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More like this: service design, customer experience and maps.


Collecting examples of journey modeling, experience mapping, customer journeys, or whatever you want to call it - documents that explore a long-term relationship between an individual and a system, service, product, brand, or organization. Have something to add? Get in touch - Disclaimer: Some examples are more for visual inspiration and don't fit my preferred definition of a journey map. For more on that, see

Journey mapping using highway & airport symbols - UX Matters - "Mapping User Journeys Using Visual Languages" by Shean Malik

circular customer journey by Capita

Elegant minimalist presentation with clear focus on +/- aspects of the journey

Article on "Baking an Experience Map"

Nice mix of text and icons to break down each phase

Love the incorporation of metrics and important stakeholders here

Seven Steps for Developing Customer Journey Maps

"User Journey Maps Using Comic Strips" - Click through for a nice post on process by Vedran Arnautovic

Slides on Customer Journey Mapping - AC4D Design Library

Customer Journey Map Worksheet - AC4D Design Library

Journey map, service blueprint style

Psyched for my workshop, coming up next Fri, Oct 26. Get in on the action!

Mobile phone customer lifecycle via Paul Roberts

Comparative customer journeys with a mobile social network - Orange

Buying a car decision making journey - Foviance

Humanities to Go Customer Experience Map - CODO Design

Lincoln Financial Group | Lippincott

Oxford Gene Technology customer journey map by Radarstation - via Service Design Tools

Sketched train ride journey by Marc Fonteijn @ 31Volts - via Service Design Tools

Customer Journey Mapping Game by Paul Kahn (Mad*Pow) & Christophe Tallec (Uinfoshare) - via Service Design Tools

Energy customer experience map - Justin Parry

P2P Carsharing Journey Map by Mark Simmons, master's student at Blekinge Institute of Technology, Sweden

Using color-coded post-its to capture people, actions, emotions, things, and contexts in a research subject's story. Via "New Ways of Visualizing the Customer Journey Map" - Kim Cullen, Adaptive Path

Transit customer journey by Kelly Fadem, CCA student. Via "New Ways of Visualizing the Customer Journey Map" - Kim Cullen, Adaptive Path