Before we dive into the different parts of a journey map, it is important to understand what type of journeys you could use and when to apply them. What a journey map looks like, depends on what you will use it for. Making a journey map is therefore never a goal in itself, but a means to better empathize with your customer, and to gain clarity on where to improve the experience. As the term suggests, it shows the journey a customer goes through when using your services. A journey map (or customer journey) is the outcome of this process: a visualization (map) of the customer experience. Journey mapping is nothing more than mapping a customer experience, and a popular tool within the practice of service design. That is why we feel the need to go back to the basics, and explain what a journey map actually is, why should you create one, and how could you use it in practice? why to create a journey map? Unfortunately, the words ‘ journey map ‘ and ‘ customer journey ‘ have become such buzzwords, that they seem to have lost their true value. A customer journey map is a commonly used tool to visually map this experience. The first step in creating it, is to clearly map out what the customer experience actually looks like.

Every company wants to give their customers the best possible experience.