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Strategy, Research

Customer journey map

Sketch the entire customer journey and build more lovable experiences

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Customer journey map large

About the customer journey map template

Customer needs and expectations are always evolving. So it is important to truly understand your customer and center their experience as you guide them through the different phases of buying and using your product. The goal is to deliver a cohesive experience at every touchpoint — from the content you write to the interactions with your sales and support teams.

Use this template to map out the customer journey from awareness and consideration through to advocacy. Consider what customers are doing, thinking, and feeling at each step. Better yet, invite participation from teammates in marketing, sales, product management, and customer support — each team has a stake in delivering a Complete Product Experience (CPE).

Remember that building your customer journey map is just the beginning. As customer needs evolve, revisit your map to spark ideas for future enhancements and opportunities. At any point, you can promote ideas on the map directly into actionable work items in Aha! Roadmaps.

How to use

Think holistically about customer experience and optimize each step of the journey.

  1. Capture every touchpoint Map out the customer journey from awareness to advocacy. Color-code sticky notes by theme, team, or another identifying feature.

  2. Gather multiple perspectives Bring in colleagues across the organization to elicit feedback and reach agreement on where to focus improvements.

  3. Define your destination Compare the opportunities you identified with existing ideas and requests in your backlog. You can promote new ideas directly from your whiteboard into work items in Aha! Roadmaps.

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