Customer journey maps
are important tools to
drive a design
conversation

But sometimes can be intimidating...

Focus on mapping the
key interactions of a
customer while using
your product or service.

Virtuous Cycle.

Start with these five
elements

• List the key steps of the customer experience.
• Keep it simple.
• 5-7 key moments is a good start. Evolve as you need.

• For each step, write the key intention of the customer.
• This is a reminder for driving the conversation around the customer's goal.

• Touch-points are tool or mechanism the customer uses to solve their problem.
• They can be direct interactions with people or technology features (emails, forms, etc...).
• These are important clues for optimization.

• List the challenges and capture key insights of your learnings.
• This is a great place to map assumptions and open questions.

• As you progress on the design, new ideas can be included in the map, such as opportunities.
• Leverage prioritization techniques to test new assumptions.

Example: Registration Journey

Remember!

Journey maps are not
one-size-fits-all.

Adapt it to your project
needs 👍

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