Customer journey mapping template

by Atlassian

Journey mapping helps you visualize how customers experience your product or service, and how they feel along the way

KEY FEATURES

Marketing Research

Documentation

Problem Solving

CATEGORIES

Product Management

Marketing & Sales

Page template

How well do you really know how your customer experiences your product and service? The answer may surprise you! As creators of a product or service we tend to know it inside and out, but it ’s important to ask what it’s like for the customers we are building for.

Customer Journey Mapping is an exercise that helps you understand what your customer is trying to achieve through your product or service, and what emotions they are experiencing as they move through your funnel. It will help you uncover areas of strength and areas for improvement to make sure you are delivering the best possible experience.

Why Confluence?
How to

Use the strategic plan template in Confluence

Confluence transforms strategic planning from a once-a-year exercise into an ongoing collaborative process. Teams can work together in real-time to develop, refine, and execute their strategic plans without the back-and-forth of email chains or version control issues.

Our template library includes pre-built strategic planning templates that incorporate best practices from successful organizations. These templates provide the structure you need while staying flexible enough to adapt to your specific requirements, allowing you to customize sections and create reusable frameworks for future planning cycles.

Confluence easily integrates with other work management tools, making it invaluable for strategic planning. With Confluence, your strategic plan becomes a living document that connects directly to project execution, progress tracking, and decision-making processes. Team members can reference the strategic plan during brainstorming sessions, link specific initiatives to daily tasks, and maintain alignment between high-level strategy and tactical execution.

How to use the customer journey mapping template

Step 1. Identify your customer

Pick a specific customer persona, and understand their goals and motivations that bring them to your product or service. Imagine the pain points and requirements that have brought them to you.

Step 2. Map their journey

Your customer journey map will be composed of the following sections:
1. Stage. As defined by you, the point in time that your customer is experiencing. Examples include: landing on a webpage, signing up for your product or service, contacting customer support. The touchpoints are endless!
2. User Action. The specific action that your user takes at each stage. Be as specific as possible.
3. Pain points and questions. Document the questions that may arise for your user upon a certain action. Note any needs that they may have at this stage, either expressed or not expressed. Note down certain “ouch” moments your customer may experience (like long wait times or lack of clear information).
4. Emotions. When your customer experiences a pain point or has a question, what emotion does that produce in them? On the flip side, if your customer is elated or inspired by your service, document that as well. Seeing the emotional journey as your customer processes through the stages you define will give you a clear picture of where their head is at.

Step 3. Find and mine the golden opportunities

Now that you can clearly see what your customer is experiencing: the good and the bad, you can identify areas you want to improve. Whether it is simplifying the user experience, cutting out an unnecessary step, or offering greater support, you’re sure to find many ways you can make things even better for your customer. Your good work won’t go unnoticed!