Journey Mapping

Cheat sheet: customer journey maps

13. July 2018

Cheat sheet: customer journey maps

Journey maps visualize the experience a user or customer has over time. Like a movie tells a story of an actor as a sequence of scenes, a journey map illustrates customer experiences as a sequence of steps. This cheat sheet summarizes the most important details of a journey map.

Journey maps can vary depending on their goal, context, detail, etc. Anyway, a classic structure of journey maps may look like the following:

  • stages
  • steps / titles
  • storyboard with photos and other images
  • texts and descriptions
  • channels of communication
  • emotional values
  • dramatic arc

On the cheat sheet we summarize the most important details, or lanes, of a journey map. For example, channel lane, storyboards, dramatic arc, and more.

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There are many more details you can add to a journey map, always keep your individual case in mind.  Use the cheat sheet as an introduction to the topic, or as a reminder to put on your desk.

Katharina takes care of marketing and communications at More than Metrics. With her background in business and psychology she loves both logical as well as empathic thinking.