Customer Journey Mapping
Visualize the end-to-end experience of users across touchpoints to identify pain points and opportunities.
Research Classification
Research Type
Attitudinal Behavioral
Behavioral: Focuses on what people do: their actual behaviors and actions.
Data Type
Qualitative Quantitative
Qualitative: Collects non-numerical data like observations, interviews, and open-ended responses.
Requirements
Budget
mediumModerate investment needed
Timeline
medium2-4 weeks
Team Size
smallWorks with 2-3 people
Research Goals
exploratory generative
Pros & Cons
Pros
- ✓ Creates holistic view of user experience
- ✓ Identifies pain points across touchpoints
- ✓ Builds organizational empathy
- ✓ Reveals opportunities for improvement
Cons
- × Can be complex for multi-channel experiences
- × Requires input from multiple stakeholders
- × May oversimplify complex journeys
- × Needs regular updating as touchpoints change
Use Cases
Example Scenario
Mapping the entire customer experience from awareness to purchase and support for an e-commerce platform.
Additional Applications
- • Onboarding experience
- • Purchase process
- • Service delivery
- • Cross-channel interactions