The Customer Journey Map is used to diagram the user experience and perspective to better understand the target of the provided service. "Touchpoints" on the journey map designate where/how the customer comes in contact with the service and how they feel about it. The map compiles each of these touchpoints to give a clear picture of the customer's current experience and how to improve upon it.
Define touchpoints of user/service contact through interviews, digital metrics, and observation of consumer
Connect touchpoints in a clear visual showing the customer journey
Mapping out the customer experience based on their personal insights, allows a designer to empathize with the user of their service. Journey maps can be personalized to a specific user or users and over-layed for comparison. Additionally, the identification of touchpoints is helpful for deeper analysis and breakdown of where opportunity and challenges exist throughout the service experience.