Journey Mapper
A customer journey map shows the steps a person goes through on the way to buying from a business, and how they feel along the way. Pick the kind of business and the kind of customer below, and the map fills in for you.
New to journey maps? Start here
What is a customer journey map?It’s a picture of what a customer experiences from the moment they realise they need something to the point where they become a loyal customer (or give up). It breaks that experience into stages and, for each one, describes what the person is doing, what’s going through their head, where things go wrong, and what a business could do better. Teams use it to spot the moments that lose customers and fix them.
Business typeThe kind of business the customer is dealing with. A dentist, a software company and a restaurant all have different steps, so the stages of the map change with this choice.
Customer personaA persona is a made-up but realistic profile of one typical customer: what they’re trying to achieve, what they’re nervous about, where they spend time online, and how they make decisions. It stands in for a whole group of similar people, so you can design for “a busy parent on their phone” instead of “everyone.”
StagesThe main phases the customer moves through, shown as columns left to right. Each stage describes what happens in it, and says what has to be true before the customer moves to the next one.
Emotion lineThe line running across the top shows how the customer probably feels at each stage, from frustrated at the bottom to delighted at the top. Dips are the moments most likely to lose them.
What they are doingThe things the customer is actually interacting with at that stage: a Google search, a phone call, a checkout page, a text message. These are often called touchpoints.
What they are thinkingWhat’s going through the customer’s head, written the way they’d say it. This is the question or worry the business needs to answer at that moment.
Where it goes wrongThe pain point: where the experience tends to go wrong for this kind of customer at this stage. These are the reasons people leave, stall or get frustrated.
What the business can doThe opportunity: a practical thing the business can do to remove the pain point or make that stage better. These are the starting points for improvements to a website, process or communication.
Hover or tap any ? for a short explanation. Problems are shown in red, things you can do about them in green.