user journey binus

• BINA NUSANTARA
• BINUS UNIVERSITY
• BINUS University Curriculum Center

USER EXPERIENCE (4/2 CREDITS)

Learning outcomes.

On successful completion of this Course, students will be able to: explain the essentials of designing user experience; apply techniques for designing User Experience; analyze context for designing User Experience; analyze the foundations of user experience design.

• User Journey
• Wireframe 1
• Wireframe 2 and Navigation Map
• Introduction to Axure
• Interactions
• Mastering Master and Advanced Prototyping
• Dynamic Panel 1 – 2
• Dynamic Panel 3 – 4
• Review and Project Collection
• Introduction to UX
• The process of Human-Centred UX Design
• Usability and Experience Design
• Techniques for Designing UX : Understanding
• Techniques for Designing UX : Envisionment
• Techniques for Designing UX : Design
• Techniques for Designing UX : Evaluation
• Techniques for Designing UX : Task Analysis
• Techniques for Designing UX : Visual Interface Design
• Techniques for Designing UX : Multimodal Interface Design
• Designing Apps and Websites
• Ubiquitous, Mobile, and Wearable Computing
• Memory, Attention, and Affect

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20+ User Journey Map Examples and Templates

13 min read

Looking at user journey map examples can help you come up with a visual representation of your customer’s journey.

Customer journey mapping research also allows you to identify areas of opportunity in your processes and plan to reduce those friction points. For instance, you might discover that you need user onboarding software to retain users after the first three months.

So, we’ve compiled 20+ examples and templates of customer journey maps to help you get inspired.

Let’s get started!

• A user journey map is a document that shares the steps a user must follow to accomplish a goal. It can also include sentiments, thoughts, and friction points.
• The terms user journey maps and customer journey maps are usually interchangeable. These are similar because they both tell the story of a customer’s journey . However, they vary in scope, definitions, and goals.
• For instance, a user journey map is usually reduced to a specific product or service; while a customer journey map shows the end-to-end of a customer’s activities involving your product or service, e.g., advertising.
• The touchpoints in a user journey map refer to in-app experiences, and customer touchpoints in a journey map refer to every interaction the customer has with your app.
• Usually, the user journey map influences product design, while the customer journey map informs business strategies.
• There are four types of customer journey maps:
• Current-state maps. To illustrate the customer journey in the present.
• Future-state maps. To speculate on potential user journeys in the future.
• Day-in-the-life maps. To show what a user does in relation or without any link to your product/service.
• Service-blueprint maps. To define everything that needs to happen internally to properly serve users.
• Examples of user and customer journey maps include companies like Hubspot, Zoom, Mailchimp, Dropbox, and Userpilot.
• Templates of user journey maps include service blueprints, customer empathy maps, user touchpoints, and effective journey maps.
• Did you identify friction points in your user onboarding? Try Userpilot , the all-in-one product adoption platform that’ll help you improve your onboarding experience and boost retention rates. Get a demo .

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What is a user journey map?

A user journey map is a document that shows the steps a user follows to reach a goal with your product or service. It’s usually used for UX visualization as it tells the story of a person navigating your product and their interaction with different touchpoints.

This document also helps you gather information about the user and the functionality they find most relevant.

In your first version of a user journey map, you may only add the user’s actions. But as you expand it, you should also add their emotions and thoughts.

User journey maps vs customer journey maps

User journey maps and customer journey maps are almost interchangeable terms. They both show the road a person takes to achieve goals and help improve the user experience .

However, these vary in scope, definitions, and goals:

• Scope. User journey maps usually showcase the way a user experiences and interacts with a specific product or service. On the other hand, customer journey maps visualize the end-to-end experience of a customer across various brand touchpoints.
• Definitions. The word ‘touchpoints’ has different meanings in each case. A touchpoint in a user journey map refers to interface interactions and in-app experiences. However, a touchpoint in a customer journey map means every moment a customer interacts with or becomes aware of your brand — e.g., advertisements, customer support, or at checkout.
• Goals. User journey maps are useful to influence product design improvements. The insights of a customer journey map , usually inform broader business strategies and customer engagement efforts.

Types of user and customer journey maps

Using customer or user journey maps for different purposes allows you to influence different aspects of your business. For instance, a day-in-the-life journey map lets you spot areas of your customer’s routine where you can participate.

Here are different types of user and customer journey visualization to implement in your business:

• Current-state map. Illustrates the critical user journey as it is now. It helps you visualize the current state of the user experience based on facts. This type of journey map allows you to identify the strengths and opportunities of your current process.
• Future-state map. Design how you wish the customers’ journey could look in the future. This type is aspirational and it’s useful when speculating potential customer paths. It’s mostly based on data from the current state map and creativity.
• Day-in-the-life map. Lists everything a customer does throughout the day despite those actions being related to your brand. A day-in-the-life map gives you an overall understanding of who your customer is, how they spend their time, and where your company falls. This map is based on user research data.
• Service-blueprint map. This is an internal document that states all the actions, policies, and processes that go behind customer-facing services. The service blueprint is usually for employees to know what they need to do to meet the customer across the journey.

User and customer journey map examples

Take a look at examples of user and customer journey maps from successful businesses and get inspired to draft your own.

1. Userpilot’s current user state journey map

To examine the user’s current state, you can use Userpilot to perform a path analysis .

With path analysis, you can identify and understand how users navigate through your product, pinpointing the key interactions and touchpoints they encounter.

For example, to optimize conversion , you can look into how enterprise users navigate toward the conversion point. Then you can use the discovered insights to replicate the experience for new users.

2. Spotify’s music-sharing user journey map

Spotify is a music streaming platform with various features. This example shows a detailed view of a Spotify user’s journey when sharing music with friends and family.

The image shows the steps the user takes to find and share music as well as their thoughts, emotions, touchpoints, and actors. It starts with a user opening Spotify to listen to music at work. They look up the different playlists and feel excited to see the suggestions.

Once they find a song that makes them feel happy, they share it with a friend by sending the link through WhatsApp. They follow up and wait for an answer.

This example is particularly interesting since it includes the actions, thoughts, and sentiments of two different personas.

3. Uber’s first experience user journey map

Uber is a popular transportation company for booking rides. This current-stage customer journey map shows all the steps a user takes from the moment they choose to use Uber as a new user, up to when they arrive at their destination.

It includes screenshots that show exactly what the user sees when they go through each of the customer journey stages.

This example includes goals from the persona on the side. It also includes verbatim thoughts and emotion tags that give you deeper insights into the target persona.

The bottom part of the map shares critical insights that help marketing and sales teams understand the user on a deeper level and improve their experience.

4. Dropbox’s customer journey map

This journey map includes the user persona’s jobs-to-be-done (JBTD) and the path they follow from the problem-awareness stage.

Since Dropbox is a cloud storage platform, using it for business affects the day-to-day of all workers. Hence, this map includes a clever section named “cast” which includes the profiles of everyone who’ll be affected by the decision to use Dropbox.

As you can see, Sophia starts her journey when she discovers Dropbox. She researches alternatives, books a demo, and signs up for the application.

This looks like a future state journey map as it seems quite simplified for a current state map.

5. Mailchimp’s day-in-the-life customer journey map

Mailchimp is a popular email marketing platform. The customer journey map captures everything a marketing worker named Dani does every two weeks.

This customer journey map compiles all the little tasks she does before, during, and after she sends a marketing email.

It’s considered a day-in-the-life map rather than a current-state one because it includes more detail than simply outlining the steps Dani takes to send an email. Instead, it includes the digressions she takes before actually completing the task, as well as emotions and areas of opportunity.

6. Hubspot’s customer journey map

This platform offers multiple services for managing a business. This is the current state of Hubspot’s customer journey . It shows everything a user does from the moment they become dissatisfied with previous tools.

This map explains in detail how customers interact with Hubspot until they become paying users. It also includes all the other actors involved, the factors that lead to a positive or negative experience, and the decision points.

This map also includes thoughts and sentiments, friction points, customer touchpoints, and internal actors involved.

7. Netflix’s customer journey map

Similar to the Mailchimp example, this customer journey map explains the macro steps a user like Jen takes to watch a movie on Netflix.

As a media streaming platform, Netflix’s algorithm comes up with movies and TV show recommendations. This map shows how Jen disregards those recommendations and searches for a different movie instead, making it an area of opportunity for the Netflix team.

As part of the analysis, this map also includes Jen’s pain points, motivators, and emotions. This is an example of how breaking the journey down into smaller goals can simplify spotting friction points by showing an end-to-end process on a single screen.

8. Canva’s user journey map

Canva is an online graphic design platform, mostly suited for non-designers. This user map tells the story of Laura, a woman who isn’t a designer but wants to build beautiful flyers to promote her hobby.

As you see, the map walks us through the process of building a new design. It starts with Laura creating a board and ends when she exports the design. Similarly to the Netflix example, this journey map is also restricted to one scenario.

This user journey also includes actions, pain points, goals, expectations, and thoughts across the phases.

9. Zoom’s user journey map

This popular online meeting platform serves different purposes. This example is about Zoom for teachers and it’s broken down into three main categories: Action, emotions, and thinking.

This user journey map explains what a teacher does to give online lectures. It’s separated into five main action buckets with a breakdown of the tasks that go into each bucket. For example, for a teacher to “Start teaching” they need to open Zoom and roll the call.

You can also see how the teachers’ emotions and thoughts vary throughout the session. Plus, the design of this map lets us quickly identify opportunities just by looking at the emojis.

10. HeartiCraft’s user journey map

HeartiCraft is an online store for people who want to buy handcrafted products. The experience begins when the user researches and finds the website and ends when they decide to buy again.

It’s an interesting view of a user journey map as it exposes where HeartiCraft shines but also where it fails to delight users.

This map highlights four different stages and includes all the actions, thoughts and feelings, pain points, and delights under each of them.

11. Say Yeah!’s customer journey map

This company helps businesses deliver products and services that better serve neurodiverse users. To analyze this customer journey , you need to place your eyes on the left side of the screen and skim through the stages.

As you can see, this is the journey of an adult child looking for health support for their parents. It starts at the moment they discover a problem and ends after they’ve made a purchase.

This map includes the tasks, actors, emotions, media, tactics, and the thinking process of the user across the stages. It also shows how relevant each of those moments is for serving the customer properly.

12. Gartner’s B2B customer buying journey map

As a consulting firm, Gartner has a deep understanding of the B2B sales process. You can see that in this example because it paints the B2B buyer’s journey as a non-linear path.

This is likely informed by historic customer behavior, journey analytics , and user research. In the map, you’ll see four main actions across the user’s journey that allow them to buy a product.

However, there are internal discrepancies that Gartner manages to capture in this map. For example, showing that the person meeting with the company isn’t necessarily the decision maker and needs to go back and get the CEO’s approval before agreeing to make a purchase.

13. Service blueprint map for technical support

As mentioned above, a service journey map helps employees know what needs to happen internally to power customer-facing tasks. In this example, we can see how systems are interconnected and linked to company policies.

This map also shows the actions employees take to provide service, including the invisible back-end tasks and the evidence that supports each action.

Templates for user and customer journey mapping process

Explore the different templates included on this list, and edit them to fit your customer journeys:

1. User journey map template in Figma

You can leverage this template on Figma for your customer journey mapping exercise and uncover user activities and emotions across different stages – from realizing their needs to becoming a paid customer.

It allows you to add what you expect the user’s emotions, experience, and expectations to be at each of the stages.

You can include as many ideas as you wish on this canvas or even invite your teams to work on this together.

2. User empathy mapping template in Notion

An empathy map compiles your target user’s feelings, thoughts, and behaviors.

This Notion template follows the classical approach by including the four main categories:

• Says. Direct quotes or statements that provide insight into the user’s thoughts and opinions.
• Thinks. Reflects the user’s thoughts, beliefs, and feelings.
• Does . Includes what the user does in real life or during their interaction with a product or service.
• Feels . Fears, frustrations, joys, and other emotional responses.

3. Future state customer journey map template from Xtensio

Use your creativity and your current state journey map to fill out this template. Explore alternative customer paths to offer a better customer experience.

This template includes space to add:

• Stages of the journey.
• User’s thoughts and feelings.
• Actions and touchpoints.
• How this map is different from the current journey.

4. Service blueprint customer journey map template from Miro

This is a typical service blueprint template. Miro lets you edit it to your liking by following these steps:

• Define the customer service scenario to investigate.
• Plot customer actions in chronological order.
• Lay out processes, actors, and support systems.
• Add roles and responsibilities by specifying interactions, visibility, and internal actions.
• Illustrate cross-functional relationships.

5. Customer journey map template from Mural

Use Mural’s customer journey map template to have a better understanding of your target audience’s touchpoints, needs, motivations, and barriers.

Here you can:

• Establish a customer scenario, e.g., buying a shirt online.
• Define the customer steps, including big and small actions.
• List all customer interactions with your brand, either in physical or digital touchpoints.
• Determine your customer’s goals and motivations.
• Highlight the positive moments at each stage.
• Define the negative or frustrating moments across the journey.

6. Customer journey map template from Canva

Find many different customer journey map templates on Canva. These all let you edit the customer actions across stages, and depending on the option that you choose, you’ll also be able to add the user’s:

• Emotions and feelings.
• Thinking process.
• Physical or digital touchpoints.
• Barriers or pain points.
• Solutions to barriers.

7. Customer touchpoint map template from InVision

Map out the customer touchpoints on this InVision template. Here, you’ll be able to list all the different interactions between the user and your business, as well as mention all the involved actors. You can break down the actions by stages and teams.

8. Customer journey mapping template from Slidesgo

Slidesgo provides you with 29 customer journey mapping examples. You can choose the design that piques your interest the most and add the different stages, touchpoints, actions, and sentiments. These designs are mostly suited for journeys of up to five steps.

9. B2B customer journey map template from UXPressia

UXPressia developed a set of B2B/B2C customer journey map templates for you to use. This mix also includes persona templates to guide you when creating personas for your journey maps.

You can use these templates as-is to guide your thinking or adapt them to fit your specific project needs.

10. Customer journey map template from Conceptboard

This customer journey map template is a classical one. Open the file with a clear understanding of your user persona.

There, you’ll be able to add customer data concerning each stage, more specifically regarding their:

• Touchpoints and channels.
• Overall experience.
• Pain points.
• Areas of improvement.

Exploring user journey map examples can inspire you to enhance your customers’ experience by pinpointing critical areas, such as better onboarding processes.

To create an effective customer journey map, you need a deep understanding of your user and a clear mapping path, i.e., via conducting user interviews and contextual research.

Userpilot is an all-in-one product platform that can equip you with actionable customer journey insights. Get a demo to explore our powerful analytics capabilities!

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A Beginner’s Guide To User Journey Mapping

To design a great product, you need to understand what the user does with it. A user journey map will help you to answer that question for the product’s entire lifecycle.

“How do people actually use this product?” is a fundamental question that every product creator must answer. In order to do so, product designers need to understand the essence of the whole product experience from the user’s perspective. Fortunately, user journey mapping is an excellent exercise that can shed light on the ways in which the users interact with the product.

What Is a User Journey Map?

More From Nick Babich What Is Microcopy?

What Design Problems Does a User Journey Map Solve?

A user journey map is an excellent tool for UX designers because i t visualizes how a user interacts with a product and allows designers to see a product from a user’s point of view. This fosters a more user-centric approach to product design, which ultimately leads to a better user experience.

User journey maps help a product team to find the answer to the “What if?” questions. Also, a user journey map can be helpful when a company tracks quantitative key performance indicators . In this case, a user journey map can become a cornerstone for strategic recommendations.

The 8-Step Process of User Journey Mapping

Before creating a user journey map, review the goals of your business or service. This knowledge will help you align the business and user goals.

• Choose a scope.
• Create a user persona.
• Define the scenario and user expectations.
• Create a list of touchpoints.
• Take user intention into account.
• Sketch the journey.
• Consider a user’s emotional state during each step of the interaction.
• Validate and refine the user journey.

1. Choose a Scope

The scope of the user journey map can vary from a high-level map that shows end-to-end experience (e.g., creating a smart home in your house) to a more detailed map that focuses on one particular interaction (for instance, adding a new device to your smart home ecosystem).

2. Create a User Persona

Who is your user?

A user journey map is always focused on the experience of one main actor — a user persona who experiences the journey.

A user persona should always be based on information that you have about your target audience. That’s why you should always start with user research . Having solid information about your users will prevent you from making false assumptions.

Gather and analyze all available information about your target audience:

• Interview your real or potential users.
• Conduct contextual inquiry. This is an  ethnographic field study that involves in-depth observation of people interacting with your product.
• Conduct and analyze the results of user surveys.

3. Define the Scenario and User Expectations

The scenario describes the situation that the journey map addresses. It can be real or anticipated. It’s also important to define what expectations a user persona has about the interaction. For example, a scenario could be ordering a taxi using a mobile app with the expectation of getting the car in five minutes or less.

4. Create a List of Touchpoints

Touchpoints are user actions and interactions with the product or business. You need to identify all the main touchpoints and all channels associated with each touchpoint. For example, for the touchpoint “Buy a gift,” the associated channels could be purchasing online or buying in the store.

5. Take User Intention Into Account

What motivates your user to interact with your product? Similarly, w hat problem are users looking to solve when they decide to use your product? Different user segments will have different reasons for adopting it.

Let’s take an e-commerce website. There is a big difference between a user who is just looking around and one who wants to accomplish a specific task like purchasing a particular product.

For each user journey, you need to understand:

• Motivation. Why are the users trying to do this action?
• Channels. Where the interaction takes place.
• Actions . The actual behaviors and steps the users take.
• Pain points . What are the challenges users are facing?

Also, ensure that the user is getting a consistent experience across all channels.

6. Sketch the Journey

Put together all the information you have and sketch a journey in the format of a step-by-step interaction. Each step demonstrates an experience that the persona has with a service/product or another person.

You can use  a tool called a storyboard,  which is a graphic representation of how a user does something, step by step. It  can help you show how users can interact with a product. Using storyboards, you can visually depict what happens during each step.

7. Consider a User’s Emotional State During Each Step of the Interaction

What does a user feel when interacting with your product?

The products we design need to mirror the states of mind of our users. When we consider a user’s emotional state, this knowledge will help us to connect with them on a human level. That’s why it’s important to add an emotional lane to the user journey map. By visualizing the emotional ups and downs of the experience, you’ll find the areas that require refinement.

You can create an empathy map to better understand how the user feels. Try to mitigate the emotional downs and reinforce emotional ups with good design. 

8. Validate and Refine the User Journey

Journey maps should result in truthful narratives, not fairy tales. Even when a user journey is based on research, you must validate it. Use the information from usability testing sessions and app analytics to be sure that your journey resembles a real use case.

Gather and analyze information about your users on a regular basis. For example, user feedback can be used to improve your understanding of the user journey.

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Map the User Journey

Remember that the goal of making a user journey map is to create a shared vision within your product team and stakeholders. That’s why, once you create a user journey map, you should share it with your peers. Make it possible for everyone in your team to look at the entire experience from the user’s standpoint and draw on this information while crafting a product.

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Incorporating customer journey mapping into your web design process helps elevate consumer engagement to drive loyalty and sales.

Many in-house teams and web designers strive to better serve users by optimizing their customer experience (CX). Considering how your customers use your platform or service helps you see your website from a user perspective, letting you shape your design to better meet their needs. To achieve this, web designers can look to customer journey mapping.

A particularly handy tool for user experience (UX) design , this process helps teams understand who their users are and how to fulfill their expectations, guiding development decisions for improved audience engagement. Learn more about customer journey mapping and how you can implement it to enhance your CX.

User journey mapping: an overview

User journey mapping, also known as customer journey mapping (CJM), maps a website visitor's experience from their perspective. Presented through a visual diagram, the customer journey map charts the user’s path as they seek information or solutions, starting at the homepage and tracking their routes across other menus and links.

To create a customer journey map, you begin by researching who users are, what they want from your site, and how positive or negative their experiences have been. 

There are two main purposes for mapping your customers’ journey.

1. Improve customer experience

This is the ultimate goal of CJM. Site navigation can be especially tricky to assess because you’re already familiar with the layout. A fresh perspective on your site often uncovers overlooked details such as navigation issues or broken links.

By conducting research on UX trends and visually mapping your results, you’ll identify any parts of your design that confuse or frustrate visitors. This process also reveals areas that work well, which you can repurpose elsewhere in the design.

2. Maintains ease-of-use as your site grows

A customer journey map can make even a simple site more straightforward to navigate. When your website or business grows, you may need to add content and features to accommodate the expansion. Implementing customer journey mapping ensures your website's fundamental flow remains intuitive and that new material and features are easily discoverable and usable.

Primary user journey map types

There are various ways to approach customer journey mapping based on the specific insights you’re seeking. The end result of each map will look similar, but the focus of each is different — which changes the information it offers. Here are three standard types of maps to get you started.

Current state

The current state map is the most common type. It evaluates your website’s present state to better understand visitors’ current experiences, helping identify improvement opportunities for its existing design.

Future state

A future state map explores a hypothetical "ideal" website, considering the visitor’s experience if every site component were optimized. This map is helpful when planning a total redesign or a specific change. When you collect user research and translate the results into your map, you can present a visual outline to your client or company for a straightforward explanation.

Persona-based

A persona-based map lays out the journey of a single designated type of user, or persona (which we will define below). This type of diagram is useful when optimizing your website for a specific sector of your audience with particular needs.

Learn best practices for integrating the workflows between design and development in this free webinar.

The 5-step customer journey mapping process

Once you’ve set clear goals for your map’s achievements, you can select the appropriate diagram type. To begin visualizing your user journey, follow this five-step process.

1. Define the map’s scope

Your map may focus on just one customer interaction or outcome, such as finding the newsletter sign-up sheet or making a payment, or it could cover the entire website’s navigation. A focused scope helps you troubleshoot a problem area or ensure an especially critical element functions properly. Alternatively, a larger-scope map provides a big-picture perspective of how the site works as a whole. Creating a comprehensive map is more complex, but high-level mapping helps comprehend the entire user experience from beginning to end.

2. Determine your user personas

A persona describes a particular type of visitor using your site. When imagining and defining these users, you can assign a name to each and include details about who they are, what they’re looking for, and why.

Focus on users who contribute most to your business goals, consulting your marketing or sales teams for insights. To define your customer personas, explore current user behavior through surveys, online reviews, and email list responsiveness.

For example, if you’re creating a website for a store that sells artisanal coffee-making tools, your personas could be:

• The gift giver. This user only knows a little about coffee but wants to select an impressive gift for someone else. They’ll need help with purchase decisions, so they might interact with an FAQ or chat feature before visiting the products page. They may also leave your site if overwhelmed by options, so it’s important to offer helpful information proactively. This will keep them engaged and more likely convert them to paying customers.
• The coffee nerd. This person is knowledgeable and always seeks the highest-quality tools, so easily accessible product details and customer reviews are important to them. To support their user experience and encourage them to purchase, ensure these elements are easily discoverable.
• The tourist. This user is on vacation and looking for a cute brick-and-mortar shop to visit. They aren't interested in your online store, but an appealing photo of your physical store with easily accessible hours and location information may convince them to come by in person.

These three types of users have very different needs and goals when visiting your website. To capture all of their business, create a map for each of them to ensure you accommodate their specific wants and circumstances.

3. Give the personas context

User context is the “when” and “how” of each persona visiting your site. A user will have a different experience loading your site on a mobile device than on a laptop. Additionally, someone in no rush may use your website differently than someone looking more urgently with a specific purpose.

Figure out when, how, and in what mindset your personas most commonly visit your site to map their experience accurately. This context has very concrete impacts on your finished design. If visitors tend to look for one specific page whenever in a hurry (like contact or location information), placing those details on the front page or prominently linking to it will smooth the user experience for those users.

Here’s an example of how to place a persona in context.

Persona: Jo is an apartment hunter in her early 20s and is still in college. She's looking for off-campus housing for herself and some roommates. The collective group values location and cost more than apartment features.

Context : Jo is in a hurry and trying to visit as many apartments as possible. She’s looking at property rental websites that clearly state apartment addresses in each listing.

Method : Jo is browsing the sites on her iPhone.

4. List persona touchpoints

Touchpoints mark when the user makes a purchase decision or interacts with your user interface (UI) . They include visitors' actions to move toward their goals and consider each associated emotion. The first touchpoint is how they reach your website — such as tapping a social media ad, clicking on a search result, or entering your URL directly.

First, list each action the visitor took and their corresponding emotional reactions. Subsequent touchpoints include instances when they navigate a menu, click a button, scroll through a gallery, or fill out a form. When you diagram the route through your site in an A-to-Z path, you can place yourself in the persona's mind to understand their reactions and choices.

A met expectation — for example, when clicking a "shop" button takes them to a product gallery — will result in a positive emotional reaction. An unmet expectation — when the “shop" link leads to an error page — will provoke an adverse reaction.

5. Map the customer journey

Illustrate the user journey by mapping these touchpoints on a visual timeline. This creates a narrative of users’ reactions across your entire service blueprint. To represent your users’ emotional states at each touchpoint, graph their correspondences like this:

The map helps you understand the customer experience as a whole. 

For example, based on the diagram above, touchpoint 3 is the largest navigation challenge on the website. The graph also shows that the user's mood eventually rebounds after the initial setback. Improving the problem element in touchpoint 3 will have the biggest impact on elevating the overall user experience.

Customer journey mapping best practices

Now that you understand the mapping process, here are some best practices to implement when charting your customer journey. 

• Set a clear objective for your map: Define your CX map’s primary goal, such as improving the purchase experience or increasing conversions for a specific product.
• Solicit customer feedback: Engage directly with customers through surveys or interviews so you can implement data-driven changes. Ask users about their journey pain points and invite both positive and negative feedback on the overall navigation.
• Specify customer journey maps for each persona: To specifically serve each customer persona, consider charting separate paths for each based on their behaviors and interests. This approach is more customer-centric, as not all user types interact with your website the same way.
• Reevaluate your map after company or website changes: As your business scales, your website must evolve — and so will your customer’s path. Review your map when making both large and small website adjustments to ensure you don’t introduce new user challenges. Navigational disruptions can frustrate visitors, causing would-be customers to leave your site and seek competitors .

Optimize your user journey map with Webflow

A user journey map is only as effective as the improvements it promotes. When redesigning your website based on insights your map provides, explore Webflow’s vast resource bank to streamline your design processes. 

Webflow offers web design support with diverse guides , tutorials , and tools for straightforward web design. Visit Webflow today to learn how its site hosting , e-commerce , and collaboration resources support enhanced user experience for better engagement.

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User Journey

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A user journey is the path a person takes when interacting with a product or service, from initial engagement to the desired outcome. It's a critical aspect of user experience design and optimization.

Meaning of User Journey in Agile and Why It's Useful

In the realm of Agile development , the concept of a User Journey takes on a particular significance. A user journey in Agile refers to the path a user follows while interacting with a product or system, emphasizing their experiences, interactions, and emotions at each stage of the journey.

It serves as a valuable tool for Agile teams as they work to deliver customer-centric solutions efficiently. Let's delve into why user journeys are useful in Agile methodologies.

Understanding User Needs

One of the core principles of Agile development is prioritizing customer needs and delivering value to them. By mapping out user journeys, Agile teams gain deeper insights into how users engage with a product or system. 

This understanding helps identify pain points, user preferences, and opportunities for improvement.

Aligning Development with User-Centric Goals

User journeys provide a clear visual representation of the user's path, enabling Agile teams to align their development efforts with user-centric goals. When everyone on the team has a shared understanding of the user's perspective, it becomes easier to make decisions that prioritize features and improvements that matter most to users.

Enhancing User Stories and Features

In Agile, user stories and features are the building blocks of development. User journeys complement these by providing a broader context. They help in breaking down user stories into smaller, actionable tasks and ensure that the team remains focused on delivering features that contribute to a seamless user experience.

User Journey vs. User Flow

While user journeys and user flows are related concepts, they serve different purposes in Agile development.

A user journey is a high-level view of the user's interactions and experiences throughout their engagement with a product or system. It focuses on the user's emotions, goals, and key touchpoints.

User flows, on the other hand, are more detailed and specific. They outline the precise steps a user takes to complete a particular task or achieve a specific goal within the product or system. User flows are often used to design and optimize individual processes, such as a sign-up process or a purchase flow.

User Journey Examples

Let's explore a few examples of user journeys to illustrate their practical application:

E-commerce User Journey

Goal: Purchase a product online

• User lands on the e-commerce website.
• User searches for a product or browses categories.
• User selects a product and adds it to the cart.
• User proceeds to the checkout process.
• User provides shipping and payment information.
• User reviews the order and confirms the purchase.
• User receives an order confirmation.

Social Media User Journey

Goal: Share a post on a social media platform

• User logs into the social media platform.
• User navigates to the "Create Post" or "Share" option.
• User types or uploads content.
• User adds tags or mentions other users (if desired).
• User selects the audience (public, friends, etc.).
• User clicks "Post" to share the content.

How Usersnap Templates Can Help with User Journey Mapping

User journey mapping often involves visual representations and collaboration among team members. Usersnap offers templates and tools that streamline this process in Agile development.

Collaborative Features

Usersnap's collaboration features allow Agile teams to work together in real time on user journey maps. Team members can add comments, annotations, and feedback directly to the maps, facilitating communication and decision-making.

Feedback Collection

Usersnap's feedback widgets can be embedded in the product or system, enabling users to provide feedback at specific touchpoints in their journey. This feedback is invaluable for Agile teams looking to improve the user experience continuously.

In conclusion, user journeys are a fundamental concept in Agile development, enabling teams to gain insights into user experiences, align development efforts with user-centric goals, and enhance user stories and features. 

When used in conjunction with tools like Usersnap, the process becomes even more efficient, collaborative, and user-focused, ultimately leading to the creation of products and systems that delight users and drive success.

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Customer Journey Mapping

Apa itu Customer Journey Mapping ?

Customer journey mapping , yang dalam Bahasa Indonesia berarti pemetaan perjalanan pelanggan dapat diartikan sebagai proses dalam membuat sebuah representasi dari setiap interaksi yang dilakukan dan pengalaman yang dialami pelanggan terhadap suatu brand , dimulai dari kontak pertama hingga kontak-kontak selanjutnya. Customer journey maps juga dapat menggambarkan bagaimana harapan-harapan dalam merasakan suatu brand, sehingga hal ini brand tersebut memperhitungkan setiap interaksi yang dibuat dalam design UX untuk memberikan pengalaman terbaik kepada pelanggan mereka.

Customer journey maps memberikan visualisasi yang rapat dari pengalaman pelanggan dalam berbagai bentuk, seperti infografis, ilustrasi, diagram, dan sebagainya. Customer journey maps juga menggambarkan semua tempat dan touchpoint yang ditemui oleh pelanggan dari sebuah brand , baik online maupun offline .

Customer journey maps juga membantu sebuah brand dalam melihat brand itu sendiri melalui kacamata pelanggan sehingga mereka dapat memvisualisasikan journey dengan tepat, sehingga brand tersebut dapat menyempurnakan strategi pemasaran dan proses penjualan untuk memberikan pengalaman yang diinginkan pelanggan.

Mengapa Kita Membutuhkan Customer Journey Map?

David Weaver yang merupakan co-founder Vintage Cash Cow menjelaskan bahwa:

“ A successful customer journey map will give you real insight into what your customers want and any parts of your product, brand or process that aren’t delivering.”

Para pelanggan mengharapkan perusahaan untuk mengingat mereka dan mengetahui apa yang mereka cari dari pengalaman terdahulu dengan perusahaan tersebut, sehingga mereka tidak perlu menjelaskan ulang kebutuhan mereka.

Customer journey maps juga harus selalu dibuat senada dengan business goals agar dapat menghasilkan wawasan yang dapat diterapkan untuk mendukung business goals tersebut. Berikut adalah beberapa business goals yang dapat diterapkan oleh customer journey mapping , antara lain:

• Mengubah sudut pandang perusahaan dari ­ inside-out ke outside-in .

Dengan menjelaskan pengalaman nyata dari seorang pelanggan, customer journey maps dapat membantu mengubah budaya organisasi dengan memfokuskan kembali pada pikiran, tindakan, dan emosi pelanggan.

• Memecah mentalitas silo untuk menciptakan satu visi bersama di seluruh organisasi.

Karena menciptakan visi dari keseluruhan customer journey , customer journey maps dapat dijadikan alat untuk menciptakan komunikasi dan kolaborasi lintas departemen.

• Menetapkan kepemilikan touchpoints kepada departemen-departemen internal .

Seringkali, ketidakkonsistenan dan masalah dalam customer journeys terjadi hanya karena tidak ada tim internal yang ditugakan untuk memiliki touchpoints tersebut. Customer journey maps dapat menciptakan keselarasan antar departemen dengan berbagai tahapan atau touchpoints utama dalam journey yang perlu diatasi.

• Menargetkan pelangan-pelanggan tertentu.

Customer journey maps dapat membantu tim-tim untuk fokus pada persona atau pelamggan tertentu, untuk depat memahami: (i) perbedaan atau persamaan dalam beberapa persona, (ii) memprioritaskan persona yang memiliki high value atau menjelajahi cara-cara untuk menargetkan jenis pelanggan baru.

• Memahami data kuantitatif.

Customer journey mapping dapat membantu dalam memahami alasan dibalik hal-hal spesifik yang sedang terjadi, seperti misalnya penjualan online mana yang sedang meningkat atau online tools yang sedang kurang dimanfaatkan, melalui analitik atau data kualitatif lainnya.

Customer Journey Mapping – Six Steps to Creating The Complete Customer Journey Maps

https://blog.hubspot.com/service/customer-journey-map

https://www.nngroup.com/articles/customer-journey-mapping/

Essential Elements in Creating a Customer Journey Map

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How the User Journey Impacts Your Success

User journeys play a large role in business success. Learn what a customer journey map should include, read examples, and discover how to improve your customers' experience.

A user or customer journey, sometimes visualized as a journey map, is the path a person follows as they discover a product, service, or brand, learn about it, consider spending money on it, and then make a decision to purchase—or not. Not every user journey ends in a conversion, but it is typically the goal.

Creating a customer journey map can help drive sales, because when you better understand your user's journey, you can provide the information or encouragement they need to commit and become a customer.

Let's look at a couple of examples of user journeys.

User Journey Example: Under-caffeinated Chuck

Chuck is downtown and he wants a cup of coffee. His journey might look something like this:

• Chuck feels drowsy on the way to work and realizes that he wants coffee. He is in a downtown area and has several choices.
• He looks around and sees a local cafe with organic fairtrade coffee, a cheap coffee chain that also offers donuts, and another internationally franchised cafe known for their sustainably grown coffee.
• He considers distance from his current location, expected prep time, his budget, and his values—he appreciates both sustainable agriculture and supporting local businesses.
• He knows that 2 or the 3 options offer coffee that match his ethics about food, and although the franchised cafe with sustainable coffee is slightly closer, he prefers going to the local cafe where he can also do more to boost his city’s economy. The local cafe is also typically faster because it’s less crowded.
• He chooses the local cafe with sustainably sourced coffee.

This is a straightforward example of a user journey. A more in-depth example might include asking an employee for information or, if the journey is entirely online, searching for information, looking up reviews, comparing the competition, and considering the cost.

How to create an accurate user journey

To map an accurate customer journey, you need to know your customers and how they discover your brand. To create customer profiles, begin by learning about the demographics of customers who already shop with your brand. This profile is an outline of your target customer’s interests, pain points, income level, age range, location, and more. The entry point is where they become aware of your brand. In the 2 examples above, both had street-level entry points, but other entry points include online searches, word-of-mouth recommendations, as well as social media, television, and print ads.

Consider all the entry points that might lead customers to your brand. Then generate user journeys from those points using your customer profiles to target similar audiences. After that, you'll need to refine your journey maps to turn shoppers into buyers.

Your goal is to guide your potential customers along their journey as much as possible. This will also help you reduce or eliminate barriers to conversion like by answering questions, making the right offers, and providing clarity when it’s needed.

The stages of the user journey

Each user journey is unique. But no matter what customer profile you're dealing with, or what their point of entry is, the structure of all customer journeys has stages in common:

Consideration

Your goal at each of the first 3 phases of the journey is to improve the chances of purchase and retention. Every point on the journey has a connection to every other point, especially when the goal is to motivate and maintain customer loyalty and drive customers through retention and back through the whole process again.

In the awareness phase, the user learns about or is reminded of your product or service, usually as a response to something they need or desire. The awareness phase can follow a previous purchase, which means that the retention phase was a success, leading them around to begin the cycle again.

Here, the user looks at the virtues and the flaws of your brand and any other brands also up for consideration. This is when pricing, value, customer service, branding, communication, and other factors come into play.

At this point, the user has looked at the relevant differences among the available options. If there's any information about your product or service that the customer hasn't been able to find at this point, it could mean losing the sale.

Here, the user either makes a purchase or doesn't. But this isn't the end of the journey—keep in mind that they may be buying from you because another brand is not available to serve their needs at the moment. This is your chance to curry favor with such customers: Your e-commerce platform should be easy to navigate, your customer service should be on point, and any discounts you may have on offer should be extended.

Now that a customer has purchased from you, you want to retain their loyalty. It's a good idea to check in with them after their purchase: Ask for feedback, tell them about complementary products or updates to your services, and try to discover ways to increase their satisfaction in the future. When they reenter the awareness phase, you want positive interactions and friendly and complete customer service to follow them into the next round of consideration.

How to improve a user’s journey

The key to getting the most out of the user's journey is to know your customer as well as possible. This is why a customer profile and all the possible entry points into the journey are important to understand as you define your customer journey . You want an extensive, complete, and accurate profile of the various kinds of people who shop for the products or services you offer.

You need to consider possible entry points into the user's journey. Here’s an example: A woman named Carla is in search of new headphones. She knows that she could travel to her local mall to search for just the right pair, and then she wouldn’t have to wait for them to be delivered. But she also knows that by shopping online, she can more easily compare more options. In this example, a business that sells headphones would need to consider all of the paths that Carla may take to find their products. She could visit a store where they are sold, she might search online, or she might find the right pair through an ad on social media or an email promotion.

The customer profile, the entry point into their journey, and what you have on your shelves (whether brick-and-mortar or online) should all flow together to make a coherent experience for each potential customer.

Build user journey maps

A user journey can be mapped with flow charts or diagrams that take the needs, wants, and habits from a given customer profile and trace a journey from entry point and awareness to retention and back through again. Ideally, you want a journey map for each user starting at each possible point of entry. You're going to need several versions of each user journey map, with different paths based on entry point, previous purchases, email engagement, and so on.

Your goal is to be able to anticipate and answer questions a customer might have before they move on to make a purchase. After they've made a purchase, you want to make sure that the retention phase directs them back to the beginning of the journey. It's all about communication—you need to keep in touch to let them know how you can meet their needs, promote new products or services you have on offer, and get them hooked via rewards and discounts.

That's where Mailchimp's Customer Journey Builder comes in. Mailchimp is an all-in-one marketing and e-commerce platform, allowing you to send marketing emails, newsletters, product and service updates, and everything else you need to keep your customers engaged and satisfied. With Mailchimp, you can also create your business website, employing best practices that will help you turn potential customers into brand-loyal repeat customers. Remember, the customer journey doesn't have to end with the purchase, and Mailchimp is here to make sure it doesn't.

Keep customers coming back for more with Mailchimp’s free Customer Retention Kit

Whether you’re looking to improve existing strategies or seeking fresh insights into who your customers are, this kit is a comprehensive collection of resources designed to cultivate lasting relationships with valued customers.

Fill out the form below to receive your free Customer Retention Kit

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Customer journey map

Visualize how your customers experience your product, from first discovery to loyal customer.

What is customer journey mapping?

A customer journey map is a powerful tool that helps visualize the key interactions of a customer's product experience, from initial product discovery to product purchase and customer retention.

Why create a customer journey map?

Customer journey maps are designed to create a shared understanding of your user's motivations. By visualizing the emotions and goals of a user you can identify gaps and discover meaningful customer insights.

How to create customer journey maps

With Figma, you can edit our pre-built template to customize customer journey maps for every situation. Simply double-click various elements to change colors, edit text, or add new content.

Free journey map template

If you’ve never created a customer journey map before, a template is a great tool to help you start understanding the various ways a customer may interact with your brand.

Why customer journey maps work

Customer journey maps are effective because they place you in the shoes of your customer. Set a simple, clear objective: for instance, if your end goal is for a customer to make a purchase, you need to go through all the steps until that point. How do they hear about the product? Do they click an ad? Do they go to your website and browse? Do they read reviews? Do they make a purchase? Are they happy with their purchase? As you answer these questions, your journey map will unfold.

Definition of a customer journey map

A customer journey map is a diagram or series of diagrams that delineate the steps people take when interacting with a company in different ways.

Journey mapping in real life

When you have a business, it’s necessary to have policies and procedures in place to ensure customer satisfaction in various spheres. Whether a customer is purchasing products, reaching out to customer service, or posting about bad experiences on their personal social media, you need to have standards in place on how to react. A customer journey map helps you anticipate any issues.

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