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Customer Journey Map

A one-page journey map that lays a customer's experience out left to right, phase by phase. Name the persona and the scenario, set up to five phases across the top, and for each one capture what they're doing, what they're thinking, where it hurts, and the opportunities you see. Above the grid runs an emotion band — three guide lines and a dot per phase — that you plot by hand into a curve of highs and lows. Mapping the experience from their side of the glass, in order, is what turns a vague sense that 'onboarding is rough' into a specific dip you can fix. The lowest point on the curve is almost always where the biggest opportunity hides. Leave any line blank to fill in by hand.

Best for: Seeing a product or service the way the person using it does — and finding the exact moment that most needs fixing.
Badge: Composed

A still life that evokes the Customer Journey Map

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Composed printable

Walk in their steps.

A wide, stage-by-stage map of how someone experiences a product or service over time. Name the persona and scenario, lay out up to five phases across the top, and for each phase capture what they're doing, thinking, where it hurts, and what you could do about it. Then plot the emotion curve by hand — the lowest dip is usually where the biggest opportunity hides.

How the grid works

Each box below is read one line per phase. Line 1 of every box fills the first phase column, line 2 the second, and so on — so keep the lines in the same order across the boxes.

Leave any line blank to fill it in by hand. The emotion band always prints blank for plotting.

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