How-to: Start on the top row by filling out the different stages of your customer’s journey from left to right. The rest of the customer journey map can then be completed one row at a time. For the pink “human interactions” row, identify any direct interactions that occur between the user and a person at each stage. This may include physical interactions or interactions over the phone. Interactions over email, text or social media however, should not be included under this stage.
The blue “object interactions” row includes all of the touchpoints between the user and a product of the business, such as when the user interacts with a mobile application, website or visits a store. Complete the yellow “Thinking/Feeling” row by noting in each box what the user is feeling during each of the stages. This is then followed by creating a line graph in the grey “Experience” row. To do this, under each of the stages place a dot to show where the users emotions are. A line can then be drawn to connect the dots and identify at which stages emotions shift.
The last section of the customer journey map to complete should be the “problems/impact” row. Under each stage list any issues and consequences in order to identify opportunities where the users experience can be improved.
Purpose: The aim is to capture the users perception of their experience across every stage of their journey so that opportunities to improve their experience can be identified. By establishing where the negative emotions in the customers journey are experienced, or where there is a large shift in emotions, you are better able to understand the problem from the users point of view.