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A Customer Journey Map depicts customer experience as a movement through stages made of touch-points and interactions that can be understood and improved on. 'As is' CJM allows to capture an existing service end-to-end experience from a perspective of your customers. It includes identified customer pain-points and moments that matter. It uncovers customer needs, emotions, expectations and service goals at each step of their journey. Because in a world where physical and virtual environments rapidly converge, people have a digital device in their hands at any given second, and the individual moment they are in is now the most important part of the customer journey. Across the entire customer journey, every touch-point is a brand experience.
Discovery: Customer Insights & Service Environment
Analytics, research, customer interviews and surveys, analysis of customers’ recent behaviours, past service experiences, trends identified from customers’ data. The service design approach integrates quantitative research with qualitative methods. It helps to uncover the aspects of the human behaviour that cannot be seen in the numbers. Diving deep into customers’ lives and behaviours will reveal the motivations for their actions and expose things they do that cannot be explained in a questionnaire. When behavioural insight is combined with data we better understand customers’ experience.
Discovery: 'As Is' Customer Journey Map
Mapping the current customer journey from a customer perspective results in an improved understanding of end-to- end holistic customer experience: its key aspects, customer frustrations and root-causes of dissatisfaction. Seeing a service through customers’ eyes offers powerful insights that make customers’ expectations, experiences, and behaviours more tangible. It exposes customers’ pain-points and provides deeper understanding of their emotions as they interact and transact with a business.
Design: Journey Re-Design & Future Experience Design
At this stage we identify opportunities to re-design the customer journey and better fullfill customer needs and expectations. This typically follows the ‘As Is’ journey mapping and captures ideas how the experience can be improved, how to reduce number of pain points or ease customer frustrations, how to offer additional customer support around ‘moments that matter the most’ to our customers. At a later stage of a project these captured ideas will be further analysed, reviewed and defined into a project scope.


Experience in developing visual and analytical customer journey maps for both global organisations with service teams distributed across countries, and digital journey maps for online portals. Customer journey mapping can be used for multi touch-points consumer services, internal services within either shared service organisations or various internal departments, employee experience mapping, and to capture holistic environment of a customer experience related to a digital service, web portal or a mobile app. Future aspirational customer journey map is usually developed as an output from a multidisciplinary design-led co-creative workshop, where subject matter experts and customer representatives together create a vision for the future experience related to a product or a service. The map then is a first step to a full service blueprint.


Mapping multi touch-point consumer services (financial, tourism, marketing)

Shared Services Organisations: customer and internal services mapping in a virtual and remote environment

Employee Experience Design: mapping employee services and employee end to end lifecycle.

Digital product or service customer experience mapping: defining epics, user stories and experience landscape

More on Customer Journey Mapping

External References: what a customer journey map is, and how to create one for your next user experience design project.




'Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they did not really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they have had and synthesize new things. And the reason they were able to do that was that they have had more experiences or they have thought more about their experiences than other people.' In the Insights section you can explore more on design thinking, service design and delivered projects.