Journey maps are a great tool to create organizational alignment on the holistic customer experience. In our workshop-style journey-mapping course,与会者对旅程映射提出了几个深思熟虑的问题。本文回答了九个这样的常见问题。

1. How many customer-journey maps do I need? Do I need a customer-journey map for every persona or customer segment?

There is no hard and fast rule for how many journey maps you should create. Journey mapping, as a process, is beneficial because it creates a shared vision among team members. In general, the more focused your customer journey map is, the better.Journey maps that focus on one persona in one scenario tell a clear story.

Journey maps should always include a point of view — an actor. Actors usually align with个人,这导致植入数据中的映射操作。因此,您应该为不同的角色或客户段创建单独的旅程映射。例如,对于健康管理工具,您可以选择地图提供商或患者行动;每个人都会导致非常不同的旅程。

Journey maps are best for scenarios that describe a sequence of events. You might want to map multiple scenarios for one persona, depending on your project goals. For example, in our health-management tool example, you may want to create several different maps for a patient actor: one for registering for an account, one for receiving care, and another for reviewing followup instructions. You will need to prioritize personas, as well as scenarios, in order to focus on the right journeys for your project.


Journey mapping requires people from different specialties and departments to work together, and for that reason, it can be challenging to get commitment and buy-in from all necessary parties. To combat this hesitation, you mustinvolve stakeholders from the start。Identify stakeholders whose knowledge will be instrumental along the way and whose help you might need once opportunities for improvement begin to surface.

When meeting with stakeholders, you’ll need to explain the value of journey mapping and what you hope to accomplish. Through journey mapping, organizations can:

  • Shift to a customer-centered focus, designing for an integrated journey as opposed to simply creating standalone features

  • Align team members on customer actions and expectations

  • 通过可视化哪些部门拥有某些接触点来创造问责制

  • 优先考虑最常发生的问题

After you’ve built your business case and received project approval, be sure to continuously involve stakeholders to maintain their support. Their knowledge is valuable, and you need their insight to focus your research.

3. Who should be involved in the process?

The practice of journey mapping, not the visualization itself, is often the most valuable part of the process, so it should be collaborative. The practice forces conversations and results in the entire team sharing an aligned mental model. A shared vision is integral to reaching agreement on how to improve the customer experience.

You’ll need the help of marketing, customer services, sales, and related teamsto gather your internal research. These teams hold important knowledge about the customer journey. Additionally, you need高管和高级管理人员(i.e. the people with the authority to make changes) involved in the process. Management often has the least amount of exposure to the customer, so it’ll benefit from the new shared knowledge.

4. How much time should I spend on creating a customer-journey map?

Journey maps are flexible, and they can fit almost any project budget or timeframe. The amount of time you spend creating a journey map depends on the method (e.g., research-first or hypothesis-first). These methods differ greatly in scope and time required.

Research-first approach:Deep customer insights are gathered before mapping the customer journey. The process may take anywhere from 3 to 12 weeks to gather the research, plus time for data analysis and stakeholder readouts.

假设 - 第一次方法:You conduct a 1–2-day workshop with internal stakeholders; this workshop results in a hypothesis journey map based on existing knowledge and assumptions. This approach should be followed up with research to validate the draft, and ideally also by a review workshop to modify the map based on the inevitable discrepancies between hypothesis and reality that you’ll discover in the research.

If you already have a deep knowledge of a particularly well-known and time-sensitive problem, there is a结合起来d option: a quick-fire approach。In this case, you could hold a 60–90-minute working session to create a rapid visualization of the problem.



Journey mapping requires qualitative research and your visualization should be based on real data.You need to observe customers’ real behavior and hear from them first hand.Usability methods likecontextual inquiry采访那and日记研究非常适合收集映射客户旅程所需的见解。

Before conducting any new research, you should收集现有数据。Get information from departments with direct interactions with customers. Use this information to create a hypothesis map and note gaps where there is no existing data; the hypothesis map can shape your research direction. When sharing the hypothesis map, be sure to call it what it is: ahypothesis that has yet to be validated by data(which you’ll collect next).

As you plan your external research, use amultipronged approachand combine the previously mentioned methods. Throughout your research, be sure to share your findings with the team to keep them informed and engaged.


6.。Should customer-journey maps be used for evaluating current-state experiences or designing ideal-state experiences?

Journey mapping often reveals gaps and areas of friction in current-state experiences; however, it can also be a useful tool to design ideal-state experiences.

当映射现状旅程,你必须迦特er qualitative research about how your customers currently perceive their interactions with your organization. This type of mapping relies on research methods that allow you to gather as much first-hand information as possible, (for example, customer interviews, contextual-inquiry studies, and diary studies).


It’s commonly beneficial to map both the current- and future-state experiences in tandem. You could map the future-state experience of a new product, then create a current-state experience after the product is implemented, to evaluate your work. Alternatively, you could overlay the emotional journey from a current-state map onto a future-state map to emphasize the areas that need to be improved and optimized.

7. I work for a nonprofit. How does customer-journey mapping apply to my organization?

At the heart of the customer lifecycle, there is typically apoint of conversionwhere the customer makes a purchase decision. In the nonprofit world, the point of conversion is when your site visitor decides to support your organization. Instead of being customer-centric, you’re likely donor-centric.

无论您是在B2B,B2C还是非营利组织工作,旅程映射都是一样的。In either environment, you must prioritize your actors and scenarios. For a nonprofit, your first journey map may be a donor persona who decides to make her first contribution to your organization.

A similar answer如果您是政府机构,则适用。We may use the term “customer-journey mapping”, but you should take a broader view and consider your target audience as “customers” whether you sell them something or not.

8. What considerations are needed for remote teams?

Journey mapping doesn’t exclude remote teams. However, common struggles of journey mapping (i.e. building buy-in and difficulty iterating) are often elevated in remote-work environments.


旅程映射项目的结束并不意味着地图是最终的(见上文关于未来状态和当前状态映射)。应该迭代旅程地图,因此地图符合当前的经验,即使系统更改已更改。对于远程团队,选择一个允许轻松编辑和评论的工具至关重要。在上一篇文章中remote customer-journey mapping,我们概述了3级数字旅程映射工具以及为您的团队选择合适的工具时要考虑的因素。


Before even beginning to consider the aesthetics of your map, make sure you’ve synthesized your data. A visual-first mindset can lead to a beautiful yet flawed journey map.

无论该工具,确保平台允许轻松访问查看和分享。Don’t select a tool that only half your team can access. Give special consideration to tools that allow for collaborative work, so team members can comment and edit the document alongside one another.

专业人士用于创建旅程映射的工具列表始终在增长。像Microsoft PowerPoint或Visio这样的经典工具确保大多数团队成员都可以访问它们;但是,他们缺乏团队成员没有最新版本的实时合作和风险。另一方面,像壁画等的在线工具允许共同创建和易于访问的数字伪影,但是非动力专业人士可能不太熟悉这些工具,并且需要获得新界面的熟练程度。

When considering which tool is best for your project, think about your team size and how dispersed it is, whether you’re integrating additional data, and of course, budget.



Learn more about journey mapping in our courseJourney Mapping to Understand Customer Needs