Customer Journey Mapping

Customer Journey Mapping helps you understand the situations, motivations, and expected outcomes for users who'd encounter your solutions to the problems. Think about who will be interacting with your solution, product or service and write short user stories as a way to categorize those different situations.

A customer journey map visualizes a person’s process to accomplish a goal tied to a specific business or product. It’s used to understand and address customer needs and Pain Points.

In its most basic form, journey mapping starts by compiling a series of User Needs and actions into a timeline skeleton. Next, the skeleton is fleshed out with user thoughts and emotions to create a narrative. Finally, that narrative is condensed into a visualization to communicate insights that will inform design processes.


  • The map is tied to a specific product or service.
  • It is split into 4 swim lanes: phases, actions, thoughts, mindsets/emotions.
  • It reflects the user’s perspective:
  • Including her mindset, thoughts, and emotions
  • Leaving out most process details
  • It is chronological.
  • There is one map per persona/user type (1:1 mapping).