Customer journey mapping
Develop enterprise-ready requirements and metrics
Customer journey mapping helps you visualise and understand the end-to-end experience your audience has with your organisation. As customers discover, engage, transact with, and seek support from you, they’re giving you data on the behaviours and actions that result in renewals or departures.
Journey mapping is also an alignment tool. It facilitates team collaboration by making the user’s perspective the common reference point. The resulting maps can be used to improve content strategy, service design, customer segmentation, and marketing.
Making customer journey mapping work for you
At Urbina Consulting, we use journey mapping to uncover friction points that block users’ progress through your communication channels or damage their trust in your brand. Our approach brings content stakeholders into the journey design process to ensure intuitive user experiences.
Through workshops, user research, and analysis, we build journey maps that you can immediately act on to prioritise fixes, guide content management policies, and support omnichannel delivery.
Customer journey mapping service at a glance
Below are the components and benefits of the service.
Customer journey mapping service at a glance
| What | Why |
|---|---|
| Stakeholder interviews | Talk to internal staff to understand perspectives and uncover assumptions |
| User research and persona development | Investigate audiences to ground journeys in user behaviours and needs |
| Channel and touchpoint analysis | Identify gaps and overlaps across platforms and devices to smooth customer journeys |
| Emotional journey tracking | Highlight high-friction or high-value moments to design experiences that are optimal for users and the business |
| Content opportunity mapping | Pinpoint where better content could reduce confusion or effort |
| Collaborative mapping workshops | Learn journey-mapping principles and build a shared understanding of the project to get internal buy-in |
| Actionable journey map formats | Use outputs directly to plan, design, and implement workflows that keep the user at the centre (See a live example here) |
Our customer journey mapping experts
Urbina consultants use a proven methodology for mapping journeys. Using it, we integrate
- experience design and requirements analysis
- metrics and measurement strategies to check if changes are doing their intended jobs
- inputs from multiple stakeholders and relationships
- data generated and required for omnichannel delivery and personalisation, and
- detailed component content editorial requirements, modelling, and planning.
Our journey mapping methods have been proven across years and multiple brand-name projects, but we’ve enhanced and accelerated them with the use of AI. We use the technology to
- spin up persona simulations based on market research
- take journeys to market faster, and
- generate ideas and drafts for omnichannel and personalised outputs.
We have led the market by developing custom prompt libraries, tools, and approaches that use AI in a safe, ethical, and scalable way. We also offer training on how you can reproduce these results.
You can also browse a sample set of outputs on our site.
FAQs about customer journey mapping
What’s the difference between a journey map and a user flow?
A user flow focuses on specific interactions in a system (like signing up for a service), while a journey map covers a user’s full experience across time, devices, and contexts, while tracking their emotions, motivations, and content needs at every point along their journey.
Who should be involved in creating a customer journey map?
Ideally, an organization should create journey maps with input from their content, UX, marketing, customer service, product management, and service delivery teams. Diverse perspectives will result in more-complete and actionable, and defensible maps.
How do journey maps help with content strategy?
Journey maps highlight when and where content is needed. They also expose gaps, inconsistencies, and duplication, making it easier to prioritise improvements and support omnichannel content delivery.
Can we do journey mapping without user research?
You can start with internal assumptions, but your journey maps will be flawed if you don’t talk to customers. Feedback from even a small sample of your customer base will dramatically improve accuracy and usefulness.
How often should journey maps be updated?
Update your journey maps as often as your customers, products, or channels change. At a minimum, review them annually or when launching major new experiences.