Customer Journey Canvas


Marc Stickdorn and Jakob Schneider have put together a nifty tool called the Customer Journey Canvas [PDF 220K] as part of their upcoming book on service design thinking. Their A3-sized design is nicely done and inspired by the canvases in the must read Business Model Generation book.

This tool supports the audit of existing services and covers not only the period of time associated with the encounter but also the pre-service and post-service phases of the journey. Customer journey maps are typically focused on the front stage encounter from the customer’s point-of-view but as an audit it’d be great to see a complementary version demonstrating the connections with the back stage supporting processes.

They’ve released the customer journey canvas under a creative commons license so I’ve taken the liberty of slightly reformatting it for US printers using tabloid paper.


  1. Nice canvas :)

    Thanks for the resource.




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