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Customer Journey Mapping


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What is a Customer Journey Map?


Customer Journey Maps are narrative stories of your users that allow you to see how a customer may have a need for your product, how they would come across your product, and how your product can benefit them. Creating these maps lets us realize where we may have flaws or gaps in our marketing strategy or use case scenarios. Having a real and relatable customer story allows us to come up with the most logical solutions for our problems.



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Why is Journey Mapping Important?


Creating journey maps for your customers is extremely important because it allows you to step into the shoes of your users. When you create step by step journey maps of your target customers, you're forced to go through the full cycle marketing experience of your product. Customer journey mapping helps marketers and product developers identify what problems their product is trying to solve, where and how their target users will search for solutions to their problem, how they will implement your product as a solution, and how their product will benefit the customer's life. By journey mapping this process, it allows you to more efficiently allocate marketing and sales resources and have a better understanding of why your customers will be in need of your product.



How to Start Journey Mapping


1. Create a User Persona

Identify the main character in your journey map and create a persona for this character.

2. Define Your Customer Stages

Decide what the key stages in the customer's journey are and add these stages as titles on your customer journey map to make sure you address them.

3. Build Your Journey Map

Start creating your journey map by taking your user persona and placing them in the first customer stage. Think about how they would react in this stage, then apply the same concept to the rest of the map.



Examples


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Templates


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User Empathy Mapping

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A user empathy map is a visual tool for product developers with the intention of gaining a deeper and more personal understanding of a certain subset of users. A standard user empathy map focuses on what the user says, thinks, does, and feels throughout their engagement with your product or service process. User empathy maps should be created and analyzed by your team in order to form a consensus on how they believe their users react emotionally to certain aspects of their product.

Storyboarding for User Centered Design

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User Centered Design (UCD) is an iterative practice in which user needs, data, and feedback are continually incorporated into the product design process. The goal of UCD is to tailor your product around the real requests of the user base. It's easy to get caught up in a long term company plan or vision and lose sight of who will really be the judge of your product: the users. .

Story Mapping for Agile Development

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Agile Development is an approach to software development that focuses on rapid feature roll outs with constant iterations based on interdepartmental consultations and user feedback. It is a project management framework that is based on incremental developments with each stage in the process being tested, and basing the next iteration or product pivot on the feedback or results of the end users.

User Experience Mapping

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User Experience mapping, also known as UX mapping, is the process of creating step by step visual flows of experiences users have with your product while trying to achieve a certain objective. For most products, there isn't a singular pathway to achieve a goal. Think of it as if you're a restaurant owner. All customers coming into your restaurant are hungry and want food. Some want pasta, others want a sandwich, or some might just want a drink. Though their end goal may be similar or the same, the flow and path they take to achieve their goal can be radically different. A UX map is a depiction of the user interacting and engaging with your product until they achieve this goal.

5 Tips for Effective Customer Journey Mapping

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Customer Journey Mapping is the practice of creating flows to show how customers will interact with your product or organization when trying to complete a certain objective. That objective could be trying to contact a customer service rep, implementing software into an existing system, requesting a refund or account upgrade, or a full cycle process such as product discovery to trial to engagement to purchase. Any actions or objectives your customers or users are aiming to achieve can be journey mapped to fully understand their process.

B2B vs. B2C Customer Journey Mapping

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Journey Maps are narrative stories of your users that allow you to see how a customer may have a need for your product, how they would come across your product, and how your product can benefit them. Creating these maps lets us realize where we may have flaws or gaps in our marketing strategy or use case scenarios. Having a real and relatable customer story allows us to come up with the most logical solutions for our problems.

Bring Personas to Your Office

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Using personas for product development is extremely helpful, but you already know that. Sometimes the hardest part about using personas is getting your coworkers to start using them as well. This free persona packet provides easy, relatable, printable persona resources that inspire productive persona brainstorming sessions. You can print these resources and share them with your team, or create your own personas from scratch. Either way, you can start incorporating personas into your product development process today!

Create a Customer Journey Map

Start your Customer Journey Map!


Customer Journey Maps are narrative stories of your users that allow you to see how a customer may have a need for your product, how they would come across your product, and how your product can benefit them. Creating these maps lets us realize where we may have flaws or gaps in our marketing strategy or use case scenarios. Having a real and relatable customer story allows us to come up with the most logical solutions for our problems.

Customer Journey Map


Customer Journey Mapping is an extremely effective way to "walk a mile" in your prototypical customers' shoes. Start your map by focusing on a particular problem the customer is having. Acknowledge that this problem exists, and look for ways to solve it. By the end of your map, you should know how your product improves the customer's quality of life and gets rid of their problem. That becomes your sales pitch.

How to Create a Customer Journey Map

By Aaron Sherman


This is the fourth part of our Illustrated Guide to Product Development series. Part of product development is understanding your customers. Customer Journey Mapping is the process of looking at the end-to-end series of events that make up the entire story of before your product/service, using your product/service, and after. These maps can become quite long and involve many actors or personas. They may not even be linear. By examining these different customer journeys, it is possible to identify key use cases that your product/service needs to do incredibly well. This should include anything that is currently causing a lot of customer grief (often for no good reason), and use cases that really improve the core product offering.


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•   (English) Customer Journey Mapping   •   (Español) Mapeo del Viaje del Cliente   •   (Français) Cartographie du Parcours Client   •   (Deutsch) Customer Journey Mapping   •   (Italiana) Mappatura del Percorso del Cliente   •   (Nederlands) Customer Journey Mapping   •   (Português) Mapeamento da Jornada do Cliente   •   (עברית) מיפוי מסע הלקוח   •   (العَرَبِيَّة) تخطيط رحلة العملاء   •   (हिन्दी) ग्राहक यात्रा मानचित्रण   •   (ру́сский язы́к) Сопоставление Карт Клиентов   •   (Dansk) Kunde Journey Kortlægning   •   (Svenska) Kundtjänstkort   •   (Suomi) Asiakasreittien Kartoitus   •   (Norsk) Kunde Journey Kartlegging   •   (Türkçe) Müşteri Yolculuğu Haritalaması   •   (Polski) Mapowanie Podróży Klienta   •   (Româna) Cartografierea Jurnalului Clienților   •   (Ceština) Mapování Cest Zákazníků   •   (Slovenský) Mapovanie Zákazníckych Ciest   •   (Magyar) Ügyfél Utazási Térkép   •   (Hrvatski) Kartično Putovanje Kupca   •   (български) Картографиране на Пътуванията с Клиенти   •   (Lietuvos) Kliento Kelionių Atvaizdavimas   •   (Slovenščina) Kartiranje Potovanj s Strankami   •   (Latvijas) Klientu Ceļojumu Kartēšana   •   (eesti) Kliendi Reiside Kaardistamine