Time runs across
Each column is a stage, not a screen. Cover first contact through loyalty — not only the purchase.
UX JOURNEY LAB
Customer journey builder
A customer journey builder lays out stages from awareness to loyalty beside touchpoints, emotion, pain, and opportunity. Use it to see where the experience dips and where design work belongs.
Name the persona and goal, then fill each stage column with actions, thoughts, and touchpoints and set the emotion slider. Start from the sample or a template, then copy a link or export when you are done.
Map name
Whose journey is this?
Reading the map
Start from a template
How to build the journey
Be honest about feeling
The dip in the curve is where you should design. If every stage is positive, the research is not done yet.
Opportunity comes from pain
Write one opportunity for each pain. After an empathy map, this canvas is the product decision.
Go deeper
Why you’ll love this
The journey builder makes experience visible stage by stage — from awareness to advocacy — with emotion, pain, and opportunity at each touchpoint.
How to jump in
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Set persona and scenario
Be clear who is moving, toward what goal, and in what context.
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Lay out stages and touchpoints
Map awareness through advocacy with real channels.
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Capture emotion, pain, and opportunity
Read the emotion curve and write improvement opportunities per stage.
What you walk away with
- Live map with emotion curve
- Focus on touchpoints and opportunities
- Local storage
- Natural next step after persona and empathy work
Where it shines
Onboarding improvements
Find emotional drop-offs and prioritize fixes.
UX case studies
Present research as a visual narrative.
Product and support alignment
Clarify shared channels and pains across teams.
Quick answers
Journey map vs user flow?
A user flow focuses on screens/actions; a journey covers cross-channel experience, emotion, and pain points.
How many stages are enough?
Five to seven meaningful stages usually beat an overcrowded map.
How should I present the output?
Use text/JSON export for docs and emphasize opportunities per stage in critiques.