Customer journey map
template

The emotional low at checkout matters: people remember peaks and endings most³, so a frustrating payment colours the whole experience.

1. Pick one persona and one scenario — "first order on a weekday evening".
2. Bring evidence — interview notes, analytics funnels, support tickets.
3. Define stages — from the user's point of view.
4. Fill the lanes — doing, thinking, feeling, touchpoints.
5. Mark pain points — with evidence for each.
6. Generate opportunities — then prioritise and assign owners.

When the problem lives behind the screen — kitchens, riders, support — extend the map into a service blueprint².

• Rank pain points by frequency and severity
• Link each to a metric (drop-off, ratings, support volume)
• Assign an owner and a next step
• Re-map after changes to confirm improvement

For first-use problems, our onboarding audit maps and fixes the stage where most apps lose users.

Journey map — a visual of a user's steps toward a goal. Touchpoint — any interaction between user and product or brand. Pain point — a moment of friction or frustration. Emotion curve — how feelings rise and fall across stages. Service blueprint — a map including behind-the-scenes processes.