Customer journey mapping

Other tool

Decorative only

Stepping into the shoes of a user

Customer journey mapping (CJM) helps to uncover specific opportunities or challenges faced by users engaging with a product or service by granularly exploring their journey. 

CJM itself is a rich subject of investigation and great tool for building understanding of experience and process flaws. The tool on this page is a streamlined approach to mapping out individual customer steps.

This exercise should be completed through the lens of a clear persona or personas. Consider completing the Persona Creation tool as a useful precursor. 

There are two types of customer journey mapping: Retrospective or prospective.

Retrospective is more common and examines what a user’s journey currently is. Prospective is used to create an ideal future state.

The worksheet suggests mapping seven key steps. This number is effective when time is limited (eg; in a workshop situation) and provides a nice medium amount of detail. However, there could be dozens of steps depending on the complexity of their journey and the depth of insights you wish to gain.


Click here to download an A3 PDF version of the canvas.

Customer Journey Mapping Canvas

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