Customer journey canvas

Capture and visualise multiple customers of your target audience.

Exploring the customer journey

This exercise will help you find different struggles and opportunities of your customers throughout their customer journey. From finding your product or service to using it.

What you’ll need:

  • A Pen, Post-its
  • 1 or more printed Customer Journey Canvases.
  • You can use the canvas alone or preferably in a group.

Creating a customer journey

The Customer Journey Canvas is often used in Service Design Thinking, particularly in the solution fit phase.  Service Design Thinking refers to the process of brainstorming and designing services. The canvas facilitates this process.

This is a tool to help you get insight into, track, and discuss how a customer experiences a problem you are trying to solve. How does this problem or opportunity show up in their lives? How do they experience it? How do they interact with you? The underlying goal: to solve our customers’ problems and make them happy.

Step-by-step guide

Plot the persona on the market
How many people fit this persona and how do they spend their time?

Add a persona
Summarize a realistic persona that is a member of your target group. Need help? Learn how to make a persona here.

For each step, add a stage
The phase of the journey or funnel your persona is operating in. Choose: Awareness, Interest, Conversion, Retention, Upsell.

The 4 Customer Pillars
Fill out the consumer context, tasks, emotions and opportunities.

Context
Define the touchpoints in which the persona operates.

Tasks
Describe the tasks your persona is trying to get done and the need they are trying to satisfy.

Emotions
Write down the persona’s emotions, opinions or thoughts.

Opportunity
Describe what you can do to improve the journey.

Download the customer journey canvas


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