Mapping Experiences: A Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams

by Jim Kalbach

Note that terminology is used inconsistently in practice. You may find that what one person calls a customer journey map, another calls an experience map or blueprint. The lines between these example are oftentimes blurred. Don’t be overly concerned with the terminology; instead, focus on the results of your mapping effort. The notion of alignment diagrams finds common ground between these examples. As the fields of customer experience, user experience, and service design merge and overlap, it becomes increasingly important to have a range of approaches to solve unique problems. DIAGRAM TYPE STORY INTERACTION INDIVIDUAL ORGANIZATION Customer journey map Chronological Touchpoints Actions, thoughts, feelings, pain points, etc. Roles and departments involved in creating an experience Experience map Chronological Touchpoints Actions, thoughts, feelings, pain points Physical and social artifacts in a system; opportunities Service blueprints Chronological Line of interaction Actions, physical evidence Backstage actors and processes Mental model diagrams Hierarchical Center line Tasks, feelings, philosophies Support—products and services available