Stakeholer journey

Mapping customer (or user, employee, etc.) experiences makes intangible interactions visible and facilitates a common and empathic understanding between all team members.

Besides a journey map’s basic structure consisting of steps and stages, additional lanes such as storyboards or text lanes can be used to enrich the map and focus on specific topics.

Furthermore, graphs like emotional journeys and dramatic arcs help to understand the customer’s flow of satisfaction and engagement. Channel lanes help you to visualize which channel can be used in which step to visualize cross-channel experiences. The Backstage lane enables you to map internal processes that are triggered by the customer journey

Tip: When you do current-state journey maps, do research and do not base them merely on assumptions.



More complex / detailed example: