Heart Journey

Describe the optimal customer journey and user experience with a Journey Map and discover the Moments of Truth.


As part of any customer-centric product, journey maps are the most used tool to discover the WOW and WTF moments your users are having and empathise with your audience. In this chapter you will learn the process of building a journey map and how you can turn this into your navigational tool to understand your customers’ experience.

  • WOW moments
  • Customer journey
  • Customer-centered
  • Empathy maps
Practices Explained

Journey Maps

WOW Moments

WTF Moments

Moments of Truth

Practices Mentioned

Customer Interviews

Site Visits


Coming Soon!


Chapter 22 Illustrations

Recommended Tools

Customer empathy map

Customer Journey Map

Customer Journey Mapping Template to Identify Marketing Gaps

How to Make an Effective Customer Journey Map The Best Way

How to Create an Effective Customer Journey Map [Examples + Template]

Recommended Books

The Inmates Are Running the Asylum: Why High Tech Products Drive Us Crazy and How to Restore the Sanity by Alan Cooper

The User’s Journey: Storymapping Products That People Love by Donna Lichaw

What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint by Nicholas J. Webb

Recommended Articles

How to Map a Customer Journey in Ecommerce: The Data Behind Consumer Psychology and Experience

Customer Journey Mapping: Everything You Need to Know

What Is Customer Journey Mapping and How to Start?

How to Create a Customer Journey Map

7 Tips to Get Started with Customer Journey Mapping

Customer Journey Mapping (CJM)

Six Steps to Creating The Complete Customer Journey Maps

Nine sample customer journey maps – and what we can learn from them

How to Create a Customer Journey Map

Six Steps to Creating The Complete Customer Journey Maps

A beginner’s guide to user journey mapping

Identify the moments of truth in your customer journey