Customer Journey Mapping
”Think of journey mapping as telling the story of your customer’s experience—from their first interaction with your product to the moment they decide whether to stay or leave.”
By Jue Feng I 2023
Illustration by Ann&Amelia on annillustration
How Well Do You Know Your Customers?
Ever wonder what makes people stick with your product—or decide to walk away? Maybe they’re excited at first but later feel frustrated, short on time, or like they’re not getting enough value. If you want to keep customers happy and reduce churn, you need to see their experience from their perspective.
The best way to do that? Customer Journey Mapping.
What is Customer Journey Mapping (Why Should You Care)?
Think of journey mapping as telling the story of your customer’s experience—from their first interaction with your product to the moment they decide whether to stay or leave. It’s a mix of visualization and storytelling that helps you spot what’s working, what’s frustrating, and where you can do better.
– It helps you see the full picture
Instead of focusing on just one moment (like sign-up or checkout), journey mapping lets you connect the dots across the entire experience. You’ll see the big wins—and the roadblocks.
– It builds empathy
When you walk through a customer’s journey step by step, you feel what they feel—the excitement, the confusion, the frustration. That’s powerful because understanding their emotions helps you design a better experience.
– It highlights pain points
Ever had a product that felt great at first but then got too complicated or frustrating? Journey mapping helps pinpoint those trouble spots so you can fix them before customers give up.
Where to Start?
You can always start small. Begin by selecting one specific customer experience to focus on—such as the sign-up process, the purchasing journey, or the support interaction. Take the time to map out this particular customer experience by conducting interviews or surveys with real users. Ask questions that will help you identify pain points, understand their needs, and gather suggestions for improvement. Remember, the goal isn’t to achieve perfection; it’s to gain a deeper understanding of your customers’ perspectives.
When you successfully streamline your customer journey, you keep your customers happy and make them feel valued with your products and services.
What would you choose to map out first? Will it be the initial sign-up experience that sets the tone for new users, a seamless purchase process that encourages repeat business, or an effective customer support interaction that builds trust and satisfaction?
I’ll explore these ideas in upcoming articles!
Please share your thoughts in comment below or by emailing me directly.