A customer journey map outlines the step-by-step experience a customer has when trying to solve a problem or achieve a goal. Common pitfalls in creating customer journey maps include the map not reflecting the current state, having too many steps, and containing proposed solutions rather than just documenting the current experience. To avoid these pitfalls, teams should interview customers beforehand to gather real data, set the appropriate level of granularity, and remind the team to focus on the big picture rather than proposed solutions when creating the customer journey map.

1. Pro Tips
CUSTOMER
JOURNEY
MAP

2. WHAT IS
Customer
Journey Map
The customer’s step by step
experience while trying to solve
a problem or achieve a specific
goal.
INADESIGNSPRINT

3. The map ≠ the current state.
The map has too many steps
The map contains the solution
Endless discussions
Common Pitfalls

4. HOW TO
Interview the customer
prior to the sprint and
bring in the real data
Exemplify the level of
granularity needed
Remind the team about
the big picture
Avoid them

5. PROBLEMFRAMINGSTEPS
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