Mapping the customer

Once the phases of the journey are defined, start mapping out the user's actions, thoughts, and emotions at each step. Focus on common patterns found during research rather than including every detail.

When deciding what to show, aim for behaviors that repeat across journeys, thoughts, and feelings that reflect user motivations or concerns, and anything that reveals friction or unmet needs.

Experience maps are not meant to capture individual preferences or feature-specific feedback. They are used to understand how people think, feel, and behave while moving through a broader experience. The goal is to highlight general behavior, not one-off requests or interface-level issues.