02. We describe how the customer journey should look

Why you need the customer journey

Using customer journeys guarantees that the design starts and finishes with customers and their experiences. You will therefore design an end product or service that maximizes customer satisfaction.

Our activities at this stage

  1. Mapping your clients' current customer journey and helping you identify the weaknesses (known as pain points) of your products and services.
  2. Outlining ideas for preventing or eliminating pain points.
  3. Formulating an aspirational customer journey with you and defining the steps for reaching the destination.


  • A map of the current customer journey
  • A map of the aspirational customer journey, including suggestions for improvement

Useful tips

  • Before starting, you should approve the level of detail. At some firms, a more basic approach is sufficient; at others, a detailed customer journey is a prerequisite for a good roadmap.
  • So that you always keep the customer in mind, experience the customer journey through the individual's eyes, not through the company's eyes.
  • First, consider the customer journey from a broad, company-wide perspective. Then, work out selected parts of the customer journey in the required level of detail.
  • The customer journey is also appropriate for an internal solution, e.g. when the customer is an employee.

Tools used