Map (Customer Journey)

Map (Customer Journey)

Recipe step number
Day 1, Activity 3
Visualizing the path of the customer
Reading Time
3 mins


Why do this activity? It’s impossible to tackle complex problems all at once. Using a map helps the group identify key moments to focus in on first, because they are most important/risky. The "Map" is a simple diagram to visualize the experience (and all the key moments) that your customers go through when using your service.

Here are two videos from Design Sprint agency AJ&Smart that show a streamlined version of the Map activity.

Key tips

Tips from the Sprint Book (pages 59-67)
  • Take an intricate and messy system and make it into a simple, high-level map.
  • Start with key actors on the left and the outcome on the right
  • Keep it simple!
Key learnings and tips from Advance Concepts™
  • We spent many sprints going back and forth on whether the map was “Current State” (identifying problems and paint-points) or “Future State” (ideal state). It can be either! The map is simply a high-level look at the experience as we roughly know it.
  • It helps to start with something. Prior to the Sprint you can create a draft starter map with the help of the Decider. Then, simply confirm with the group that it's “on the right track”.
  • Limit revisions and don't spend time striving for perfection.

How to do this activity

[10 mins] Present the draft Map (if you have made one)
  • Introduce the purpose of the Map "this Map is a rough high-level picture. It's not supposed to be comprehensive, just a big picture to help us find an area that deserves our focus."
[10 mins] Time-boxed discussion and revisions (if needed)
  • The Guide should lead the conversation
  • Supporting Guides make any necessary changes or additions to the Map
Facilitation tips: Avoid unnecessary detail - If there are big pieces that could be relevant to our topic this is the time to correct or add them. - It's a mistake to get side-tracked adding small unnecessary details. Guide the group to stay as high-level as possible. - If no changes are needed that's great! Don't push to add extra things that won't help to choose a focus area.

Here's an example of a completed Map from a real Design Sprint:

HMWs have already been placed here, and the
HMWs have already been placed here, and the Target Area has been chosen.