This case describes how you can work with as-is and to-be states in a customer journey map when seeking to improve the customer journey. The scenario is the customer journey for returning goods at an online store, a journey that in this case, shows to be not a great experience for the customer.
Pro tip!
Use parallel lanes to visualize alternative customer paths.
Remember that you don’t have to visualize every single outcome or scenario. Focus on the most important ones.