Customer Journey Mapping

Customer Journey Mapping is a method for visualizing and mapping the behavior of different target groups as they are using an existing service or are active in an area of interest for a new service. There are number of ways to create at Customer Journey Map, this post will guide you through a version that’s simple yet powerful.


The example below is a Customer Journey Map for the target groups “advanced surfers” and “beginners” used in the very beginning when we were exploring the idea of creating a surf app. The objective is to map how the target groups behave when doing activities related to wave surfing. The questions you want to answer are: what’s working well and what is not working so well? What is motivating them and what is creating frustration? From the result you can derive conclusions if there might be a need for new services or products for the target group, or room for enhancing existing services and products.


This is the finished Customer Journey Map.customer-journey-mapping-1Step 1: Target Group Analysis
The first thing you need to do is to get to know your primary target groups. This can be achieved by setting up a focus group, do interviews or my personal favorite: contextual interviews where you interview people in the environment where they are performing activities relating to the subject you are currently mapping. Doing the interviews in the right environment often result in high quality input and information about the needs of the users that would remain unsaid in a regular interviews in an office.


Write a short summary of each target group, just like you would do when creating a persona. The summary is enhanced over time as you interview more people. In this example we choose to split up the large group surfers into advanced surfers and beginners but you could also have choosed any other criterias depending of what you find interesting and relevant for each project, for example different age groups or other demographics.customer-journey-mapping-2Step 2: Touch Points
Touch points are when the users are interacting with the service/doing activities related to what you are evaluating. Consider what interactions are most interesting for your study and look at the target group analysis to identify which touch points are most relevant for the target group.

customer-journey-mapping-3Step 3: Behavior
For each touch point and target group – write down what they thought was positive, negative or neutral/interesting.

customer-journey-mapping-4Step 4: Paths
Map important and significant paths the target group is taking between the different touch points. In our map, for the target group “beginners”, there is an arrow back to “Monitor forecasts” from “Getting to a spot”. This is illustrating how beginners more often than advanced surfers are going to the beach based on incorrect forecasts (even though experienced surfers also misread the forecasts from time to time).

customer-journey-mapping-5A common mistake is to draw all the possible paths a user might take while using a service. The problem with this approach is that basically any path is possible which makes the map messy making difficult to focus on the most important aspects of the customer journey.


Just like a persona is an archetypical user (a fictive representation of the combined characteristics of multiple users within a certain target group) the customer journey should represent the typical path a certain target group would choose.


Have a look at my earlier blog post about ExperienceFellow – a smart tool to create a Customer Journey Map.