Customer journey mapping: from research to prioritised fixes
For marketers, product managers, customer success and service staff who need to see a customer's whole experience across channels and teams, not just one web page or call. It works best after 'User research basics: interviews and usability testing', because a journey map is built from research evidence. You'll choose the actor, scenario and scope, build a current-state map with stages, actions, thoughts, emotions and touchpoints, add the organisation's backstage view to find breakdowns, use completion and drop-off rates to see where people give up, and turn findings into opportunities with owners and measures. Based on the GOV.UK Service Manual and the Nielsen Norman Group's journey mapping guidance. No design background needed.
- Level
- Intermediate
- Length
- About 92 minutes
- Contents
- 5 lessons · final exam
- Status
- Published · updated 10 Oct 2026
Skills you'll practise
- Choose the actor, scenario and scope for a customer journey map
- Build a current-state journey map from research evidence, with stages, actions, thoughts, emotions and touchpoints
- Identify pain points and breakdowns by comparing the customer's journey with the organisation's backstage view
- Calculate completion and drop-off rates for journey stages to locate where customers give up
- Turn journey findings into opportunities with owners, measures and a shareable summary map
Course outline
- 1.Choosing the actor, scenario and scope for a journey mapLesson · 13 min
- 2.Building a current-state map from research evidenceLesson · 18 min
- 3.Identifying pain points by comparing the journey with the backstage viewLesson · 15 min
- 4.Calculating completion and drop-off rates for journey stagesLesson · 14 min
- 5.Turning journey findings into owned opportunities and a summary mapLesson · 12 min
- 6.Customer journey mapping: from research to prioritised fixes: knowledge checkKnowledge check · 13 questions
- 7.Customer journey mapping: from research to prioritised fixes: practical exerciseKnowledge check · 1 question
- 8.Final exam10 questions · passing it completes the course, so people who already know the material can test out
Sources it draws on
The lessons and questions are written from these references, so learners can go back to the original.
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