Customer journey map

Customer journey maps allow you to trace how a customer interacts with your service.

At each step of the journey you'll put yourself in the shoes of that customer and break down what the customer is trying to accomplish, what they're thinking, how they're feeling and possible areas for you to focus on to improve that journey.

The first column in the template sets the stage with key details about the customer. You want to add some basic information about this customer like their name, age and occupation.

Briefly describing the scenario helps understand the greater context the customer finds themself in. Maybe they're trying to do this for themselves, maybe it's to help a family member or maybe they've been asked to do this by their boss. That type of information is relevant when it comes to understanding what the customer is thinking and feeling at each step

Next you state the goals and expectations so it's clear what the end goal for the entire journey map is. One step in the journey might be signing up for an account but the end goal could be to purchase some new shoes.

The preceding columns are for each of the steps on the journey.

• Goal - What is the customer trying to achieve at this particular step
• Actions - What actions does the customer take
• Touchpoints - Where is the customer interacting with our product
• Thinking - What is the customer thinking at this step
• Feeling - What is the customer feeling at this step
• Opportunities - Identify what could be improved at this step for the customer
• Ownership - Who is actually responsible for making these improvements

Don't forget you can easily drag-and-drop images like screenshots and mockups into the board to make each step crystal clear.