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How the User Journey Impacts Your Success

User journeys play a large role in business success. Learn what a customer journey map should include, read examples, and discover how to improve your customers' experience.

A user or customer journey, sometimes visualized as a journey map, is the path a person follows as they discover a product, service, or brand, learn about it, consider spending money on it, and then make a decision to purchase—or not. Not every user journey ends in a conversion, but it is typically the goal.

Creating a customer journey map can help drive sales, because when you better understand your user's journey, you can provide the information or encouragement they need to commit and become a customer.

Let's look at a couple of examples of user journeys.

User Journey Example: Under-caffeinated Chuck

Chuck is downtown and he wants a cup of coffee. His journey might look something like this:

• Chuck feels drowsy on the way to work and realizes that he wants coffee. He is in a downtown area and has several choices.
• He looks around and sees a local cafe with organic fairtrade coffee, a cheap coffee chain that also offers donuts, and another internationally franchised cafe known for their sustainably grown coffee.
• He considers distance from his current location, expected prep time, his budget, and his values—he appreciates both sustainable agriculture and supporting local businesses.
• He knows that 2 or the 3 options offer coffee that match his ethics about food, and although the franchised cafe with sustainable coffee is slightly closer, he prefers going to the local cafe where he can also do more to boost his city’s economy. The local cafe is also typically faster because it’s less crowded.
• He chooses the local cafe with sustainably sourced coffee.

This is a straightforward example of a user journey. A more in-depth example might include asking an employee for information or, if the journey is entirely online, searching for information, looking up reviews, comparing the competition, and considering the cost.

How to create an accurate user journey

To map an accurate customer journey, you need to know your customers and how they discover your brand. To create customer profiles, begin by learning about the demographics of customers who already shop with your brand. This profile is an outline of your target customer’s interests, pain points, income level, age range, location, and more. The entry point is where they become aware of your brand. In the 2 examples above, both had street-level entry points, but other entry points include online searches, word-of-mouth recommendations, as well as social media, television, and print ads.

Consider all the entry points that might lead customers to your brand. Then generate user journeys from those points using your customer profiles to target similar audiences. After that, you'll need to refine your journey maps to turn shoppers into buyers.

Your goal is to guide your potential customers along their journey as much as possible. This will also help you reduce or eliminate barriers to conversion like by answering questions, making the right offers, and providing clarity when it’s needed.

The stages of the user journey

Each user journey is unique. But no matter what customer profile you're dealing with, or what their point of entry is, the structure of all customer journeys has stages in common:

Consideration

Your goal at each of the first 3 phases of the journey is to improve the chances of purchase and retention. Every point on the journey has a connection to every other point, especially when the goal is to motivate and maintain customer loyalty and drive customers through retention and back through the whole process again.

In the awareness phase, the user learns about or is reminded of your product or service, usually as a response to something they need or desire. The awareness phase can follow a previous purchase, which means that the retention phase was a success, leading them around to begin the cycle again.

Here, the user looks at the virtues and the flaws of your brand and any other brands also up for consideration. This is when pricing, value, customer service, branding, communication, and other factors come into play.

At this point, the user has looked at the relevant differences among the available options. If there's any information about your product or service that the customer hasn't been able to find at this point, it could mean losing the sale.

Here, the user either makes a purchase or doesn't. But this isn't the end of the journey—keep in mind that they may be buying from you because another brand is not available to serve their needs at the moment. This is your chance to curry favor with such customers: Your e-commerce platform should be easy to navigate, your customer service should be on point, and any discounts you may have on offer should be extended.

Now that a customer has purchased from you, you want to retain their loyalty. It's a good idea to check in with them after their purchase: Ask for feedback, tell them about complementary products or updates to your services, and try to discover ways to increase their satisfaction in the future. When they reenter the awareness phase, you want positive interactions and friendly and complete customer service to follow them into the next round of consideration.

How to improve a user’s journey

The key to getting the most out of the user's journey is to know your customer as well as possible. This is why a customer profile and all the possible entry points into the journey are important to understand as you define your customer journey . You want an extensive, complete, and accurate profile of the various kinds of people who shop for the products or services you offer.

You need to consider possible entry points into the user's journey. Here’s an example: A woman named Carla is in search of new headphones. She knows that she could travel to her local mall to search for just the right pair, and then she wouldn’t have to wait for them to be delivered. But she also knows that by shopping online, she can more easily compare more options. In this example, a business that sells headphones would need to consider all of the paths that Carla may take to find their products. She could visit a store where they are sold, she might search online, or she might find the right pair through an ad on social media or an email promotion.

The customer profile, the entry point into their journey, and what you have on your shelves (whether brick-and-mortar or online) should all flow together to make a coherent experience for each potential customer.

Build user journey maps

A user journey can be mapped with flow charts or diagrams that take the needs, wants, and habits from a given customer profile and trace a journey from entry point and awareness to retention and back through again. Ideally, you want a journey map for each user starting at each possible point of entry. You're going to need several versions of each user journey map, with different paths based on entry point, previous purchases, email engagement, and so on.

Your goal is to be able to anticipate and answer questions a customer might have before they move on to make a purchase. After they've made a purchase, you want to make sure that the retention phase directs them back to the beginning of the journey. It's all about communication—you need to keep in touch to let them know how you can meet their needs, promote new products or services you have on offer, and get them hooked via rewards and discounts.

That's where Mailchimp's Customer Journey Builder comes in. Mailchimp is an all-in-one marketing and e-commerce platform, allowing you to send marketing emails, newsletters, product and service updates, and everything else you need to keep your customers engaged and satisfied. With Mailchimp, you can also create your business website, employing best practices that will help you turn potential customers into brand-loyal repeat customers. Remember, the customer journey doesn't have to end with the purchase, and Mailchimp is here to make sure it doesn't.

Keep customers coming back for more with Mailchimp’s free Customer Retention Kit

Whether you’re looking to improve existing strategies or seeking fresh insights into who your customers are, this kit is a comprehensive collection of resources designed to cultivate lasting relationships with valued customers.

Fill out the form below to receive your free Customer Retention Kit

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A comprehensive guide to effective customer journey mapping

A brand's user experience shapes its target audience's entire perception of your organization. Maximize audience engagement with customer journey mapping.

Discover key challenges today's marketing teams are facing, as well as opportunities for businesses in 2024.

Incorporating customer journey mapping into your web design process helps elevate consumer engagement to drive loyalty and sales.

Many in-house teams and web designers strive to better serve users by optimizing their customer experience (CX). Considering how your customers use your platform or service helps you see your website from a user perspective, letting you shape your design to better meet their needs. To achieve this, web designers can look to customer journey mapping.

A particularly handy tool for user experience (UX) design , this process helps teams understand who their users are and how to fulfill their expectations, guiding development decisions for improved audience engagement. Learn more about customer journey mapping and how you can implement it to enhance your CX.

User journey mapping: an overview

User journey mapping, also known as customer journey mapping (CJM), maps a website visitor's experience from their perspective. Presented through a visual diagram, the customer journey map charts the user’s path as they seek information or solutions, starting at the homepage and tracking their routes across other menus and links.

To create a customer journey map, you begin by researching who users are, what they want from your site, and how positive or negative their experiences have been. 

There are two main purposes for mapping your customers’ journey.

1. Improve customer experience

This is the ultimate goal of CJM. Site navigation can be especially tricky to assess because you’re already familiar with the layout. A fresh perspective on your site often uncovers overlooked details such as navigation issues or broken links.

By conducting research on UX trends and visually mapping your results, you’ll identify any parts of your design that confuse or frustrate visitors. This process also reveals areas that work well, which you can repurpose elsewhere in the design.

2. Maintains ease-of-use as your site grows

A customer journey map can make even a simple site more straightforward to navigate. When your website or business grows, you may need to add content and features to accommodate the expansion. Implementing customer journey mapping ensures your website's fundamental flow remains intuitive and that new material and features are easily discoverable and usable.

Primary user journey map types

There are various ways to approach customer journey mapping based on the specific insights you’re seeking. The end result of each map will look similar, but the focus of each is different — which changes the information it offers. Here are three standard types of maps to get you started.

Current state

The current state map is the most common type. It evaluates your website’s present state to better understand visitors’ current experiences, helping identify improvement opportunities for its existing design.

Future state

A future state map explores a hypothetical "ideal" website, considering the visitor’s experience if every site component were optimized. This map is helpful when planning a total redesign or a specific change. When you collect user research and translate the results into your map, you can present a visual outline to your client or company for a straightforward explanation.

Persona-based

A persona-based map lays out the journey of a single designated type of user, or persona (which we will define below). This type of diagram is useful when optimizing your website for a specific sector of your audience with particular needs.

Learn best practices for integrating the workflows between design and development in this free webinar.

The 5-step customer journey mapping process

Once you’ve set clear goals for your map’s achievements, you can select the appropriate diagram type. To begin visualizing your user journey, follow this five-step process.

1. Define the map’s scope

Your map may focus on just one customer interaction or outcome, such as finding the newsletter sign-up sheet or making a payment, or it could cover the entire website’s navigation. A focused scope helps you troubleshoot a problem area or ensure an especially critical element functions properly. Alternatively, a larger-scope map provides a big-picture perspective of how the site works as a whole. Creating a comprehensive map is more complex, but high-level mapping helps comprehend the entire user experience from beginning to end.

2. Determine your user personas

A persona describes a particular type of visitor using your site. When imagining and defining these users, you can assign a name to each and include details about who they are, what they’re looking for, and why.

Focus on users who contribute most to your business goals, consulting your marketing or sales teams for insights. To define your customer personas, explore current user behavior through surveys, online reviews, and email list responsiveness.

For example, if you’re creating a website for a store that sells artisanal coffee-making tools, your personas could be:

• The gift giver. This user only knows a little about coffee but wants to select an impressive gift for someone else. They’ll need help with purchase decisions, so they might interact with an FAQ or chat feature before visiting the products page. They may also leave your site if overwhelmed by options, so it’s important to offer helpful information proactively. This will keep them engaged and more likely convert them to paying customers.
• The coffee nerd. This person is knowledgeable and always seeks the highest-quality tools, so easily accessible product details and customer reviews are important to them. To support their user experience and encourage them to purchase, ensure these elements are easily discoverable.
• The tourist. This user is on vacation and looking for a cute brick-and-mortar shop to visit. They aren't interested in your online store, but an appealing photo of your physical store with easily accessible hours and location information may convince them to come by in person.

These three types of users have very different needs and goals when visiting your website. To capture all of their business, create a map for each of them to ensure you accommodate their specific wants and circumstances.

3. Give the personas context

User context is the “when” and “how” of each persona visiting your site. A user will have a different experience loading your site on a mobile device than on a laptop. Additionally, someone in no rush may use your website differently than someone looking more urgently with a specific purpose.

Figure out when, how, and in what mindset your personas most commonly visit your site to map their experience accurately. This context has very concrete impacts on your finished design. If visitors tend to look for one specific page whenever in a hurry (like contact or location information), placing those details on the front page or prominently linking to it will smooth the user experience for those users.

Here’s an example of how to place a persona in context.

Persona: Jo is an apartment hunter in her early 20s and is still in college. She's looking for off-campus housing for herself and some roommates. The collective group values location and cost more than apartment features.

Context : Jo is in a hurry and trying to visit as many apartments as possible. She’s looking at property rental websites that clearly state apartment addresses in each listing.

Method : Jo is browsing the sites on her iPhone.

4. List persona touchpoints

Touchpoints mark when the user makes a purchase decision or interacts with your user interface (UI) . They include visitors' actions to move toward their goals and consider each associated emotion. The first touchpoint is how they reach your website — such as tapping a social media ad, clicking on a search result, or entering your URL directly.

First, list each action the visitor took and their corresponding emotional reactions. Subsequent touchpoints include instances when they navigate a menu, click a button, scroll through a gallery, or fill out a form. When you diagram the route through your site in an A-to-Z path, you can place yourself in the persona's mind to understand their reactions and choices.

A met expectation — for example, when clicking a "shop" button takes them to a product gallery — will result in a positive emotional reaction. An unmet expectation — when the “shop" link leads to an error page — will provoke an adverse reaction.

5. Map the customer journey

Illustrate the user journey by mapping these touchpoints on a visual timeline. This creates a narrative of users’ reactions across your entire service blueprint. To represent your users’ emotional states at each touchpoint, graph their correspondences like this:

The map helps you understand the customer experience as a whole. 

For example, based on the diagram above, touchpoint 3 is the largest navigation challenge on the website. The graph also shows that the user's mood eventually rebounds after the initial setback. Improving the problem element in touchpoint 3 will have the biggest impact on elevating the overall user experience.

Customer journey mapping best practices

Now that you understand the mapping process, here are some best practices to implement when charting your customer journey. 

• Set a clear objective for your map: Define your CX map’s primary goal, such as improving the purchase experience or increasing conversions for a specific product.
• Solicit customer feedback: Engage directly with customers through surveys or interviews so you can implement data-driven changes. Ask users about their journey pain points and invite both positive and negative feedback on the overall navigation.
• Specify customer journey maps for each persona: To specifically serve each customer persona, consider charting separate paths for each based on their behaviors and interests. This approach is more customer-centric, as not all user types interact with your website the same way.
• Reevaluate your map after company or website changes: As your business scales, your website must evolve — and so will your customer’s path. Review your map when making both large and small website adjustments to ensure you don’t introduce new user challenges. Navigational disruptions can frustrate visitors, causing would-be customers to leave your site and seek competitors .

Optimize your user journey map with Webflow

A user journey map is only as effective as the improvements it promotes. When redesigning your website based on insights your map provides, explore Webflow’s vast resource bank to streamline your design processes. 

Webflow offers web design support with diverse guides , tutorials , and tools for straightforward web design. Visit Webflow today to learn how its site hosting , e-commerce , and collaboration resources support enhanced user experience for better engagement.

Webflow Enterprise gives your teams the power to build, ship, and manage sites collaboratively at scale.

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User Journey

Relevant templates

A user journey is the path a person takes when interacting with a product or service, from initial engagement to the desired outcome. It's a critical aspect of user experience design and optimization.

Meaning of User Journey in Agile and Why It's Useful

In the realm of Agile development , the concept of a User Journey takes on a particular significance. A user journey in Agile refers to the path a user follows while interacting with a product or system, emphasizing their experiences, interactions, and emotions at each stage of the journey.

It serves as a valuable tool for Agile teams as they work to deliver customer-centric solutions efficiently. Let's delve into why user journeys are useful in Agile methodologies.

Understanding User Needs

One of the core principles of Agile development is prioritizing customer needs and delivering value to them. By mapping out user journeys, Agile teams gain deeper insights into how users engage with a product or system. 

This understanding helps identify pain points, user preferences, and opportunities for improvement.

Aligning Development with User-Centric Goals

User journeys provide a clear visual representation of the user's path, enabling Agile teams to align their development efforts with user-centric goals. When everyone on the team has a shared understanding of the user's perspective, it becomes easier to make decisions that prioritize features and improvements that matter most to users.

Enhancing User Stories and Features

In Agile, user stories and features are the building blocks of development. User journeys complement these by providing a broader context. They help in breaking down user stories into smaller, actionable tasks and ensure that the team remains focused on delivering features that contribute to a seamless user experience.

User Journey vs. User Flow

While user journeys and user flows are related concepts, they serve different purposes in Agile development.

A user journey is a high-level view of the user's interactions and experiences throughout their engagement with a product or system. It focuses on the user's emotions, goals, and key touchpoints.

User flows, on the other hand, are more detailed and specific. They outline the precise steps a user takes to complete a particular task or achieve a specific goal within the product or system. User flows are often used to design and optimize individual processes, such as a sign-up process or a purchase flow.

User Journey Examples

Let's explore a few examples of user journeys to illustrate their practical application:

E-commerce User Journey

Goal: Purchase a product online

• User lands on the e-commerce website.
• User searches for a product or browses categories.
• User selects a product and adds it to the cart.
• User proceeds to the checkout process.
• User provides shipping and payment information.
• User reviews the order and confirms the purchase.
• User receives an order confirmation.

Social Media User Journey

Goal: Share a post on a social media platform

• User logs into the social media platform.
• User navigates to the "Create Post" or "Share" option.
• User types or uploads content.
• User adds tags or mentions other users (if desired).
• User selects the audience (public, friends, etc.).
• User clicks "Post" to share the content.

How Usersnap Templates Can Help with User Journey Mapping

User journey mapping often involves visual representations and collaboration among team members. Usersnap offers templates and tools that streamline this process in Agile development.

Collaborative Features

Usersnap's collaboration features allow Agile teams to work together in real time on user journey maps. Team members can add comments, annotations, and feedback directly to the maps, facilitating communication and decision-making.

Feedback Collection

Usersnap's feedback widgets can be embedded in the product or system, enabling users to provide feedback at specific touchpoints in their journey. This feedback is invaluable for Agile teams looking to improve the user experience continuously.

In conclusion, user journeys are a fundamental concept in Agile development, enabling teams to gain insights into user experiences, align development efforts with user-centric goals, and enhance user stories and features. 

When used in conjunction with tools like Usersnap, the process becomes even more efficient, collaborative, and user-focused, ultimately leading to the creation of products and systems that delight users and drive success.

Relevant terms

• Definitions
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Back to all definitions

User journey

A user journey represents a sequence of events or experiences a user might encounter while using a product or service. A user journey can be mapped or designed to show the steps and choices presented as interactions, and the resulting actions.

A user journey can be mapped in order to better understand the flow and make improvements, or it can be designed from scratch based on a desired specification or story.

When designing an experience it is usually only necessary to document a user journey is it is of a certain complexity. For many websites and applications it is possible to agree on user journey based on a specification, sitemap or wireframe. If there are many choices, states or possible scenarios leading to bifurcated experiences, documented mapping of the user journeys will help a project team to better understand the complexity of the tasks at hand.

The user journey is the responsibility of everyone on the design who can affect the user experience.

User flow User journey mapping Experience map

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The Do’s and Don’ts of User Journey Mapping

Getting it right is the first step toward going places.

Last March, three weeks after Joseph Siwak was hired as an experience designer at the online hotel-booking company Rocket Travel, they sent him home — not with a pink slip, but with a new set of marching orders.

“I went from, literally, being in the middle of a normal traveler journey map to saying, ‘OK, what could the new normal be?’” Siwak said.

For Siwak, an illustrator whose user journey maps resemble artful graphic novels, the arrival of the pandemic meant, among other things, redrawing his vision of the modern traveler’s online experience. And he wasn’t the only one.

“We kind of suspected that people would want more localized safe spaces, like Airbnb and Vrbo, to hang out,” Autumn Schultz, director of experience design at Rocket Travel, said. “So we hypothesized around those ideas and what people might want to do in that space as well.”

User Journey Mapping Do’s

• Clarify your goals.
• Consider the scope. 
• Gather a multidisciplinary team.
• Validate assumptions with analytics.
• Validate assumptions with interviews of loyal users.
• Start the journey prior to the customer’s discovery of your product.
• Differentiate new and existing customers.
• Match the fidelity of the map to its goals.
• Weave in real-life artifacts.
• Sync your in-app messaging with user journey flows.

These conversations led to a new journey map plotting users’ experiences on Rocketmiles, the company’s signature hotel booking app. Cartoon personas took on new expressions of anxiety. Once concerned over hotel prices, travelers were now frightened at the prospect of going, basically, anywhere. The map suggested where in-app messaging at key touchpoints could help address user concerns.

Turns out, user journey maps serve many functions. They help internal teams empathize with user needs. They clarify where and how features or engagements should surface in a digital product. They contextualize how a product or offering stacks up to a competitor’s.

“It’s a tool to generate ideas, to get people in a room and have real discussions, strategically, about what we want to address and when.”

Whether created on physical whiteboards or the digital boards of companies like Miro, Figma, Confluence or Lucidchart, journey maps offer a high-level view of a customer’s experience that sheds light on how they feel as they navigate the product.

“It’s a tool to generate ideas, to get people in a room and have real discussions, strategically, about what we want to address and when. Not every pain point is the worst pain point and not every opportunity is a happy path,” Siwak said.

Here, executives and product leaders reveal what to do — and what not to do — to make the exercise worthwhile.

More on UX Design What Is Information Architecture in UX?

Clarify Your Goals

“All good journey maps have a goal in mind,” said Keith Mancuso, a technical product manager at the digital agency Happy Cog. “You might want to increase utilization of discounts, increase average order value or increase page views.”

At Fueled, a New York-headquartered web and app development consultancy, journey mapping serves a two-fold purpose, Derek Burgess, the lead product manager, said. For existing clients like MGM Resorts International, Verizon and Warby Parker, journey mapping guides the development of new or existing products or services. For prospective clients, Fueled uses journey maps to plan and execute pitches.

“Any time a designer kicks off a project like this, it’s really important to describe why you’re doing it and what we should expect.”

“We do communications-strategy deliverables and growth-strategy deliverables. And with both of them, we use the user journey map to target areas that may be inefficient,” Burgess said.

Often, the goal is to rally support for a feature release among internal teams.

“Any time a designer kicks off a project like this, it’s really important to describe why you’re doing it and what we should expect,” Schultz said. “[Designers] all get really excited about doing these things, but if your partners — whether that’s your product people, engineers, CEO, operations or customer service people — don’t know why you’re doing it, it feels untethered.”

Consider the Scope

Matthew Hardesty is vice president of product at Brainbase, a platform that helps organizations like BuzzFeed and the Van Gogh Museum manage their intellectual property. He said his team generally spends no more than a week on a journey map. However, the time allotted reflects the breadth of the tasks being mapped.

A map might span the entire product lifecycle or a single engagement, such as the registration flow. The scope of the map should reflect the projected value of the product or proposed changes.

“You want to understand the tradeoffs, whether they are monetary or based on strategic reasons,” Hardesty said. “We know conversion rates are each worth X dollars. We think these improvements will increase the value by X amount and affect this many users.”

Gather a Multidisciplinary Team

Schultz recommends gathering a multi-disciplinary team early on to co-create the user journey map.

“So, not just design, but maybe it’s operations, maybe it’s customer service, maybe it’s a product person,” she said. “You could do this as a workshop, you can start mapping Post-Its from, say, the moment people start thinking about an experience to when they start looking for solutions to their problem or whatever they’re trying to achieve.”

Validate Assumptions With Analytics

Journey maps tend to be chock full of assumptions. One way to validate these is through behavioral analytics platforms like FullStory, Hotjar and Amplitude that offer reports, performance graphs and session replays to evaluate user engagement.

“With tools like FullStory, you can basically watch user sessions,” Hardesty said. “Press play and see exactly what they did. It’s not just analytics or a heat map, but how far they scrolled down a landing page, where they are in the viewport, what they’re looking at and whether they’re converting.”

Validate Assumptions Through Interviews With Loyal Users

Hard data helps validate assumptions, but qualitative interviews with longtime customers are often just as valuable.

“If they’re a repeat customer, and you’re trying to understand lifetime value, you can’t outsource that all that easily,”  Schultz said. “One thing I think is super interesting is if you can get actual videos of your customers — if they’re willing to be recorded. Because tying an emotional hook to the experience is a lot more compelling for an engineer, or someone who is pretty far from the customer experience. It’s a way for them to understand, ‘This is why we’re doing it.’”

Conversations can happen informally, Siwak said, via a Zoom call with a customer who has opted in to provide input on a beta release, or a shared Slack channel where a peer from another company may be able to provide useful insights. Companies like dscout and UserTesting also offer remote user testing services.

Start the Journey Prior to the Customer’s Discovery of Your Product

A user journey map doesn’t have to start inside your product — it can start in the mind of a prospective user, Siwak said. Take the journey of a would-be traveler on Rocketmiles: “You’re sitting at work one day, and you’re just daydreaming of doing something different,” he said. “That’s a great jumping-off point for thinking about [the journey map].”

Envisioning the user’s journey holistically, beginning even prior to discovery, can lead to unexpected insights.

“People are discovering things [during the pandemic] maybe they wouldn’t have in a normal life and doing things differently — learning to ski all of a sudden,” Siwak added. “I have a friend who’s living near Yellowstone and trying to become an influencer with some buffalo.”

Differentiate Between New and Existing Customers

Within a journey map, design patterns often follow a typical chronology and tree logic. At registration, for instance, a visitor might be asked to sign up or continue as a guest. Assuming they sign up, a subsequent message asks for permission to send notifications. Later, they might be asked if they’d like to share their location.

But it’s important to differentiate the journeys of new and long-time users, Burgess told me.

In a mapping project for an insurance company offering supplemental employee benefits and discounts, Fueled plotted two distinct journeys  — one for new employees enrolling shortly after being hired, and a second for established employees casually shopping online.

New employees received the promotions as an upgrade offer when they enrolled for standard benefits packages. For the second group, a pre-installed Chrome extension embedded in the insurance platform promoted discount codes at optimized intervals.

More on Journey Mapping Customer Journey Map: How to Really Get Inside a Customer’s Head

Match the Fidelity of the Map to Its Goals

The fidelity of a map should match its goals. Rocket Travel uses low-fidelity journey mapping to explore how potential Rocketmile customers use rival services such as Expedia, TripAdvisor — even Google — to plan for travel.

“I often will start with a lower-fidelity user journey with lots of assumptions on it,” Siwak said. “And just put a giant watermark that says, ‘These are all assumptions.’ And then, as we validate things, I’ll increase the fidelity — make it feel like we’ve talked to people about this, we know that it’s true.”

“I often will start with a lower-fidelity user journey with lots of assumptions on it, and just put a giant watermark that says, ‘These are all assumptions.’”

As a journey map becomes more refined, Siwak sharpens the imagery to create a dramatic narrative that accentuates pain points and happy moments along the user’s journey.

“I’ll try to make them almost like a comic,” he said. “Because I want people to be excited by the map and feel like it’s something they want to look at. The online [templates] are usually just so dry. If it’s all text, people will not want to read it.”

Weave in Real-Life Artifacts

Digital artifacts or “bread crumbs” — such as links to competitors’ sites, video or audio recordings of customer interviews, surveys and key research findings — are another way to create an emotional hook. Want to strengthen your case for adding a new feature? Try adding a snapshot of what’s possible.

For example: “We might include a picture of a Google spreadsheet of a user’s hotel options,” Schultz said. “It’s very true that customers create these to manage their reservations and share with their friends. Clearly, there’s a pain point in the travel experience that we’re not addressing and no one else has actually addressed, and that’s an opportunity. People have developed their own hacks. How do you lean into those hacks?”

Sync Your In-App Messaging With User Journey Flows

Platforms like Intercom, HubSpot and Braze now include custom journey builders designers can use to map the delivery of announcements, product tours, feature highlights and call-outs. These automated messaging services have become quite sophisticated in recent years, Burgess said.

“It’s almost like a CMS,” he explained. “You can use [the tools] to set up the structure for when a message triggers and how it triggers, and you can even set goals. It will report back to you the open rate and where people dropped off.”

User Journey Mapping Don'ts

• Don’t build journey maps from customer support tickets.
• Don’t limit your journey to the product funnel.
• Don’t over-index your map.
• Don’t forget your internal users and administrators.
• Don't wait to consult with other teams.
• Don’t create too many personas.
• Don’t ignore your non-users.
• Don’t do journey mapping in a vacuum.
• Don’t act on every customer suggestion.

Don’t Build Journey Maps From Customer Support Tickets

Joseph Ansanelli is CEO and co-founder of Gladly, a company that helps consumer brands like Crate & Barrel, Porsche and Ralph Lauren provide customer service through a multi-channel platform. He said journey maps that scope a customer’s experience across a single support ticket, rather than their entire history with a brand, miss the mark.

“We come at this from a standpoint of questioning how everyone else is doing journey mapping,” Ansanelli said. “The historical model is to create a journey based on a support ticket. That’s the wrong journey.”

“The historical model is to create a journey based on a support ticket. That’s the wrong journey.”

Instead, Ansanelli said interactions across channels — web browsers, in-app chat services, social media and live phone calls with customer-support agents — should be treated as a single journey.

“The right journey is when a customer contacts you, and you get them to the best person to help. It’s part of one lifelong conversation,” he said. “Otherwise, anytime a problem arises, you have to create another journey and another ticket, which requires two different support people to manage. That’s a broken system.”

Don’t Limit Your Journey to the Product Funnel

Conceptualizing the user journey as a funnel can make sense from a business standpoint, but that model has limitations.

“People don’t live in a funnel, they bounce around,” Schultz said. “Things are not constant. Journeys aren’t linear.”

Instead, journey maps should approach the product experience from a customer’s perspective. Stages in the journey such as discovery, onboarding, experimentation and habit-building should track the user’s evolving attitudes and reasoning.

“When you talk about funnels, it’s very hard to wear both hats,” Schultz said. “You’re looking at it from like a purely quantitative perspective — again, not wrong, just a different type of framework. Whereas journey mapping is meant to deepen your empathy and generate ideas.”

Don’t Over-Index Your Map

It’s easy to get bogged down in minutiae that mean little to customer satisfaction, much less the bottom line. Unless you’re a designer at a huge company like Amazon, where you might be called on to work toward infinitesimal improvements of a nano-feature, your focus should be on prioritizing what’s really important.

“What percent confidence are you adding by knowing a user scrolled 5 percent more on a page?” Hardesty asked. “Unless it’s your landing page, who cares? It’s not meaningful information.”

A better route, he told me, is to use a prioritization framework, such as the Kano model , to determine which features are most likely to resonate with customers. As he put it: “Do we think this will be a big winner? Is the juice worth the squeeze?”

Don’t Forget Internal Users and Administrators

Too many companies consider the journeys of their end-users, but not the internal teams supporting the software.

Recently, Happy Cog consulted on a web design and development refresh for Posse, a non-profit organization that awards scholarships to groups of first-generation college students. The site offers several touchpoints to guide students through the nomination and selection process.

However, the support that students receive from mentors once they attend college is equally important to the program’s success. Are they maintaining good grades? Are they attending organizational meetings? These factors needed to be better addressed in the design, Mancuso said.

“Posse, for the longest time, only focused on what student nominees see. But the internal audience has a journey as well, through more complicated content management systems that allow mentors to post news, update marketing features and check in on students,” he said.

Read this next The Job of the UX Designer Is About to Undergo Radical Change

Don’t Wait to Consult With Other Teams

Another way to torpedo a journey map is by waiting too long to invite key stakeholders.

“The more you wait, the more folks might feel surprised or question your findings,” Siwak said. “When people feel like they’re discovering it with you, there’s a lot less pushback. No one likes the surprise of hearing, ‘Hey, whatever part of the journey you’re responsible for sucks.’”

Beyond that, the journey mapping exercise can build solidarity for new product initiatives.

“I’ve never had anyone be like, ‘I think it was a waste of time,’” Siwak said. “And even if nothing scandalous is discovered in an ideation session, most people just enjoyed doing something different with their day.”

Don’t Create Too Many Personas

On the surface, separating personas by demographics — for instance, women in their 40s and men in their 20s — might seem like a good way to get an accurate view of your customer cohorts. But you can quickly lose the forest for the trees.

“Creating too many personas divides the audience too much,” Mancuso told me. “The journey becomes too complicated because there’s too much noise.”

Keep it simple: three to five personas.

Don’t Ignore Your Non-Users

What does this mean at a hotel-booking site like Rocketmiles?

“You have travelers who will never use the internet,” Siwak said. “Like the person on a road trip. You hit a rest stop in Tennessee, and there are those little pamphlets, and maybe you’re like, ‘You know what, I am going to go check out Dollywood today.’ Knowing that happens in the world might give us an opportunity, in the future, to capture a new market.”

Don’t Do Journey Mapping in a Vacuum

Talking to real customers to understand their attitudes toward your product, as well as those of competitors, is crucial to journey mapping. But companies often shortchange this part of the process.

“You get small companies that say, ‘We don’t have a lot of resources and money and time, and we’ve made this decision and we’re going to go with it.’ Or big companies that think they know everything about their customers,” Hardesty said.

Both views are distorted.

“Every time you come up with a feature idea, go back to the journey map, go back to your highest-grossing customers, your champions. At previous companies, I’ve helped establish customer advisor boards — a set of industry experts you can go to to gut check your assumptions.”

Don’t Act on Every Customer Suggestion

When several customers point to a particular bug or feature flaw, that’s a good signal that it’s time to revisit the journey map. However, while customers are good at seeing what’s broken, they’re less adept at positing solutions.

For example, if a customer requested a better way to search, sort and filter information: “You have to take these things with a grain of salt,” Hardesty said. “Maybe we create a different page, or reassign some of the content, and take care of 90 percent of what the individual user needs.”

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How to create an effective user journey map

No matter what you’re working on, the key to customer satisfaction and business growth is understanding your users. A user journey map helps you uncover pain points, explore the touchpoints from their perspective, and learn how to improve your product.

Imagine you just launched a new ecommerce platform. Shoppers fill their carts with products, but they abandon their carts before checkout. With a user journey map, you can pinpoint where the customer experience is going wrong, and how to enable more successful checkouts.

Read on to find out:

• What is a user journey map, and how it captures user flows and customer touchpoints
• Benefits of user journey mapping to refine UX design and reach business goals
• How to make user journey maps in five steps, using FigJam’s user journey map template

What is a user journey map?

Think about the path a user takes to explore your product or website. How would you design the best way to get there? User journey maps (or user experience maps) help team members and stakeholders align on user needs throughout the design process, starting with user research. As you trace users' steps through your user flows, notice: Where do users get lost, backtrack, or drop off?

User journey maps help you flag pain points and churn, so your team can see where the user experience may be confusing or frustrating for your audience. Then you can use your map to identify key customer touchpoints and find opportunities for optimization.

How to read a user journey map

Most user journey maps are flowcharts or grids showing the user experience from end to end. Consider this real-life journey map example of a freelancing app from Figma's design community. The journey starts with a buyer persona needing freelance services, and a freelancer looking for a gig. Ideally, the journey ends with service delivery and payment—but customer pain points could interrupt the flow.

Start your user journey map with FigJam

5 key user journey map phases.

Take a look at another Figma community user journey template , which uses a simple grid. Columns capture the five key stages of the user journey: awareness, consideration, decision, purchase, and retention (see below). Rows show customer experiences across these stages—their thoughts, feelings, and pain points. These experiences are rated as good, neutral, and bad.

To see how this works, consider a practical example. Suppose a new pet parent wants to learn how to train their puppy and discovers your dog-training app. Here's how you might map out the five key user journey stages:

• Awareness. The user sees a puppy-training video on social media with a link to your product website. They're intrigued—a positive experience.
• Consideration. The user visits your product website to preview your app. If they can't find a video preview easily, this could be a neutral or negative experience.
• Decision. The user clicks on a link to the app store and reads reviews of your app and compares it to others. They might think your app reviews are good, but your price is high—a negative or neutral experience.
• Purchase. The user buys your app and completes the onboarding process. If this process is smooth, it's a positive experience. If not, the customer experience could turn negative at this point.
• Retention. The user receives follow-up emails featuring premium puppy-training services or special offers. Depending on their perception of these emails, the experience can range from good (helpful support) to bad (too much spam).

2 types of user journey maps—and when to use them

User journey maps are helpful across the product design and development process, especially at two crucial moments: during product development and for UX troubleshooting. These scenarios call for different user journey maps: current-state and future-state.

Current-state user journey maps

A current-state user journey map shows existing customer interactions with your product. It gives you a snapshot of what's happening, and pinpoints how to enhance the user experience.

Take the puppy training app, for example. A current-state customer journey map might reveal that users are abandoning their shopping carts before making in-app purchases. Look at it from your customers' point of view: Maybe they aren't convinced their credit cards will be secure or the shipping address workflow takes too long. These pain points show where you might tweak functionality to boost user experience and build customer loyalty.

Future-state user journey maps

A future-state user journey map is like a vision board : it shows the ideal customer journey, supported by exceptional customer experiences. Sketch out your best guesses about user behavior on an ideal journey, then put them to the test with usability testing. Once you've identified your north star, you can explore new product or site features that will optimize user experience.

How to make a user journey map in 5 steps

To start user journey mapping, follow this step-by-step guide.

Step 1: Define user personas and goals.

Gather user research and data like demographics, psychographics, and shopping behavior to create detailed customer personas representing your target audience.  In your dog-training app example, one key demographic may be parents. What’s their goal? It isn't necessarily "hire a puppy trainer"—it could be "teach kids how to interact with a puppy."

Step 2: Identify customer touch points.

Locate the points along the user journey where the user encounters or interacts with your product. In the dog training app example, touchpoints might include social media videos, app website, app store category search (e.g., pets), app reviews, app store checkout, in-app onboarding, and app customer support.

Step 3: Visualize journey phases.

Create a visual representation of user journey phases across key touchpoints with user flow diagrams , flowcharts , or storyboards .

Step 4: Capture user actions and responses.

For each journey stage, capture the user story: at this juncture, what are they doing, thinking, and feeling ? This could be simple, such as: "Potential customer feels frustrated when the product image takes too long to load."

Step 5: Validate and iterate.

Finally, show your map to real users. Get honest feedback about what works and what doesn’t with user testing , website metrics , or surveys . To use the dog-training app example, you might ask users: Are they interested in subscribing to premium how-to video content by a professional dog trainer? Apply user feedback to refine your map and ensure it reflects customer needs.

Jumpstart your user journey map with FigJam

Lead your team's user journey mapping effort with FigJam, the online collaborative whiteboard for brainstorming, designing, and idea-sharing. Choose a user journey map template from Figma's design community as your guide. With Figma's drag-and-drop design features, you can quickly produce your own professional, presentation-ready user journey map.

Pro tip: Use a service blueprint template to capture behind-the-scenes processes that support the user journey, bridging the gap between user experience and service delivery.

Ready to improve UX with user journey mapping?

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How to design a customer journey map (A step-by-step guide)

A customer journey map is a visual representation of how a user interacts with your product. Learn how to create a customer journey map in this practical step-by-step guide.

Free course: Introduction to UX Design

What is UX? Why has it become so important? Could it be a career for you? Learn the answers, and more, with a free 7-lesson video course.

Successful UX design is rooted in empathy. The best designers are able to step into their users’ shoes and imagine what they think, feel, and experience as they interact with a product or service. 

One of the most effective ways to foster user empathy and consider different perspectives is to create customer journey maps—otherwise known as customer journey maps.

If you’re new to journey mapping, look no further than this guide. We’ll explain:

• What is a customer journey map?

Why create customer journey maps?

When to create customer journey maps, what are the elements of a customer journey map, how to create a customer journey map (step-by-step).

If you want to skip straight to the how-to guide, just use the clickable menu to jump ahead. Otherwise, let’s begin with a definition. 

[GET CERTIFIED IN UX]

What is a customer journey map? 

A customer journey map (otherwise known as a user journey map) is a visual representation of how a user or customer interacts with your product. It maps out the steps they go through to complete a specific task or to achieve a particular goal—for example, purchasing a product from an e-commerce website or creating a profile on a dating app. 

Where does their journey begin? What’s their first point of interaction with the product? What actions and steps do they take to reach their end goal? How do they feel at each stage? 

You can answer all of those questions with a user journey map.

A user journey map template from Miro . 

Creating customer journey maps helps to:

• Centre the end user and foster empathy. Creating a user/customer journey map requires you to step into the end user’s shoes and experience the product from their perspective. This reminds you to consider the user at all times and fosters empathy.
• Expose pain-points in the user experience. By viewing the product from the user’s perspective, you quickly become aware of pain-points or stumbling blocks within the user experience. Based on this insight, you can improve the product accordingly.
• Uncover design opportunities. User journey maps don’t just highlight pain-points; they can also inspire new ideas and opportunities. As you walk in your end user’s shoes, you might think “Ah! An [X] feature would be great here!”
• Get all key stakeholders aligned. User journey maps are both visual and concise, making them an effective communication tool. Anybody can look at a user journey map and instantly understand how the user interacts with the product. This helps to create a shared understanding of the user experience, building alignment among multiple stakeholders. 

Ultimately, user journey maps are a great way to focus on the end user and understand how they experience your product. This helps you to create better user experiences that meet your users’ needs. 

User journey maps can be useful at different stages of the product design process. 

Perhaps you’ve got a fully-fledged product that you want to review and optimise, or completely redesign. You can create journey maps to visualise how your users currently interact with the product, helping you to identify pain-points and inform the next iteration of the product. 

You can also create user journey maps at the ideation stage. Before developing new ideas, you might want to visualise them in action, mapping out potential user journeys to test their validity. 

And, once you’ve created user journey maps, you can use them to guide you in the creation of wireframes and prototypes . Based on the steps mapped out in the user journey, you can see what touchpoints need to be included in the product and where. 

No two user journey maps are the same—you can adapt the structure and content of your maps to suit your needs. But, as a rule, user journey maps should include the following: 

• A user persona. Each user journey map represents the perspective of just one user persona. Ideally, you’ll base your journey maps on UX personas that have been created using real user research data.
• A specific scenario. This describes the goal or task the journey map is conveying—in other words, the scenario in which the user finds themselves. For example, finding a language exchange partner on an app or returning a pair of shoes to an e-commerce company.
• User expectations. The goal of a user journey map is to see things from your end user’s perspective, so it’s useful to define what their expectations are as they complete the task you’re depicting.
• High-level stages or phases. You’ll divide the user journey into all the broad, high-level stages a user goes through. Imagine you’re creating a user journey map for the task of booking a hotel via your website. The stages in the user’s journey might be: Discover (the user discovers your website), Research (the user browses different hotel options), Compare (the user weighs up different options), Purchase (the user books a hotel).
• Touchpoints. Within each high-level phase, you’ll note down all the touchpoints the user comes across and interacts with. For example: the website homepage, a customer service agent, the checkout page.
• Actions. For each stage, you’ll also map out the individual actions the user takes. This includes things like applying filters, filling out user details, and submitting payment information.
• Thoughts. What is the user thinking at each stage? What questions do they have? For example: “I wonder if I can get a student discount” or “Why can’t I filter by location?”
• Emotions. How does the user feel at each stage? What emotions do they go through? This includes things like frustration, confusion, uncertainty, excitement, and joy.
• Pain-points. A brief note on any hurdles and points of friction the user encounters at each stage.
• Opportunities. Based on everything you’ve captured in your user journey map so far, what opportunities for improvement have you uncovered? How can you act upon your insights and who is responsible for leading those changes? The “opportunities” section turns your user journey map into something actionable. 

Here’s how to create a user journey map in 6 steps:

• Choose a user journey map template (or create your own)
• Define your persona and scenario
• Outline key stages, touchpoints, and actions 
• Fill in the user’s thoughts, emotions, and pain-points
• Identify opportunities 
• Define action points and next steps

Let’s take a closer look.

[GET CERTIFIED IN UI DESIGN]

1. Choose a user journey map template (or create your own)

The easiest way to create a user journey map is to fill in a ready-made template. Tools like Miro , Lucidchart , and Canva all offer user/customer journey map templates that you can fill in directly or customise to make your own. 

Here’s an example of a user journey map template from Canva:

2. Define your persona and scenario

Each user journey map you create should represent a specific user journey from the perspective of a specific user persona. So: determine which UX persona will feature in your journey map, and what scenario they’re in. In other words, what goal or task are they trying to complete?

Add details of your persona and scenario at the top of your user journey map. 

3. Outline key stages, actions, and touchpoints

Now it’s time to flesh out the user journey itself. First, consider the user scenario you’re conveying and think about how you can divide it into high-level phases. 

Within each phase, identify the actions the user takes and the touchpoints they interact with. 

Take, for example, the scenario of signing up for a dating app. You might divide the process into the following key phases: Awareness, Consideration, Decision, Service, and Advocacy . 

Within the Awareness phase, possible user actions might be: Hears about the dating app from friends, Sees an Instagram advert for the app, Looks for blog articles and reviews online. 

4. Fill in the user’s thoughts, emotions, and pain-points

Next, step even further into your user’s shoes to imagine what they may be thinking and feeling at each stage, as well as what pain-points might get in their way. 

To continue with our dating app example, the user’s thoughts during the Awareness phase might be: “ I’ve never used online dating before but maybe I should give this app a try…”

As they’re new to online dating, they may be feeling both interested and hesitant. 

While looking for blog articles and reviews, the user struggles to find anything helpful or credible. This can be added to your user journey map under “pain-points”. 

5. Identify opportunities

Now it’s time to turn your user pain-points into opportunities. In our dating app example, we identified that the user wanted to learn more about the app before signing up but couldn’t find any useful articles or reviews online.

How could you turn this into an opportunity? You might start to feature more dating app success stories on the company blog. 

Frame your opportunities as action points and state who will be responsible for implementing them.  

Here we’ve started to fill out the user journey map template for our dating app scenario:

Repeat the process for each phase in the user journey until your map is complete.

6. Define action points and next steps 

User journey maps are great for building empathy and getting you to see things from your user’s perspective. They’re also an excellent tool for communicating with stakeholders and creating a shared understanding around how different users experience your product. 

Once your user journey map is complete, be sure to share it with all key stakeholders and talk them through the most relevant insights. 

And, most importantly, turn those insights into clear action points. Which opportunities will you tap into and who will be involved? How will your user journey maps inform the evolution of your product? What are your next steps? 

Customer journey maps in UX: the takeaway

That’s a wrap for user journey maps! With a user journey map template and our step-by-step guide, you can easily create your own maps and use them to inspire and inform your product design process. 

For more how-to guides, check out:

• The Ultimate Guide to Storyboarding in UX
• How to Design Effective User Surveys for UX Research
• How to Conduct User Interviews

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How to Create a User Journey Map: A Step-By-Step Guide

Wondering how to create a user journey map for your SaaS product?

If yes, you’re in the right place because that’s exactly what we explore in the article.

Read on to learn about:

• Importance of user journey maps for product teams .
• Different user journey map types.
• User journey stages.
• User journey mapping process.

Ready to dive in?

• A user journey map represents all the actions users complete inside the product to achieve their goals, from the moment they first log in until they become loyal users.
• A user journey map helps you communicate with stakeholders from across the organization to better align efforts. Thanks to that, they can better satisfy user needs , strengthen customer loyalty, and improve conversion rates .
• Current-state maps focus on the present user experience and help identify immediate pain points and make incremental improvements.
• Future-state maps visualize an improved user journey and guide strategic planning and innovation.
• The day-in-the-life map looks at the broader context of the user’s daily life, helping to design user-centric products and identify new opportunities.
• Service-blueprint maps cover both user interactions and internal processes. They are useful for improving service delivery and aligning cross-functional teams .
• User journey stages are activation , adoption, renewal, expansion , loyalty, and referral.
• A typical user or customer journey map example includes information about the user persona, journey stages, touchpoints , user actions, emotions, pains, and opportunities.
• Start mapping user and customer journeys by defining user personas and setting your goals .
• Next, use your product knowledge and analytics tools to identify the main touchpoints.
• Conduct further customer research to find user pain points at each touchpoint. Use quantitative and qualitative data from analytics, surveys, interviews, and usability testing .
• With all the data in place, visualize the journey using a template, for example, from Canva.
• Ensure that your user journey map is a true reflection of user engagement with the product by tracking user behavior and collecting feedback .
• Constantly monitor product performance and user behavior and amend your user journey maps to accommodate emerging user needs .
• Userpilot is a product growth platform with advanced analytics and feedback features. Book the demo to see how to use it for user journey mapping.

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What is a user journey map?

A user journey map is a visual representation of steps and interactions that a user goes through when engaging with a SaaS product.

How is it different from a customer journey map?

In a nutshell, the user journey is a part of the customer journey limited to interactions within the product. From the moment they use it for the first time until they become competent product users and advocates. It doesn’t cover interactions outside the product, like engagement with marketing materials.

Why is user journey mapping important?

There are a few key benefits of user journey maps.

First, they are an important communication tool improving cross-functional collaboration and ensuring a shared understanding of the target audience and their goals.

Talking of understanding…

The mapping process is an opportunity to learn about your customers: their objectives, challenges, and emotions as they interact with the product.

Such in-depth understanding allows teams to prioritize their efforts to address the key user needs and create personalized experiences that meet their expectations. Which translates into better customer satisfaction, retention, and loyalty . And gives you a competitive advantage.

Finally, a customer journey map can help you improve conversion rates at key touchpoints, ultimately leading to better financial performance.

Different types of user journey maps

We distinguish 4 user journey maps, differing in focus and use cases. Here’s a quick overview.

Current-state map

A current-state map captures the user’s journey through the product as it exists today. It focuses on the present interactions, experiences, emotions, and pain points users come across while engaging with the product.

Such a map helps teams identify areas where users are facing difficulties and make quick, incremental user experience improvements . It also serves as a baseline for evaluating innovations.

Future-state map

A future-state map envisions the ideal user journey , showing how the experience will be improved in the future. It focuses on desired interactions, emotions, and experiences after implementing planned changes.

This kind of journey map helps you set long-term goals and align them with user needs. And guides product development and marketing strategies.

Day-in-the-life map

A day-in-the-life map provides a holistic view of customer interactions with the product in the context of their daily activities.

Teams can use such journey maps to gain deeper insights into how the product fits into the users’ daily lives. This helps them design products that better integrate into their lives and identify new opportunities to address unmet needs.

Service-blueprint map

A service-blueprint map goes beyond the user’s perspective: it details not only user interactions but also internal processes, systems, and support activities happening behind the scenes.

This kind of user journey map provides a comprehensive view of how different departments and systems contribute to the user experience . To improve cross-functional alignment and reduce inefficiencies in internal processes.

Different stages of user journey maps

The customer journey map consists of 8-9 stages, starting from initial awareness and ending with loyalty or referral.

As mentioned, in the user journey map, we focus on interaction with the product, so the stages are:

• Activation : when the user experiences the product value firsthand.
• Adoption : when they start using it regularly to solve their problems.
• Renewal : when the user renews their subs to continue using the product.
• Expansion : when they upgrade their plan or buy additional products.
• Loyalty : when they continue to use the product and are unlikely to switch to a competitor.
• Referral : when they recommend the product to others, for example, through WOM .

What are the elements of a user journey map?

Most user and customer journey map templates include information about:

• User personas representing typical users.
• Journey stages.
• Touchpoints where users interact with the product,e.g. feedback survey.
• User actions, e.g. complete the survey.
• User emotions as they engage with the product, like ‘excited’, ‘flabbergasted’, or ‘ delighted ‘.
• Pains/challenges , e.g. can’t skip a question.
• Opportunities to improve user experience.

How to create a user journey map?

With the basics out of the way, let’s look at how to create user journey maps. The process is very similar to customer journey mapping, so I will be making references to both user and customer journey maps.

1. Define your goals and user personas

The process of user journey mapping starts with defining user personas . I use the plural form intentionally because your product is likely to target more than one user type. And each of them needs a separate user journey map because they want to achieve different goals .

Apart from the individual user persona goals, set your product goals , focusing on the aspects of product performance you want to improve. For example, your goal could be to improve customer lifetime value .

When setting your goals , make them SMART: specific, measurable, achievable, relevant, and time-bound. For example: “Improve customer lifetime value by 22% by the end of the year”.

2. Identify the main touchpoints in the user journey

Having defined personas and set goals, it’s time to identify the key touchpoints in the user journey.

For example, this could be your primary and secondary onboarding experiences, feedback forms, in-app upsell messages, resource center modules, or cancellation flows.

How do you do it?

Start by listing all the touchpoints that come to your mind. Involve other team members to capture as many of these as possible.

Back this brainstorming exercise with product analytics . Use path analysis to map out all user actions inside the product before or after an event, like sign-up or drop-off .

3. Conduct research to discover customer pain points

Product analytics can help you identify customer pain points. For example, if lots of users drop off at a particular user journey step, it’s most likely because of friction .

Don’t stop there and enhance the insights with qualitative data from surveys, interviews, focus groups, usability testing sessions, and customer interactions with the service and support teams.

For example, you could run surveys like the one below to measure user satisfaction with a feature and identify opportunities to improve it. When triggered contextually, just when the user engages with the feature, such surveys can help you capture user insights when the experience is still fresh in their minds.

The main advantage of qualitative data is that it helps you understand not only what the problem is but also why it’s an issue and how to address it.

4. Visualize the journey using a user/customer journey map template

Once you have all the information about users and their interactions, map them out.

Work your way from the top:

1) List the journey stages for each persona.

2) At each stage, list the touchpoints.

3) For each touchpoint, record user actions and the associated feelings, pain points, and opportunities.

Repeat for all the stages.

Graphic design and collaboration tools, like Canva, Miro, or Figma, offer numerous customer and user journey templates, so creating the actual visualization isn’t a big deal.

5. Collect customer feedback to validate the user journey map

Although you’ve done thorough user persona research and studied how your customers interact with the product, there may still be discrepancies between the map and the reality.

So go back to product analytics and analyze user behavior to see if it reflects what you’ve recorded in your map.

To validate new ideas, run experiments . For example, if you’re thinking of adding a new feature, start with fake door tests and low-fidelity prototype tests. Before you release the feature for everyone, roll it out to your staff first and run beta tests to collect feedback and iron out the details.

6. Update and refine your customer journey maps continuously

As user needs and the competitive landscape evolve, so should your product. And consequently, your user journey maps.

To stay ahead of the curve, monitor the product performance, track user behavior in-app , and engage in continuous product discovery . And amend your map accordingly.

User journey maps are an essential tool that allows product teams to better empathize with their users and communicate insights to other stakeholders. Thanks to that, they can design products that are competitive, offer a positive customer experience, and enable users to achieve their goals.

If you’d like to learn how Userpilot analytics and feedback features can help you create a user journey map, book the demo!

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The customer journey — definition, stages, and benefits

Businesses need to understand their customers to increase engagement, sales, and retention. But building an understanding with your customers isn’t easy.

The customer journey is the road a person takes to convert, but this journey isn’t always obvious to business owners. Understanding every step of that journey is key to business success. After reading this article, you’ll understand the customer journey better and how to use it to improve the customer experience while achieving your business goals.

This post will discuss:

• What a customer journey is

Customer journey stages

Benefits of knowing the customer journey.

• What a customer journey map is

How to create a customer journey map

Use the customer journey map to optimize the customer experience, what is a customer journey.

The customer journey is a series of steps — starting with brand awareness before a person is even a customer — that leads to a purchase and eventual customer loyalty. Businesses use the customer journey to better understand their customers’ experience, with the goal of optimizing that experience at every touchpoint.

Giving customers a positive customer experience is important for getting customers to trust a business, so optimizing the customer journey has never mattered more. By mastering the customer journey, you can design customer experiences that will lead to better customer relationships, loyalty, and long-term retention .

Customer journey vs. the buyer journey

The stages of the customer’s journey are different from the stages of the buyer’s journey. The buyer’s journey follows the customer experience from initial awareness of a brand to buying a product. The customer journey extends beyond the purchase and follows how customers interact with your product and how they share it with others.

Every lead goes through several stages to become a loyal customer. The better this experience is for customers at each stage, the more likely your leads are to stick around.

Ensure that your marketing, sales, and customer service teams optimize for these five stages of the customer journey:

1. Awareness

In the awareness phase, your target audience is just becoming aware of your brand and products. They need information or a solution to a problem, so they search for that information via social media and search engines.

For example, if someone searches on Google for pens for left-handed people, their customer journey begins when they’re first aware of your brand’s left-handed pen.

At this stage, potential customers learn about your business via web content, social media, influencers, and even their friends and family. However, this isn’t the time for hard sells. Customers are simply gathering information at this stage, so you should focus first on answering their questions and building trust.

2. Consideration

In the consideration phase, customers begin to consider your brand as a solution to their problem. They’re comparing your products to other businesses and alternative solutions, so you need to give these shoppers a reason to stick around.

Consideration-stage customers want to see product features that lean heavily toward solving problems and content that doesn’t necessarily push a sale. At this stage, businesses need to position their solution as a better alternative. For example, a nutrition coaching app might create content explaining the differences between using the app and working with an in-person nutritionist — while subtly promoting the benefits of choosing the app.

3. Purchase

The purchase stage is also called the decision stage because at this stage customers are ready to make a buying decision. Keep in mind that their decision might be to go with a competing solution, so purchase-stage buyers won’t always convert to your brand.

As a business, it’s your job to persuade shoppers at this stage to buy from you. Provide information on pricing, share comparison guides to showcase why you’re the superior option, and set up abandoned cart email sequences.

4. Retention

The customer journey doesn’t end once a shopper makes their first purchase. Once you’ve converted a customer, you need to focus on keeping them around and driving repeat business. Sourcing new customers is often more expensive than retaining existing clients, so this strategy can help you cut down on marketing costs and increase profits.

The key to the retention stage is to maintain positive, engaging relationships between your brand and its customers. Try strategies like regular email outreach, coupons and sales, or exclusive communities to encourage customer loyalty.

5. Advocacy

In the advocacy stage, customers are so delighted with your products and services that they spread the word to their friends and family. This goes a step beyond retention because the customer is actively encouraging other people to make purchases.

Customer journeys don’t have a distinct end because brands should always aim to please even their most loyal customers. In the advocacy stage of the customer journey, you can offer referral bonuses, loyalty programs, and special deals for your most active customers to encourage further advocacy.

Being aware of the customer journey helps shed more light on your target audience’s expectations and needs. In fact, 80% of companies compete primarily on customer experience. This means optimizing the customer journey will not only encourage your current customers to remain loyal but will also make you more competitive in acquiring new business.

More specifically, acknowledging the customer journey can help you:

• Understand customer behavior. Classifying every action your customers take will help you figure out why they do what they do. When you understand a shopper’s “why,” you’re better positioned to support their needs.
• Identify touchpoints to reach the customer. Many businesses invest in multichannel marketing, but not all of these touchpoints are valuable. By focusing on the customer journey, you’ll learn which of these channels are the most effective for generating sales. This helps businesses save time and money by focusing on only the most effective channels.
• Analyze the stumbling blocks in products or services. If leads frequently bail before buying, that could be a sign that something is wrong with your product or buying experience. Being conscious of the customer journey can help you fix issues with your products or services before they become a more expensive problem.
• Support your marketing efforts. Marketing requires a deep familiarity with your target audience. Documenting the customer journey makes it easier for your marketing team to meet shoppers’ expectations and solve their pain points.
• Increase customer engagement. Seeing the customer journey helps your business target the most relevant audience for your product or service. Plus, it improves the customer experience and increases engagement. In fact, 29.6% of customers will refuse to embrace branded digital channels if they have a poor experience, so increasing positive customer touchpoints has never been more important.
• Achieve more conversions. Mapping your customers’ journey can help you increase conversions by tailoring and personalizing your approach and messages to give your audience exactly what they want.
• Generate more ROI. You need to see a tangible return on your marketing efforts. Fortunately, investing in the customer journey improves ROI across the board. For example, brands with a good customer experience can increase revenue by 2–7% .
• Improve customer satisfaction and loyalty. Today, 94% of customers say a positive experience motivates them to make future purchases. Optimizing the customer journey helps you meet shopper expectations, which increases satisfaction and loyalty.

What is a customer journey map?

A customer journey map is a visual representation of every step your customer takes from being a lead to eventually becoming an advocate for your brand. The goal of customer journey mapping is to simplify the complex process of how customers interact with your brand at every stage of their journey.

Businesses shouldn’t use a rigid, one-size-fits-all customer journey map. Instead, they should plan flexible, individual types of customer journeys — whether they’re based on a certain demographic or on individual customer personas. To design the most effective customer journey map, your brand needs to understand a customer’s:

• Actions. Learn which actions your customer takes at every stage. Look for common patterns. For example, you might see that consideration-stage shoppers commonly look for reviews.
• Motivations. Customer intent matters. A person’s motivations change at every stage of the customer journey, and your map needs to account for that. Include visual representation of the shopper’s motivations at each stage. At the awareness stage, their motivation might be to gather information to solve their problem. At the purchase stage, it might be to get the lowest price possible.
• Questions. Brands can take customers’ common questions at every stage of the customer journey and reverse-engineer them into useful content. For example, shoppers at the consideration stage might ask, “What’s the difference between a DIY car wash and hiring a professional detailer?” You can offer content that answers their question while subtly promoting your car detailing business.
• Pain points. Everybody has a problem that they’re trying to solve, whether by just gathering intel or by purchasing products. Recognizing your leads’ pain points will help you craft proactive, helpful marketing campaigns that solve their biggest problems.

Customer journey touchpoints

Every stage of the customer journey should also include touchpoints. Customer touchpoints are the series of interactions with your brand — such as an ad on Facebook, an email, or a website chatbot — that occur at the various stages of the customer journey across multiple channels. A customer’s actions, motivations, questions, and pain points will differ at each stage and at each touchpoint.

For example, a customer searching for a fishing rod and reading posts about how they’re made will have very different motivations and questions from when later comparing specs and trying to stay within budget. Likewise, that same customer will have different pain points when calling customer service after buying a particular rod.

It might sound like more work, but mapping the entire customer journey helps businesses create a better customer experience throughout the entire lifecycle of a customer’s interaction with your brand.

Before jumping into the steps of how to create the customer journey map, first be clear that your customer journey map needs to illustrate the following:

• Customer journey stages. Ensure that your customer journey map includes every stage of the customer journey. Don’t just focus on the stages approaching the purchase — focus on the retention and advocacy stages as well.
• Touchpoints. Log the most common touchpoints customers have at every stage. For example, awareness-stage touchpoints might include your blog, social media, or search engines. Consideration-stage touchpoints could include reviews or demo videos on YouTube. You don’t need to list all potential touchpoints. Only list the most common or relevant touchpoints at each stage.
• The full customer experience. Customers’ actions, motivations, questions, and pain points will change at every stage — and every touchpoint — during the customer journey. Ensure your customer journey map touches on the full experience for each touchpoint.
• Your brand’s solutions. Finally, the customer journey map needs to include a branded solution for each stage and touchpoint. This doesn’t necessarily mean paid products. For example, awareness-stage buyers aren’t ready to make a purchase, so your brand’s solution at this stage might be a piece of gated content. With these necessary elements in mind, creating an effective customer journey map is a simple three-step process.

1. Create buyer personas

A buyer persona is a fictitious representation of your target audience. It’s a helpful internal tool that businesses use to better understand their audience’s background, assumptions, pain points, and needs. Each persona differs in terms of actions, motivations, questions, and pain points, which is why businesses need to create buyer personas before they map the customer journey.

To create a buyer persona, you will need to:

• Gather and analyze customer data. Collect information on your customers through analytics, surveys, and market research.
• Segment customers into specific buying groups. Categorize customers into buying groups based on shared characteristics — such as demographics or location. This will give you multiple customer segments to choose from.
• Build the personas. Select the segment you want to target and build a persona for that segment. At a minimum, the buyer persona needs to define the customers’ basic traits, such as their personal background, as well as their motivations and pain points.

For example, ClearVoice created a buyer persona called “John The Marketing Manager.” The in-depth persona details the target customer’s pain points, pet peeves, and potential reactions to help ClearVoice marketers create more customer-focused experiences.

2. List the touchpoints at each customer journey stage

Now that you’ve created your buyer personas, you need to sketch out each of the five stages of the customer journey and then list all of the potential touchpoints each buyer persona has with your brand at every one of these five stages. This includes listing the most common marketing channels where customers can interact with you. Remember, touchpoints differ by stage, so it’s critical to list which touchpoints happen at every stage so you can optimize your approach for every buyer persona.

Every customer’s experience is different, but these touchpoints most commonly line up with each stage of the customer journey:

• Awareness. Advertising, social media, company blog, referrals from friends and family, how-to videos, streaming ads, and brand activation events.
• Consideration. Email, sales calls, SMS, landing pages, and reviews.
• Purchase. Live chat, chatbots, cart abandonment emails, retargeting ads, and product print inserts.
• Retention. Thank you emails, product walkthroughs, sales follow-ups, and online communities.
• Advocacy. Surveys, loyalty programs, and in-person events.

Leave no stone unturned. Logging the most relevant touchpoints at each stage eliminates blind spots and ensures your brand is there for its customers, wherever they choose to connect with you.

3. Map the customer experience at each touchpoint

Now that you’ve defined each touchpoint at every stage of the customer journey, it’s time to detail the exact experience you need to create for each touchpoint. Every touchpoint needs to consider the customer’s:

• Actions. Describe how the customer got to this touchpoint and what they’re going to do now that they’re here.
• Motivations. Specify how the customer feels at this moment. Are they frustrated, confused, curious, or excited? Explain why they feel this way.
• Questions. Every customer has questions. Anticipate the questions someone at this stage and touchpoint would have — and how your brand can answer those questions.
• Pain points. Define the problem the customer has — and how you can solve that problem at this stage. For example, imagine you sell women’s dress shoes. You’re focusing on the buyer persona of a 36-year-old Canadian woman who works in human resources. Her touchpoints might include clicking on your Facebook ad, exploring your online shop, but then abandoning her cart. After receiving a coupon from you, she finally buys. Later, she decides to exchange the shoes for a different color. After the exchange, she leaves a review. Note how she acts at each of these touchpoints and detail her likely pain points, motivations, and questions, for each scenario. Note on the map where you intend to respond to the customer’s motivations and pain points with your brand’s solutions. If you can create custom-tailored solutions for every stage of the funnel, that’s even better.

A positive customer experience is the direct result of offering customers personalized, relevant, or meaningful content and other brand interactions. By mapping your customers’ motivations and pain points with your brand’s solutions, you’ll find opportunities to improve the customer experience. When you truly address their deepest needs, you’ll increase engagement and generate more positive reviews.

Follow these strategies to improve the customer experience with your customer journey map:

• Prioritize objectives. Identify the stages of the customer journey where your brand has the strongest presence and take advantage of those points. For example, if leads at the consideration stage frequently subscribe to your YouTube channel, that gives you more opportunities to connect with loyal followers.
• Use an omnichannel approach to engage customers. Omnichannel marketing allows businesses to gather information and create a more holistic view of the customer journey. This allows you to personalize the customer experience on another level entirely. Use an omnichannel analytics solution that allows you to capture and analyze the true cross-channel experience.
• Personalize interactions at every stage. The goal of mapping the customer journey is to create more personalized, helpful experiences for your audience at every stage and touchpoint. For example, with the right data you can personalize the retail shopping experience and customer’s website experience.
• Cultivate a mutually trusting relationship. When consumer trust is low, brands have to work even harder to earn their customers’ trust. Back up your marketing promises with good customer service, personalized incentives, and loyalty programs.

Getting started with customer journeys

Customer journeys are complicated in an omnichannel environment, but mapping these journeys can help businesses better understand their customers. Customer journey maps help you deliver the exact experience your customers expect from your business while increasing engagement and sales.

When you’re ready to get started, trace the interactions your customers have at each stage of their journey with your brand. Adobe Customer Journey Analytics — a service built on Adobe Experience Platform — can break down, filter, and query years’ worth of data and combine it from every channel into a single interface. Real-time, omnichannel analysis and visualization let companies make better decisions with a holistic view of their business and the context behind every customer action.

Learn more about Customer Journey Analytics by watching the overview video .

https://business.adobe.com/blog/perspectives/introducing-adobes-customer-journey-maturity-model

https://business.adobe.com/blog/how-to/create-customer-journey-maps

https://business.adobe.com/blog/basics/what-is-customer-journey-map

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User Journey Map Guide with Examples & FREE Templates

18 April, 2024

Senior UX Researcher

Customer journey mapping is also a popular workshop task to align user understanding within teams. If backed up by user data and research, they can be a high-level inventory that helps discover strategic oversights, knowledge gaps, and future opportunities.

Yet, if you ask two different people, you will likely get at least three different opinions as to what a user journey looks like and whether it is worth the hassle. Read on if you want to understand whether a UX journey map is what you currently need and how to create one.

You can get the templates here:

Click here to download a high-resolution PDF of this template.

What is user journey mapping?

Imagine your product is a supermarket and your user is the person wanting to refill their fridge. They need to: 

Decide what to buy, and in what supermarket will they be able to find and afford it

Remember to bring their coupons

Park there 

Find everything

Save the new coupons for the next shopping trip

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3 ways to understand user journey maps

Now, there are at least three ways to look at the customer journey.

1. Workflow maps for usability optimization 

Some imagine a user journey map as a wireframe or detailed analysis of  specific flows in their app . This could be, for example, a sign-up flow or the flow for inviting others to a document. In our supermarket example, it’s a closer look at what they do inside your supermarket, maybe even only in the frozen section. Or you could define what you want them to do in the frozen aisle.

.css-61w915{margin-right:8px;margin-top:8px;max-height:30px;}@media screen and (min-width: 768px){.css-61w915{margin-right:38px;max-height:unset;}} The focus here is on getting the details of the execution right, not how it fits into the bigger picture of what the user needs.

It is more or less a wireframe from a user perspective. Such a product-focused understanding is not what we want to discuss in this article, though many examples for the best user journey maps you might come across are exactly this. There are good reasons to do such an analysis as well, since it helps you smooth out usability for the people who have already found their way into your supermarket because of your excellent ice cream selection. Workflow maps won’t help you notice that your lack of parking spots is one of the reasons why you are missing out on potential customers in the first place. By only looking at what they do inside the supermarket, you might also miss out on an opportunity for user retention: You could help them get their ice cream home before it melts.

2. Holistic user journey maps for strategic insights

With a more holistic view of what people experience when trying to achieve a goal, product makers gain strategic insights on how their product fits into the big picture and what could be in the future. Because this journey document covers so much ground, it is usually a linear simplification of what all the steps would look like if they were completed. Going back to our supermarket example, it would start from the moment the person starts planning to fill the fridge and ends when the fridge is full again — even if the supermarket building is only relevant in a few phases of this journey. Creating this version of a user journey map requires quite some time and research effort. But it can be an invaluable tool for product and business strategy. It is an inventory of user needs that can help you discover knowledge gaps and future opportunities.  Service blueprints   are the most comprehensive version of a user journey map  since they also lay out the behind-the-scenes of a service, usually called backstage. In our supermarket example, that could be:

the advertising efforts

logistics required to keep all shelves stocked

protocols the staffers follow when communicating with customers

3. Journey mapping workshops as an alignment method

In a user journey mapping workshop, stakeholders and team members share their knowledge and assumptions about the users. Some of these assumptions might need to be challenged — which is part of the process. The goal is not the perfect output, but rather to get everyone into one room and work out a common understanding of the users they are building products for. It forces everyone to organize their thoughts, spell out what they know and assumed was common knowledge — and ideally meet real users as part of the workshop. If done right, this establishes a more comprehensive understanding of what users go through and helps overcome the very superficial ideas one might have about the lives and needs of people outside their own social bubble.

Hence, such a workshop helps create aha moments and gives the consequences of great and poor product decisions a face. So at the end of the day, it is one of many methods to evangelize user-centricity in an organization.

What are the benefits of user experience (UX) mapping?

We already discussed the benefits and shortcomings of workflow maps, but what are the reasons you should consider a UX journey map and/or a journey mapping workshop ?

1. Switching perspectives

Empathy:  Like any other UX method and user research output, user journey maps are supposed to foster empathy and help product makers put themselves into the shoes of a user. Awareness:  It creates awareness of why users do all the things they do. And it challenges product makers to resist the temptation of building something because it’s feasible, not because it’s needed that way.

2. Aligned understanding

Given the team is involved in creating the user experience map (either as a workshop, in expert interviews, observing the user research, or at least as a results presentation), it forces a conversation and offers a shared mental model and terminology — the foundation for a shared vision. 

3. Seeing the big picture

Imagine the vastly different perceptions Sales reps, Customer Support teams, C-level, and backend engineers might have since they all meet very different segments at very different stages of their journey. Day-to-day, it makes sense to be an expert in the stages of a user journey you are responsible for. A journey map helps to step back from this and see the bigger picture, where your work fits in, and where assumptions about the majority of users were wrong. It might even help define KPIs across teams that don’t cancel each other out.

4. Uncovering blind spots and opportunities

A user journey map gives you a structured and comprehensive overview of which user needs are already tackled by your product and which ones are either underserved or solved with other tools and touchpoints. Which moments of truth do not get enough attention yet? These are the opportunities and blind spots you can work on in the future.

When is customer journey mapping just a waste of time?

In all honesty, there are also moments when creating a user journey map or running a journey mapping workshop is destined to fail and should better be put on hold. It’s a lot of work, so don’t let this energy go to waste.  User journey maps only make sense when there is an intention to collaboratively work on and with them.  Here are some of the scenarios and indicators that it’s the wrong moment for a journey map:

No buy-in for the workshop: The requirements of a successful journey workshop are not met, e.g., there is not enough time (60 minutes over lunch won’t do the trick), only a few team members are willing to attend, and/or key stakeholders refuse to have their assumptions challenged.

Isolated creation: The whole creation process of the user journey map happens isolated from the team, e.g., it is outsourced to an agency or an intern. Nobody from the team observes or runs the user research, or is consulted for input or feedback on the first drafts. There is no event or presentation planned that walks the team through the output. Finally, a very detailed, 10-foot-long poster appears in a hallway, and none of the team members ever find time to read, process, or discuss it with each other.

UX theater: For one reason or another, there is no time/resources allocated to user research or reviewing existing insights whilst creating the map (usability tests with non-users do not count in this case, though). Such an approach, also known as, can do more harm than good since the resulting user journey may only reinforce wrong assumptions and wishful thinking about your users.

Unclear objectives: The user journey map is only created because it is on your UX design checklist, but the purpose is unclear. If you are unsure what you or your stakeholders want to achieve with this journey map, clarify expectations and desired output before investing more energy into this. E.g., there is a chance you were only meant to do a usability review of a bumpy app workflow.

Lack of follow-through: Creating a user journey map is just the start. Without a plan to implement changes based on insights gathered, the map is merely a paper exercise. This lack of action can result from limited resources, lack of authority, or inertia. It's vital to establish a process for turning insights from the map into design improvements or strategy adjustments. This includes assigning tasks, setting deadlines, and defining success metrics to ensure the map drives real change and doesn't end up forgotten.

Overcomplication: Sometimes, to capture every nuance and detail of the user experience, teams can create an overly complex user journey map. This can make the map difficult to understand and use, particularly for team members who weren't involved in its creation. A good user journey map should balance detail and clarity, providing insightful and actionable information without overwhelming its users.

Failure to update: User expectations, behaviors, and the digital landscape constantly evolve. A user journey map that remains static will quickly become outdated. Regular reviews and updates are necessary to ensure that the map reflects the current state of user experiences. This requires a commitment to ongoing user research and a willingness to adjust your understanding of the user's path as new information becomes available.

The good news is: UX maturity in an organization can change rapidly, so even if you run into one of the obstacles above, it is worth revisiting the idea in the future. Once you’re good to go, you can get started with the user journey map examples and templates below.

User journey mapping: examples, templates & tools

There is more than one way to do it right and design a great user journey map. Every organization and industry has its own templates, tools and approaches to what elements are most important to them. The following examples and template will give you an idea of what a user journey map can look like if you decide to create one yourself. Make it your own, and change up the sections and design so they make sense for your product and use cases.

User journey map template and checklist

To give you a first orientation, you can use this user journey template and check the two fictional examples below to see how you could adapt it for two very different industries: instant meal delivery and healthcare.

Click here to download a high-resolution PDF of the user journey map template. 

While there is no official standard, most other user journey maps contain the following elements or variations of them:

Key phases (or ‘stages’) start when users become aware of a problem they need to solve or a goal they want to achieve and may end when they evaluate whether they achieved their goal or enter a maintenance phase. E.g., user journeys for e-commerce could be structured along the classic funnel of:

Consideration

Delivery & use

Loyalty & advocacy

2. Jobs to be done

Whilst some other user journey templates might call this section ‘steps’ or ‘tasks’, it can be very beneficial to structure the stages into ‘jobs to be done’ (JTBD) instead. This framework helps you distinguish better between the actual goal of a user vs. the tasks required to get there . For example, safe online payments are never a goal of a user, this is just one of many jobs on the long way to get new sneakers on their feet. Ideally, users ‘hire’ your product/service to assist them with some of the JTBD on their journey. Phrase your JTBD as verb + object + context . Examples:

Install app on phone

Tip delivery driver

Buy new shoes

Naturally, the stages closest to your current (and future) solution require a more detailed understanding, so you might want to investigate and document deeper what JTBDs happen there.

3. Needs and pains

Users have needs and pains every step along the journey. Use this section to collect the most important needs and potential pains, even if not all apply in all cases. Ask:

What are the repeating themes, even the ones you are (currently) not able to solve with your product?

Phrase pains and needs as I- or me-statements from the user perspective, e.g., ‘I forgot my login details, ‘I am afraid to embarrass myself’ or ‘My day is too busy to wait for a delivery.’ 

Which are the pains and needs that are so severe that, if not solved, they can become real deal-breakers for your product or service?

On the last point, such deal-breaker and dealmaker situations, or ‘ moments of truth ’, require particular attention in your product decisions and could be visually highlighted in your journey. In a meal delivery, the taste and temperature of the food are such a moment of truth that can spoil the whole experience with your otherwise fantastic service.

4. Emotional curve

An emotional curve visualizes how happy or frustrated users are at certain stages of their journey. Emojis are commonly used to make it easy to understand and empathize with the emotional state of the user across the whole journey. It can be a surprising realization that users are not delighted with your witty microcopy, but you already did a great job by not annoying them. It is also a good reminder that what might personally excite you is perceived as stressful or overwhelming by most other users. Strong user quotes can be used for illustration.

5. Brand and product touchpoints

Here, you can list current and planned touchpoints with your brand and product, as well as. Whilst the touchpoints when using your product might be obvious, others early and late in the journey are probably less obvious to you but critical for the user experience and decision to use or return to your product. This is why it is worthwhile to include them in your map. Make sure your journey does not get outdated too soon, and don’t list one-off marketing campaigns or very detailed aspects of current workflows — just what you got in general so there is no major revision needed for a couple of years.

6. Opportunities for improvement

As you map out your user journey, it is important to not only identify the current touchpoints and experiences but also opportunities for improvement. This could include potential areas where users may become frustrated or confused, as well as areas where they may be delighted or pleasantly surprised.

By identifying these opportunities, you can prioritize making meaningful improvements to the user experience and ultimately creating a more positive, long-lasting relationship with your users.

7. Other tools and touchpoints

This may seem the least interesting aspect of your journey or a user interview, but it can tell you a lot about blind spots in your service or potential partnerships or APIs to extend your service. E.g., Google Maps or WhatsApp are common workaround tools for missing or poor in-app solutions.

User journey map example 1: health industry

The following example is for a fictional platform listing therapists for people in need of mental health support, helping them find, contact, schedule, and pay for therapy sessions. As you can see, the very long journey with recurring steps (repeated therapy sessions) is cut short to avoid repetition. 

At the same time, it generalizes very individual mental health experiences into a tangible summary. While it is fair to assume that the key phases happen in this chronological order, JTBD, timing, and the number of sessions are kept open so that it works for different types of patients.

You can also see how the journey covers several phases when the platform is not in active use. Yet, these phases are milestones in the patient’s road to recovery. Looking at a journey like this, you could, for example, realize that a ‘graduation’ feature could be beneficial for your users, even if it means they will stop using your platform because they are feeling better.

This user journey map is fictional but oriented on Johanne Miller’s UX case study  Designing a mental healthcare platform . 

User journey map example 2: delivery services

What the example above does not cover is the role of the therapist on the platform — most likely they are a second user type that has very different needs for the way they use the platform. This is why the second example shows the two parallel journeys of two different user roles and how they interact with each other. 

Nowadays, internal staff such as delivery drivers have dedicated apps and ideally have a designated UX team looking out for their needs, too. Creating a frictionless and respectful user experience for ‘internal users’ is just as critical for the success of a business as it is to please customers.

User journey map example: meal delivery. Please note that this fictional journey map is just an example for illustrative purposes and has not been backed up with user research.

For more inspiration, you can find collections with more real-life user journey examples and customer journey maps on  UXeria ,  eleken.co  &  userinterviews.com , or check out free templates provided by the design tools listed below.

Free UX journey mapping tools with templates

No matter whether you’re a design buff or feel more comfortable in spreadsheets, there are many templates available for free(mium) tools you might be already using. 

For example, there are good templates and tutorials available for  Canva ,  Miro  and even  Google Sheets . If you are more comfortable with regular design software, you can use the templates available for  Sketch  or one of these two from the  Figma (template 1 ,  template 2 ) community. There are also several dedicated journey map tools with free licenses or free trials, e.g.,  FlowMapp ,  Lucidchart  and  UXPressia , just to name a few.

Be aware that the first draft will require a lot of rearrangement and fiddling until you get to the final version. So it might help to pick where this feels easy for you. 

How do I collect data for my app user journey?

User journey maps need to be rooted in reality and based on what users really need and do (not what we wish they did) to add value to the product and business strategy. Hence, user insights are an inevitable step in the creation process.

However, it’s a huge pile of information that needs to be puzzled together and usually, one source of information is not enough to cover the whole experience — every research method has its own blind spots. But if you combine at least two or three of the approaches below, you can create a solid app user journey .

1. In-house expertise

The people working for and with your users are an incredible source of knowledge to start and finalize the journey. Whilst there might be a few overly optimistic or biased assumptions you need to set straight with your additional research, a user journey mapping workshop and/or  expert interviews  involving colleagues from very different (user-facing) teams such as:

customer service

business intelligence

customer insights

will help you collect a lot of insights and feedback. You can use these methods to build a preliminary skeleton for your journey but also to finalize the journey with their input and feedback.

2. Desk research

Next to this, it is fair to assume there is already a ton of preexisting documented knowledge about the users simply floating around in your company. Your  UX research repository  and even  industry reports  you can buy or find with a bit of googling will help. Go through them and pick the cherries that are relevant for your user journey. Almost anything can be interesting:

Old research reports and not-yet-analyzed context interviews from earlier user interviews

NPS scores & user satisfaction surveys

App store feedback

Customer support tickets

Product reviews written by journalists

Competitor user journeys in publicly available UX case studies

Ask your in-house experts if they know of additional resources you could check. And find out if there’s already a  long-forgotten old journey map  from a few years ago that you can use as a starting point (most organizations have those somewhere).

3. Qualitative user research

Qualitative research methods are your best shot to learn about all the things users experience, think, and desire before and after they touch your product.  In-depth interviews  and  focus groups  explore who they are and what drives them. You could show them a skeleton user journey for feedback or  co-creation . 

This could also be embedded into your user journey mapping workshop with the team. Alternatively, you can follow their actual journey in  diary studies ,  in-home visits  or  shadowing . However, in all these cases it is important that you talk to real users of your product or competitors to learn more about the real scenarios. This is why usability testing with non-users or fictional scenarios won’t help much for the user journey map.

4. Quantitative research

Once you know the rough cornerstones of your user journey map,  surveys  could be used to let users rate what needs and pains really matter to them. And what their mood is at certain phases of the journey. You can learn how they became aware of your product and ask them which of the motives you identified are common or exotic edge cases. Implementing micro-surveys such as  NPS surveys , CES , and  CSAT  embedded into your product experience can give additional insights.

5. Customer satisfaction (CSAT) survey

Customer satisfaction surveys (or CSATs for short) are important tools that measure your customers' satisfaction with your product or service. It is usually measured through surveys or feedback forms, asking customers to rate their experience on a scale from 1 to 5. This metric can give valuable insights into the overall satisfaction of your customers and can help identify areas of improvement for your product.

CSAT surveys can be conducted at different customer journey stages, such as after purchase or using a specific feature. This allows you to gather feedback on different aspects of your product and make necessary changes to improve overall satisfaction.

The benefit of CSAT lies in understanding how satisfied customers are with your product and why. By including open-ended questions in the surveys, you can gather qualitative insights into what aspects of your product work well and what needs improvement.

5. User analytics

User analytics is a beautiful source of information, even if it has its limits. Depending on what tools you are using (e.g., Google Analytics, Firebase, Hubspot, UXCam), you can follow the digital footprints of your users before and when they were using the product. This may include  acquisition channels  (input for brand touchpoints and early journey phases),  search terms  that brought them to your product (input for needs and pains), and how they navigate your product. 

Unlike a usability test, you can use  screen flows  and  heatmaps  to understand how your users behave naturally when they follow their own agenda at their own pace — and how often they are so frustrated that they just quit. Knowing this gives you pointers to negative user emotions at certain journey steps and even helps identify your product’s moments of truth. Whilst you cannot ask the users if your interpretations are correct, checking analytics already helps you prepare good questions and talking points for user interviews or surveys.

Curious to know how heatmaps will look in your app?  Try UXCam for free — with 100,000 monthly sessions and unlimited features.

How can I utilize UXCam to collect App User Journey data?

If you have UXCam set up in your mobile app, you can use it to support your user journey research. You can find many of the previously mentioned  user analytics  features ( screen flows  and  heatmaps , including  rage taps ) here as well. 

UXCam can also be an  invaluable asset for your qualitative research . Especially for niche products and B2B apps that normally have a lot of trouble  recruiting real users  via the usual user testing platforms. 

UXCam’s detailed segmentation options allow you to  identify exactly the users you want to interview  about their journey — and  reach out to them via either email or UXCam push notifications , which can include invitation links for your study, a survey or an additional screener.

Additionally, UXCam's session replay feature allows you to watch recordings of user sessions, providing valuable insights into how users interact with your app and where they may face challenges.

Where can I learn more about user journey map?

Don’t feel ready to get started? Here are a few additional resources that can help you dive deeper into user journey mapping and create the version that is best for your project.

Creating user journey maps & service blueprints:

Mapping Experiences by Jim Kalbach

Journey Mapping 101

How to create customer journey maps

Customer Journey Stages for Product Managers

The Perfect Customer Journey Map

Planning and running user journey mapping workshops:

Journey mapping workshop

Jobs to be done:

The Theory of Jobs To Be Done

Moments of truth in customer journeys:

Journey mapping MoTs

What is a user journey map?

A user journey map is a visual representation of the process that a user goes through to accomplish a goal with your product, service, or app.

What is a user journey?

A user journey refers to the series of steps a user takes to accomplish a specific goal within a product, service, or website. It represents the user's experience from their point of view as they interact with the product or service, starting from the initial contact or discovery, moving through various touchpoints, and leading to a final outcome or goal.

How do I use a user journey map in UX?

User journey maps are an essential tool in the UX design process, used to understand and address the user's needs and pain points.

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What is a User Journey?

In the latest in my series covering the planning of your  website project , we take a look at User Journeys.

Type “what is a user journey” into Google, and the chances are you’ll see this broad definition:

A user journey is a series of steps (typically 4-12) which represent a scenario in which a user might interact with the thing you are designing. They can be used for 2 main things:

• Demonstrating the way users  currently  interact with the service / website / product
• Demonstrating the way users  could  interact with the service / website / product

User Journeys are used for a wide range of creative projects – not just websites – so the exact form they take and the way they’re used can look very different. But in this instance, a User Journey tells the story of how a customer interacts with your website. It captures the frustration, joy or other emotions customers experience that you can’t get from just raw data.

Some Good Examples

This famous User Journey from Lego tells the story, in steps, of an executive’s experience of visiting Lego’s headquarters. Icons have been used to show the executives emotions at each stage:

This next Journey shows how a customer might interact with a health game app. You’ll notice in this example that “before” stages are also included, so we can see how the customer arrives, and where from. This helps put the whole project into a real-world context:

And in this third example, the user’s emotions are indicated by a graph running the width of the diagram. Key points are plotted on the x-axis:

Why do I need a User Journey for my website project?

There are several key benefits to creating User Journeys for your website project:

• Helping to understand user behaviour  – User Journeys can help you work out how your  Personas  (your typical users) are going to travel through the site to complete their goal
• Beginning to form the basis for the site structure  – once you understand the way the user interacts with the site, you can start to think about what sections and pages you need, and how they’ll link together
• Creating a vision for the project  – User Journeys are an excellent way to visually communicate the overall aims of the site with everyone involved in the project, from the MD to the designer to the copywriter

What should the User Journey look like?

As you can see from these examples, there’s no right or wrong way to present your User Journey…

…but you should try to include:

• A picture of the  Persona  the User Journey relates to
• A title that sums the User Journey up, e.g. “Making an enquiry about a new kitchen”
• A series of briefly described steps
• An illustration to reinforce what’s happening (if it helps)
• Benefits to the user that happen along the way
• Any functionality being used

Further reading

If you’re after more detail about How To Create a User Journey, check these out:

User Journeys – The Beginner’s Guide, by UX Review Example UX docs and deliverables All you need to know about Customer Journey Mapping A Step By Step Guide to Building Customer Journey Maps

Understanding various user paths: Examples of User journey maps

In this comprehensive guide, we delve into the world of user journey maps. User journey maps are a fundamental tool in understanding the myriad of ways users can interact with a product or service. These maps depict the user’s experience from start to end, providing crucial insights into their needs, challenges, and overall behavior. By examining various examples of user journey maps, this article aims to show how these tools can significantly optimize user experience, facilitate design decisions, and ultimately impact the success of your product or service.

What is User Journey Mapping?

User Journey Mapping is a strategic process of creating a graphical interpretation of a user's interaction with a product or service. It's a visualization technique that includes the entire spectrum of a user's experience, from initial contact through the process of engagement and into a long-term relationship. This kind of mapping offers a deep dive into user behavior, emotions, pain points, and moments of delight, providing a detailed view of their journey.

Importance of User Journey Maps

User Journey Maps serve as essential tools in the field of UX design, playing a significant role in enhancing user experiences. They shed light on the user's path, illuminating areas where the user experience can be improved and opportunities for innovation can be seized.

By mapping out the user's journey, businesses can pinpoint gaps in the user experience and identify areas where the product or service is not meeting user needs. These insights aid in aligning the product or service more closely with user expectations, thereby driving user satisfaction and loyalty.

By understanding the user’s journey, businesses can make data-driven decisions that balance both user requirements and business goals, leading to more effective strategies and higher returns on investment.

In essence, User Journey Maps are instrumental in bridging the gap between user expectations and business objectives.

Components of a User Journey Map

Understanding user personas.

User personas are imaginary characters that embody different types of users who might interact with your product or service. They are built on research and often represent a blend of demographics, behaviors, motivations, and goals. These personas act as stand-ins for real users, assisting in empathizing with the user base and designing solutions personalized to their needs.

Make your own User Journey diagram .

Identifying the needs of each persona is a vital step . It involves pinpointing the objectives, motivations, and challenges of each persona. This understanding enables businesses to design products or services that address these needs and provide value, enhancing overall user satisfaction.

Touchpoints and Interactions

Touchpoints refer to every instance where a user comes into contact with your product or service. These can occur across various channels, such as websites, mobile apps, customer service, and physical stores, and at different stages of the user journey.

Mapping interactions involves detailing the user's actions, feelings, and thoughts at each touchpoint. This process captures the context of the interaction, the user's goals, and their emotional state, providing valuable insights into how users experience your product or service.

Examples of User Journey Maps

In this section, we explore different types of user journey maps, each tailored to a specific type of business - from e-commerce platforms to SaaS products and mobile apps.

E-commerce User Journey

The e-commerce user journey often starts with exploring products, filtering based on preferences, and comparing options. The next stage involves buying , where users add items to their cart, go through the checkout process, and finalize payment. The journey doesn't end there; it extends to post-purchase experiences such as monitoring shipments and interacting with customer support.

SaaS Product User Journey

For a Software as a Service (SaaS) product, the user journey might commence with an introduction , which includes signing up, initial setup, and learning how to use the service through tutorials. Following this, the focus shifts to product utilization , involving regular interaction, discovering different features, and engaging with the product. The final stage is either continuation, where the user decides to extend using the service, or cessation, where the user opts to cancel their subscription.

Mobile App User Journey

The mobile app user journey typically initiates with app identification , where users find the app through an app store search, read reviews, and decide to download. The acclimatization phase follows, during which users register, grant necessary permissions, and commence using the app. The journey persists with usage trends , which involve frequent interactions, probing various features, and providing feedback.

Building User Journey Diagrams with Gleek

Introducing gleek.

In the field of diagram creation, Gleek has established itself as an exemplary tool that blends functionality, clarity, and a user-friendly interface. It simplifies the complex process of creating diagrams, including user journey maps. With Gleek, you can quickly convert ideas into visual forms, thanks to its array of templates and intuitive syntax.

Instructions to Craft User Journey Maps Using Gleek

Whether you're an experienced professional or a beginner in creating user journey maps, Gleek's efficient and accurate approach will facilitate your task. Here is a concise guide on how to create a user journey map using Gleek:

Choosing a Template: Initiate by selecting a suitable user journey map template from Gleek's comprehensive library. These templates serve as a foundation, allowing you to focus more on the content rather than the layout.

Inserting Elements: After picking a template, the subsequent step involves incorporating personas, touchpoints, and interactions onto the canvas.

Here, Gleek's keyboard shortcuts and commands come into play. For instance, to establish a group of stages, use "/g Stages group name". When crafting tasks, start a new line, press TAB, and provide a name. You can also integrate emotional aspects into tasks by typing ":" followed by a number from 1 to 6, with 0 to 2 signifying negativity, 3 being neutral, and 4 to 6 indicating positivity. To associate touchpoints with each task, press TAB and input their names.

Sharing and Collaborating: Once your user journey map is ready, Gleek offers options for collaboration and sharing. You can distribute your diagram to team members for feedback, making it a powerful tool for collective brainstorming and decision-making.

Gleek's approach emphasizes efficiency, precision, and expertise in diagram creation, making it a valuable tool for any business seeking to comprehend and enhance its customer journey.

User Journey Mapping in Service Industries using Gleek

The service industry, with its diverse sectors, presents unique challenges and opportunities in understanding user journeys. Let's explore two examples: Healthcare and Banking.

User Journey in Healthcare: Patient Appointment Scheduling

In healthcare, a fundamental user journey involves patient appointment scheduling. This process starts when a patient decides to schedule an appointment and ends when they successfully book one.

Using Gleek, you can set up a group of stages using the "/g Stages group name" command. The stages might include 'Identify Need for Appointment', 'Search for Provider', 'Schedule Appointment', and 'Receive Confirmation'.

For each stage, initiate a new line, press TAB, and provide a task name. For example, under 'Schedule Appointment', tasks could be 'Choose Date and Time', 'Input Personal Information', and 'Confirm Details'.

You can then incorporate an emotional aspect into these tasks by typing ":" followed by a number from 1 to 6. This feature helps gauge user sentiment at each step of the process, enabling you to identify areas for improvement.

Lastly, link touchpoints with each task by pressing TAB and inputting their names. These touchpoints could include 'Healthcare Portal', 'Search Engine', 'Online Calendar', 'Form Page', and 'Confirmation Email'.

Check out another example of How to create a User journey map for a food ordering app via Gleek.

User Journey in Banking: Applying for a Loan

Another critical user journey in the service industry is the process of applying for a loan in banking. This journey begins when a customer decides to apply for a loan and ends when they submit their application.

Again, use Gleek to set up stages such as 'Identify Need for Loan', 'Research Loan Options', 'Select Loan', 'Fill Application', and 'Submit Application'.

For each stage, create tasks and assign emotional ratings to represent user sentiment. This will allow you to pinpoint any friction points that might cause frustration or dissatisfaction.

Touchpoints for this journey could include 'Bank Website', 'Search Engine', 'Loan Information Page', 'Application Form', and 'Confirmation Email'.

By using Gleek's efficient and precise diagram creation tools, e-commerce and service businesses can gain a deeper understanding of their users' journeys. This knowledge can be leveraged to enhance the shopping experience, thereby fostering user satisfaction and loyalty.

It's clear now how user journey mapping is vital for understanding and improving user experiences. We've highlighted the significance of detailed visual representations that show how customers interact with your business, from their first contact to making a purchase.

The creation of these maps can be intricate, but tools like Gleek significantly simplify the process. With its focus on keyboard shortcuts, efficiency, clarity, precision, and functionality, Gleek delivers a streamlined method for building user journey diagrams. It provides a variety of templates, an intuitive design, and simple commands for a faster, more effective diagram construction process.

Incorporating these elements into your user journey map can provide a more accurate understanding of your customers' paths, revealing opportunities for enhancement and optimization. The ability to share and collaborate on these diagrams further amplifies their value, facilitating collective brainstorming and decision-making.

Related posts

Exploring User journey mapping in Design thinking: A beginner's guide

How to create a User Journey diagram for a food ordering app

back to all posts

It is the user who decides on the success of your products.

User journey mapping.

User Journey Mapping (also Customer Journey Mapping) is a holistic approach to examining your users’ interactions with your product or service. It creates a consistent understanding of your users’ goals in every step of their journey and helps to define requirements.

What is a User Journey Map?

The User Journey Map (also Customer Journey Map) illustrates the entire journey of the user along all touchpoints with a product or service. All steps and actions of the user are captured, from starting a task to reaching the desired goal – including all relevant difficulties and needs.

The first step in creating a Journey Map is gathering all existing information on the target group and their needs, desires and behaviours. To verify this knowledge and to answer open questions, we conduct user research methods, such as in-depth Interviews . Quantitative methods, like online surveys , can provide helpful data as well.

The insights gathered during user research are the foundation for the individual steps of the Journey Map. All direct and indirect touchpoints with the product are listed as well as the interaction channels (e.g. website, e-mail, offline contact).

Depending on context and business goals, the User Journey Map can include different dimensions. In order to develop empathy for the users we can illustrate their emotional journey, so that it is easier to relate to their needs and pains. Journey maps are often considered to be an important and efficient UX tool to identify where users need more support in reaching their goal.

What can we find out with User Journey Mapping?

• Which steps are the users going through until they reach their goal?
• How does the interaction of the user with the product or service currently work, and how should it ideally work?
• Which factors influence the users during their interaction with the product?
• Which difficulties (pain points) does the user face along the user journey?
• How can the product support the users better in reaching their goals?
• Where can the user experience be optimized to strengthen the customer relationship in the long run?
• How is using the product or service different for different target groups?

When do we recommend User Journey Mapping?

User Journey Mapping (also Customer Journey Mapping) is especially useful when developing new products or services as it helps understand the users’ approach and define requirements. This method is also suitable for optimizing the user’s interactions with the product and for strengthening the relationship with your customers.

A User Journey Map creates empathy for the users and their goals while also revealing potential for improvement in the user experience. The users’ actions and needs can be accounted for in design decisions alongside business goals. This results in user-friendly products.

Understanding the entire user experience

Every interaction with the product is examined from the users’ point of view.

Uncovering potential

Pain points in user interaction are uncovered and can be addressed.

Decision support for design questions

The knowledge of user needs and pain points helps setting the focus for design tasks.

What do you get as a result?

You get a graphically illustrated User Journey Map (or Customer Journey Map) that is tailored to your research questions. The User Journey Map contains the journey of the user in clear and comprehensible steps (touch points).

Every step contains the users’ respective actions and further information depending on the defined project goals, e.g. channels, devices or emotions. For existing products and processes we uncover pain points and opportunities. For new products expected benefits for the user and the provider are identified.

The User Journey Map is complemented by further valuable information, e.g. quotes from users, and illustrated in a structured graphic (map).

Interactive User Journey Maps

The User Journey’s format can vary. We are mindful of keeping the focus on the practical work with the results and ensure that the User Journey Map is designed appropriately.

The User Journey Map can turn into an extensive document depending on whether it is supposed to shed light on a specific section of the journey or the entire process with all its details. In the latter case, an interactive Journey Map can be useful to ensure the clarity and readability of the results. An interactive map is not a static document, but it rather lives on being interacted with. The content can be shown or hidden if needed, so that you as the user of the map can decide which parts of the content you want to see at which point.

Do you have specific questions concerning your project? We will be happy to advise you. Free of charge and without obligation.

Client voices about User Journey Mapping

“Due to the brilliantly prepared recommendations and design templates from usability.de we were able to implement improvements quickly, avoiding high communication efforts. Thereby, we considerably enhanced the usability of our real estate portal. This improvement is also underlined by the positive user feedback we receive. We are looking forward to continuing a great cooperation.”

• Jürgen Roth, CTO, Immowelt AG
• immowelt.de

Other interesting usability methods

We will be happy to talk to you and prepare a free proposal.

• +49 511 360 50 70

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Learn / Guides / Customer journey mapping (CJM) guide

Back to guides

Customer journey mapping in 2 and 1/2 days

How to create a customer journey map that improves customer success.

Last updated

Reading time.

There’s a common saying that you can’t understand someone until you’ve walked a mile in their shoes—and that’s exactly what customer journey maps do: they help you put yourself in different customers’ shoes and understand your business from their point of view.

Why should you do it? How should you do it? Find the answers in this guide, which we wrote after interviewing 10+ customer journey experts who shared methodologies, dos and don’ts, and pro tips with us. 

On this page:

What is a customer journey map?

How to create a customer journey map in 2 and ½ working days

4 benefits of customer journey mapping for your business

In later chapters, we dive deeper into customer journey analytics, workshops, and real-life examples.

Start mapping your customer journey

Hotjar lets you experience the customer journey through their eyes, so you can visualize what’s working and what needs improvement.

A customer journey map (CJM) is a visual representation of how customers interact with and experience your website, products, or business across multiple touchpoints.

By visualizing the actions, thoughts, and emotions your customers experience, a customer journey map helps you better understand them and identify the pain points they encounter. This is essential if you want to implement informed, customer-focused optimizations on your site.

Mapping the customer journey: narrow vs. wide focus

A customer journey map can have a very narrow focus and only look at a few, specific steps of the customer experience or buyer’s journey (for example, a product-to-purchase flow on a website), or it can take into account all the touchpoints, online and offline, someone goes through before and after doing business with you. 

Each type of customer journey map has its advantages:

A CJM with a narrow focus allows you to zero in on an issue and effectively problem-solve 

A CJM with a wide focus gives you a broader, holistic understanding of how customers experience your business

Regardless of their focus, the best customer journey maps have one thing in common: they are created with real customer data that you collect and analyze . The insights are usually organized into a map (hence the name), diagram, or flowchart during a group workshop, which is later shared across the entire business so everyone gets a clear and comprehensive overview of a customer’s journey.

How to create your first customer journey map in 2 and ½ working days

The process of creating a customer journey map can be as long or short as you need. Depending on how many people and stakeholders you involve, how much data you collect and analyze, and how many touchpoints there are across the business, you could be looking at days or even weeks and months of work.

If you’re new to customer journey mapping, start from a narrower scope before moving on to mapping every single customer touchpoint . 

Here’s our beginner customer journey mapping framework to help you create your first complete map in 2 and ½ working days:

Day 1: preliminary customer journey mapping work

Day 2: prep and run your customer journey mapping workshop.

Final ½ day: wrap up and share your results

Download your free customer journey map checklist  (as seen below), to mark off your tasks as you complete them.

On your first day, you have three essential tasks:

Define the goal and scope of your CJM

Collect customer data and insights

Invite your team to a customer journey mapping workshop

Step 1: define the goal and scope of your CJM

Clarifying what part(s) of the journey you're looking at, and why, helps you stay focused throughout the mapping process.

If this is your first map,  start from a known issue or problematic area of your website. Keep the scope small, and focus on anything you can break down into four or five steps. For example:

If you have a high drop-off on a pricing page with five calls-to-action, each of which takes users to a different page, that’s enough for a mappable journey

If your purchase flow is made of five self-contained pages, each of which loses you potential customers, that’s a good candidate for mapping

✅ The output: a one- or two-sentence description of what your map will cover, and why, you can use whenever you need to explain what the process is about. For example: this map looks at the purchase flow on our website, and helps us understand how customers go through each step and the issues or obstacles they encounter. The map starts after users click ‘proceed to checkout’ and ends when they reach the 'Thank You' page .

Step 2: collect customer data and insights

Once you identify your goal and scope, the bulk of your first day should be spent collecting data and insights you’ll analyze as part of your mapping process. Because your map is narrow in focus, don’t get distracted by wide-scale demographics or data points that are interesting and nice to know, but ultimately irrelevant. 

Get your hands on as much of the following information as you can:

Metrics from traditional analytics tools (such as Google Analytics) that give you insight into what’s happening, across the pages and stages your customer journey map covers

Data from analyzing your conversion ‘funnels’ , which record how many visitors end up at each stage of the user journey, so you can optimize those steps for potential customers and increase conversions

Behavior analytics data (from platforms like Hotjar) that show you how people interact with your site. For example, heatmaps give you an aggregate view of how users click, move and scroll on specific pages, and session recordings capture a user’s entire journey as they navigate your site

Quantitative and qualitative answers to on-site surveys relevant to the pages you’re going to investigate, as customer feedback will ultimately guide your roadmap of changes to make to improve the journey

Any demographic information about existing user and customer personas that helps you map the journey from the perspective of a real type of customer, rather than that of any hypothetical visitor, ensuring the journey makes sense for your target audience

Any relevant data from customer service chat logs, emails, or even anecdotal information from support, success, and sales teams about the issues customers usually experience

✅ The output: quantitative and qualitative data about your customers' interactions and their experiences across various touchpoints. For example, you’ll know how many people drop off at each individual stage, which page elements they interact with or ignore, and what stops them from converting.

💡Pro tip: as you read this guide, you may not yet have most of this data, particularly when it comes to heatmaps, recordings, and survey results. That’s ok. 

Unless you’re running your CJM workshop in the next 12 hours, you have enough time to set up Hotjar on your website and start collecting insights right now. The platform helps you:

Learn where and why users drop off with Funnels

Visualize interactions on key pages with Heatmaps

Capture visitor sessions across your website with Recordings

Run on-site polls with Surveys

When the time comes for you to start your customer journey mapping process, this data will be invaluable.

Step 3: invite your team to a customer journey mapping workshop

In our experience, the most effective way to get buy-in is not to try and convince people after things are done—include them in the process from the start. So while you can easily create a customer journey map on your own, it won’t be nearly as powerful as one you create with team members from different areas of expertise .

For example, if you’re looking at the purchase flow, you need to work with:

Someone from the UX team, who knows about the usability of the flow and can advocate for design changes

Someone from dev or engineering, who knows how things work in the back end, and will be able to push forward any changes that result from the map

Someone from success or support, who has first-hand experience talking to customers and resolving any issues they experience

✅ The output: you’ve set a date, booked a meeting space, and invited a group of four to six participants to your customer journey mapping workshop.

💡Pro tip: for your first map, stay small. Keep it limited to four to six people, and no main stakeholders . This may be unpopular advice, especially since many guides out there mention the importance of having stakeholders present from the start.

However, when you’re not yet very familiar with the process, including too many people early on can discourage them from re-investing their time into future CJM tasks. At this stage, it’s more helpful to brainstorm with a small team, get feedback on how to improve, and iterate a few times. Once you have a firm handle on the process, then start looping in your stakeholders.

On workshop day, you’ll spend half your time prepping and the other half running the actual session.

Step 1: prepare all your materials 

To run a smooth workshop, ensure you do the following:

Bring stationery: for an interactive workshop, you’ll need basic materials such as pens, different colored Post-its, masking tape, and large sheets of paper to hang on the wall

Collect and print out the data: use the data you collected on Day 1. It’s good to have digital copies on a laptop or tablet for everybody to access, but print-outs could be the better alternative as people can take notes and scribble on them.

Print out an empathy map canvas for each participant: start the workshop with an empathy mapping exercise (more on this in Step 2). For this, hand each participant an empty empathy map canvas you can recreate from the template below.

Set up a customer journey map template on the wall: use a large sheet of paper to create a grid you'll stick to the wall and fill in as part of the workshop. On the horizontal axis, write the customer journey steps you identified during your Day 1 prep work; on the vertical axis, list the themes you want to analyze for each step. For example:

Actions your customers take

Questions they might have

Happy moments they experience

Pain points they experience

Tech limits they might encounter

Opportunities that arise

Step 2: run the workshop

This is the most interactive (and fun) part of the process. Follow the framework below to go from zero to a completed draft of a map in just under 2 hours .

Introduction [🕒 5–10 min]

Introduce yourself and your participants to one another

Using the one-two sentence description you defined on Day 1, explain the goal and scope of the workshop and the activities it will involve

Offer a quick summary of the customer persona you’ll be referring to throughout the session

Empathy mapping exercise [🕒 30 min]

Using the personas and data available, have each team member map their observations onto sticky notes and paste them on the relevant section of the empathy mapping canvas

Have all participants take turns presenting their empathy map

Facilitate group discussions where interesting points of agreement or disagreement appear

Customer journey mapping [🕒 60 min]

Using Post-its, ask each participant to fill in parts of the map grid with available information. Start by filling in the first row together, so everybody understands the process, then do each row individually (15–20 min). At the end of the process, you should have something like this:

Looking at the completed map, encourage your team to discuss and align on core observations (and take notes: they’ll come in handy on your final half day). At this point, customer pain points and opportunities should become evident for everybody involved. Having a cross-functional team means people will naturally start discussing what can, or cannot, immediately be done to address them (35–40 min).

Wrap up [🕒 5 min]

Congratulations! Your first customer journey map is complete. Finish the session by thanking your participants and letting them know the next steps.

Final half-day: wrap up and share

Once you’ve gone through the entire customer journey mapping workshop, the number one thing you want to avoid is for all this effort to go to waste. Instead of leaving the map hanging on the wall (or worse: taking it down, folding it, and forgetting about it), the final step is to wrap the process up and communicate the results to the larger team.

Digitize the map so you can easily update and share it with team members: it may be tempting to use dedicated software or invest time into a beautiful design, but for the first few iterations, it’s enough to add the map to your team’s existing workflows (for example, our team digitized our map and added it straight into Jira, where it’s easily accessible)

Offer a quick write-up or a 5-minute video introduction of the activity: re-use the description you came up with on Day 1, including who was involved and the top three outcomes

Clearly state the follow-up actions: if you’ve found obvious issues that need fixing, that’s a likely next step. If you’ve identified opportunities for change and improvement, you may want to validate these findings via customer interviews and usability testing.

4 benefits of customer journey mapping

In 2023, it’s almost a given that great customer experience (CX) provides any business or ecommerce site with a competitive advantage. But just how you’re supposed to deliver on the concept and create wow-worthy experiences is often left unsaid, implied, or glossed over.

Customer journey maps help you find answers to this ‘How?’ question, enabling you to:

Visualize customer pain points, motivations, and drivers

Create cross-team alignment around the business

Remove internal silos and clarify areas of ownership

Make improvements and convert more visitors into customers

We’ve done a lot of customer journey work here at Hotjar, so we know that the above is true—but don’t just take our word for it: all the people we interviewed for this guide confirmed the benefits of journey mapping. Let’s take a look at what they shared.

1. Visualize customer pain points, motivations, and drivers

It’s one thing to present your entire team with charts, graphs, and trends about your customers, and quite another to put the same team in front of ONE map that highlights what customers think, want, and do at each step of their journey.

I did my first customer journey map at MADE.COM within the first three months of joining the company. I was trying to map the journey to understand where the pain points were.

For example, people who want to buy a sofa from us will be coming back to the site 8+ times over several weeks before making a purchase. In that time, they may also visit a showroom. So now I look at that journey, at a customer’s motivation for going to the website versus a physical store, and I need to make sure that the experience in the showroom complements what they're doing on-site, and vice-versa, and that it all kind of comes together.

The map helps in seeing that journey progress right up to the time someone becomes a customer. And it also continues after: we see the next touchpoints and how we're looking to retain them as a customer, so that they come back and purchase again.

A customer journey map is particularly powerful when you incorporate empathy into it, bringing to light specific emotions that customers experience throughout the journey.

2. Create cross-team alignment around the business

The best, most effective customer journey maps are not the solo project of the user experience (UX) or marketing team (though they may originate there).

Customer journey maps are a quick, easy, and powerful way to help everybody in your business get a clearer understanding of how things work from a customers’ perspective and what the customers’ needs are—which is the first step in your quest towards creating a better experience for them.

Our first goal for preparing a customer journey map was to improve understanding customers across the company, so that every employee could understand the entire process our clients go through.

For example, people from the shipping department didn't know how the process works online; people from marketing didn't know how customers behave after filing a complaint. Everything seems obvious, but when we shared these details, we saw that a lot of people didn't know how the company itself works—this map made us realize that there were still gaps we needed to fill.

If we discover that customers have a pain point in a specific section of the map, different teams can look at the same section from several angles; customer support can communicate why something is not possible, and engineering can explain why it’s going to take X amount of effort to get it done. Especially in cross-functional teams where we all come from really different disciplines, I find these maps to be an incredible way for us all to speak the same language.

3. Remove internal silos and clarify areas of ownership

As a company grows in size and complexity, the lines of ownership occasionally become blurry. Without clarity, a customer might get bounced like a ping pong ball across Sales, Success, and Support departments—not great for the seamless and frictionless customer experience we all want to offer.

A central source of ‘truth’ in the form of a customer journey map that everybody can refer to helps clarify areas of ownership and handover points.

We were growing as a team, and we realized we needed to operationalize a lot of the processes that, before then, had just been manually communicated. We did it through a customer journey map. Our goal was to better understand where these hand-off points were and how to create a more seamless experience for our customers, because they were kind of being punted from team to team, from person to person—and often, it was really hard to keep tabs on exactly where the customer was in that entire journey.

4. Make improvements and convert more visitors into customers

A customer journey map will take your team from 'It appears that 30% of people leave the website at this stage' to 'Wow, people are leaving because the info is incomplete and the links are broken.' Once everyone is aligned on the roadblocks that need to be addressed, changes that have a positive impact on the customer experience and customer satisfaction will happen faster.

The customer journey map brings it all together: it doesn't matter who you've got in the room. If you’re doing a proper journey map, they always get enlightened in terms of ‘Oh, my word. I did not know the customer's actually experiencing this.’ And when I walk out of the session, we have often solved issues in the business. Accountability and responsibilities have been assigned, and I find that it just works well.

Shaheema (right) working on a customer journey map

Collect the right data to create an effective customer journey map

The secret of getting value from customer journey mapping is not just building the map itself: it's taking action on your findings. Having a list of changes to prioritize means you can also measure their effect once implemented, and keep improving your customers' experience. 

This all starts with collecting customer-centric data—the sooner you begin, the more information you’ll have when the time comes to make a decision.

Start mapping your customer journey today

Hotjar lets you experience your customer’s journey through their eyes, so you can visualize what’s working and what needs improvement.

FAQs about customer journey mapping

How do i create a customer journey map.

To create a useful customer journey map, you first need to define your objectives, buyer personas, and the goals of your customers (direct customer feedback and  market research will help you here). Then, identify all the distinct touchpoints the customer has with your product or service in chronological order, and visualize the completion of these steps in a map format.

What are the benefits of customer journey mapping?

Customer journey mapping provides different teams in your company with a simple, easily understandable visualization that captures your customers’ perspective and needs, and the steps they’ll  take to successfully use your  product or service. 

Consider customer journey mapping if you want to accomplish a specific objective (like testing a new product’s purchase flow) or work towards a much broader goal (like increasing overall customer retention or customer loyalty).

What is the difference between a customer journey map and an experience map?

The main difference between an experience map and a customer journey map is that customer journey maps are geared specifically toward business goals and the successful use of a product or service, while experience maps visualize an individual’s journey and experience through the completion of any task or goal that may not be related to business.

Customer Journey

Customer journey refers to the path followed by a customer via so-called touchpoints before making a purchase decision. It can be visualized in a customer journey map.

• 1 Definition
• 2 Example of a customer journey
• 3 Touchpoints
• 4 Phases of the customer journey
• 5 Purpose of the customer journey
• 6 Customer journey analysis

The customer journey in marketing refers to the customer’s path, via touchpoints, to their decision to purchase an item. A customer doesn’t usually decide to purchase an item immediately after finding out about it for the first time. Usually, customers look at a product or a brand several times before deciding on an action, known in marketing as touchpoints. The customer journey then proceeds through these touchpoints.

In offline advertising, it is very difficult to map the customer journey, because it is generally impossible to find out where each visitor found about a store, and why they're there. Possible reasons could include recommendation from family or friends, a flyer, or newspaper advertisement. You might be able to find out the reasons with a qualitative survey. However, these surveys are expensive to conduct. New approaches such as "Instore-Tracking" via "Beacons" or wifi-tracking are making it easier for stationary stores to reconstruct the customer journey inside a store.

On the internet, however, the contact points of any potential customers for a product or service can be precisely tracked with suitable tracking tools , even across many channels. What exactly is meant by customer journey is shown in this  video .

Example of a customer journey

An amateur gardener discovers a new garden device in an opinion forum, which they find interesting. In a brochure from the local do-it-yourself store, which was included with his newspaper, he finds out some basic data about the product, for example, the technical features and price. His interest intensifies. They search on the Internet for the product and want to read about whether other amateur gardeners may have already reported on experience with the device. They use a rating portal. The experiences from others inspire them, and they want to buy the device. They visit the manufacturer’s website to find out where they can buy it, then they go to one of the specified online shops and order the product.

In this example, there are several touchpoints.

Touchpoints

There are many different types of media that can be considered interaction and contact points. There is offline  advertising media such as TV ads, radio spots, newspaper inserts and ads on billboards. However, these forms of advertising cannot be tracked. Online touchpoints are more interesting for online marketing, such as blogs, manufacturer sites, banner ads, opinion forums or experience portals. They can be made fully visible in the form of customer journeys.

Phases of the customer journey

There are different approaches in terms of how to divide the phases of the customer journey. However, they all share one idea in common; it can be assumed that the decision to buy is not usually made immediately. First, the target group must be made aware of the product. In the next step, interest for the product must be created. Only some time after information was received will a desire for the product arise, which eventually ideally leads to action. One speaks in this case of a conversion . The principle is similar to the AIDA model .

The envisioned action does not necessarily have to be a purchase or order. Even the registration for an email newsletter or requests for information can be a reasonable goal, depending on the individual corporate objectives.

Purpose of the customer journey

The purpose of evaluating and mapping the customer journey is to find out more about consumer behavior. The customer journey can therefore be better designed, leading to an increase in the conversion rate. The relationship between different touchpoints can also be analyzed.

Customer journey analysis

Tracking tools, such as cross-domain tracking or cross-device tracking can help in the analysis or mapping of the customer journey. Cross-device tracking is a particularly useful tool for gaining insights into the customer journey, as this makes it possible to find out what device the potential customer used to access the site, and in what order.

Depending on the data available, it may be difficult to find out exactly which touchpoint led to a conversion. Every touchpoint usually contributes to some extend to the customer’s purchase decision. If the consumer hadn't become aware of the product at the first touchpoint, they may never have found out about it at all. Every touchpoint contributes to an extent to the final conversion. Read more about attribution modeling here . 

The analysis of the customer journey can cause problems in online marketing due to data protection. The customer journey cannot be precisely reconstructed if a user deletes their cookies or uses a tool that prevents tracking, and the combination of different data is only allowed in certain circumstances.

BREAKING: FBI says it’s investigating efforts to hack both the Trump and Biden-Harris campaigns

Former YouTube CEO Susan Wojcicki dies at 56 of lung cancer

YouTube’s former chief executive and long-time Google executive Susan Wojcicki died on Saturday at the age of 56 after a two-year battle with lung cancer.

“It is with profound sadness that I share the news of Susan Wojcicki passing. My beloved wife of 26 years and mother to our five children left us today after 2 years of living with non-small cell lung cancer,” Dennis Troper, Wojcicki’s husband, said in a Facebook post.

“Over the last two years, even as she dealt with great personal difficulties, Susan devoted herself to making the world better through her philanthropy, including supporting research for the disease that ultimately took her life,” Google Chief Executive Sundar Pichai said in a blog post.

One of the most prominent women in tech, Wojcicki joined Google in 1999 to become one of the first few employees of the web search leader, years before it acquired YouTube.

Google bought YouTube in 2006 for $1.65 billion.

Before becoming CEO of YouTube in 2014, Wojcicki was senior vice president for ad products at Google.

After nine years at the helm, Wojcicki stepped down from her role at YouTube in 2023 to focus on “family, health, and personal projects”. She was replaced by her deputy, Neal Mohan, a senior advertising and product executive who joined Google in 2008. Wojcicki at that time planned to take on an advisory role at Alphabet, Google’s parent company.

“Twenty-five years ago I made the decision to join a couple of Stanford graduate students who were building a new search engine. Their names were Larry and Sergey .... It would be one of the best decisions of my life,” Wojcicki wrote in a blog post on the day she left YouTube, referring to Google co-founders Larry Page and Sergey Brin.

“Today we at YouTube lost a teammate, mentor, and friend, Susan Wojcicki,” Mohan said in a post on X.