Click here to explore the journey map template used for this case

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.

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