Customer Journeys

A blueprint for designing great experiences

”Customer journeys help us see the goals and needs of our customers over time.

We are shifting from an internal view of our customer's world, to taking on their view, by building empathy for what they need and then designing our products and experiences around that.

This program helps step out how we do that with new practices, mindsets and capabilities.”

CEO | Fleet Management Company

How we can help

Customer journeys are a collaborative approach that brings your customer needs and business goals into focus.

Our methodology is grounded in research and data and designed to foster alignment across your organisation.

We work closely with you to identify the journeys, engaging key internal teams to ensure the experience is shaped by your business goals and internal pain points.

We use customer research to reveal the experience at every touchpoint across your customer journey, identifying the moments that matter across all channels.

We uncover the opportunities that deliver lasting value for your customers and commercial outcomes for your business.

The customer journey acts as a blueprint for future experiences, offering clarity for strategic direction, specificity for design, and alignment for your teams.

Our approach

  • Define the focus of the journey, whether it's a broad end-to-end map or a more specific, zoomed-in view.

  • Engage key teams such as operations, CX, marketing and product to develop the research hypothesis - the key assumptions - that will be validated through qualitative research with customers.

  • Use qualitative research, and customer and employee pain points to design the journeys and identify the moments that matter.

  • Map customer touchpoints, the emotional arc, needs and expectations, across each channel.

  • Provide a visual map along with key insights, pain points, and strategic opportunities for improvement.

Our Toolkit

Customer Journeys

VOC Programs

Qualitative Research

Service blueprinting

Lean Change Management

Human-centred design