Instructions

Use this canvas to map your customer’s journey from first awareness to loyalty — from “I have a problem” to “I’m telling everyone how great this is.”

This helps you:

How to Use:

  1. Define the persona or segment this journey represents.
  2. For each stage, describe the customer mindset, actions, and your response.
  3. Note where gaps or friction exist, and highlight high-impact improvements.

Persona

Persona Name
Product/Service
Goal of Journey Map e.g. first-time buyer, renewal experience

Journey Stages Overview

Stage Customer Goal Customer Actions Thoughts/Emotions Touchpoints Your Response / Opportunity
Awareness Understand the problem Google, social scrolls “There must be a better way…” Ads, blog posts, influencers SEO, social ads, pain-focused content
Consideration Evaluate solutions Compare tools, read reviews “What’s different about this one?” Website, review sites Landing pages, case studies, FAQs
Decision Make a choice Free trial, demo, pricing “Is this worth the money?” Sales call, pricing page ROI calculator, testimonials
Onboarding Get started quickly Sign up, setup, first use “I hope this works…” Product, email onboarding Quickstart guide, success checklist
Use & Retention See consistent value Use features, ask support “Is this helping me succeed?” Support chat, tutorials Lifecycle emails, in-app nudges
Advocacy Recommend or expand use Review, refer, upgrade “Everyone should try this.” NPS, referral program Loyalty incentives, review requests

Optional Layer: Friction & Priority Mapping

Stage Friction or Drop-Off Point? Opportunity for Improvement Priority (H/M/L)

✅ Tip: Revisit this every 6 months or after major product, team, or go-to-market changes.