Journey Mapping Guide

Product development, service design, and customer experience delivery is fundamentally about creating and capturing customer value. Yet “value” is often hard to pin down. How can a company move from a fuzzy notion of value to a tangible and structured understanding of what customers really want, and when is the best time to give it to them?

A good journey map shows how customers interact with people, brands, and products in a category as they try to get what they need. Journey mapping is a way to identify all the touchpoints a company has with their customers, across all channels, and encompassing the entire purchase cycle: awareness, investigation, purchase, and the post-sale experience.

Browse our comprehensive journey mapping resource — learn the components and uses for journey maps as well as the research techniques.


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