Journey Mapping

Instructions

Map the complete customer journey from awareness to advocacy.

Setup:

1. Define the persona (role, company size, pain points, goals, tech stack)
2. Define the journey scope (full lifecycle or specific stage: acquisition, onboarding, retention)
3. Identify the goal: diagnosis (find friction) or design (plan improvement)

Journey stages (B2B standard):

1. Unaware — problem exists but not recognized
2. Aware — problem recognized; exploring options
3. Considering — evaluating specific solutions
4. Decision — selecting vendor; procurement process
5. Onboarding — first 90 days of usage
6. Adoption — integrating into workflow; expanding usage
7. Advocacy — referrals, reviews, case studies

For each stage, map:

• Customer actions (what they’re doing)
• Touchpoints (where they interact with us)
• Emotional state (frustrated, hopeful, confused, satisfied)
• Questions they’re asking
• Content/resources they need
• Gaps — where we’re missing or failing them

Outputs: Journey map (stage × dimension table), friction inventory ranked by severity, content gap analysis, prioritized CX improvement recommendations