Customer Journey Map

Visualize how the customer experiences your products and services

When trying to understand the customer’s experience, consider mapping your processes from the customer’s perspective using a customer journey map.


Customer journey mapping (or journey mapping) is a visual story of how your customers interact with and experience your products, processes, and services.


The customer journey map is a visual map that illustrates the customers’ processes, goals, needs, and perceptions throughout their interaction and relationship with an organization. The customer journey map often captures the customers’ experience before, during, and after an interaction.


The journey map allows the project team to map and analyze the customer’s journey to design customer-centered solutions. A key to successful customer journey mapping is to employ empathy to experience what the customer is experiencing –challenging oneself to see the process from the customer’s perspective.


As an improvement method, journey mapping should…

  • Be approached as an ongoing discipline. Journey mapping is not a one-time event.
  • Be collaborative.
  • Be customer-focused. The customer journey map must be developed from the customer’s perspective, not the organization’s.
  • Include quantitative and qualitative data. Journey maps are created using existing data and observing, talking to, and engaging customers and front-line employees. The goal is to get them to tell a story of their experience.
  • Be easy to understand, share, and update.



Download the Free "Journey Map" Template (PDF)

Purchase the template to customize for your own organization

All of our tools and templates are available in Word or PowerPoint format to allow organizations to purchase and customize the templates to their brand standards.

Mapping and exploring the customer’s experience is a critical step in ensuring that an organization is aware of what motivates, frustrates, or excites the customer. This topic is a core concept of applying creative problem-solving through design thinking. To learn more about design, please visit our Introduction to Design Thinking Course.

The Design Thinking course teaches a creative problem-solving that will give any professional an advantage in their industry or career.


  • Designers or Product Development professionals that are motivated to bring innovative new products and services to their business and customers.
  • Consultants who want to offer their clients a model for applying creative problem-solving to help address business challenges.
  • Human Resource professionals seeking to develop more human-centered solutions to support workforce members while driving higher levels of employee engagement.
  • Members of Leadership who are wishing to gain competitive advantage by differentiating their business’s products and services.
  • Individuals or Teams that are searching for new ways to solve complex problems by placing the customer’s needs at the center of their solutions.
Design Thinking Training, continuous improvement certifications

This course will help expose the learner to various design thinking tools and mental models – all with the emphasis on innovating through creative problem-solving.


Our objective is to provide the learner with practical tools for applying a versatile 3-step design thinking process within their organizations. Through this framework, the learner will be able to reframe problems from the customer’s perspective. With this perspective in mind, the learner will drive improvements around the customer experience using tools such as deep-dive interview, journey mapping, empathy mapping, and rapid prototyping.

Need help introducing use of Journey Maps at your organization?

Schedule a 30 minute coach call today and let’s talk through the details. 

Improvement Nerds Podcast

Never Miss an Improvement Nerds Episode

Sign up for our newsletter to get the latest articles, tools, templates, podcasts, and improvement tips. All delivered right to your inbox!

Let’s nerd out!

Sign up today!

* indicates required
/ ( mm / dd )

Be Sure to Follow Us on Social Media