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This page is a draft at this point. Its goal is to hold all info about the Customer Journey diagram, that we think is valuable for our customers. Subscribe to the page if you want to stay in the loop.

We want to build a page about the Customer Journey, that contains all relevant info for customers that we can come up with. This should be a content base for a lot of simple and straight forward guest blog posts for Atlassian partners and also ourselves.

This research page may contain unfinished or unconfirmed info!

This is a research page. Seibert Media uses research pages to prepare relevant topics and gather information about stories we want to run. Such research pages often evolve over a long period of time without quality assurance and cross-checking from our business experts. While all web content should be consumed cautiously, this page may still contain unconfirmed or unfinished information. Please use the live chat or a contact form on this page to help us improve it. Please ask us if you're unsure. We're happy to help if we can. Your interaction also helps us gauge interest in this research page, so don't hesitate to contact us.

Keywords: Diagramming, Business Diagram, Business analysis, Customer Journey, User Journey

Customer Journey Map

The Customer Journey map (also known as User Journey or Buyer Journey) is a visual representation of a customer's path or complete sum of experiences, via touchpoints, a customer goes through when interacting with a company and its brand. The model assumes that the customer rarely makes decisions spontaneously, but rather gets in touch with a brand, a product, or service at different points in the journey.  This also provides the opportunities to analyze user behavior and gain insight into potential pains and gains that the common customer may experience, which in turn allows business to optimize the customer experience and direct them towards a purchase decision. The customer journey is divided into five phases, which is refered to the AIDA model. 

Generic sample of a Customer Journey map source: for Confluence

The customer journey mapping is the process of creating a customer journey map, a visual story of a customer's interaction with a brand. Customer Journey maps should include personas, a timeline, emotions being felt by customers, touchpoints, and channels -where the interactions are taking place (website, social media, marketing and sales team, etc). The customer journey is divided into five phases derived from the AIDA model Attention, Interest, Desire, and Action.  When working specifically within the Atlassian marketplace (Confluence or Jira) it is possible to use the customer journey template using the app.

The consumer becomes aware of a category, product, or brand.
The consumer becomes interested by learning about brand benefits
The consumer develops a favorable image or idea towards the brand
The consumer forms a purchase intention

How to Conduct a Customer Journey

  1. Review goals for the product or service 
  2. Gather research (customer interviews, contextual inquiry, web analytics, etc.)
  3. Generate a list of touchpoints and where they occur
  4. Conduct an Empathy map (Persona) 
  5. Brainstorm (use mindmaps as a template, available on
  6. Create an Affinity Diagram to organize ideas and cohesion (create on
  7. Visualize the Customer Journey using template Interactive Diagram Link to a Master Diagram Atlassian Confluence and Jira
Customer Journey

Resourceful Links

See also

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This page was last edited on 04/12/2021.