Why?

Visualize the user experience of a service over time and across the different interaction moments (touch points) within the service.

How?

Divide the service into touch points: all points in which the user comes in contact with the company or service in any way. Visualize in a creative way how the user travels across the service, going through a ‘dramatic arc’ of positive and less positive experiences.

Ingredients

• A persona with a goal.
• Representations of all touch points.
• A blank customer journey map.
• Creativity in creating a visually interesting version of the Customer Journey that fits a project.

In practice

Customer journeys are one of the basic stepping-stoness in any service design project.