What does a customer journey map visualize?

A customer journey map serves as a visual representation that outlines the user’s interactions and experiences with a product or service throughout their journey. It highlights key touchpoints, emotions, and actions that users go through at various stages, from awareness to decision-making and post-purchase engagement. This allows designers and stakeholders to understand the user's perspective, identify pain points, and enhance the overall user experience.

The focus of a customer journey map is on the user and their experience rather than on internal metrics, features, or external competition. For instance, unlike company performance metrics, which measure internal success, or market competition results, which analyze the external landscape, a customer journey map zeroes in on the user's unique interactions and feelings. This makes the correct answer vital for understanding how users perceive and interact with products or services, ultimately guiding improvements in user experience design.