Getting Started with Journey Mapping

A Comprehensive Guide to Creating Your First Journey Map in Just Four Weeks

Journey maps are very popular tools at the moment, and with good reason. They’re a simple, fast, and effective way to help a team understand the experiences that customers are having with an organization from the customers’ point of view.

However, like many “simple” things, doing a mapping exercise well can be quite a bit more complicated than it first appears. Journey maps are actually a category of tools, not a single exercise.

Once you get on board with the basic idea — “Let’s map our customer experience to understand the current state and design a better one” —there can be a bewildering amount of vagueness about what to do next.

There are some beautiful examples of map artifacts online, but how do teams get there?

Highland has led many clients through the process of creating their first journey map. So we created a guide to help your team get started!

"The customer journey mapping process gave us the ability to visually see the work that we do...The ability to take a step back and look at where we do well and where we have room for improvement was invaluable and re-energizing.”
Dina Thachet
Make-A-Wish Illinois

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This guide includes:

  • A step-by-step process for creating your first journey map

  • Helpful tips and tricks we've picked up from hundreds of hours of journey mapping

  • Examples of journey maps we've created for our clients to inspire you