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

! Elizabeth is a 32-year-old project manager who has to make an Elizabeth works fulltime and thus needs to juggle making the appointment
appointment for her mother, who has to have a checkup on her blood and doing her daily work. She is worried about her mother’s health and
Elizabeth! pressure levels. wants to know if anything goes wrong.

Step 1 Step 2 ... Final Step

!

Customer goals Customer goals Customer goals

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

Customer thoughts Customer thoughts Customer thoughts

and emotions and emotions and emotions
Stressed and Lorem ipsum dolor Lorem ipsum dolor
sit amet, consectet sit amet, consectet
worried
adipiscing elit. adipiscing elit.

Opportunities & Opportunities & Opportunities &

ideas to improve ideas to improve ideas to improve
• Opportunity 1 • Opportunity 1 • Opportunity 1
• Idea 1 • Idea 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

INTERACTION-DESIGN.ORG

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

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

INTERACTION-DESIGN.ORG

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 Learn more about how to use
this template
Methods of using this template are taught in our online course Become a UX Designer from
Scratch. Make full use of this template and learn more about UX design by signing up for it today.

Become a UX Designer from Scratch

Beginner course
If you want to join one of the most rapidly growing fields in design, then look no further—Become a
UX Designer from Scratch is the course for you. You’ll learn the skills required to assist companies
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 About the Interaction Design
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