Customer journey

Possibly the most famous design thinking tool, a customer journey map allows you to reconsider the interaction with your products or services from the customer's perspective.

What is this for?

A customer journey map is a tool designed to better understand how a customer is solving a problem.

Completing a customer journey map will help you identify unknowns, opportunity areas and potentially map out possible solutions. You should update your customer journey map as you learn more about your customers through interactions with them.

Step-by-step guide

Step 1

Download this PDF and print it on an A2. You can also draw it out on a sheet of paper if you can’t print.

Step 2

Agree on the persona around whom you are creating a customer journey map (10 min).

Step 3

Complete box 1 based on your current understanding of how the customer solves their problem (10 min).

Step 4

Do the same for boxes 2-4 (30 min).

Step 5

Review the entire customer journey (10 min).

Step 6

Revisit your customer journey map after you’ve interviewed some customers (30 min).

Tip: Invite an expert or a customer to join you during the exercise.

Tip: Repeat this exercise once you have identified a solution and compare the two scenarios.

Get the tool