Practice : Journey Mapping
Purpose and Strategic Importance
Journey Mapping visualises the customer’s end-to-end experience, highlighting moments of delight and frustration across touchpoints. It creates a shared view of the customer reality, aligning teams around the full experience rather than isolated features.
It helps identify where the greatest opportunities lie, focusing investment on improvements that matter most.
Without journey mapping, teams risk optimising locally, improving parts of the experience while neglecting systemic pain points.
Description of the Practice
- A collaborative workshop tool capturing stages, actions, emotions, and pain points.
- Informed by qualitative and quantitative data.
- Outputs are visual artefacts that guide prioritisation and design.
How to Practise It (Playbook)
1. Getting Started
- Select a persona or customer segment.
- Collect evidence from interviews, analytics, and support tickets.
- Map stages (awareness → onboarding → usage → support) with actions and emotions.
2. Scaling and Maturing
- Layer metrics (drop-off rates, NPS) into journey maps.
- Run workshops across functions to embed shared understanding.
- Use maps to prioritise improvements across the portfolio.
3. Team Behaviours to Encourage
- Systems thinking across touchpoints.
- Curiosity about customer context.
- Collaborative sense-making.
4. Watch Out For…
- Treating the map as static.
- Relying on assumptions rather than evidence.
- Producing artefacts without follow-up action.
5. Signals of Success
- Qualitative: Teams reference journey maps in prioritisation.
- Quantitative: Measurable improvements in customer satisfaction at key pain points.