The thoughts layer

The thoughts layer reveals the invisible mental dialogue running through customers' minds during their journey. This layer captures questions ("Can I trust this company?"), concerns ("What if I need to return it?"), assumptions ("This will probably be complicated"), and decision-making logic ("I should compare prices first"). Unlike emotions that show how customers feel, thoughts show what occupies their mental space and influences their decisions.

Capture authentic thoughts through think-aloud protocols during user research. Ask participants to verbalize everything crossing their minds as they move through each stage. Listen for uncertainty markers like "I wonder..." or "I'm not sure..." Document both positive thoughts ("This looks professional") and negative ones ("They're probably hiding fees"). Avoid paraphrasing and instead use customers' exact words to preserve authenticity and nuance.

Display thoughts using speech bubbles, quote boxes, or italic text beneath the actions layer. Group similar thoughts to identify patterns: multiple customers wondering about security signals a trust issue. Position thoughts to align with specific actions and touchpoints so readers understand what triggers each mental response. The thoughts layer often reveals why customers hesitate, abandon, or choose competitors, insights that actions alone can't provide.