# 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.

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## 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.

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## How to draw it in Capable

| **Route**  | **Use when**                                               |
| ---------- | ---------------------------------------------------------- |
| Mermaid    | A journey syntax with scores per step; quick and diffable. |
| draw.io    | Full maps with lanes for touchpoints, systems and emotion. |
| Excalidraw | Workshop versions built with the customers in the room.    |

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## A worked example

A journey with satisfaction scored per step:

![Customer journey map](https://help.gocapable.com/images/att1418494061.svg)

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
```

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## 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.

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## Related

[Wardley mapValue chain up, evolution across.](https://help.gocapable.com/diagrams/wardley-map.html)

[SWOT analysisFour quadrants that stay editable.](https://help.gocapable.com/diagrams/swot-analysis.html)

[ExamplesWorking diagrams you can copy.](https://help.gocapable.com/diagrams/examples.html)

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_Editable during the meeting beats pretty afterwards._