American Express

Customer Journey Map Template

Preview Image of the Customer Journey Map Template Template
Preview Image of the Customer Journey Map Template Template

Create a shared vision with a customer journey map template

The team at American Express is dedicated to making seamless, personalized, and empowering digital experiences for their customers. They use design-thinking practices like customer journey mapping to align rich data and insights to the customer experience.

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.

Danny Forst

VP Product Design

The American Express team developed this customer journey mapping template using best practices from the industry combined with the internal needs of their own team. Use this template as a cross-functional team to get aligned.

We want to make sure we have a shared vision and that we’re all coming together around a shared goal. Having this template allows us to collaborate effectively.

Danny Forst

VP Product Design

You don’t need to start from scratch. Use American Express’ customer journey map template to:

  • Isolate pain points and opportunities
  • Ensure your ideation begins 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

As a team, map out each step a customer takes in their experience of a product. Be specific about actions taken through wireframes or visual aids.

Step 2: Ask your team for their data insights

As a cross-functional team, add as much data and customer insights that you’re able to and mark any questions or knowledge gaps that arise to help inform additional research activities. You’ll want to 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.

Danny Forst

VP Product Design

Step 3: Collect ideas, questions, and assumptions

With that same 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. Plus, layering in business functions within your customer journey can help evolve this into a full service blueprint to inform trade-offs in feasibility and impact during prioritization.

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