The customer experience blog
Journey Mapping Smaply

About journey maps

22. November 2017

About journey maps

Journey maps visualize the experiences a user or customer has over time. Like a movie tells a story of an actor as a sequence of scenes, a journey map visualizes your persona’s experiences as a sequence of steps.

A customer journey map created with Smaply

Why customer journey mapping?

Mapping customer (or user, employee, etc.) experiences makes intangible interactions visible and facilitates a common and empathic understanding between all team members. As it also includes experiences beyond the reach of an organization, it connects the customer’s perspective with the organization’s view. Journey maps help to find and communicate customer experience gaps and explore potential solutions. They focus on concrete use cases (jobs-to-be-done) of certain customer groups (personas).

Lane types

There are different lane types, or types of details, you can add to your journey maps:


Stages give a map structures, like: information, buying, set up, using, …

Steps and titles

Each journey consists of a sequence of steps (activities, touchpoints, micro-
interactions, etc). Give each step a short title summarizing your persona’s experience and activity.


Real photos, screen shots, or other visuals are enourmously helpful to tell
your persona’s story. Plus: others can navigate faster and empathize more
with your persona.

Emotional journey

This simple graph illustrates your persona’s satisfaction per step on a simple 5-point scale from –2 to +2.

Dramatic Arc

Use a dramatic arc to show your persona’s engagement (tension, drama, importance, etc.) per step on a 5-point scale from 1 (low) to 5 (high). The value for each step does not represent a positive or negative experience, but rather illustrates the rhythm of an experience. When is a persona relaxed and when excited?

Channel lane

Icons help to visualize the interaction channels your persona uses or could
use for each step and across channels. Who is responsible for
each channel? What can you influence?

Text lane

Add additional information to describe your persona’s experience even further. Think of different lanes for needs, KPIs, thinking and feeling, ideas, improve- ments, key learnings, opportunities, etc.

Backstage processes

Backstage lanes show internal activities that are not, or only partly, visible to the customer.

File lane

Use a file lane to attach relevant documents to your journey map.

Adding more personas

Add more personas to compare experiences, such as different customer groups or customer with employee experiences.

Learn more about customer journey maps by watching our video on the why and what of journey mapping.

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.
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