Atlassian

Atlassian-Customer Journey Mapping

Map your customer's end-to-end experience with your product or service. This exercise helps teams grasp customer needs, pain points, and opportunities for improvement at every touchpoint. It's not always pretty, but always insightful.

Duration
2 hours
Group Size
5-8
Category
Atlassian
Difficulty
Easy
Energy
Medium

Objectives

Understand the customer experience from their perspective. Identify pain points and moments of delight. Align team understanding of customer needs. Prioritize improvements based on customer impact. Build empathy for customer challenges.

Outcomes


  • Mapped customer journey

  • Visualized customer experience

  • Prioritized improvement opportunities

Step-by-Step Instructions


  1. Define scope and persona (15 min): Choose a specific customer persona and journey. 2. Identify stages (15 min): Define major stages (e.g., Awareness, Consideration, Purchase, Onboarding, Usage, Advocacy). 3. Map touchpoints (30 min): List all customer interactions at each stage. 4. Add customer thoughts and feelings (30 min): For each touchpoint, note customer thoughts, feelings, and actions. 5. Identify pain points and opportunities (20 min): Mark friction areas and potential improvements. 6. Prioritize improvements (10 min): Vote on the most impactful improvements.

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Facilitator Tips

Include customer quotes and data. Involve customer-facing team members for authentic insights. Keep the customer perspective central; avoid internal jargon. Sometimes, teams get bogged down in debating the 'right' journey – remind them it's about getting a shared understanding, not perfection.

Pre-Work

For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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Materials Required


  • Large wall space or digital whiteboard

  • Sticky notes

  • Markers

  • Customer research data

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Resources & Templates

Atlassian - Customer Journey Mapping
Atlassian guide to customer journey mapping.
Customer Journey Map Template - Mural
Mural template for journey mapping workshops.
NNGroup - Journey Mapping Guide
Nielsen Norman Group comprehensive journey mapping resource.

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