Customer journey map template
A customer journey map: five stages across the top, and a row each for what the customer does, thinks and feels, where it goes wrong, and what you could do about it.
Opens a live board in one click. No sign-up: share the link and your team joins.
What is a customer journey map?
A customer journey map follows one kind of customer through every stage of their experience, from first hearing of you to recommending you. Laying actions, thoughts and feelings side by side shows the moments that matter, and where the experience breaks for them.
What is on the board
5 frames — Doing, Thinking, Feeling, Pain points, Opportunities — each headed in large type so it reads with the whole board on screen, and a legend with a kind of note for each thing people will write. Drag a note off the legend, or double-click the board.
- Doing
- What the customer does at this stage.
- Thinking
- A question or a thought they have.
- Feeling
- How it feels, good or bad.
- Pain point
- Where it goes wrong for them.
- Opportunity
- What we could do about it.
How to run it
- Name the stagesRename the five stages along the top to fit your customer.
- Walk the journeyFill Doing first, stage by stage, from research or support tickets.
- Add the inside viewAdd what they think and feel at each step; mark the low points.
- Find opportunitiesUnder each pain point, write what you could change, then vote on where to start.