The experience feels disconnected
Customers move between channels, teams or touchpoints without experiencing one joined-up journey.
Customer Journey Mapping
Map and understand your end-to-end customer journey to identify pain points, improve key moments and create a more consistent experience across every touchpoint.
Fixed Price
£3,995 + VATor PAYG
Designed for
- One customer journey
- Multiple touchpoints
- Digital and offline experiences
- Existing research and evidence
- Two-week engagement
Need something different? Larger or more complex projects are usually better suited to a bespoke engagement.
How do I know if my project is the right fit? ↓What a customer journey map actually is
People don’t experience organisations. They experience journeys.
Customer Journey Mapping helps you understand how people move through your product or service from beginning to end, revealing where expectations are met, where frustration occurs and where experiences begin to break down.
Rather than reviewing individual touchpoints in isolation, the engagement maps the complete journey to identify the moments that matter most and the opportunities with the greatest potential to improve both customer experience and business performance.
You’ll leave with a shared understanding of the journey, prioritised opportunities and clear direction for what should happen next.
Common problems
Nobody owns the whole journey
Different teams manage individual touchpoints, but nobody has visibility of the complete customer experience.
Customers lose momentum
Small problems across multiple touchpoints combine to create unnecessary effort and abandonment.
You’re planning service improvements
Understand the existing journey before deciding what should change.
Why work with me
A journey map shouldn’t become another workshop output. It should become a decision-making tool.
The value isn’t the map itself. It’s the shared understanding that allows teams to make better service decisions together.
I combine service design, user research and UX to help organisations understand where journeys succeed, where they fail and where improvements will create the greatest value for both customers and the organisation.
You’ll leave with a journey map your whole team can use to prioritise meaningful improvements rather than isolated fixes.
Is this right for you?
- 01
You’re improving an existing service
Understand how customers experience the journey today.
- 02
Teams need a shared view
Create alignment across different departments and stakeholders.
- 03
Customers are telling different stories
Journey mapping helps reveal where experiences vary across channels and touchpoints.
- 04
You need confidence before investing
Understand where improvements will have the greatest impact before committing significant resources.
What you’ll receive
Kick-off session
A focused discussion covering the service, users and journey to be mapped.
Customer journey mapping
Collaborative mapping of the current customer journey.
Journey touchpoint analysis
Analysis of journey stages, customer needs, pain points and moments that matter most.
Prioritised opportunities
Clear recommendations explaining where improvements should be focused.
Playback session
Presentation of the completed journey map and discussion of next steps.
Written summary
A concise document supporting future service improvements.
What’s not included
- Service blueprinting
- Future-state service design
- Workshop facilitation beyond agreed scope
- User recruitment
- Implementation support
Example deliverables
01
Customer Journey Map
Current-state journey showing key touchpoints, emotions and opportunities.
02
Journey touchpoint analysis
Summary of pain points and opportunities across the journey.
03
Prioritised opportunities
Clear recommendations explaining what should improve first.
04
Prioritised action plan
A practical list of next steps ready for planning.
Typical timeline
Week 1
Kick-off and journey mapping
Kick-off, evidence review and journey mapping.
Week 2
Journey refinement and recommendations
Journey refinement, playback and recommendations.
Frequently Asked Questions
What kinds of services is this designed for?
Every Customer Journey Mapping engagement focuses on a single customer journey from beginning to end. Typical examples include: • An ecommerce purchase journey. • A customer onboarding experience. • A public sector service. • A healthcare or patient journey. • A lead generation or enquiry process. Larger or more complex projects are usually better suited to a bespoke engagement.
What’s the difference between customer journey mapping and service blueprinting?
Customer journey mapping focuses on the customer’s experience across the journey. Service blueprinting extends that work by mapping the people, processes and systems operating behind the scenes.
Do we need user research first?
Not necessarily. Journey mapping can use existing research, analytics and stakeholder knowledge. Where evidence is limited, the engagement will identify the areas where further research would add the greatest value.
What happens after Customer Journey Mapping?
You’ll have a shared understanding of the current journey, prioritised improvement opportunities and practical recommendations that help teams decide what should happen next. Many organisations use the output to inform service design, product strategy or transformation programmes.
Where are you based?
I’m based in Manchester, UK and work with organisations across the UK, Europe and internationally. Most projects are delivered remotely, although I’m happy to travel for workshops, stakeholder sessions and key project milestones where required.
Do you work remotely?
Yes. Most projects are delivered remotely using Microsoft Teams, Google Meet or Zoom. Working remotely allows me to support organisations across the UK and internationally while remaining flexible and cost-effective.
Will I work directly with you?
Yes. Every project is delivered by me. If additional specialist support is ever needed, I’ll discuss it with you first, but you’ll always work directly with me throughout the project.
Can you work alongside our existing team?
Absolutely. Many clients already have designers, researchers, developers or product managers in place. I can provide additional capacity, independent advice or senior support without disrupting the way your team already works.
Do you only work with large organisations?
No. I’ve worked with startups, SMEs, agencies, charities, public sector organisations and global enterprises. Every engagement is tailored to the size, complexity and goals of the organisation.
What if my project doesn’t fit one of your fixed engagements?
The fixed engagements are designed around the most common types of engagement. If your project requires something different, I’ll create a bespoke proposal based on your goals, timescales and scope.
How quickly can you start?
Availability varies throughout the year, but many fixed engagements can begin within one to two weeks. If you have an urgent requirement, let me know and I’ll always do my best to accommodate it.
Do you sign NDAs and work with confidential information?
Yes. Much of my work has involved commercially sensitive products, government services and confidential research. I’m happy to sign NDAs and regularly work with organisations where confidentiality is essential.
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UX, research and product leadership for teams tackling complex digital services.
Previous feedback
I had a fantastic experience working with Andy. One of his most impressive achievements during our time at NHS HEE was masterminding a deeply complex information architecture for a new platform that brought together a large number of legacy websites.
Will Parkhouse
Senior Content Designer
If you want to understand the complete customer journey before investing in meaningful service improvements, let’s discuss whether Customer Journey Mapping is the right place to start.