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SCENARIO: ___
THE JOURNEY AT A GLANCE
🎯 TRIGGER
What starts this journey?
Customer's words: "I need to ___"
PHASE 1: DISCOVERY
First 24-48 hours after trigger
What they do: ___
Where they go: ☐ Google ☐ Social ☐ Friends ☐ Reviews ☐ Our site ☐ Competitors
Biggest question: ___
Emotion: 😟 😕 😐 🙂 😊 Intensity: ▢▢▢▢▢ (shade in)
Website role: ☐ Not involved ☐ First touch ☐ Research source ☐ Validator
#1 Opportunity: ___
PHASE 2: EVALUATION
Days 3-7 (typically)
What they compare: ___
Decision criteria:
- Must have: ___
- Must have: ___
- Nice to have: ___
Who's involved: ☐ Just them ☐ Partner ☐ Team ☐ Boss ☐ IT ☐ Finance
Biggest fear: ___
Emotion: 😟 😕 😐 🙂 😊 Intensity: ▢▢▢▢▢ (shade in)
Website role: ☐ Info provider ☐ Trust builder ☐ Comparison tool ☐ Demo/trial
#1 Opportunity: ___
PHASE 3: DECISION
The commitment moment
Tipping point: ___
Final anxiety: ___
What almost stops them: ___
How they buy: ☐ Online ☐ Phone ☐ Email ☐ In-person ☐ App
Emotion: 😟 😕 😐 🙂 😊 Intensity: ▢▢▢▢▢ (shade in)
Website role: ☐ Transaction ☐ Support ☐ Validation ☐ Hand-off
#1 Opportunity: ___
PHASE 4: FIRST VALUE
Day 1-30 of usage
"Aha!" moment happens when: ___
Time to first value: _ minutes/hours/days
What confuses them: ___
Where they get help: ☐ Docs ☐ Support ☐ Community ☐ Google ☐ Give up
Emotion: 😟 😕 😐 🙂 😊 Intensity: ▢▢▢▢▢ (shade in)
Website role: ☐ Support hub ☐ Account access ☐ Learning center ☐ Community
#1 Opportunity: ___
PHASE 5: ADVOCACY
When they'd recommend
They tell others when: ___
Success looks like: ___
Emotion: 😟 😕 😐 🙂 😊 Intensity: ▢▢▢▢▢ (shade in)
JOURNEY VITAL SIGNS
Peak frustration moment: (Phase )
Peak delight moment: (Phase )
Most likely abandonment point: (Phase )
THE THREE BIG BREAKS
What's Broken | Where It Happens | Impact (1-5) | Fix Difficulty |
_ | Phase ___ | ⭐⭐⭐⭐⭐ | Easy / Med / Hard |
_ | Phase ___ | ⭐⭐⭐⭐⭐ | Easy / Med / Hard |
_ | Phase ___ | ⭐⭐⭐⭐⭐ | Easy / Med / Hard |
WEBSITE REALITY CHECK
Phases where our website matters most:
☐ Discovery ☐ Evaluation ☐ Decision ☐ First Value ☐ Advocacy
What our website MUST do well: ___
What our website tries to do but shouldn't: ___
If we could only fix ONE thing on the website: ___
QUICK METRICS
What to Measure | Current | Goal | By When |
Journey completion rate | ___% | ___% | _ |
Time to value | ___ days | ___ days | _ |
Drop at | ___% | ___% | _ |
Customer satisfaction | ___/10 | ___/10 | _ |
ACTION ITEMS
This week: ___
Owner: _ Done by: _
This month: ___
Owner: _ Done by: _
This quarter: ___
Owner: _ Done by: _
ONE-PARAGRAPH SUMMARY
In plain English, describe this journey:
When , our customer immediately . Their biggest concern is , and they typically spend __ days . They finally commit when , though nearly stops them. Success happens when , usually within __ days. The journey breaks most often at , which we can fix by ___.
Canvas completed by: _ Date: _ Review date: _
This 60-minute canvas gives you 80% of the insights of a full journey map. For complex journeys or high-stakes decisions, upgrade to the complete Journey Mapping Template.
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