A customer journey map represents the user's experience with your product or service. It is usually presented graphically to build shared knowledge and empathy of the various thoughts, ideas, feelings, and emotions a user has with your product, service and brand. Journey maps are a result of deep customer research and insights compiled from multiple stakeholders within your company.
The customer journey map typically consists of user personas, a timeline, customer emotions and feelings, customer touchpoints, and channels where the interactions are occurring. The journey map is a useful communication tool within an organization. It can also be used to provide insight into the critical areas of the user flow in which the product team should focus.