Anyone including non-designers can use this framework to analyse a product or service or analyse a piece of work for a potential client. You could even use this to review your own work as the tools and techniques I use leave little room for bias.
When a customer uses a company's products and services to achieve a goal or need, they are going on a journey from point A to point Z. A customer journey map charts the path a user takes from the beginning of this journey to the satisfaction of that need.
