Customer Journey Map Template

Customer journey map is a popular UX exercise that allows to discover a lot of insights about users. It depicts a holistic story of user’s experience from initial interaction through engaging with product and becoming a loyal customer. Throughout the journey a designer can reveal more details such as user’s emotional transformation, pain points and UX opportunities.

cheat sheet

practical tips

Practical Tips

  • You can use Emojis to reflect the emotional states
  • Justify your assumptions based upon real data: analytical and anecdotal
  • Put yourself into customer’s shoes as you think about pain points and interactions
  • Invite stakeholders and do a whiteboard workshop with them – get the entire team involved in the process
  • Focus on only one type of persona in a map
  • If it’s feasible, validate the map with a customer
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