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.

#How the Hotjar team mapped out the ‘customer using a heatmap’ journey using sticky notes

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

#A customer journey map example from Airbnb, starting when a user needs to book accommodation and ending after their stay in an Airbnb property

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.

#A visual recap of your 2 and 1/2 days working on a customer journey map

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

#Website analytics from tools like Google Analytics are foundational to mapping customer journeys

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

#Get real-time input from your website users with Hotjar Surveys

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.

#Use this empathy map canvas template to kick-start your customer journey mapping workshop

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

#An example of a customer journey map template with different stages and themes

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:

the customer journey canvas

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.

the customer journey canvas

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.

the customer journey canvas

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

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.

  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • QuestionPro

survey software icon

  • Solutions Industries Gaming Automotive Sports and events Education Government Travel & Hospitality Financial Services Healthcare Cannabis Technology Use Case NPS+ Communities Audience Contactless surveys Mobile LivePolls Member Experience GDPR Positive People Science 360 Feedback Surveys
  • Resources Blog eBooks Survey Templates Case Studies Training Help center

the customer journey canvas

Customer Journey Canvas Explained

customer journey canvas

Mapping out a customer journey canvas is the best way to understand how to meet the customer’s needs. A basic way to diagram this is by using a customer journey . The customer journey canvas helps make things real. If you want to map out the different stages in the customer journey and the related user experience, keep reading to learn how to best use a customer journey canvas.

What Is a Customer Journey Canvas?

A customer journey canvas is a board that documents the user’s journey through your product/service. It is similar to a storyboard and maps out your user’s journey through different stages and emotions.

Customer journey canvases are similar to Customer Journey Map s but diagram elements on the surface level before diving deeper. In this template, you use sticky notes to build out customers experience and develop an understanding of areas where customer satisfaction is achieved.

How to Build a Customer Journey Canvas

Customer journeys are a straightforward way to define your customer’s journey and main expectations. In doing this, there are a couple of necessary stages you need to incorporate to accurately display their customer experience . We’ve gathered them here so you can build your own customer journey canvas.

Target Persona

The first stage in creating a customer journey canvas highlights the user persona you are targeting. Defining your persona is vital because it will narrow what you focus on, the user’s goals, and how you will meet them.  The persona can help you identify and empathize with a customer segment. Start with individual clients you know, not generic customer segments.

LEARN ABOUT: Customer Journey Mapping Tools

If you have a predefined persona, you can insert it here, and if you need to create one, you can use a persona map.

The stages section is where you list each stage in the customer’s journey as they interact with your products and services. These stages should be very descriptive and record the user’s actions in their route to completion.

These stages should be critical in the journey but also to the customer. If there is a misalignment between what is important to the customer and what is emphasized in the product, this is a place you need to rethink your journey.

Customer Needs

The customer needs section is very important and asks you to specify what the customer requires from this stage of their interaction. This will mainly manifest in their actions, and it’s essential to look at what they do concerning their needs.

Additionally, two things are critical to emphasize when analyzing customer needs: intention and expectation.

Customer intention is not only the actions they take en route to completion but the reasons behind their actions. What motivates each action? Why do they do what they do?

When you analyze intention, you must also consider expectations. When the user does something, what result are they expecting? Does this line up with their intentions?

Addressing intention and expectation is vital to breaking down the customer’s needs.

  • Customer Experience

Lastly, based on the stages and needs, you must analyze the customer’s overall experience. This process is mainly an emotional analysis, stating if they are happy, neutral, or dissatisfied.  This real customer data is usually gathered through user research and product feedback.

After you map out this data, you will know where your customer is happy with the product and what pieces require improvement. Understanding this information is key to building a successful and trustworthy brand, and using a customer journey is the first step in that journey.

Customer Journey Canvas Template

Below we are providing you with a template that can serve as an example for you to start creating your own Customer Journey Map and identify the points to improve at each point of contact with the customer.

customer journey free canvas

Download the customer journey canvas here

Customer Journey Canvas Tips

If you haven’t mapped out a customer journey, doing so can feel daunting. Follow these tips to make sure you create a practical customer journey canvas.

Do Your Research

Doing research is the core of everything that follows in a customer journey canvas. You cannot simply map out what you think the customer experiences. You need to know, from them, what the customer feels and goes through in order to address their needs adequately.

When creating a customer journey canvas, don’t skimp on your research.

Focus on a Persona

When creating a journey map, it can be easy to slip up and focus on a broad user base. For it to be effective, you have to do just the opposite.

Instead of focusing on a large group of users, it’s usually more effective to target a specific persona and alleviate their issues. Unless you have a large group of users expressing similar concerns, it’s usually best to start narrow and expand from there.

Try Mapping Your Assumptions

If you’re struggling to focus your map on your persona, it might be because your assumptions are getting in the way. As we previously mentioned, it’s dangerous to create these maps based on assumptions because they will rarely be accurate.

If this is the case, try creating another row for your personal/shared assumptions.  This will help you compare them to the actual customer’s point of view and identify any discrepancies.

Don’t Stop at Customer Needs

The canvas stops here, but the optimization shouldn’t. After you’ve identified what the customer needs and where their experience is lacking, ensure that you conduct a brainstorming session to make each stage better. This can be done on the same board or as a different exercise, but each effectively creates the next steps for auditing your customer journey.

LEARN ABOUT: Consumer Decision Journey

If you need to audit your customer experience, a customer journey canvas is the perfect first step. To learn more about journey mapping , check out our other articles about improving CX.

FREE TRIAL         LEARN MORE

MORE LIKE THIS

customer loyalty software

10 Top Customer Loyalty Software to Boost Your Business

Mar 25, 2024

anonymous employee feedback tools

Top 13 Anonymous Employee Feedback Tools for 2024

idea management software

Unlocking Creativity With 10 Top Idea Management Software

Mar 23, 2024

website optimization tools

20 Best Website Optimization Tools to Improve Your Website

Mar 22, 2024

Other categories

  • Academic Research
  • Artificial Intelligence
  • Assessments
  • Brand Awareness
  • Case Studies
  • Communities
  • Consumer Insights
  • Customer effort score
  • Customer Engagement
  • Customer Loyalty
  • Customer Research
  • Customer Satisfaction
  • Employee Benefits
  • Employee Engagement
  • Employee Retention
  • Friday Five
  • General Data Protection Regulation
  • Insights Hub
  • Life@QuestionPro
  • Market Research
  • Mobile diaries
  • Mobile Surveys
  • New Features
  • Online Communities
  • Question Types
  • Questionnaire
  • QuestionPro Products
  • Release Notes
  • Research Tools and Apps
  • Revenue at Risk
  • Survey Templates
  • Training Tips
  • Uncategorized
  • Video Learning Series
  • What’s Coming Up
  • Workforce Intelligence

Customer Journey Canvas

Introduction.

The Customer Journey is a tool to help you get insight into, track, and discuss how a customer experiences a problem you are trying to solve. How does this problem or opportunity show up in their lives? How do they experience it? How do they interact with you?

canvas

How To Use the Customer Journey Canvas

Mapping this journey will provide you with insights into how customers experience a product or service, as well as how they might be better served or even delighted. This is especially true when co-creating the journey together with your customers or when validating your assumptions with them. What are the circumstances? How do customers feel throughout? What are the moments when the experience can best be improved?

Customer journeys are not linear. A customer can jump from one phase to another depending on many factors. They interact with some touchpoints and miss out others. It is your job, as a designer, to understand the moments when customers engage so that you can design better experiences for them in the future. This tool helps in looking at your products and services through the lens of the customers.

Of course, no customer journey is totally complete or made without assumptions. Mapping the customer journey is based on the knowledge and insights of your team. This tool simply helps you understand and explore from the customer’s point of view.

The customer journey canvas helps make things real. Through the mapping exercise you can identify where customers get stuck, where they have great experiences, and why. One outcome of using this tool with your team will be the so-called low hanging fruit that you can deliver on immediately. Once you have co-created and assembled the customer journey maps, you can add real customer data gathered through customer safaris, interviews, and feedback. This will enable you to make informed decisions based on reality.

The customer journey is relevant for everyone. Everyone on the team, and in your company, must understand what your customers experience, how they feel, what they struggle with, and how you can improve the experience. The underlying goal: to solve our customers’ problems and make them happy.

Tool Overview

Persona Start with defining the Customer Personas that you are creating the journey for. Be specific (e.g., name, age, occupation, skills, interests).

Touch Points What are the different moments of interaction with the customer (e.g., in a shop, online, via webinar, by phone, mail, or in contracts)? Some moments may be important to the customer, but are currently not touch points: map these moments as well! The customer is the primary focus.

Mood What is the customer’s mood at that very moment? Are they happy, frustrated, angry? What in the moment makes it so?

Timeline and Stages Define at least 5 moments in the journey. What is the timespan? What is the step-by-step experience for the customer? How much time has passed in the journey? Don’t overcomplicate: test with customers to see what to adapt.

Customer Needs What is the job the customer wants to get done in each of the stages? For example, if your customer seeks to identify the company they want to work with, we need to understand the various touch points. What are the questions customers have at each point?

Step-by-step guide

1 before you start.

Arrange for a comfortable environment. Definitely not a meeting room. Create a creative athmosphere and have plenty of colorful materials and magazines at the ready.

  • Arrange a relaxed, positive and private environment
  • Have markers (fine tip) and paper for everybody
  • Print or draw the canvas on a big sheet of paper
  • Have plenty of sticky notes and markers ready
  • Allow yourself 45 minutes of undisturbed time

2 Define your Customer

To make a good customer journey, you need to define who it is for. Who is the customer you are going to follow? And easy way to do this is by using the persona canvas. You don't want to specify generic customer segments here, but start from specific customers, that you know. This will help enrich the journey. Generalizing it comes later.

3 Map the Journey

With the team, come up with moments in the journey of your customer. Think from that customer's perspective. His or her goal in life is not to buy your product or use your service, that is (usually) a means to an end. What end is that? How do they experience the problem you are trying to solve? And do they really experience it? What do they currently do to deal with that problem?

While you are defining moments for the customer, try to place them in an order. That could be a short interval, for example a day in the life of the customer, or a longer duration. The goal is to find the meaningful moments for the customer first, and then to look for the touchpoints where your product or service comes into the picture.

An easy way to build moments is to think of what happened first (what would be the movie frame for that moment?) and then to proceed what the customer thinks or feels, and ultimately what their needs are. Make sure it's their needs, don't sneak your product back in!

4 Challenge your Assumptions

Now that you have mapped out a lot of moments, it's time to challenge assumptions. So far, almost everything you have done is an assumption, starting from what you know about the customer, and going all the way to their needs in specific moments. Some of these assumptions are more impactful than others. They need to be checked before you start building product ideas on top of them. To do this, you need to go out of the building, and run experiments.

Show your journey to actual or potential customers, and see if they recognize themselves. What is their journey? Map it out with them. Once you have done that, you will start to see patterns and learn what the actual needs are that they have. Sometimes they may not even know it themselves!

5 Hack: Online Safari

In the age of the Internet it would be silly not to take an online safari. There are several tricks for getting a quick idea of what people are actually doing online. Take a look at your own user forum or that of a competitor. What are people complaining about? What conversations are they having? Use Twitter to get in touch with people that write about similar products. What kind of pictures do they post on social media? Are there any video blogs or YouTube channels that cover similar topics? How popular are they? What trends can you find there? You can get a lot of information in a very short amount time if you start following some online leads!

6 Hack: Do it yourself!

It pays to step into your customer’s shoes for a while. If you really want to understand your customers and their preferences, slip into their shoes, do what they do, and shop where they shop. We learned this trick from an expert retail food marketer. If you’re interested in understanding what attracts customers, go to the stores they shop at, observe them, and start pulling things off the shelf that attract you. Compare what you bought with what you see in customer’s shopping carts. You’ll likely find customer segments that stick together and look for similar qualities in the things they buy. Best of all, you’ll quickly learn what attracts customers to your competition.

7 Hack: Be the Barista

When you really want to surprise your customers and put them into a different state of mind, consider going the extra mile. Find (or build) a nice coffee cart and add to it everything you need to get people talking. Making the rounds in a place where your customers hang out is guaranteed to put a smile on their faces. You’d be surprised at what people tell their barista! What we’re actually saying: be a perfect host(ess) and facilitate the interaction.

8 Check your Customer Journey

Check the following items to see if you have worked enough on the Customer Journey.

  • Is the persona you used specific enough?
  • Is the journey complete? are there any moments missing?
  • Ask yourself where the journey really starts and ends. Are there moments before and after?
  • You can't think of moments you left out

9 Next Steps

  • Use what you learned to inform your point of view.
  • Go back and check your design criteria .
  • Use the knowledge to work on new value propositions .

Additional Resources

  design a better business ( patrick van der pijl, justin lokitz, lisa kay solomon, maarten van lieshout, erik van der pluijm ),   contagious - why things catch on ( jonah berger ),   hooked ( nir eyal ),   made to stick ( dan heath and chip heath ),   the mom test ( rob fitzpatrick ), you may also like, experiment cheat sheet.

Experiment Cheat Sheet

A free overview of 25 Validation Experiment Recipes from WRKSHP.tools.

Free Canvases (A4)

Free Canvases (A4)

All 20+ canvases from the book Design A Better Business, as print ready PDFs on A4 size (29.7x21 cm, 11.7x8.3 in), for free!

Design A Better Business

Design A Better Business

This book stitches together a complete design journey from beginning to end in a way that you’ve likely never seen before.

DBB Mobile App

DBB Mobile App

Try the iOS App and have all 23 innovation tools in your pocket.

Design A Better Business Newsletter

Sign up for the Design A Better Business Newsletter and keep up to date with events and news!

Subscribers

These items are required to enable basic website functionality.

Always active

These items are used to deliver advertising that is more relevant to you and your interests.

These items allow the website to remember choices you make (such as your user name, language, or the region you are in) and provide enhanced, more personal features.

These items help the website operator understand how its website performs, how visitors interact with the site, and whether there may be technical issues.

By using our website you agree to our cookie policy

the customer journey canvas

5 best practices to create a customer journey canvas

Liselot Hofman

Did you know that 74% of Dutch consumers are more likely to order at a webshop after they've had a positive experience with customer service? This insight is a result of a survey by Trengo that took place among 1000+ consumers. It shows us that good customer service is essential for the growth of your business.

If you optimize your service in every stage of the customer journey, you can turn a one-time customer into a returning one.

A Customer Journey Canvas plays an essential role in creating a better customer experience. The canvas helps you to align your customer service with your customer's needs in every stage of the customer journey.

In this article, we share five best practices you can use to create a Customer Journey Canvas.

What is a Customer Journey Canvas?

A Customer Journey Canvas gives you an overview of your customer's needs. It provides you and your customer service team with action points for your customer service teams in different stages of the customer journey. With a Customer Journey Canvas, you'll make sure that your customers get what they need during every stage of their journey.

A customer journey canvas for customer service

The canvas gives you the following insights:

  • Customer needs: what are the basic needs of your customer at every stage? Write it down from your customer's perspective.
  • Key moment: what does this exact moment look like for your customer? You can add screenshots of your webshop or the communication channels they have to use in this stage.
  • Actions: how can your team offer the best service at every stage?

Five best practices per stage of the customer journey

With the following five best practices you can get the most out of the customer journey canvas.

Stage 1. Awareness

In the first stage of the customer journey, your customer is aware of a problem or challenge and is looking for information that will help them. You can look at the Awareness stage as the first impression the customer has of your company.

Let's take an example: Mark would like to start running but has been struggling with severe back pain for years. He's looking for sports shoes that provide good support. That's why he searches Google for 'best sports shoes to avoid back pain'.

It's now up to you to convince Mark that you understand his problem best and want to solve it.

Best practice

Mark probably has a lot of questions. Such as:

  • What makes a sports shoe provide good support?
  • Should the sole of a sports shoe be flexible or not?
  • Why can a good sports shoe make a difference when it comes to back pain?

To get these questions answered, he will start doing online research on your website and other online sports sellers. This research will also cover this stage. However, the customer may still have questions regarding an interesting article on your website.

In this case,  live chat  is the best channel to use. Live chat is easily accessible for the first contact. You can answer the questions that Mark has at the exact time he is asking them. This means you should respond quickly. You can use tools like chatbots, quick- and auto-replies to support you with that.

Customer Journey Canvas

Stage 2. Consideration

In this stage, Mark is aware of the different options he has. He'll start doing more in-depth research on pricing, reviews, competitors, and product details. He may list the webshops that have the best delivery times and return policies.

It's now up to your team to get ready with answers to these questions.

Mark is looking for more in-depth information. The best way to offer this is by creating a  help center  with answers to frequently asked questions.

Mark may have the following questions:

  • What is the shipping time?
  • What does the return process look like?
  • How can I follow my order status?

In this stage, it's important to monitor your  social media . More and more customers are asking questions via Instagram or Facebook. Be active on your channels, and answer questions or clarify uncertainties. This way, you come across as a professional and engaged brand.

the customer journey canvas

Stage 3. Decision

In this stage, Mark is ready to make his choice. He added the sports shoes to his cart.  Ka-ching!

But, wait...

It turns out, 46.1% of cart abandonments occur at the payment stage. This can happen at the following moments:

  • At the checkout login (37.4%)
  • Once Mark sees shipping costs (35.7%)
  • When Mark needs to enter their billing address (20.9%)
  • When Mark needs to enter their shipping or delivery address (20%)

It can go wrong for different reasons. Maybe the customer doesn't like to share personal information, the discount coupon doesn't work, or the preferred shipping date is missing.

At this point, it's up to your team to offer fast service and reach out with proactive support.

In this stage, Mark needs fast support to finish up his order. If you're not there to help, you might lose him as a customer.

Make sure that your customer service team is available via:

  • Live chat: this is the fastest way for support. All Mark needs to do is click on the chat widget to start a conversation.

Tip: you can automate your live chat by setting up a chatbot. But when you do, make sure your customer can still choose a real-life agent over the chatbot.

  • Phone: by picking up the phone, Mark is sure he'll receive an answer immediately.
  • Email: has Mark already abandoned his cart? You can send him a follow-up email. Emails sent within 3 hours after the customer's visit have an open rate of 40% and a click-through rate of 20%.

the customer journey canvas

Stage 4. Retention

Awesome. Mark has bought his sports shoes in your webshop. Good job. But will he remain a customer in  the long run ?

This stage might be the most important one of the entire customer journey. By doubling down on customer retention, you increase your customer lifetime value and boost your revenue. That's why you should try your best to gain trust and build a long-term customer relationship.

It's time to send Mark an email asking for feedback about his purchase. You can think of the following questions:

  • It's been a week since you received your sports shoes. We are curious about your experience. How many extra miles did you run?
  • Thanks for purchasing the sports shoes. How did you experience your purchase?

In addition to asking these questions, you can refer to a feedback form so Mark can help other runners finding the perfect sports shoes as well.

For building a customer relationship, it is important to stay in touch. Encourage your customer to follow you on social media . It's the perfect place to share tips on product usage and maintenance.

the customer journey canvas

Stage 5. Advocacy

In this last stage, you'll make Mark an active advocate for your brand. You want him to tell everyone about his shopping experience and amazing sports shoes.

So, how do you get him to this stage?

Easy. If you've offered good service during the whole customer journey, chances are he is more than willing to give you something in return. All you have to do is ask.

You can send Mark an email including one of these messages:

  • Hi Mark! Thanks for your feedback. We're glad to hear that you love your new shoes. You would make us very happy if you share your experience on Instagram using #newshoes. Chances are, you'll spot your picture on our website during your next visit. 📸 We hope to see you soon!
  • Hi Mark. We're glad to hear the sports shoes fit you very nicely. Did you already share your experience with your friends? This discount code gives you and your friends 10% off on your next purchase. 💸Enjoy your day.

the customer journey canvas

Start creating a Customer Journey Canvas

You can start with creating a Customer Journey Canvas right away by downloading this free template :

Customer Journey Canvas - Trengo Download

If you would like to get the most out of this canvas, I suggest you look into multichannel customer service as well. This way, you'll find out which channels there are and how to connect them all in one inbox.

Table of Contents

More great articles.

Black Friday Nederland

Jouw klantenservice team is druk en de drukte periode van het jaar komt nog. Bereid ze voor op Black Friday Nederland met automatisering.

customer service after the holidays

Make sure your customer service team remains top-notch even after the holidays. Deliver exceptional return experiences.

the customer journey canvas

Confused by too many customer service platforms? This guide helps you choose the right platform for your business.

  • Reviews / Why join our community?
  • For companies
  • Frequently asked questions

2D graphic showing a customer, and a dotted line representing a customer journey, to a graphic location point, suggesting the outcome of the customer journey.

Top 5 Customer Journey Mapping Tools (+ Templates)

As the digital world continues to change, you must know more about your customer's journey. Customer Journey maps help you see and analyze how customers interact with your brand. You can improve marketing strategies and customer experiences using them. Let's explore customer journey mapping tools and top templates that you can use to understand customer behavior better and create customer-centric products and services.

A customer journey map is a visual storyline of a customer's experience with a brand—from initial contact to long-term engagement. Such maps are crucial for you to understand and improve customer interactions. With the right tools, creating these maps becomes easier and more effective. 

Explore the top five customer journey mapping tools and templates to streamline your design efforts and elevate the customer experience.

But first, let’s get into some basics. 

Why Use a Customer Journey Map?

Customer journey maps serve a specific purpose : to show customers' paths with your brand. They reveal insights into customer interactions. Let’s understand how customer journey maps contribute to a more customer-centric business approach.

Matt Snyder, Head of Product and Design at Hivewire, discusses the power of journey mapping.

  • Transcript loading…

1. Enhance Customer Understanding

Creating a journey map fosters a deep understanding of your customers. You see their experience through their eyes. This insight helps you create a customer experience design and tailor services to their needs, which will ultimately lead to higher satisfaction and loyalty.

2. Identify Pain Points

Mapping the customer journey highlights areas where customers face challenges. You can work on solutions as you identify these pain points. 

3. Boost Cross-Functional Collaboration

Journey maps bring various teams together, from marketing to product development . This collaboration ensures a cohesive strategy. It can enhance the consistency and quality of customer interactions across all touchpoints.

4. Informed Decisions Based on Real Data

Teams create customer journey maps based on real user data. This helps all stakeholders make informed, strategic decisions that are aligned to ensure a better match between what customers want and what the business offers.

5. Foster Innovation

Journey maps inspire innovation in customer experience. They reveal opportunities and spark new ideas that could lead to breakthroughs in brand engagement. This innovation shapes how you connect with your audience.

How to Create a Customer Journey Map

Creating a journey map is a strategic process that unveils how customers interact with your brand. It provides a detailed overview of their experience, from initial contact to post-purchase engagement. This section guides you through the essential steps to craft a comprehensive customer journey map.

Define Your Map’s Business Goal : Determine the purpose of the map and its target audience. Focus on specific user experiences it aims to address.

Conduct Research : Gather data on customer experiences across all touchpoints. Collect statistical and anecdotal evidence using customer interviews , surveys , and social media insights.

Whether it’s an interview or a survey, the quality of the results depends on the quality of the questions. Watch William Hudson, UX expert and Author, discuss how to write good questions. 

Review Touchpoints and Channels : Identify all customer touchpoints and channels. Customers may make online bill payments or do other work through your app. 

Make a Persona : Create a customer persona where you understand customer actions, thoughts, feelings, and needs. You must identify barriers and annoyances.

Sketch the Journey : Combine all elements, including touchpoints, timescale, and persona. Illustrate the customer's path through these elements. Note down their emotions at each stage.

Iterate and Refine : Continuously improve your sketch with the aim of an ideal representation of the customer journey.

Share with Stakeholders : Ensure all stakeholders understand the map’s significance. It helps you enhance customer experiences and benefit the organization.

Tools and Software for Customer Journey Mapping

The right tools for customer journey mapping can make a significant difference. We’ll discuss the top five tools and provide a starter template for each tool to help you get started. This synergy ensures you extract maximum value from the tool and its accompanying template. Let's explore some of the top options available.

Different tools you can use for customer journey mapping

© Interaction Design Foundation, CC BY-SA 4.0

ClickUp's customer journey map example template.

© ClickUp, Fair Use

ClickUp stands out for crafting outstanding customer journey maps. You can visualize your workflow using its whiteboard tool and mind map creator. These tools allow you to map out every stage of your customer's journey, including awareness, purchase, repeat buying, and churn.

Additionally, ClickUp provides a variety of pre-made templates for customer journey maps. This saves time and effort. The Mind Maps feature lets you set up detailed workflows and approval processes. It simplifies the task of assigning dependencies for each step.

Best Features

Whiteboard to visualize ideas.

Mind Map Maker for dynamic outlines and flowcharts.

Customizable templates for different use cases.

Variety of views for task management and journey mapping.

Limitations

Numerous customizations can be overwhelming. 

A steep learning curve for new users.

Free Forever plan.

Unlimited: $7/month per user.

Business: $12/month per user.

Enterprise: Custom pricing.

ClickUp’s Customer Journey Map Template

ClickUp's customer journey map template helps teams visualize the customer's path. It allows teams to track actions, touchpoints, and experiences for strategic improvements. This tool fosters collaboration, as team leads can oversee the journey for a seamless customer experience from awareness to conversion.

Get the template

Image showing an example of a customer journey map template in Miro.

© Miro, Fair Use

Miro is a versatile digital whiteboarding platform. It excels in facilitating remote collaboration across teams. You can use Miro for brainstorming , project planning, and customer journey mapping. Its intuitive interface and extensive template library make it a popular choice.

Expansive template library for various use cases.

Real-time collaboration tools for product teams and cross-functional stakeholders. 

Integration with popular apps like Slack, Microsoft Team and Jira.

Infinite Canvas offers vast space for mapping complex journeys.

New users may find using Mitro overwhelming due to its extensive features.

Occasional lag with larger boards or when many users collaborate.

Limited customization options in templates.

Basic: Free with limited features.

Starter: $8/month per user.

Business: $16/month per user.

Enterprise: Custom pricing for comprehensive needs.

Miro’s Customer Journey Map Template

This Miro template features a comprehensive customer journey map. It helps teams capture key goals, struggles, actions, touchpoints, and customer feelings. Miro enables collaborative editing and brainstorming to support the process. It makes the mapping exercise highly interactive and efficient.

3. Figjam by Figma

Figma's journey map example.

© Figma, Fair Use

Figjam by Figma is an excellent tool for collaborative interface design and prototyping . It lets people and teams create designs from scratch, including customer journey maps. 

This tool has a free whiteboarding feature. It's great for sketching designs and wireframes . While mainly for UI / UX design , it stands differently than other customer journey mapping tools.

Modern pen tool for precise design.

Plugins for automating tasks.

Flexible styles and accessible libraries.

Easy export options for sharing designs.

No offline accessibility .

Difficulty in finding specific resources in the community section.

Limited image manipulation options when you create customer journey maps.

Free plan available.

Professional: $12/month per editor.

Organization: $45/month per editor.

Enterprise: $75/month per editor. 

Figjam by Figma’s Customer Journey Map Template

This FigJam template includes a profile section that ensures teams focus on the user. Key sections capture user actions, goals, emotions, opportunities, and challenges. You can document the learnings at the end and add insights for future strategies.

4. Lucidchart

Lucidchart’s journey map example.

© Lucidchart, Fair Use

Lucidchart is an advanced diagramming tool that creates customer journey maps. It enables teams to collaborate and visualize complex processes, systems, and customer interactions. 

Integrates data into diagrams for dynamic mapping.

Generates visual representations from data.

Compatible with Google Workspace, Atlassian, Slack, and more.

Visualization filters to highlight specific parts of the customer journey.

Saves and shares customer personas and journey maps.

Performance lags with large, complex diagrams.

Steep learning curve compared to simpler alternatives.

Issues with low-resolution exports.

Free: $0, offers basic features.

Individual: $7.95/month per user for more advanced capabilities.

Team: $9/month per user, designed for team collaboration.

Enterprise: Custom pricing, suitable for larger organizations with specific needs.

Lucidchart’s Customer Journey Map Template

The Lucidchart template features a persona profile, scenarios , and expectations. Lucidchart offers tools like shape libraries, text formatting options, and diagram key creation for a clear, structured journey visualization in the template.

5. UXpressia

Uxpressia’s customer journey map example. 

©UXpressia, Fair Use

UXpressia is a leading UX tool for creating customer journey maps, personas, and impact journey maps. It enables individuals and teams to collaborate in real-time. Also, UXpressia offers interactive online courses to help teams with their journey-mapping initiatives. 

It has 70+ customer journey maps, personas, and impact map templates. 

It has a big list of features to make small and big/complex journey maps.

Comes with integrated web analytics to detail the customer experience.

Its presentation mode displays journey maps online.

Allows exports with custom branding.

Limited features and unintuitive workflow

Steep learning curve

Starter: $16/month per user

Pro: $36/month per user

Enterprise: Contact the UXPressia sales team for pricing

UXpressia’s Customer Journey Map Template

UXpressia offers a blank canvas for a customer journey map segmented into stages like Aware, Join, Use, Develop, and Leave. It's structured to define user goals , processes, channels, problems, and experiences. The design encourages adding personas for tailored journey mapping. You can change the positioning of stages and add different colors to each stage. 

Design Your Own Customer Journey Map

 Use this five-step approach to map your customer’s experience:

Add a Persona : You can create a persona representing a typical customer. Add detailed information about this persona at the top of the map. Include their demographics and characteristics relevant to the journey.

Add Phases : Divide the customer experience into key segments or phases. Each phase column will include the persona's thoughts and actions later.

Add Actions : Next, detail the actions and thoughts of the persona in each phase based on user research findings.

Add Trends : Here, you include quantitative measures that show how the experience changes over time. These could be survey results or any relevant data that suggests fluctuations in the journey.

Add Narrative Facts : This step uses qualitative and quantitative elements from user research. You can add quotes from the persona or significant data points explaining the highs and lows in the journey. You may include any roadblocks the customer faces.

You can use the IxDF Customer Journey Map Template as a handy reference to quickly design your map.

Customer Journey Map

This template helps you map crucial parts of the customer journey to make informed design decisions. It keeps the process simple and uses standard data representation methods.

Customer journey maps don’t need to follow a specific format; you can tailor them to suit your project. Here’s another example, along with a blank template to inspire your map.

Journey Map

The Take Away

Customer journey maps help teams understand the customer's experience and reveal pain points, emotions, and interactions.  Use these maps to: 

Understand customer experiences to tailor strategies for each stage of their journey.

Consider customer emotions and pain points as significant influencers in their decision-making.

As a visual tool to capture these insights and guide business strategies.

To optimize customer experiences or identify new business opportunities.

These insights help you create a delightful and compelling customer journey.

Where to Learn More

The topic Customer Journey Map: Definition & Process .

Take our course Journey Mapping

Read Hubspot’s Whitepaper on the Customer Journey Map

Data-Driven Design: Quantitative Research for UX

the customer journey canvas

Get Weekly Design Insights

What you should read next, tree testing: a complete guide.

the customer journey canvas

The Role of Micro-interactions in Modern UX

the customer journey canvas

How to Design UI Forms in 2024: Your Best Guide

the customer journey canvas

What is Eye Tracking in UX?

the customer journey canvas

10 UI Designer Portfolio Examples

the customer journey canvas

UX Storyboards: Ultimate Guide

the customer journey canvas

  • 2 weeks ago

Mobile Breadcrumbs: 8 Best Practices in UX

the customer journey canvas

  • 3 weeks ago

What is Interaction Design?

the customer journey canvas

  • 1.3k shares

The 5 Stages in the Design Thinking Process

the customer journey canvas

  • 1.8k shares

How to Use Mental Models in UX Design

the customer journey canvas

Open Access—Link to us!

We believe in Open Access and the  democratization of knowledge . Unfortunately, world-class educational materials such as this page are normally hidden behind paywalls or in expensive textbooks.

If you want this to change , cite this article , link to us, or join us to help us democratize design knowledge !

Privacy Settings

Our digital services use necessary tracking technologies, including third-party cookies, for security, functionality, and to uphold user rights. Optional cookies offer enhanced features, and analytics.

Experience the full potential of our site that remembers your preferences and supports secure sign-in.

Governs the storage of data necessary for maintaining website security, user authentication, and fraud prevention mechanisms.

Enhanced Functionality

Saves your settings and preferences, like your location, for a more personalized experience.

Referral Program

We use cookies to enable our referral program, giving you and your friends discounts.

Error Reporting

We share user ID with Bugsnag and NewRelic to help us track errors and fix issues.

Optimize your experience by allowing us to monitor site usage. You’ll enjoy a smoother, more personalized journey without compromising your privacy.

Analytics Storage

Collects anonymous data on how you navigate and interact, helping us make informed improvements.

Differentiates real visitors from automated bots, ensuring accurate usage data and improving your website experience.

Lets us tailor your digital ads to match your interests, making them more relevant and useful to you.

Advertising Storage

Stores information for better-targeted advertising, enhancing your online ad experience.

Personalization Storage

Permits storing data to personalize content and ads across Google services based on user behavior, enhancing overall user experience.

Advertising Personalization

Allows for content and ad personalization across Google services based on user behavior. This consent enhances user experiences.

Enables personalizing ads based on user data and interactions, allowing for more relevant advertising experiences across Google services.

Receive more relevant advertisements by sharing your interests and behavior with our trusted advertising partners.

Enables better ad targeting and measurement on Meta platforms, making ads you see more relevant.

Allows for improved ad effectiveness and measurement through Meta’s Conversions API, ensuring privacy-compliant data sharing.

LinkedIn Insights

Tracks conversions, retargeting, and web analytics for LinkedIn ad campaigns, enhancing ad relevance and performance.

LinkedIn CAPI

Enhances LinkedIn advertising through server-side event tracking, offering more accurate measurement and personalization.

Google Ads Tag

Tracks ad performance and user engagement, helping deliver ads that are most useful to you.

Share the knowledge!

Share this content on:

or copy link

Cite according to academic standards

Simply copy and paste the text below into your bibliographic reference list, onto your blog, or anywhere else. You can also just hyperlink to this article.

New to UX Design? We’re giving you a free ebook!

The Basics of User Experience Design

Download our free ebook The Basics of User Experience Design to learn about core concepts of UX design.

In 9 chapters, we’ll cover: conducting user interviews, design thinking, interaction design, mobile UX design, usability, UX research, and many more!

New to UX Design? We’re Giving You a Free ebook!

Customer Journey Canvas

What is this canvas.

The Customer Journey Map is a visual representation of the customer's experience throughout their interaction with a business . Its core purpose is to understand the customer's perspective, emotions, and touchpoints at each stage of their journey, helping businesses identify pain points, optimize interactions, and deliver a seamless and personalized customer experience.

Why use this canvas?

Provides a detailed breakdown of the user experience at each phase of the journey, creating better understanding of the user experience

Provides pinpoint accuracy to when and why customers are experiencing pain

Serves as a visual tool that creates linkage between the product/service and the user throughout the experience

  • Product Management
  • Research & Design
  • Brainstorming
  • Strategy & Planning

Sampriti Jain image

Submit your template →

Do you have a great board to share with the world? We' ll help you turn it into a template to share with the community.

Similar templates

Template cover of Feature prioritization canvases for product teams

Feature prioritization canvases for product teams

Slava Shestopalov image

Stakeholder Mapping

Template cover of Better Bets Canvas

Better Bets Canvas

Tyler image

  • Strategy and design
  • Commercial IT
  • Data and analytics
  • Development
  • Summer jobs

Being a Roadie

  • Professional growth
  • Good Impact Program

Customer Journey Map Canvas

Start mapping your customers' journey with this easy-to-use template.

Create converting customer journeys

A customer's journey is one of the key items any business should be interested in. By mapping your business' customer journeys you'll be able to pinpoint pain spots and areas of success, both for your customers and within your organisation. 

  • An empty template on Miro
  • A downloadable PDF for you to fill in with your business' customer journey
  • A guided example of one customer journey

Interactive Miro board

Downloadable PDF

Guided example

Get the canvas

Subscribe to the digital sales newsletter

Join thousands of other readers and get digital commerce news, tools, and case research delivered to your inbox.

By taking this action I agree to receive marketing communications about Columbia Road and its services, and I consent to allow Columbia Road to store and process the personal information submitted above to provide the content requested. You may unsubscribe from these communications at any time. For information on how to unsubscribe, as well as our privacy practices and commitment to protecting your privacy, please review our Privacy Policy .

Office address

Columbia Road c/o iOFFICE Drottninggatan 33 111 51 Stockholm Sweden

Simon Fransson +46 70 750 7109

Victoria Berger-Blom +46 73 509 0493

Feeling the start of something exciting?

See openings

Associate Program

Business ID: SE559166841201 Operator (in Sweden): Apix Messaging E-invoicing address: 5591668412 VAT ID: SE559166841201

Email invoice

Are you looking for a presskit?

Columbia Road Eteläesplanadi 8 00130 Helsinki Finland

Juho Martikainen +358 50 441 0708

Aki Pöntinen +358 40 663 0515

Business ID: FI27493255 Operator ID: 003723327487 Operator (in Finland): Apix Messaging Oy VAT ID: FI27493255

Columbia Road c/o Futurice Isarwinkel 14 81379 München Germany 

Eero Martela +358 40 489 7003 Email

Columbia Road c/o BBBLGM Rozengracht 81 - O 1016 LT Amsterdam Netherlands

Columbia Road Kelloportinkatu 1 D 33100 Tampere Finland

Juho Martikainen +358 50 441 0708 Email Emmi Tervala +358 400 768 138 Email

David Mitchell   +44 7805 149369

© 2016–24 Columbia Road Ltd.

  • Skip to primary navigation
  • Skip to main content

Design a better business

the customer journey canvas

Take a walk through your company’s Customer Journey

September 28 by Patrick van der Pijl

The Customer Journey is a tool to help you get insight into, track, and discuss how a customer experiences a problem you are trying to solve. How does this problem or opportunity show up in their lives? How do they experience it? How do they interact with you?

This tool helps in looking at your products and services the way that your customers experience them. Mapping this Customer Journey will provide you with insights into how customers experience a product or service, as well as how they might be better served or even delighted. This is especially true when co-creating the journey together with your customers or when validating your assumptions with them.

As a designer, it is your job to understand the moments when customers engage so that you can design better experiences for them in the future. What are the circumstances? How do customers feel throughout? What are the moments when the experience can best be improved? 

the customer journey canvas

HOW TO USE THE CUSTOMER JOURNEY CANVAS

We recommend first filling in The Persona Canvas  before you and your team fill in the Customer Journey Canvas.

Customer Journey Canvas - Buying a Car

We see five different key moments in the Customer Journey of Richard Williams. 1. Richard is not satisfied with his current car. He has an old car and it needs to be repaired regularly. He really wants a new car, and he is thinking about getting an electric car. He would like to live as sustainably as possible and he has a friend who also drives an electric car who is very happy with it. 2. After another reparation he started with searching the internet to look for a new car. Richard also asked his friend and family for advice and experiences with (electric) cars. He is excited about the idea of buying a new car, but he also feels that it takes a lot of time to get clear and enough information about which car fits him best. 3. After a few weeks of research, he made a couple of appointments with car dealers (electric and nonelectric.) He is satisfied about the appointment, but he is not totally convinced which car he should choose. 4. The next step in his journey is comparing his three favorite cars with each other. He tested all three cars, which was really fun. 5. Eventually, after a long thought he decided to go with the electric car, and he is very happy with it!

Of course, no customer journey is totally complete or made without assumptions. Mapping the customer journey is based on the knowledge and insights of your team. This tool simply helps you understand and explore from the customer’s point of view. The customer journey is one to continue to explore in your company.

The Customer Journey Canvas helps make things real. Through the mapping exercise you can identify where customers get stuck, where they have great experiences, and why. One outcome of using this tool with your team will be the so-called low hanging fruit that you can deliver on immediately. Once you have co-created and assembled the customer journey maps, you can add real customer data gathered through customer safaris, interviews, and feedback. This will enable you to make informed decisions based on reality. The customer journey is relevant for everyone. Everyone on the team, and in your company, must understand what your customers experience, how they feel, what they struggle with, and how you can improve the experience. The underlying goal: to solve our customers’ problems and make them happy.  If you want to make your own personas with your team, have a look at the step by step guide .

EXPERIENCE IT LIVE!

Do you want to learn more? There is no better way to learn about the tools, cases and mindset behind Design a Better Business than experiencing it in a two-day workshop, hosted by the authors and designers. We’ll do a deep dive and help participants become designers. Join our experience this October in Amsterdam or in New York. Are you one of the lucky participants?

geT YOUR TICKET TODAY! 

By Patrick van der Pijl - Author

Patrick is CEO of Business Models Inc. and producer of the worldwide bestseller Business Model Generation. He is passionate to help entrepreneurs, leaders, rebels and corporate companies to innovate their business model and design a future strategy.

Patrick van der Pijl

More blogposts

Strategic storytelling: bridging ideation and scaling.

January 17 by Maarten van Lieshout

When people think of running a business or working together, the last thing they would think of is storytelling as a major driver for the success of the business or the success of a team. Often time when we start a new project, the team is assembled <What should you look for when assembling a […]

Why the Business Model of Santa Claus is so successful

December 21 by Patrick van der Pijl

The business model of Santa Claus is an age-old business model over 200 years old. Santa is a legendary figure originating in West Christian culture who is said to bring gifts to the homes of well-behaved children on Christmas Eve. Santa Claus is generally depicted as a portly, joyous, white-bearded man, wearing a red coat […]

A journey to success with Design Thinking

December 20

Enexis is one of the 7 network operators in the Netherlands. The most important task of a network operator is to install and maintain the energy network in the Netherlands. Enexis carried out a survey among its employees, resulting in eight different personas. We as ISS wanted to start providing a service experience for those […]

Please fill in your details and we will get back to you as soon as possible.

  • Name * First Last
  • When would you like to book this speaker? * MM slash DD slash YYYY
  • Where is the event? *
  • Comments This field is for validation purposes and should be left unchanged.

GET YOUR FREE SAMPLE PDF !

Get the first 40 pages of Design A Better Business for free as a PDF! Includes the first chapter.

  • First name *
  • Emailaddress *
  • Keep me up to date

logo

  • Growth Strategy
  • Innovation Strategy
  • Go-to-Market Strategy
  • Growth Warehouse
  • INNOVATION SCAN

Customer Journey Canvas

Gain insights into what a customer goes through and how they interact with products and services.

Once you know your ideal customer persona, the next step is to delineate their journey. When you define the experience a customer goes through to fulfil a particular need, then you can define how to connect with and support them throughout the journey – whether they are searching, buying or actually using the product or service.

By using the Customer Journey Canvas, you can find out how and why your customers search for, buy and use products and services. This way, you can develop different features and processes that will satisfy them and build loyalty.

Before You start with the Customer Journey Canvas

Before starting with the Customer Journey Canvas you can do some preparations. Focus on your customer. Try to put yourself in their shoes. How do they experience the problem that you are providing solutions for?

3 Advantages of using the Customer Journey Canvas

1. Mapping the customer journey allows companies to study the user experience and learn where improvements can be made

2. Businesses can better understand customer emotions instead of framing customer decisions on their own views

3. The customer journey reveals gaps in customer service and communication which serves as a great foundation for planning and designing

Yes, I want the FREE PDF!

The Canvas Revolution

  • Browse Canvas Database
  • Search for:

No products in the cart.

product canvas

Customer Journey Canvas

  • PDF file format
  • Free Download
  • Immediate Access

Download Now!

the customer journey canvas

To download Customer Journey Canvas today just enter your email address!

  • Description

The Customer Journey canvas is a tool to help you get insight into, track, and discuss how a customer experiences a problem you are trying to solve according to Design a Better Business .

It helps you answer questions such as How does this problem or opportunity show up in their lives? How do they experience it? How do they interact with you?

They also explain that mapping this journey will provide you with insights into how customers experience a product or service, as well as how they might be better served or even delighted. This is especially true when co-creating the journey together with your customers or when validating your assumptions with them. What are the circumstances? How do customers feel throughout? What are the moments when the experience can best be improved?

Customer journeys are not linear. A customer can jump from one phase to another depending on many factors. They interact with some touchpoints and miss out others. It is your job, as a designer, to understand the moments when customers engage so that you can design better experiences for them in the future. This tool helps in looking at your products and services through the lens of the customers.

Canvanizer explains that the customer journey canvas tool supports the audit of existing services and covers not only the period of time associated with the encounter but also the pre-service and post-service phases of the journey. Customer journey maps are typically focused on the front stage encounter from the customer’s point-of-view but as an audit it’d be great to see a complementary version demonstrating the connections with the back stage supporting processes.

And Brucey Industrial Marketing states that they like it because it allows a business to go beyond identifying a customer need, to defining their customer’s changing needs at each key moment (stage) of the overall journey. Businesses can then identify how best to connect with and support their customers throughout the journey.

Of course, no customer journey canvas is totally complete or made without assumptions. Mapping the customer journey is based on the knowledge and insights of your team. This tool simply helps you understand and explore from the customer’s point of view.

The customer journey canvas helps make things real. Through the mapping exercise you can identify where customers get stuck, where they have great experiences, and why. One outcome of using this tool with your team will be the so-called low hanging fruit that you can deliver on immediately. Once you have co-created and assembled the customer journey maps, you can add real customer data gathered through customer safaris, interviews, and feedback. This will enable you to make informed decisions based on reality.

Checkout other business canvases in our  Canvas Database

Related products

event storyboard canvas

Event Storyboard Canvas

the customer journey canvas

To download Event Storyboard Canvas today just enter your email address!

Minimum Viable Brand Canvas

Minimum Viable Brand Canvas

the customer journey canvas

To download Minimum Viable Brand Canvas today just enter your email address!

the customer journey canvas

Social Media Strategy Canvas

the customer journey canvas

To download Social Media Strategy Canvas today just enter your email address!

the customer journey canvas

Growth Marketing Canvas

the customer journey canvas

To download Growth Marketing Canvas today just enter your email address!

Context Map Canvas

Context Map Canvas

the customer journey canvas

To download Context Map Canvas today just enter your email address!

Story Canvas

Story Canvas

the customer journey canvas

To download Story Canvas today just enter your email address!

Sales Cap-Do Canvas

Sales CAP-Do Canvas

the customer journey canvas

To download Sales CAP-Do Canvas today just enter your email address!

product canvas

Product Canvas

the customer journey canvas

To download Product Canvas today just enter your email address!

Username or email address  *

Password  *

Remember me Log in

Lost your password?

Email address  *

A link to set a new password will be sent to your email address.

Subscribe to our newsletter

Your personal data will be used to support your experience throughout this website, to manage access to your account, and for other purposes described in our privacy policy .

  • Create your own canvas

Share Canvas Version Links

Share this canvas version with your team via IM message (eg Skype, Yahoo or gTalk)

Edit Canvas Settings

Share canvas.

Use these tools to spread the canvas either publicly embed on your blog or privately with editable permission to your team

Access: Deactivating links (editable/readonly) to limit access to team members is possible in Canvanizer 2.0 workspaces!

Canvas Embed Widget

Display Type - a compact version will be better for embedding

Permission - How you want your audience to interact with the canvas.

Copy and paste this on your website - in source mode

Share Canvas By Email

Share slideshow links, share canvas links.

Read-only version

Editable version (full-control version where your team can really edit and make change to the canvas)

Share Canvas On Twitter

Share this Canvas (read-only) on Twitter : Share this Canvas (Read-only) on Twitter

Share this Canvas (editable) on Twitter: Share this Canvas (Editable) on Twitter

Share Slideshow On Twitter

Share this Canvas Slideshow on Twitter : Share this Canvas Slideshow on Twitter

How to edit your canvas

  • To add a note please click 'Insert' in any canvas segment or double click in any segment.
  • Color: Use the color picker to show note connections.
  • For earlier versions of your canvas: click Canvas History (right side).
  • Share: To share the canvas with your team click Share Canvas (right side).
  • Export: See Import/Export in the footer (PDF & image export available in the 2.0
  • Check your email inbox for a mail called "Canvas links" for all further access info!
  • Security: Restriction of access to this canvas to invited members only is possible with Canvanizer 2.0
  • There is also a FAQ: Canvanizer FAQ
  • Enjoy canvanizing :-)

Expectations ?    Insert

  • What are (potential) expectations towards the service and/or service provider?

Experiences ?    Insert

  • What are the individual experiences customers have with the service and/or service provider during the service period?

Great ux Edit   [x]

Intuitive, anticipatory

Satisfaction/Dissatisfaction ?    Insert

  • Customers individual assess the service by comparing service expectations with their personal service experiences

Brainstorming Space ?    Insert Brainstorm Mode

  • What are you temporary Brainstorming notes?

Acceso a la plataforma Millenium Edit   [x]

http://www.millenium.itesm.mx/

Insert New Note

Pick a color.

the customer journey canvas

Copy Current Canvas

(*) fields are required.

You have created a new plan successfully.

Import/export.

You can either:

  • Import canvas notes via CSV file
  • Export this canvas to Text format for printing
  • Export this canvas to CSV file for importing into other application
  • Convert & export this canvas to Reveal.js Slideshow package
  • export as PDF
  • export as High-Res PNG

Text Import

Customer Journey Canvas

The Customer Journey is a tool to help you get insight into, track, and discuss how a customer experiences a problem you are trying to solve.

Use this tool when:

canvas

What is it and when should I use it?

The Customer Journey is a tool to help you get insight into, track, and discuss how a customer experiences a problem you are trying to solve. How does this problem or opportunity show up in their lives? How do they experience it? How do they interact with you?

Mapping this journey will provide you with insights into how customers experience a product or service, as well as how they might be better served or even delighted. This is especially true when co-creating the journey together with your customers or when validating your assumptions with them. What are the circumstances? How do customers feel throughout? What are the moments when the experience can best be improved?

Customer journeys are not linear. A customer can jump from one phase to another depending on many factors. They interact with some touch points and miss out others. It is your job, as a designer, to understand the moments when customers engage so that you can design better experiences for them in the future. This tool helps in looking at your products and services through the lens of the customers.

Of course, no customer journey is totally complete or made without assumptions. Mapping the customer journey is based on the knowledge and insights of your team. This tool simply helps you understand and explore from the customer’s point of view.

The customer journey canvas helps make things real. Through the mapping exercise you can identify where customers get stuck, where they have great experiences, and why. One outcome of using this tool with your team will be the so-called low hanging fruit that you can deliver on immediately. Once you have co-created and assembled the customer journey maps, you can add real customer data gathered through customer safaris, interviews, and feedback. This will enable you to make informed decisions based on reality.

The customer journey is relevant for everyone. Everyone on the team, and in your company, must understand what your customers experience, how they feel, what they struggle with, and how you can improve the experience. The underlying goal: to solve our customers’ problems and make them happy.

Tool Overview

canvas

Stakeholder personas The customer that experiences the journey is your stakeholder persona.

Goals and expectations The goals and expectations for the stakeholder personas.

Journey moments The moments (‘touch points’) that are memorable for the customer.

Emotional states How does the customer feel when he/she experiences these moments?

Opportunities What are the opportunities to improve the customer experience for these moments?

1 Defince your customers

To make a good customer journey, you need to define who it is for. Who is the customer you are going to follow? And easy way to do this is by using the persona canvas. You don't want to specify generic customer segments here, but start from specific customers, that you know. This will help enrich the journey. Generalizing it comes later.

2 Map the Journey

With the team, come up with moments in the journey of your customer. Think from that customer's perspective. His or her goal in life is not to buy your product or use your service, that is (usually) a means to an end. What end is that? How do they experience the problem you are trying to solve? And do they really experience it? What do they currently do to deal with that problem?

While you are defining moments for the customer, try to place them in an order. That could be a short interval, for example a day in the life of the customer, or a longer duration. The goal is to find the meaningful moments for the customer first, and then to look for the touchpoints where your product or service comes into the picture.

An easy way to build moments is to think of what happened first (what would be the movie frame for that moment?) and then to proceed what the customer thinks or feels, and ultimately what their needs are. Make sure it's their needs, don't sneak your product back in!

3 Challenge your assumptions

Now that you have mapped out a lot of moments, it's time to challenge assumptions. So far, almost everything you have done is an assumption, starting from what you know about the customer, and going all the way to their needs in specific moments. Some of these assumptions are more impactful than others. They need to be checked before you start building product ideas on top of them. To do this, you need to go out of the building, and run experiments.

Show your journey to actual or potential customers, and see if they recognize themselves. What is their journey? Map it out with them. Once you have done that, you will start to see patterns and learn what the actual needs are that they have. Sometimes they may not even know it themselves!

4 Next Steps

Check the following items to see if you have worked enough on the Customer Journey.

  •   Was the persona specific enough?
  •   Is the journey complete? Are any key moments missing?
  •   Ask yourself where the journey really starts and ends. Are there moments before and after that you should include?

Subscribers

Get a new tool in your inbox every week

Sign up for free now and receive a weekly email with one new innovation tool straight to your inbox. 🚀

an image, when javascript is unavailable

Elliot Page Boards New Canvas VR Adaptation of Hugh Ryan’s ‘When Brooklyn Was Queer’ (EXCLUSIVE)

By Naman Ramachandran

Naman Ramachandran

  • Karan Johar, Shekhar Kapur to Feature at India’s Cinevesture Events – Global Bulletin 10 hours ago
  • MipTV Confirms London Relocation Starting in 2025 11 hours ago
  • Pankaj Tripathi Says Reading Poetry Helped Him Portray Indian Prime Minister Atal Bihari Vajpayee Without Mimicry 12 hours ago

Elliot Page

Elliot Page has boarded XR entertainment studio New Canvas’ virtual reality -based series inspired by Hugh Ryan’s acclaimed book, “When Brooklyn Was Queer,” as an executive producer.

The series dives into LGBTQ history from the mid-1850s to the present day, celebrating identity, resilience and achievements against adversity. It will be directed by Emmy winner Yasmin Elayat (“Zero Days VR”) and written by Agnes Borinsky (trans coming-of-age novel “Sasha Masha”).

Joining Page as executive producers are author Ryan, Matt Jordan Smith and Tuck Dowrey of Pageboy Productions as well as Maor Azran and Dan Adler of MA Productions.

“Our company’s mission is to tell elevated, entertaining, original intersectional and socially responsible stories that explore themes like generational queerness. As a creative company that pushes boundaries, it is exciting for us to work with New Canvas to bring queer stories into the world of XR for the first time,” said Page and Jordan Smith, head of development for Pageboy Productions. “We believe making quality art that portrays varied, authentic experiences elicits empathy, understanding and ultimately has the power to change hearts and minds.”

Wadooah Wali, chief strategy officer and executive producer at New Canvas, added: “‘When Brooklyn Was Queer’ isn’t just a book; it’s a beacon for an extraordinary VR adaptation that enables us to connect the past with the present. We are thrilled to have the incredible talent and passion that both Yasmin and Agnes bring to the project. This team is uniquely positioned to transform these profound stories inspired by real people and events that will immerse audiences in bold new ways for the very first time. It’s both our joy and obligation to honor these historical truths, presenting them in a dynamic new medium that goes well beyond what can be achieved with traditional, flatscreen entertainment.”

Borinsky added, “Hugh’s book upended my assumptions about the many forms of queerness that have long pulsed through our history. With this amazing team, we get to overturn conventions about how stories get told and how we position ourselves relative to the past.”

Production commences later this year.

MA Productions is represented by CAA, Paradigm and Donaldson Callif Perez LLP. Page and Pageboy Productions are repped by UTA, VIE Entertainment and Morris Yorn Barnes; Ryan is repped by CAA and Smith is repped by Felker Toczek Suddleson Abramson.

More From Our Brands

Drummers chad smith, lars ulrich to test fate with ‘spinal tap’ sequel cameos, genesis just unveiled its first full-size electric suv concept, fitch: sports skinny bundle neutral for leagues but hurts linear tv, the best loofahs and body scrubbers, according to dermatologists, shrinking co-creator brett goldstein set for season 2 guest role, verify it's you, please log in.

Quantcast

COMMENTS

  1. The Customer Journey Map Canvas

    The Customer Journey Map Canvas - 9 Steps To Powerful CX Design. The Customer Journey Map Canvas is a simple way to research and map the goals, gains and pains of the customer journey. The canvas links to the Value Proposition canvas created by Alexander Osterwalder and Yves Pigneur. At the bottom of this article, please share your thoughts ...

  2. Create a Customer Journey Map (Free Templates, Tips)

    Map out your customer journey. Start mapping the current or future states of your customer journey in a template you've chosen from Canva. Organize in the diagram all the insights and touchpoints you've gathered and listed as a team earlier. You can arrange them in the most visually appealing way you can think of.

  3. How to Create a Customer Journey Map: Template & Guide

    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.

  4. Customer Journey Canvas Explained

    A customer journey canvas is a board that documents the user's journey through your product/service. It is similar to a storyboard and maps out your user's journey through different stages and emotions. Customer journey canvases are similar to Customer Journey Map s but diagram elements on the surface level before diving deeper. In this ...

  5. Create a new Customer Journey Canvas

    The Customer Journey Canvas is a template to facilitate this process. The big deal about service design thinking is that it can help a business to stand out from its competitors by offering value-added services that will heighten customer satisfaction and develop brand loyalty. As a consumer, you might have come across both retailers selling ...

  6. DesignABetterBusiness.tools

    Mapping the customer journey is based on the knowledge and insights of your team. This tool simply helps you understand and explore from the customer's point of view. The customer journey canvas helps make things real. Through the mapping exercise you can identify where customers get stuck, where they have great experiences, and why.

  7. Customer Journey Map Template

    A Customer Journey Map Template is where you can see your customer experience, understanding their pain points so you can build products they love. ... cumbersome, and complex, and evaluating them can be a real challenge. Let a lean canvas streamline things and break down your business idea for you and your team. A great tool or entrepreneurs ...

  8. 5 best practices to create a customer journey canvas

    Five best practices per stage of the customer journey. With the following five best practices you can get the most out of the customer journey canvas. Stage 1. Awareness. In the first stage of the customer journey, your customer is aware of a problem or challenge and is looking for information that will help them.

  9. How to Make a Customer Journey Map

    Present the CJM's purpose & goals. Now it's time to kick off the customer journey map exercise. Start by speaking to the purpose and goals you've identified for the map. It's important to make sure your team understands what you're trying to accomplish, or else you run the risk of the session getting off track.

  10. Top 5 Customer Journey Mapping Tools (+ Templates)

    ClickUp's customer journey map template helps teams visualize the customer's path. It allows teams to track actions, touchpoints, and experiences for strategic improvements. This tool fosters collaboration, as team leads can oversee the journey for a seamless customer experience from awareness to conversion. 2.

  11. Customer journey mapping for product managers

    1. Visualizing the user experience. Customer journey mapping provides a tangible way to measure and understand the customer experience, which can often be somewhat abstract and challenging to grasp fully. By visualizing this entire process, product managers receive a clear and comprehensive view of the product from the user's perspective.

  12. Free customizable customer journey map templates

    845 templates. Create a blank Customer Journey Map Whiteboard. Stakeholder Map Team Whiteboard in Green Yellow Purple Trendy Stickers Style. Whiteboard by Canva Creative Studio. Brand Guidelines and Brand Kit Team Whiteboard. Whiteboard by Canva Creative Studio.

  13. How to Use the Customer Journey Map Canvas

    The Customer Journey Map Canvas is a powerful tool that visualizes the path customers take with your brand, from the first point of contact to the final purchase and beyond. This article delves into the intricacies of using this canvas effectively, ensuring you capture every touchpoint, emotion, and opportunity. ...

  14. Customer Journey Canvas Tutorial

    The customer journey canvas is a clear overview of the entire service design process. You are likely to refer to it again and again because there are always improvements to be made and problems to be solved. An element of surprise is always possible. When it presents itself to you as a challenge to your business, the customer journey canvas ...

  15. Customer Journey Canvas Template

    What is this canvas? The Customer Journey Map is a visual representation of the customer's experience throughout their interaction with a business.Its core purpose is to understand the customer's perspective, emotions, and touchpoints at each stage of their journey, helping businesses identify pain points, optimize interactions, and deliver a seamless and personalized customer experience.

  16. Free and customizable customer journey map templates

    Customer Journey Map Whiteboard in Dark Blue Light Blue Simple Colorful Style. Whiteboard by Canva Creative Studio. 1 of 15. Blue and Green Modern Customer Experience Presentation. Presentation by Carleigh Emelie. Doodle Sketch Customer Journey Map Brainstorm. Brainstorm by Smartly Designed.

  17. Linking the Customer Journey to your Business Model Canvas

    Keep track of your customer journey, it will keep bringing value. Building and maintaining an accurate customer journey (backed up by real world evidence) is a vital tool to find new possibilities in your business model - not only in terms of ideas but also in terms of quality of execution. Keeping track of the behaviours customers actually ...

  18. Download your own Customer Journey Map template

    Customer Journey Map Canvas. Start mapping your customers' journey with this easy-to-use template. Download the canvas. Create converting customer journeys. A customer's journey is one of the key items any business should be interested in. By mapping your business' customer journeys you'll be able to pinpoint pain spots and areas of success ...

  19. Take a walk through your company's Customer Journey

    The Customer Journey Canvas helps make things real. Through the mapping exercise you can identify where customers get stuck, where they have great experiences, and why. One outcome of using this tool with your team will be the so-called low hanging fruit that you can deliver on immediately. Once you have co-created and assembled the customer ...

  20. Customer Journey Canvas

    3 Advantages of using the Customer Journey Canvas. 1. Mapping the customer journey allows companies to study the user experience and learn where improvements can be made. 2. Businesses can better understand customer emotions instead of framing customer decisions on their own views. 3.

  21. Customer Journey Canvas

    The customer journey canvas helps make things real. Through the mapping exercise you can identify where customers get stuck, where they have great experiences, and why. One outcome of using this tool with your team will be the so-called low hanging fruit that you can deliver on immediately. Once you have co-created and assembled the customer ...

  22. Customer Journey Demo Canvas

    You are testing a PUBLIC demo canvas. If you want to use it for "real" private data, please create your own private canvas here. You can also copy this canvas, click here. Try out Canvanizer 2.0 now! Customer Journey Demo Canvas (Edit in Canvanizer 2.0...) |. [email protected] | Preview in Canvanizer 2.0. Share Canvas. Canvas History.

  23. WRKSHP.tools

    The customer journey canvas helps make things real. Through the mapping exercise you can identify where customers get stuck, where they have great experiences, and why. One outcome of using this tool with your team will be the so-called low hanging fruit that you can deliver on immediately. Once you have co-created and assembled the customer ...

  24. Understanding the Shift from Journey to Experience

    CX shift. Transitioning from customer journey to customer experience is crucial for brand loyalty and growth. Prioritize emotional connections in today's competitive landscape. Journey essentials ...

  25. Elliot Page Boards New Canvas VR Adaptation of Hugh Ryan's 'When

    Elliot Page has boarded XR entertainment studio New Canvas' virtual reality -based series inspired by Hugh Ryan's acclaimed book, "When Brooklyn Was Queer," as an executive producer. The ...