Analysis · intermediate · 45 min

Customer Journey Mapping

Customer Journey Mapping visually outlines the steps a customer takes when interacting with a product or service. It helps identify pain points and opportunities for improvement in the user experience.

What participants gain

  • Understand the key stages of a customer journey.
  • Identify pain points and opportunities in the customer experience.
  • Develop empathy for the customer's perspective.
  • Collaborate effectively to map out a customer journey.

Materials needed

  • A3 paper
  • Colored markers
  • Post-it notes 3x3
  • Timer app
  • Whiteboard or large paper
  • Customer persona descriptions

How to run Customer Journey Mapping, step by step

  1. Introduce the concept of customer journey mapping (5 minutes).
  2. Divide participants into small groups and assign each group a customer persona (5 minutes).
  3. Have each group map out the customer journey for their assigned persona, identifying key touchpoints, actions, and emotions (25 minutes).
  4. Each group presents their customer journey map to the larger group (5 minutes per group).
  5. Facilitate a discussion about common pain points and opportunities for improvement (5 minutes).

Facilitator tips

  • Encourage participants to focus on the customer's perspective.
  • Use real customer data to inform the journey map.
  • Visualize the emotional experience of the customer at each stage.

Common challenges

  • Participants struggle to empathize with the customer - Encourage them to role-play as the customer.
  • The journey map becomes too complex - Simplify the map by focusing on key touchpoints.
  • Difficulty identifying emotional responses - Prompt participants with specific questions about feelings.

Running it virtually

Use a shared online whiteboard tool like Miro or Mural. Participants can collaboratively add sticky notes to the digital canvas to map out the customer journey.

Expected results

A completed customer journey map that identifies key touchpoints, pain points, and opportunities for improvement. Participants will gain a deeper understanding of the customer experience and potential areas for design intervention.

Build a session around Customer Journey Mapping

METODIC drops Customer Journey Mapping into a complete session plan with timing, materials, worksheets, and a facilitator guide — for any workshop, meeting, or team session.

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