Customer Journey Map Examples to Get Some Fresh Ideas

Customer journey map examples. Basic customer journey map. Let's start with mapping an experience that everyone probably had in their lives: buying shoes. Case studiesProductdesignUI/UXdesignservicesUI/UXDesignWebAppMobileAppServicesProductdesignUI/UXdesignservicesUI/UXDesignWebAppMobileAppWebsitedesignSaaSwebdesignservicesSaaSwebsiteResponsivewebsiteLandingpageComingsoonpageMarketingdesignSaaSwebdesignservicesProductHuntpresentationPitchdeckSocialmediaadsAppStoreslidesAboutPricingBlogLet’stalkCasestudiesUI/UXdesignMarketingDesignServicesPricingBlogAboutContactusFollowus:BacktobloghomeInspirationCustomerJourneyMapExamplestoGetSomeFreshIdeasMashaPanchenko ClickHere ClickHereClickHereWhenyouaredonewithresearchandalreadygotlostintemplates,itistimetoseewhatothercustomerjourneymapslooklike.Chancesarethatyouwanttoseesomeexamplesbeforeyouevenstarted.Thatisnatural.Asadesignagency,wecreatecustomerjourneymapsforawidevarietyofclients,fromdatingappstoCRMplatforms.Whatwelearnedfromthatishowdifferentthosemapsareineachindividualcase.Whyyouneedtotailoryourcustomerjourneymap(cjm) Ifthisisthefirstcjmyouarebuildingever,youarelikelytobetemptedtomakethateyecandywithcoloredicons,graphs,andpictures.Ontheotherhand,itmakesperfectsensetostartwithabasiccustomerjourneymapthatwouldhavealltheessentialinformationandbeagreatpracticaltoolforyourproduct.We’vegotfewexamplesofbothvisuallyappealingandeffectivecustomerjourneymaps.Therearesomanyparametersandmetricsthatyoumaywanttoincludeinyourcustomerjourneymap.Thereisnosinglerightwaytodothis.Whenyoufollowallthestepscorrectly,yourcjmwilltakeitsownshape.Youcaninsertstatistics,researchdata,quotes,andvideosifyoufindthathelpful.Theinformationyouincludeinitandoveralllookdependsonyourproductandpersonalvision.CustomerjourneymapexamplesBasiccustomerjourneymapLet’sstartwithmappinganexperiencethateveryoneprobablyhadintheirlives:buyingshoes. Imagecredit:SolaymanSajeebViewfull-sizeAsyoucantell,thecustomerjourneymapdividestheprocessofbuyingintoclearstagesthatincludebuyer'sactivities,emotions,problems,userandorganizationalgoals,etc.Alltheinformationisclearandeasytoread,thegraphshowstopanddownmomentsofthejourney.Nowlet’stakealookatwhatotherbusinesses’cjmsmaylooklike.OnlineshoppingEcommerceisoneofthosekindsofbusinessesthatwouldbenefitmostfromcreatingacustomerjourneymap.HereisanexamplefromresearchmadeforWalmart,basedonarepresentativeselectionofcustomers(youcanclearlyseetheydidgreatresearchworkwithrealclientsbythenumberofproblematicpointsshownonthemap).Imagecredit:RazorfishViewfull-sizeBiggercirclesshowtheissuesthataremoreimportanttothecustomer:simplebuteffectivevisualsolutionthathelpstodrawattentiontothemostcriticalpointswithoutovercrowdingthemapwithdata.TelecomHereisaniceandcleantelecomprovidercustomerjourneymap.Thestagesaresimilartothepreviousproductpurchasecjm,butthisoneinvolvescallingandwaitingfortheinstallation,whichisthemostpainfulmoment.Imagecredit:JeremyGrastonViewfull-sizeNotehowthethoughtsandfeelingsofthepersonaarelocatedaboveeverything–eventhestagesofthejourney!Thatisatruesignofahuman-centereddesignapproach.Unlikemanyothers,thismapisrealisticinshowingthattheprocessofchoiceisnotalwaysdirectandlinear:lookat“goback”arrowsmarkingthelongprocessofpickingtherightprovideroutofalltheoffers.Themaphastwographs:oneshowingemotionthroughoutthejourney,andanothershowingemotiontowardthevendor.Still,theimageisclearandnotovercrowdedwithsymbols.Curiously,colorsseemtomatchperfectlythepictureofGwen,thepersona.However,lowcontrastmaybehardtoreadforsomepeople,sobecarefulwiththosenicepastelpalettes.TravelOnlinetravelagencies,bookingservices,hotels-allthesebusinessesopenupwideopportunitiesforcustomerjourneymaps.Themomentofpurchasehereisjustatinydotinalongstorythatmaybehardtofitintoonecomprehensivedocument.Theexampleshowsahotelguestjourneyshownfrombothsides:whattoolsaclientusesandthebusinessoneachstage.LoungeUpisaguestengagementplatform,soforthem,thehotelexperienceisasimportantastheguestexperience.Imagecredit:LoungeUp.Viewfull-sizeInthetravelandentertainmentindustry,customerjourneymapscangrowintosomethingunexpected,asthemainproductisoftenahighlyintangiblething:emotions,adventures,funtime.Thereisawell-knownlegendofhowAirbnbfounderswereinspiredbyDisney’screationofSnowWhite.Itwasthefirstlongcartoonatatime,andtodrawitconsistently,theymadeastoryboard. ThefoundersofAirbnblookeduptothemoviesthatshowedexamplesofperfecttrips.So,theymadeastoryboarddepictingtheirclients'experiences.ThenRebeccaSinclair,theHeadofUserExperienceatAirbnb,builtanactualcustomerjourneymapbasedonthestoryboard.Thatiswhenitcameclearthatthemainproductwastheexperiencethatpeoplehavewhentravelingorhosting,notthemomentofbookingtheplaceonthewebsite.Thisinsightdefinedtheirstrategiesforyearsahead.StoryboardintheAirbnboffice.Imagecredit:HuiYiIfyouwanttolearnmoreonhowAirbnbshapedgreatuserexperiences,readourarticleaboutdesignthinking.Thereisalottolearnfromthisexample.Whenyouareworkingwithsomethinglesstechnicalandmoreexperience-like,consideraddingstoryboards.Youcaneveninsertcolorfulphotosinthestoryboardtogiveitaflavorofarealtrip. Therearemoremovie-inspiredelementsthathelptobringtheelementsofstorytellingtoyourcustomerjourneymappingtomakeitmoreimmersive.JimTincher,founderandmapper-in-chiefofHeartoftheCustomersaysthatpiecesofvideointerviewsincludedinthecustomerjourneymapmakealotforempathizingwithyourclients.BankingInsuchacomplexbusinessasbanking,aseparatecustomerjourneymapisneededforallthedifferentservicesandpersonas,andthecjmforanindividualaccountholderandcjmforabusinessaccountcan'tbethesame.Imagecredit:SmaplyViewfull-sizeTakealookatthistemplate.Thepersonaisanindividualusinganonlinebankingservice.Forsure,youmaywanttoincludewaymoremetricsinyourcustomerjourneymap,andmoredetails,butthetemplatehasallthebasicstages:discovery,purchase,usage...Andthereisoneinterestingthingaboutthisexample: theend-stageisUnsubscribe.Thisissuchabreathofrealismintheoftenidealisticcustomerjourneymappingprocess.HealthinsuranceThiscustomerjourneymaptemplateforayoungfamilylookingforhealthinsuranceshowsverypreciselevelsofsatisfactionandtheimportanceofeachtouchpoint.Youcansurelyseehowuserswereinvolvedintheprocessandgavedetailedfeedback.Imagecredit:UXPressiaViewfull-sizeStill,thisexampleshowsonlythebeginningofalong(lifelong,hopefully)journeyofahealthinsuranceserviceclient.Theirjourneysurelydoesnotendatthemomentofpurchase.However,iftheobjectiveofyourcustomerjourneymapistoansweraspecificquestionrelatedtothesalesfunnel,ashortenedversionwoulddothejob.CoffeeshopTheserviceindustryishighlyorientedatthecustomerexperience,aswellashospitality.Let’stakealookatthecustomerjourneymapofStarbucks,asanexample.Imagecredit:www.theoperationsblog.com ViewfullsizeWhatweseehereisabasiccustomerjourneymapofacoffeeshopguestwhoiscomingtotheshoptowork.Someupsanddownsintheexperience,withdetailedthoughtsandfeelingsoftheclient,revealingthingsfamiliartoeveryonewhohasevervisitedStarbucks.Now,let’sseethesecondversion.Imagecredit:PiePrapawuttikulViewfull-sizeThisisadifferentStarbuckscustomerjourneymap,showingthreescenariosofcoffeeshopclientinteraction.Itisaninterestingexample.Thismapwasbuilttoansweraveryconcretequestion:whataretherisksofviruscontagioninacoffeeshop?So,thisstudentworkaddressesarealproblem,andforthat,theminimuminformationisenough.Also,thevisualsworkwellhere:thereisnoneedtogetaniconforeveryaction,butsomelittlesketchesmakethemaplookmoreinteresting.SaaSOurdesignagencyisfocusedonSaaS,sothesearethecjmsthatweworkwithallthetime.CheckoutourarticleaboutSaaS customerjourney.ThismapmadeforMidigatorisagreatexampleofhowtomakeacomprehensiveandvisuallyappealingcjmwithoutusingpictures,icons,andcomplicateddesign.TakeacloserlookifyouneedaB2Bcustomerjourneymap.Itincludesdepartmentbreakdown:forabigcompany,itiscrucialtounderstandwhichdepartmentisinvolvedineverystageofthecustomerjourney.Alltheclientdatapointsthatarerelevanttoeachstagearelistedaswell.Ifyoufeellikeyouneedtoincludesomedatathatisnotonthestandardlistofcjmelements,feelfreetodoit.Customizingisessentialhere.Imagecredit:MattBaileyViewfull-sizeNotethatthejourneydoesnotendwiththepurchase,itgoesasfarastheLoyalty&Advocacystage.Thatiswhatmanypeopleoverlookwhencreatingcustomerjourneymaps.HereiswhatAnnetteFranz,theCEOofCXJourneyInc,saidaboutthat:“Therearesomanybusinesseswhothinkthatthesaleisit.Andthatthecustomerexperienceendsatthesale.Butitreallyisonlyjustbeginning.” ‍AnnetteFranzExperiencewheelForSaaS,aswellassomeotherbusinesses,thecircularformulaofcustomerjourneymapwouldworkbest,asitreflectsthespecificsofsubscriptionandtheimportanceoflifelongrelationswiththeclients.Thisround-shapeddiagramisalsocalledanexperiencewheel.Imagecredit:ChadBerceaTosumupThereisnoperfectformulaforacustomerjourneymap.Well,itexists,butyouwon’tfinditonGoogle.Italldependsonwhatyourbusinessisaboutand,nolessimportant,whatisthequestionyouaretryingtogetanswered.Weencourageyounottorelytoomuchontemplatesandgothroughallthestepsofcreatingacustomerjourneymapfromscratch,startingwithdeepresearch.Andwhenyouaredonewiththat,visualizationwillbeeasy.Checkoutourlistofthebesttoolsforcustomerjourneymapping. 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