Choose one journey
Begin with a specific user and goal. A map of every customer interaction can become too broad to guide action. Focus on a journey such as selecting a course or resolving a support issue.
Document what happens
List the stages, actions and touchpoints involved. Add observations from interviews, support requests or direct research. Clearly distinguish what you know from assumptions that need checking.
Look for meaningful friction
Identify moments where users become confused, repeat work or lose progress. Explore the consequences rather than marking every extra step as a problem. Some steps provide reassurance or protect the quality of a decision.
Choose a focused improvement
Compare opportunities by frequency, severity and business relevance. Test a small change at a critical moment and assess whether the experience improves. Update the journey map as new evidence emerges.
Map tasks, obstacles and evidence before deciding where to improve the experience.
