Customer Journey Map: The 3 surefire steps to better understand your customer

Copy this template certified by Product School to map out your customer's journey through your product.

What is a customer journey map?

A customer journey map is a step-by-step visual story of your customer’s interactions with your brand. The exercise helps product managers develop customer empathy and identify customer emotions, pain points, and opportunities at each stage of the customer journey.

Ready to get started? Copy this doc then follow the steps below.

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Step 1: Define the journey

What situation are you trying to understand or improve? It’s often helpful to map this flow in a whiteboard tool like

MURAL⁠

EXAMPLE

Going through the sign up flow

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Step 2: Define the persona

Create a made up persona that represents the actual users who experience this situation. Check out Product School’s official Personas template for help creating detailed personas 👇

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Step 3: Map the customer journey

Create a new column for each stage in the customer journey, with stage 1 being the first stage that happens chronologically. In each stage, list the steps the user goes through, how they feel, pain points they experience, and opportunities you spot.

💡 Tip: for easier typing, double click a cell, then click the

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icon to expand it.

Lens

Stage 1

Stage 2

Stage 3

Stage 4

Steps 👣

Step 1

Step 2

Etc...

Feelings ❤️

Excited

Frustrated

Etc...

Pain points 😥

Entering credit card is painful

Etc...

Opportunities 💡

Checkout with Apple pay to reduce friction

Etc....

There are no rows in this table

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Other Resources⁠

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