Customer Journey Map
A visualization of the full experience a customer has with a product or brand over time, stage by stage, including actions, emotions, and pain points.
A journey map lays out the end-to-end experience of a persona across stages — awareness, onboarding, first value, everyday use, renewal — capturing what they do, think, and feel at each one, plus the pain points and moments of truth along the way.
Unlike a user flow, which maps a single task in a product, a journey map spans channels and time, including the non-digital and emotional parts of the experience. It is the core artifact of service design and a reliable way to spot where the biggest experience gaps — and opportunities — actually sit.
Related terms
Service DesignDesigning the entire experience of a service across every touchpoint and channel — digital and human — not just a single screen or app.User PersonaA research-based, semi-fictional profile of a target user — their goals, context, and frustrations — used to keep design decisions grounded.OnboardingThe designed experience that guides a new user from first launch to their first real success with a product.User FlowA map of the sequence of steps and decisions a user moves through to complete a task, from entry point to goal.