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No More Trauma

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Miles Kelly
Miles Kelly

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Prepare for your next meeting an appealing presentation where you show the customer journey, that is, what path your customers follow from the point when they're interested in your product until they purchase it. We're offering you timelines, roadmaps, tables and many other resources so you can decide the best marketing strategy.


A customer journey map, or journey map, is a visual representation of interactions people have with your brand. A good journey maps highlight moments of delight or pain customers of a brand experience pre and post sales. Using a templated customer journey map helps standardize how businesses can measure how different customer journeys can be improved.


Start with your buyer persona. HubSpot provides a free "Make My Persona" tool if you don't have one. Map out buyer touchpoints with your business. This starts from how they found your business to how they left reviews. Analyze customer pain points. This could be through customer interviews or online negative reviews. Assign priorities to addressing customer pain points. Measure the impact of solving the customers' problems.


A CJM typically includes different stages of the customer journey, such as awareness, consideration, purchase, and post-purchase. It helps to identify key customer pain points, where customers may drop off in the journey, and opportunities for improvement.


Mapping customer journeys should always aim for business impact. Creating a customer journey map might feel like something that is fairly easy and even fun to do but it should not be taken lightly. Finding a pretty template and putting it up on the wall does not help you run your business - and customer journey maps should, first and foremost, be tools for customer-centric business management.


A customer journey map can be a powerful tool to help you visualise and clarify current or future states of customer experience in all stages of the customership. It's the next step after you have defined the buyer personas for your business, but make sure all actions are based on the Customer Experience Strategy you have established. A comprehensive customer journey map consists of customer actions, motives and experiences but also of organisational activities and roles that are responsible for these activities. Concentrating merely on optimising individual touchpoints is a route to failure, as stated in this blog post.


Did you know? Pen and paper templates for personas, journey maps and stakeholder maps and digital mapping tools are no either-or decision, rather they are useful for different purposes or at different moments of the process. You can use our paper templates for journey maps, personas and stakeholder maps in addition to digital ones, or as a first step towards a digital journey mapping tool.


As stated above, it often makes sense to start journey mapping in a workshop setting - hang up a template on the wall, fill the room with people from different departments and get started! But make sure to keep the journey maps that were created in this informal setting. It would be a pity to lose these rich workshop results. How can you make sure they get stored in a safe place but are still accessible? That's where journey mapping software comes into play. To make it the transition as easy as possible we offer an app: Smaply Capture. It lets you digitize your workshop maps by simply taking a photo with your phone.


Working together on a buyer or user persona template helps you and your team to develop a shared understanding of your customers. The developed personas are a valuable basis for journey map and stakeholder map workshops, as well as for many other tools.


A journey map can help you visualize the overall experience a user or a customer has with a service, a physical or digital product, or a brand. Like a movie tells a story of an actor as a sequence of scenes, a journey map visualizes your persona's experiences as a sequence of steps.


Working together on a journey map template helps you to generate a common and empathic understanding of your user's or customer's experience between all team members. Filling out the journey map template can facilitate finding and communicating customer experience gaps and explore potential solutions.


You will find art on the walls which tells the story of how the civilization rose into prominence and then met its downfall as well. Note that if you pay attention to it then you will find that the art mirrors the journey you will take as well.


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An effective customer journey map is one that promotes empathy and provides a clear vision for improving customer interactions. There are no rules about what, exactly, a visualization of that has to look like.


This customer journey map infographic was made for an Australian company that offers disability employment services. The final customer journey map was a large poster meant to help staff and clients visualize the different stages of the path to employment.


We searched high and low to find the customer journey map templates and examples to suit just about every use case, software, experience, and design skill level. You can see the full list below. You can also bookmark the Google Slides deck for quick reference.


This is a relatively simple example of a B2B customer journey map, which focuses on the emotions and typical questions a customer experiences throughout their journey. This map also includes recommendations for interacting with the customer at each stage.


The journey map below is based on the real-life experience of a specific customer, but you could also create a similar persona-based journey map to visualize the nuances of different customer journeys.


In the example above, each stage of the customer journey has been broken down into activities. This level of detail allowed the creators to identify specific (rather than high-level) opportunities for improvement, like merging the domains grants.gov, benefits.gov, and govloans.gov to streamline customer journey.


While current state maps look at the customer journey as it exists today, future state maps focus on what the customer journey can and should look like in the future. Although data (like that contained in a current state map) is certainly an important input, future state journey maps also involve a fair amount of creative speculation and interpretation. These customer journey maps also focus on customer hopes and wants (future feelings), in addition to experiences and reactions.


Future state journey mapping is a useful approach when your objective is to explore possible customer expectations and to create new experiences and value. Mapping out a future customer journey helps teams align around a common goal.


A service blueprint is a useful counterpart to a classic CJM. Whereas a customer journey map focuses on the thoughts, needs, and actions of the customer, a service blueprint reflects the perspective of the organization and its employees.


Essentially, service blueprinting helps visualize all the things that need to happen behind the scenes in order for the customer journey to take place. (Sort of like peeking behind a clock face.)


An empathy map is a tool used to create a shared understanding around the wants, needs, thoughts, and actions of a certain type of user. While not strictly a prerequisite for creating a customer journey map, you may decide to create an empathy map as part of your journey mapping process.


This is another ready-made customer journey map template from Nielsen Norman Group to print out, digitally markup, or replicate with your prototyping tool of choice. We like this template because it contains all the most important elements for an effective and actionable journey map.


If Figma is your prototyping tool of choice, you can jumpstart your journey mapping with this editable template. The template is flexible, so you can keep the linear design or use the elements in conjunction with one of the simple grid templates above.


FlowMapp offers dedicated tools for several UX deliverables, including customer journey maps. This template, which you can preview here, has pre-built blocks for each section of the customer journey map. We like this template because of the emphasis it places on the voice of the customer, but there are several other options to choose from as well.


If you want to create a service blueprint as a complement to your customer-focused journey map, we recommend checking out this template from Lucidchart. Like the service blueprint examples in the previous section, the template is divided into four layers, which are separated by lines of interaction and visibility.


This is another template from UXPressia. This CJM template is tailored to a specific use case: the customer support journey of a SaaS customer. You could adapt this template to fit a similar use case, or see if UXPressia's library has a ready-made example for your exact scenario. 041b061a72


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