Customer journey map

A journey map is a timeline with feelings attached. The emotional line is what stops it being a process diagram, and it is the row that makes people act.

Anchor it in research. A journey map built from assumptions is a diagram of your assumptions.

#When to reach for one

• Service design and experience work.

• Finding the moments where a good product still feels bad.

• Aligning teams who each own one stage and none own the whole.

#How to draw it in Capable

#A worked example

A journey with satisfaction scored per step:

The source, which you can paste into a new diagram and edit:

journey
  title Renewing a subscription
  section Reminder
    Receives renewal email: 4: Customer
    Ignores it: 3: Customer
  section Decision
    Compares plans on site: 3: Customer
    Cannot find current usage: 1: Customer
    Contacts support: 2: Customer, Support
  section Renewal
    Support sends usage report: 4: Support
    Renews on annual plan: 5: Customer
  section After
    Receives invoice: 4: Customer
    Onboards two new users: 5: Customer

#A few things that catch people out

• Score the steps from research, not from the room. The low scores are the whole output.

• Include the steps that happen outside your product; that is often where the friction is.

• Link each stage to the evidence behind it so the map can be challenged.

#Related

Editable during the meeting beats pretty afterwards.