Journey Mapping
Table of Contents
What is Journey Mapping?
Journey mapping visualises every step a customer takes—from first touch to post‑purchase—to surface friction points and optimisation opportunities.
Key points
- Stages: Awareness → Consideration → Purchase → Onboarding → Advocacy.
- Touchpoints: Ads, website, chat, email, in‑store, support.
- Data sources: Analytics, surveys, interviews, session replays.
- Outputs: Flowchart or storyboard annotated with emotions and KPIs.
- Use: Prioritise CRO tests and retention fixes.
Real‑world example Mapping onboarding revealed a confusing settings page; simplifying it reduced churn −18 % within a quarter.
Pro tips
- Create separate maps for top personas.
- Validate assumptions with in‑depth user interviews.
- Revisit maps bi‑annually as products evolve.
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