What is journey mapping?
Journey mapping is the visual representation of the experiences and touchpoints that customers go through with a brand – from first contact to the post-purchase phase. The aim is to understand the customer experience better, identify bottlenecks and optimise in a targeted way. A journey map shows processes, emotions and interactions along the customer journey and connects internal processes with user perspectives. It is a central tool in UX, brand and service design.
Synonyms
customer journey map, user journey, touchpoint mapping, customer experience mapping, customer path diagram, journey visualisation, customer contact analysis, experience chain, customer lifecycle mapping, process journey