Customer Experience Map
Conceptual Design
A Customer Experience Map visualizes the entire user journey across all touchpoints — from first awareness through purchase, use, and beyond.
Unlike a user flow (which maps a single task), a customer experience map captures the emotional journey: where users feel frustrated, delighted, confused, or confident.
Created by Mel Edwards, this tool helps teams see the experience through the customer's eyes and identify improvement opportunities.
Quiz
Pass: 3/3 correct1. A customer experience map differs from a user flow because it captures:
2. At each stage of a CX map, you should map all EXCEPT:
3. 'Moments of truth' in a CX map are: