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Customer journey maps

Digital and non-digital interactions your customers will ideally have with your brand

Why do we do customer journey maps?

Customer journey maps allow us to:

  • Visualise the optimal paths users will travel through when interacting with your brand, both within and across channels
  • Place the most relevant content in the right places and ensure users receive key messages when they're most receptive to them
  • Understand where persuasion opportunities exist and how to exploit them

What does a typical customer journey map involve?

  1. We start by performing in-depth customer research to fully understand user needs, goals and behaviour

  2. We'll then create initial customer journey maps, laying out a blank journey on a (large) piece of paper and adding post-its to represent key stages of the journey

  3. This way we build a picture of the complete journey, highlighting how digital can support different stages of the customer journey and what role it could play

  4. Once the journey has been mapped, we analyse it to highlight gaps, pain points and opportunities from the perspective of both your business and customers

When creating customer journey maps, we consider:

  • Context - Where is the user? What is it you want them to do at each stage?
  • Emotion - What is their emotional state in each step?
  • Progression - How does each step enable them to get to the next one?
  • Device - Which devices are they using and when? How can a device facilitate their journey?
  • Functionality - What type of functionality are they expecting? 

Customer journey map

Customer journey maps are an excellent way of visualising the end-to-end customer journey and your opportunities to engage with them.

Alex Baxevanis

Experience Lead, Webcredible

When is the best time to do it?

We typically create customer journey maps after carrying out user research. Armed with detailed customer journey maps we'll have a solid foundation on which to start creating design concepts.

Customer journey maps are most effective when combined with analytics analysis to further highlight actual customer behaviour.

Like what you see?

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+44 (0)20 7423 6320

Address

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London
SE1 9ED
United Kingdom






Our end-to-end UX process

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    We transform businesses to embed innovation and customer-centred thinking

  • Investigate

    We carry out research to understand your customer needs

  • Innovate

    We disrupt industries with new digital products and ways of working

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    We design to re-imagine and optimise digital (& non-digital) experiences

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We disrupt industries with new digital products and ways of working

Are we right for each other?

  • We'll set you up for a digital world We innovate, do training, change cultures, and design products and services to transform business performance

  • We spend a lot of time with your customers We use insight to drive all decision-making, helping you build deep and meaningful customer relationships

  • Collaboration is in our DNA We’ll take you on the journey with us, collaborating throughout to gain the highest levels of stakeholder buy-in

  • We'll get you from A-B, fast Our heritage as a UX agency enables us to work in an agile way, facilitating rapid innovation and problem solving

  • We really know what we’re doing We've been doing experience design, UX, service design and digital transformation for ages, before they became buzz words

Don't take our word for it, see how we innovate in action

  • Dulux

    Multi-award winning augmented reality app helps sales increase by 65%

  • Museum of London

    Strategic redesign of online presence to help the museum "inspire a passion for London"

  • Age UK

    Digital transformation so Age UK can keep helping millions of older people love later life

  • Virgin Holidays

    User-centred customer journeys inspire revolutionary new way to book holidays

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