Customer Journey Map

[Insert Title Here]

Validated by Amin Bashi, VP of Product at Product School.

Start Here!
1. Read and understand what a Customer Journey Map is and why we use it
2. Prefer video content? Check out Translating User Journeys Into Numbers
3. Give context to why you’re making this map, select which user persona to focus on, and use it
to create the Customer Journey Map
4. Analyze the journey and identify which opportunities to act on and which pain points to
solve.

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 Project name

Give context
Start thinking about…

1. Touchpoints
2. Actions
3. Thought
4. Feelings
5. Paint points
Define Stage Are you mapping a currently existing journey, or potential future one?
6. Opportunities

Customer Every user will have a different journey. Choose one persona to focus on and dive deep into
persona their specific experience of your product.

What aspect of your product are you focusing on? You can go big or get granular. On one
Scope &
hand, you can map out the customer lifecycle journey. On the other, you can map out the
Timeframe
use of a specific feature or moment within the overall product use.
Definitions

Touchpoints
All of the moments a customer directly interacts with your company or product.

Actions
What actions does the customer take in these interactions?

Thoughts
What thoughts does the customer have before, during, after?

Feelings
Use a scale or use one word to describe the user’s emotional state.

Pain points
What are problems and annoyances the user experiences?

Opportunities / Gain point

How can you fix a user’s problem or find a new way to delight them? What about the experience is already delightful?
 Project name

Customer Journey Map

Phase Phase Phase Phase

Steps

Touchpoints

Actions

Thoughts

Feelings

Pain points

Opportunities/Gain
point
Action or Touchpoint Map
Phase 1
Phase 2
Gain point
An outline of customer actions or interactions with your product (actions or touchpoints depending on scope of the Pain point
journey. Longer journeys can use touchpoints, shorter journeys will tend to use actions)

Add note
Add note here
here
 First time ride call in ridesharing app

Give context
Start thinking about…

1. Touchpoints
2. Actions
3. Thought
4. Feelings
5. Paint points
Define Stage Currently existing journey
6. Opportunities

Customer A person calling a ride through your app for the first time to see how it compares with a
persona competitor’s

Scope &
Small scope. Just the few minutes, covering account setup and first call
Timeframe
 First time ride call in ridesharing app

Customer Journey Map Part 1

Account setup Account setup Account setup Account setup

Enter phone and email

Steps First app open Accept permissions Begin account setup
information

Touchpoints Interaction with app

Have to make a selection

between allowing location
Actions Click to open services “only one” “only Click “start” Click into
when the app is open” and
“always”

“I don’t like sharing my

Thoughts “Ooh I like their logo”
data”

4 (unsure if they will like 2 (annoyed but accept this as

Feelings (1-5) 3 (things are moving along)
your app but open-minded part of the process)
Lots of asks one after
Pain points Long loading time Have to make a choice
another
Consolidate the asks into
Opportunities/Gain Set permissions ask later in
one (i.e. ask for gmail
point journey
account and autofill)
 First time ride call through ridesharing app
Customer Journey Map Part 2

Account setup Account setup Account setup Call ride Call ride

Accept terms and Enter payment Enter destination

Steps Confirm information Confirm ride
service information address

Interaction through, text,

Touchpoints
email and app

Leave app to check Clicks button to

Leave app, opens chat
messages and manually Scroll quickly to Stand up, grab credit confirm and waits to
app to confirm address.
Actions enter. Leave app to open the bottom and card, enter card see the driver
Enters home and
email and click click “Accept” information manually confirmed and how
destination address
confirmation link many minutes away
Thinking about how
“When will I be able to long before pickup, if
Thoughts “Not reading this” “Finally!”
order my ride??” they’ll make it on time
to the event

Feelings (1-5) 2 2 1 3 4

Pain points Have to leave app Long load time

Can automatically fill Offer discount to make

Opportunities/ Message that this is the
out info for a seamless them excited about
Gain point final step
experience first ride
 First time ride call in ridesharing app

Persona: Customer familiar with rideshare apps, trying yours for the Account setup

first time. Opportunity to win them over. Ride calling

Gain point
Pain point

First app open Begin account Confirm Ride

setup

Accept Terms & Enter destination

Service address

Accept permissions Confirm

information

Enter personal Enter payment

information information

Long load Choice Multiple Have to Encouraging Long load

time early on asks in a leave app message time
row

Set this ask Autofill

to later in Discount
journey this info off of first
for user ride
More resources!

Watch
Product Analytics to Uncover the Cust
omer Journey by Indicative Product M
anager
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