Experience map

Customer journey maps and experience maps are often confused, but they serve different purposes. A customer journey map focuses on one persona going through one specific scenario; for example, a first-time mother buying and using a bottle steriliser. It captures that single interaction in detail, from beginning to end.

An experience map takes a broader view. It shows how different personas move through a larger experience that may span multiple scenarios. For instance, it might cover the entire 9-month pregnancy journey, including everything from initial research to postnatal care. It helps teams spot patterns, gaps, and shared challenges across user types and touchpoints.^[1]

The choice depends on your goals. Use customer journey maps when solving specific problems or improving particular workflows. Choose experience maps when redesigning entire service ecosystems or understanding how different customer segments relate to each other. Both tools complement rather than compete with each other.