Customer Journey Map

A customer (or user) journey map is a detailed record of a customer’s experience of

doing something. It could either be constructed based on your observations and
interviews with the customer, or it could be something that you ask the customer to
draw out and explain. It would contain a journey that the customer goes through, and
could be either closely relevant or even tangential to the focus of your project.

For instance, you could document the journey of a customer’s experience of waking up
in the morning and making their way to work via public transport. Try to be as
comprehensive as possible, rather than filtering out details that you assume to be
meaningless or irrelevant. You could organize the journey map in whatever way you
think is most effective, from a timeline to a series of images.

A customer journey map can help you build empathy towards your users as you try
to experience what they go through. It can also uncover insights, such as when you
compare journeys between customers to find common threads or find conflicting
behaviours within a customer’s journey.

On the next pages, you’ll find an example as well as a blank template that you can print out
and use
in your design

process. [Continued

on next page]
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 Customer Journey Map Example
Scenario Goals & Expectations
beth is a 32-year-old project manager who has to make an appointment
Elizabeth
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her blood
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pressure levels.
and doing her daily work. She is worried about her mother’s healt
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Elizabeth
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Step 1 Step 2 Final Step

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Customer goals Customer goals Customer goals

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Make a doctor’s appointment Goal 1 Goal 1
Goal 2 Goal 2

Customer thoughts and emotions

Stressed and
worried

Customer thoughts and emotions Lorem ipsum dolor sit amet, consectet adipiscing elit.

Customer thoughts and emotions Lorem ipsum dolor sit amet, consectet adipiscing elit.

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Opportunities & ideas to improve
Opportunity 1
Idea 1

Opportunities & ideas to improve

Opportunity 1
Idea 1

Opportunities & ideas to improve

Opportunity 1
Idea 1

Internal ownership Internal ownership Internal ownership

Team member 1 Team member 1 Team member 1
Team member 2 Team member 2 Team member 2
Customer Journey Map Template
Scenario Goals & Expectations
Attach a photo here

Step 1 Step 2 Step 3 Step 4... Step 5 Step 6

Customer goals Customer goals Customer goals Customer goals Customer goals Customer goals

Customer thoughts and emotions Customer thoughts and emotions Customer thoughts and emotions

Customer thoughts and emotions Customer thoughts and emotions Customer thoughts and emotions

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Creative Commons BY-SA license: You are free to edit and redistribute this template, even for commercial use, as long as you give credit to the Interaction Design Foundation. Also, if you remix, transform, or build upon this template, you must distribute it under the same CC BY-SA license.
Opportunities & ideas Opportunities & ideas Opportunities & ideas Opportunities & ideas Opportunities & ideas Opportunities & ideas
to improve to improve to improve to improve to improve to improve

Internal ownership Internal ownership Internal ownership Internal ownership Internal ownership Internal ownership
Do you want to learn more?
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remix,
transform, or build upon this template, you must distribute it under the same CC BY-SA license.