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The 5 Steps to Customer Journey Mapping

Summary: Journey maps combine two powerful instruments—storytelling and visualization—in order to help teams understand and address customer needs.

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The 5 Steps of Successful Customer Journey Mapping

Five key steps comprise a standardized framework for customer journey mapping that can be scaled to any scope or timeline.

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Kate Kaplan is Insights Architect at Nielsen Norman Group. She specializes in the application of human-centered design and research practices to enterprise UX challenges.

Prior to joining NN/g, Kate was VP of Strategy at the digital marketing agency Centerline Digital, where she led a cross-disciplinary team of UX designers, content strategists and digital marketers in solving complex problems for high-technology B2B organizations, such as IBM, GE and National Instruments.

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