and workshops.

One component is the actor, which generally aligns to a user group or persona and helps answer the question, “Who is this journey map about?” Most of our respondents (49%) used existing personas for their journey-mapping projects. Less than a third (27%) developed personas as a part of project-related user research and even fewer (14%) created personas during a project-related workshop phase.

Another component is the set of journey phases that describe journey subgoals and help organize the doing, thinking, and feeling content within the map. In contrast to the actor, most respondents reported that they did not begin the journey-mapping process with phases identified; instead, they either identified them during user research (31%) or during a workshop (31%).

This finding is not surprising; while some larger organizations might start with a strawman set of phases borrowed from a marketing or sales lifecycle, it is also appropriate to let phases emerge as internal knowledge consolidates and external research reveals unknown gaps.

While there are varied ways to shape and conduct journey-mapping projects, our research indicates some common trends.

During journey-mapping projects, practitioners in our study typically:

• Used journey mapping to understand the experience of existing products and services
• Relied on interviews as a primary research method
• Used a collaborative process to create journey maps
• Involved contributors from multiple departments
• Used existing personas for their maps
• Created journey phases during the mapping process

If you’re determining the appropriate approach for a specific journey-mapping project, consult the following resources:

• How to Conduct Research for Customer Journey-Mapping : 5 types of research methods appropriate for journey mapping and how use them together
• Journey Mapping: 2 Decisions to Make Before You Begin : When to use an assumption-first approach vs. a research-first approach, and when to use current-state vs. future-state journey maps
• The 5 Steps of Successful Customer Journey Mapping: 5 high-level steps to journey mapping and how to scale them for your project scope and timeline
• How Much Time Does it Take to Create Customer Journey Maps? : Data for understanding and estimating the time and cost involved in the journey-mapping process

Related Courses

Journey mapping to understand customer needs.

Capture and communicate UX insights across complex interactions

Facilitating UX Workshops

Lead goal-based group activities to make decisions and establish alignment

Leading Highly Effective UX Teams

Build and manage a successful user experience team

Related Topics

• Design Process Design Process

Learn More:

Journey Mapping: 2 Decisions to Make Before You Begin

Kate Kaplan · 3 min

Scenario Mapping for Design Exploration

Kim Salazar · 3 min

Customer Journey Mapping 101

Sarah Gibbons · 2 min

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Journey Mapping 101

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When and How to Create Customer Journey Maps

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User Experience vs. Customer Experience: What’s The Difference?

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The 5 Steps of Successful Customer Journey Mapping

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