mapping-customer-journeyslisted

# Mapping Customer Journeys ## Overview A journey map visualizes the **process a person goes through to accomplish a goal** — a chronological narrative enriched with thoughts, emotions, and pain points, used to build shared understanding and locate opportunities. Its real value is the cross-functional **conversation and alignment** it forces, not the poster. ## Choose the artifact | Artifact | Scope | Use when | |----------|-------|----------| | **Journey map** | Specific product/business, one persona | Understand & align on a known experience, find pain points | | **Experience map** | Generic, product-agnostic | Understand general human behavior toward a goal (often a precursor) | | **Service blueprint** | The organization delivering the service | Omnichannel / cross-functional services — map what's behind the touchpoints | ## Journey map structure (three zones) - **Zone A — Lens:** one **actor** (a persona/POV) + a **scenario** with goals/expectations. - **Zone B — Experience:** **phases** across the top, and swim lanes for **actions**, **thoughts/mindsets** (ideally verbatim quotes), and a single **emotion curve** showing ups and downs. Pain points surface where emotion dips. - **Zone C — Insights:** **opportunities** to improve, with **ownership** and metrics. ## Service blueprint structure The "sequel" to a journey map — same customer-actions lane on top, then organizational lanes split by three lines: - **Customer actions** → **Line of interaction** → **Frontsta