Skip to main content
Pomlet
Pomlet
Whiteboard

Customer journey map template: from steps to improvements

A customer journey map follows one person through a specific goal, such as booking a workshop or getting help with a purchase. This canvas helps a team connect the steps, contact points, questions and difficulties in that experience. Keep the current journey separate from the one you would like to design.

Time including discussion:
45–60 min
For:
Service teams, product teams and workshop facilitators

English template

Use this template

Make your own copy and edit it. Sign in or create an account to open it in the editor.

What you can leave with

A visible sequence of the experience, a prioritized friction point and a concrete question or improvement to test.

Prompts to fill the canvas

Use these questions alongside the areas on the board. Add one idea per note, then discuss the connections.

Stages and actions

What is the person trying to do at this moment?

Touchpoints

Which page, message, place or person do they encounter?

Questions and emotions

What do they ask or express, according to the evidence?

Difficulties and opportunities

Where is progress blocked, and what small change could help?

How to run this activity

  1. 1

    Set the boundaries

    Choose one type of customer, a goal, and where the journey begins and ends. For example: from finding a workshop to receiving the information needed to attend.

  2. 2

    Trace the actual steps

    Use interviews, support messages or observations to record actions and touchpoints. Describe what the person does, not the internal departments involved.

  3. 3

    Add experience and evidence

    Note questions, obstacles and feelings where supported by research. Mark assumptions and missing information instead of filling every space with guesses.

  4. 4

    Choose one improvement

    Find a friction point that matters to the customer. Agree a change to test, who will carry it out and what observation would show that it helped.

Make this activity yours

Keep what fits, rewrite what does not and set the pace for your group.

Use this template

Templates are included in the free plan. Participation limits depend on your plan. See plans.

Another activity to try

Explore the templates