American Express Customer Journey Map

"We use journey mapping at the early stage of a project. It helps us really home in on the problems that will have the biggest impact on the customer experience," says Danny Forst, VP Product Design.

The American Express team has created a customer journey mapping template by incorporating best practices from the industry with their team's internal needs. Use this template with a cross-functional team to align and collaborate effectively.

The American Express customer journey map template can help you:

• Identify pain points and opportunities
• Start ideation with meaningful direction and focus
• Align your team on the customer experience
• Target the largest areas of impact for your customers and business

How to Use This Customer Journey Map Template

Step 1: List Customer Tasks and Experiences

Map out each step a customer takes in their product experience as a team, being specific about actions taken through wireframes or visual aids.

Step 2: Gather Data Insights

As a cross-functional team, add as much data and customer insights as possible, and identify any questions or knowledge gaps to inform additional research activities. Bring in your partners to help complete the picture.

"We try to involve as many people as possible. Working cross-functionally means everyone has different specialties that they bring to the table. Whether that's data, marketing, product, legal. We try to make sure everyone is aligned on the vision," says Forst.

Step 3: Collect Ideas, Questions, and Assumptions

As a cross-functional team, gather ideas for improvements, questions for further research, and assumptions that should be questioned.

A customer journey map is just the start. Empathy mapping is a great precursor to the journey map. Additionally, including business functions within your customer journey can evolve this into a full service blueprint to inform trade-offs in feasibility and impact during prioritization.

Try This Template Here