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.
- Landscape
- 1 page
- Planning
Best for: Seeing a product or service the way the person using it does — and finding the exact moment that most needs fixing.
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Books that pair with this printable.
Hooked
Nir Eyal
A product becomes powerful when it stops asking for attention and starts answering the feeling that sends attention looking.
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Sell without selling out.
Read summaryGap Selling
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The buyer does not need more information. They need sharper consequences.
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