Design thinking resource
A visual representation of the stages, touchpoints, actions and emotions that shape an experience over time.
Customer journey maps illustrate the steps or stages people move through when interacting with a product, service or organisation. They help teams understand needs, emotions and pain points at each touchpoint along the journey.
Making the sequence visible allows a team to identify where an experience succeeds, where it breaks down and where an intervention could make the greatest difference.
Journey maps help teams understand how customers perceive an experience, including their emotional states, motivations and pain points. This perspective supports the design of solutions that respond to real needs and create a more satisfying experience.
The map also creates a shared reference for collaboration. Team members, stakeholders, executives and external partners can use it to discuss findings, align priorities and communicate why particular opportunities matter.
Put the method to work
Tracks a customer’s steps, channels, touchpoints, actions, emotions and pain points while engaging with a particular product, service or brand.
Takes a broader view of a person’s activities, thoughts, goals and emotions, including experiences that extend beyond a single product or organisation.
Identifies and distinguishes user groups according to behaviours, needs, motivations, goals and the tasks they are trying to accomplish.
Why it matters
Understand how people perceive the complete experience, not only how an internal process is intended to work.
Align teams and stakeholders around a common account of the journey and the evidence supporting it.
Locate pain points, unmet needs and moments where a better intervention could improve the experience.
Focus attention and resources on opportunities with the strongest potential to improve customer outcomes.
Continue exploring
Place this method back within the broader 5E Design Thinking Framework and continue developing your understanding.