Customer Journey Mapping & Experience Mapping

Customer Journey Mapping (CJM) and Experience Mapping are core tools for understanding how customers interact with your product, brand, or service across time and touchpoints. These frameworks give teams a shared, visual narrative of customer behavior, needs, and emotions—and they make pain points, gaps, and opportunities impossible to ignore. Where analytics reveal what customers do, journey maps uncover why they behave that way. Done well, mapping sessions build empathy, break down silos, and highlight where design and strategy should focus next.