Prep Time:
Time to run:
30 min

Customer journey map template

Think critically about your users' needs and motivations

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Use the customer journey map template to better understand customer touchpoints, needs, motivations, and obstacles by illustrating the customer journey from start to finish. When possible, use this map to document and summarize interviews and observations with real people rather than relying on your hunches or assumptions.

Customer journey maps are a visual representation of a customer’s experience with a brand, product, or service. Journey maps often include key steps a customer takes, their interactions, goals, positive moments, negative moments, and more.

Journey maps are crucial for understanding the customer experience, allowing teams to understand what pain points users or customer experience, create better solutions for the end-user, reduce frustrations, and make areas of opportunity clear from the onset.

Customer journey maps help teams:

  • Step into a customer’s shoes and understand their perspective
  • Gain empathy to understand customer needs, perceptions, and overall experience
  • Identify problems and roadblocks that a customer may experience
  • Align with other team members and stakeholders to solve cross-functional problems

How to use the customer journey map template

Follow these step-by-step instructions to build a robust customer journey map from the template.

1. Establish your customer scenario

Choose a customer persona or segment that you want to understand, and decide on a specific scenario that your customer would find themselves in (i.e.: browsing, booking, attending, and rating a local city tour).

If possible, choose a user persona informed by customer data and user research. This prevents teams from making incorrect assumptions and ensures that your target audience benefit from any changes in the customer journey.

2. Define the steps your customer or buyer persona takes

What steps does the customer persona take during the scenario you defined? List out each step and describe any smaller steps that are involved. Think about what someone may experience during this step and what the desired future-state of that experience would be. 

Dig Deep: For each of the following sections, ask the following questions:

  • Entice: How does somebody initially become aware of this process? Where is the starting point?
  • Enter: What do potential customers experience as they begin the step or process?
  • Engage: In the core moments in the process, what happens?
  • Exit: What do people typically experience as the process ends?
  • Extend: What happens after the experience is over?

3. List the different interactions customers might have

Mention what interactions users face during each step of the process. This includes the people they see or talk to, where they are, and the digital touchpoints or physical influences used to move them into the funnel.

This could be anything from learning about a new product from a promoted social media post, to contacting customer support for an issue the user faces. Keep in mind that interactions and touchpoints can and should be different depending on where someone found you, or how they got to your website. 

4. Think about the customer’s goals and motivations

Step into the customer's shoes. For each step, what is the customer's primary goal or motivation? What can you do to fulfill their needs? For an emphasis on how your customer or user is feeling during the journey, an empathy map can help you tap into their thoughts and emotions.

5. Highlight the customer’s positive moments

List the steps users found enjoyable, productive, or motivating. Take inspiration from positive moments to improve weak areas. Positive moments can help you to gain a deeper understanding of your customers and how to communicate with them on other channels.

6. Consider a customer’s negative moments

List which steps the user found frustrating, angering, or time-consuming. Identifying pain points, in particular, helps to make changes and improve the user experience.

For more instructions, check out our guide to creating customer journey maps.

Tips for creating better customer journey maps

  • Use market research to guide your assumptions: Conduct surveys or interviews that ask customers how they came to learn about your company and how they interact with your brand. You may be surprised. Real customer interactions will make your journey map more accurate and successful.
  • Revisit and optimize the customer journey map: Your customer journey map will likely need to be updated and adjusted over time. Just as customers' wants, needs, and expectations change, so must your strategy.
  • Share the customer journey map with involved stakeholders: The user journey will likely span multiple efforts in your organization, so be sure to let stakeholders know if they can help make the buyer journey more customer-focused.
  • Get real customer feedback: While you should be creating your customer journey map based on interviews and real-world data, try validating your assumptions by getting feedback from a customer on how accurate the user experience matches the different stages in your finished map.

How to create a Customer journey map template

Features to help you seamlessly map out your customer touchpoints

The Mural platform’s collaboration features are designed to help teams do faster, better work together. From building roadmaps and conducting brainstorming sessions, to building workflows, Mural helps teams work together from anywhere.
Sticky notes & text

Sticky notes & text

Add ideas, action items, and more as a sticky note or text box — then change the colors and cluster to identify patterns and new solutions.

Infinite & resizable canvas options

Infinite & resizable canvas options

Choose the right canvas for your collaboration goals — flexibility without limits.

Flexible permissions

Flexible permissions

Control access to collaboration features with view-only, edit, and facilitator settings.

Mapping and diagramming

Mapping and diagramming

Build quick and easy visualizations of flows, maps, processes, hierarchies, journeys, and more.

Real-time collaboration

Real-time collaboration

Add more productivity and engagement to meetings and calls with features to guide collaboration.

Summon collaborators

Summon collaborators

Easily direct everyone’s attention to a specific part of the mural — no screen sharing required.

Customer journey map template frequently asked questions

What is a customer journey map?

What are some benefits of customer journey mapping?

When would you want to create a customer journey map?

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