{"id":179838,"date":"2022-04-07T11:30:43","date_gmt":"2022-04-07T18:30:43","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=179838"},"modified":"2024-01-15T08:42:24","modified_gmt":"2024-01-15T08:42:24","slug":"customer-journey-canvas","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/customer-journey-canvas\/","title":{"rendered":"Customer Journey Canvas Explained"},"content":{"rendered":"\n<p><span style=\"font-weight: 400;\">Mapping out a customer journey canvas is the best way to understand how to meet the customer\u2019s needs. A basic way to diagram this is by using a <a href=\"https:\/\/www.questionpro.com\/blog\/customer-journey-map\/\">customer journey<\/a>. The customer journey canvas helps make things real.<\/span> <span style=\"font-weight: 400;\">If you want to map out the different stages in the customer journey and the related user experience, keep reading to learn how to best use a customer journey canvas.<\/span><\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">What Is a Customer Journey Canvas?<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">A customer journey canvas is a board that documents the user\u2019s journey through your product\/service. It is similar to a storyboard and maps out your user\u2019s journey through different stages and emotions.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Customer journey canvases are similar to <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/customer-journey-mapping\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Customer Journey Map<\/span>s<\/a><span style=\"font-weight: 400;\"> but diagram elements on the surface level before diving deeper. In this template, you use sticky notes to build out customers experience and develop an understanding of areas where customer satisfaction is achieved.<\/span><\/p>\n\n\n\n\t<div class=\"banner-section wf-section\" lang=\"\" >\n\t\t<div class=\"right-column-container\">\n\t\t\t<div class=\"bannerbg white\">\n\t\t\t\t<span class=\"h1-2\">Create memorable experiences based on real-time data, insights and advanced analysis.<\/span>\n\t\t\t\t<a href=\"#userliteForm\" data-toggle=\"modal\" class=\"button w-button\">Request Demo<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\t<div class=\"userlite-modal modal fade\" id=\"userliteForm\" tabindex=\"-1\" role=\"dialog\" style=\"display: none;\">\n\t\t<div class=\"modal-dialog\" role=\"document\">\n\t\t\t<div class=\"modal-content\" role=\"document\">\n\t\t\t\t<div class=\"modal-body\">\n\t\t\t\t\t<div class=\"modal-header\">\n\t\t\t\t\t\t<button type=\"button\" class=\"close\" data-dismiss=\"modal\" aria-label=\"Close\">\n\t\t\t\t\t\t\t<i class=\"material-icons\">close<\/i>\n\t\t\t\t\t\t<\/button>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"contact-us-form-wrapper contact-box\">\n\t\t\t\t\t\t<div class=\"userlite-form-wrapper\">\n\t\t\t\t\t\t\t<iframe src=\"https:\/\/www.questionpro.com\/userlite-form-blog-en.html?product=CX&amp;referralurl=https:\/\/www.questionpro.com\/blog\/wp-json\/wp\/v2\/posts\/179838&amp;lang=en&amp;cat=cx-2\" style=\"display: block;\" ><\/iframe>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"demo-form-wrapper success-message-div\" style=\"display:none\">\n\t\t\t\t\t\t\t<p class=\"success-message-para\"><\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">How to Build a Customer Journey Canvas<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Customer journeys are a straightforward way to define your customer\u2019s journey and main expectations. In doing this, there are a couple of necessary stages you need to incorporate to accurately display their <a href=\"https:\/\/www.questionpro.com\/cx\/why\/5-pillars.html\">customer experience<\/a>. We\u2019ve gathered them here so you can build your own customer journey canvas.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Target Persona<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">The first stage in creating a customer journey canvas highlights the user persona you are targeting. Defining your persona is vital because it will narrow what you focus on, the user\u2019s goals, and how you will meet them.<\/span>\u00a0The persona can help you identify and empathize with a customer segment. Start with individual clients you know, not generic customer segments.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>LEARN ABOUT:<\/strong> <a href=\"https:\/\/www.questionpro.com\/blog\/customer-journey-mapping-tools\/\">Customer Journey Mapping Tools<\/a><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If you have a predefined persona, you can insert it here, and if you need to create one, you can use a persona map.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Stages<\/span><\/h3>\n\n\n\n<p>The stages section is where you list each stage in the customer\u2019s journey as they interact with your products and services. These stages should be very descriptive and record the user\u2019s actions in their route to completion.<\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">These stages should be critical in the journey but also to the customer. If there is a misalignment between what is important to the customer and what is emphasized in the product, this is a place you need to rethink your journey.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Customer Needs<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">The <a href=\"https:\/\/www.questionpro.com\/blog\/understanding-customer-needs\/\">customer needs<\/a> section is very important and asks you to specify what the customer requires from this stage of their interaction. This will mainly manifest in their actions, and it\u2019s essential to look at what they do concerning their needs.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Additionally, two things are critical to emphasize when analyzing customer needs: intention and expectation.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Customer intention is not only the actions they take en route to completion but the reasons behind their actions. What motivates each action? Why do they do what they do?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">When you analyze intention, you must also consider expectations. When the user does something, what result are they expecting? Does this line up with their intentions?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Addressing intention and expectation is vital to breaking down the customer\u2019s needs.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Customer Experience<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Lastly, based on the stages and needs, you must analyze the customer\u2019s overall experience. This process is mainly an emotional analysis, stating if they are happy, neutral, or dissatisfied. <\/span>\u00a0This real customer data is usually gathered through user research and product feedback.<\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">After you map out this data, you will know where your customer is happy with the product and what pieces require improvement. Understanding this information is key to building a successful and trustworthy brand, and using a customer journey is the first step in that journey.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Customer Journey Canvas Template<\/h2>\n\n\n\n<p>Below we are providing you with a template that can serve as an example for you to start creating your own Customer Journey Map and identify the points to improve at each point of contact with the customer.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"992\" height=\"594\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2022\/04\/customer-journey-free-canvas.jpg\" alt=\"customer journey free canvas\" class=\"wp-image-181590\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2022\/04\/Canvas-Customer-Journey.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Download the customer journey canvas here<\/strong><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Customer Journey Canvas Tips<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">If you haven\u2019t mapped out a customer journey, doing so can feel daunting. Follow these tips to make sure you create a practical customer journey canvas.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Do Your Research<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Doing research is the core of everything that follows in a customer journey canvas. You cannot simply map out what you think the customer experiences. You need to know, from them, what the customer feels and goes through in order to address their needs adequately.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">When creating a customer journey canvas, don\u2019t skimp on your research.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Focus on a Persona<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">When creating a journey map, it can be easy to slip up and focus on a broad user base. For it to be effective, you have to do just the opposite.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Instead of focusing on a large group of users, it\u2019s usually more effective to target a specific persona and alleviate their issues. Unless you have a large group of users expressing similar concerns, it\u2019s usually best to start narrow and expand from there.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Try Mapping Your Assumptions<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">If you\u2019re struggling to focus your map on your persona, it might be because your assumptions are getting in the way. As we previously mentioned, it\u2019s dangerous to create these maps based on assumptions because they will rarely be accurate.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If this is the case, try creating another row for your personal\/shared assumptions.<\/span>\u00a0This will help you compare them to the actual customer&#8217;s point of view and identify any discrepancies.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Don\u2019t Stop at Customer Needs<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">The canvas stops here, but the optimization shouldn\u2019t. After you\u2019ve identified what the customer needs and where their experience is lacking, ensure that you conduct a brainstorming session to make each stage better. This can be done on the same board or as a different exercise, but each effectively creates the next steps for auditing your customer journey.<\/span><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>LEARN ABOUT:<\/strong> <a href=\"https:\/\/www.questionpro.com\/blog\/consumer-decision-journey\/\">Consumer Decision Journey<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Conclusion<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">If you need to audit your customer experience, a customer journey canvas is the perfect first step. To learn more about <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/why\/journey-mapping.html\"><span style=\"font-weight: 400;\">journey mapping<\/span><\/a><span style=\"font-weight: 400;\">, check out our other articles about improving CX.<\/span><\/p>\n\n\n\n\n\t<div class=\"banner-section wf-section\" lang=\"\" >\n\t\t<div class=\"right-column-container\">\n\t\t\t<div class=\"bannerbg white\">\n\t\t\t\t<span class=\"h1-2\">Create memorable experiences based on real-time data, insights and advanced analysis.<\/span>\n\t\t\t\t<a href=\"#userliteForm\" data-toggle=\"modal\" class=\"button w-button\">Request Demo<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\t<div class=\"userlite-modal modal fade\" id=\"userliteForm\" tabindex=\"-1\" role=\"dialog\" style=\"display: none;\">\n\t\t<div class=\"modal-dialog\" role=\"document\">\n\t\t\t<div class=\"modal-content\" role=\"document\">\n\t\t\t\t<div class=\"modal-body\">\n\t\t\t\t\t<div class=\"modal-header\">\n\t\t\t\t\t\t<button type=\"button\" class=\"close\" data-dismiss=\"modal\" aria-label=\"Close\">\n\t\t\t\t\t\t\t<i class=\"material-icons\">close<\/i>\n\t\t\t\t\t\t<\/button>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"contact-us-form-wrapper contact-box\">\n\t\t\t\t\t\t<div class=\"userlite-form-wrapper\">\n\t\t\t\t\t\t\t<iframe src=\"https:\/\/www.questionpro.com\/userlite-form-blog-en.html?product=CX&amp;referralurl=https:\/\/www.questionpro.com\/blog\/wp-json\/wp\/v2\/posts\/179838&amp;lang=en&amp;cat=cx-2\" style=\"display: block;\" ><\/iframe>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"demo-form-wrapper success-message-div\" style=\"display:none\">\n\t\t\t\t\t\t\t<p class=\"success-message-para\"><\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Mapping out a customer journey canvas is the best way to understand how to meet the customer\u2019s needs. A basic [&hellip;]<\/p>\n","protected":false},"author":49,"featured_media":179916,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[170],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Customer Journey Canvas Explained | QuestionPro<\/title>\n<meta name=\"description\" content=\"A customer journey canvas is a board that documents the user&#039;s journey through your product\/service. 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