Customer Experience Map

Customer Experience Map (filled)


Use this template to map out the experience of your principal user to better understand their journey.


The customer experience map is a simple diagram that helps break down the experience of a customer and what you want them to use, learn, and remember. In this example, we walk through the proposed experience of a customer buying a Tesla online.


From the view of the Tesla, they want the customer to learn some key things about their cars: Dependability, how they’re made, quality, and the specs of each model. All of these items are prioritized in the learning process and will be reflected in the information the customer is shown.


When it comes to using the site, Tesla wants to make it easy and clear what people are doing when they purchase a vehicle. Everything should have slightly futuristic implications of using it to align with the overall brand image. This includes options sliders, interactive videos, models, and a simple checkout flow.


After the “use” step, you begin thinking about things the user should remember about their experience. These will be overarching values that would be touched on throughout the process including innovation, value, impact, and sustainable tech options. All of these values are part of the Tesla brand and make the experience memorable.


  1. Map out an experience for your ideal customer by adding notes to the three rows depicted. The contributions should be related to the product/service you’re providing.
  2. Start arranging notes based on what your customer has to learn, what they have to use, and what they have to remember. By analyzing these three categories, you should be able to gain a better understanding of the customer’s experience and what parts of their journey don’t align with your vision.

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