The 6 Essential Parts of a Customer Journey Map
A framework for getting started with customer journey mapping
If you’re like me, you do a lot of searching for example journey maps to get inspired. And like me, you’ve probably noticed there are a lot of different opinions on what should be included in a journey map. It can feel overwhelming, especially if you’re trying to learn how to create a map.
In my career, I’ve found that though the design “skin” of a journey map might change, the underlying structure should stay consistent —a successful journey map is made up of six essential parts.
I’ve outlined those parts below, included a few example journey maps that apply these sections, and shared a free downloadable journey map template (if you want to skip the story and go straight to the template, click here).
The 6 essential parts of a customer journey map
1. Customer persona
A persona is a semi-fictional representation of a group of your customers. Based on research and data from your existing customers, a persona brings your customers to life.
Below, I’ve included an example of a full persona. In your journey map, you don’t need to include all of this information. A summary…
