Customer Journey Mapping

Summary

A visual timeline of every touchpoint a user has with a product — from awareness to onboarding to habitual use to churn — used to spot where the experience breaks down.

How to Learn This

1Map the full journey of a product you use, from discovery to today.
2Mark each step with the user's emotional state (frustrated, delighted, neutral).
3Identify the single worst moment in the journey and think about how you'd fix it.

Contextual Inquiry

Problem Validation

More topics in User Research & Discovery

User Interviews Surveys & Questionnaires User Personas Jobs to Be Done (JTBD)Empathy Mapping Usability Testing Contextual Inquiry Problem Validation Assumption Mapping Affinity Mapping & Research Synthesis Continuous Discovery Habits

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