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Customer Journey (Canvas)

The customer journey map is a representation describing each step of the interaction that a user or customer has with a service, product, organization or system taking the perspective of the user. It is stated what the actions, the touchpoints with the service, product or system and the emotional state of the user for each of the steps. It can functions as a planning- and strategic tool to keep the focus on the final users for the final development and the prototyping of a new solution. It can be also used to map existing systems to highlight pain points and opportunities for improvement The tool has both the potential to develop new, user-centred solutions as well as improving existing services and systems by highlighting pain points and issues. The Customer Journey is applicable in varied fields and serves the purpose to create an overview of the interaction of users with a product, service or system mapping their emotional state, touchpoints and needs across the journey. It helps to better understand critical points or opportunities, get in the users’ shoes and understand the effective use of touchpoints throughout the journey to deliver functioning and effective systems and services.

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