MediaLAB Amsterdam

Customer experience map

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Customer experience mapping is a method of documenting and visualizing the experience a customer has as they use the product or service. It also maps out their responses to their experiences.

To be used when there is a solution (even in a conceptual stage) that can be analyzed.



To identify what is hampering the experience.



1. Identify the different aspects of the process a customer goes through. Write them down.

2. Place the facets on a timeline, in chronological order.

3. Add post-its on the aspects marking whether it is a positive or negative experience.

4. Sort the aspects from the most positive to most negative.

5. Collect the results.


Use clear words such as engagement, exit, anticipation, etc. The most negative facets are design opportunities.


Insight in which facets make an experience negative and which make it positive.


Improve negative facets and enhance positive aspects of an experience.

Tips for running this activity online

  • Pick an online whiteboard tool that allows you to use a large, zoomable canvas.
  • Set up each topic at a different area of the board, spread them out just like you would do it on the walls of a room.
  • Invite participants to zoom in and visit each section during the review section of this exercise.
  • If you’re not using an online whiteboard, we’d recommend using a collaboration tool such as Google Docs to collect the information for each step under a separate heading. Invite everyone into the document to share their ideas but be very clear in regards to editing rights.
  • When facilitating group discussion, we’d recommend that participants use non-verbal means to indicate they’d like to speak. You can use tools like Zoom’s nonverbal feedback tools, a reaction emoji, or just have people put their hands up.The facilitator can then invite that person to talk. 


Source: MediaLAB Amsterdam


HOWARD, Tharon. Journey mapping: A brief overview. Communication Design Quarterly Review, 2014, 2.3: 10-13.

STICKDORN, M.; SCHNEIDER, J. This Is Service Design Thinking, Amsterdam: BIS. Available at:, 2010.

Comments (1) 

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  • The biggest difficulty in the Customer Journey Mapping exercise is, that people struggle to see the process through the customer's eyes. It helps to do a Genba walk, that means going to the place where the customers actually are. For digital interactions (webshop, chat) it helps to watch an outsider using the homepage and looking for information. Also it helps to print out documents like invoices and analyse them for the customer experience. Without all this input the exercise doesn't help much in many cases. One more point: the results shouldn't end up in a drawer. Thus the group needs committment and power to change things.

    over 6 years ago