Creating Customer Journey Map in 5 Days

Surf product team have built customer journey maps for customers from various industries: shops, streaming services, telemedicine apps.

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We are aware of the specific needs of different audiences and know what to pay attention to while building user-friendly and easy-to-understand mobile apps.

Our customers who chose CJM

Why do you need Customer Journey Map research?

  • To identify user needs

    We find out why people visit the app and why they stay there, what users’ pain points and needs the app solves.

  • To study user journey in the app

    We analyze the psycho-emotional state, a-ha moments, and barriers that arise in the course of interaction with the product.

  • To create an user-friendly app

    We increase the retention rate and average revenue per user.

  • To synchronize teams

    On the one hand, we gather specialists with different levels of engagement in the product. Together we discuss the current state and strategy for the future.
    On the other hand, we synchronize the customer and Surf teams creating a single project team.

  • To optimize project expenses

    We exclude unnecessary functions and select an MVP part, the rest of the features are distributed over the next product versions.

You need Customer Journey Map when:

  • a large-scale product concept has been created, taking into account the internal team suggestions and wishes, and it is necessary to determine which features are of real importance and priority;
  • there is no consensus about what the product will be and in what direction to develop it and it is necessary to come to an agreement;
  • there is an existing solution and you need to identify problem areas to optimize it.

Surf research workflow


to 5 non-consecutive working days

The research covers a preparatory stage, a workshop together with the customer’s team, processing the results, preparing a user journey map and a functionality table with a version history for launching features, presenting the results, and transferring all the materials to the customer.

Workshop format

collaborative moderated brainstorm

The option is available to conduct the workshop remotely. Though the best effect and greater involvement is achieved if the workshop is held in person. Mostly, the workshop takes place at the customer’s premises but another possible option is when the customer is a Surf guest.

Customer’s team

from 2 to 8 persons

Product owners, representatives of analytics, design, development and marketing departments, and any departments as required (contextually).

Surf team

from 3 to 5 persons

Strategist, art director, designer, researcher, analyst, PM. We involve other experts depending on the context.

  • Dmitry


    Art Director
  • Paul


    UX Designer
  • Julia


    UX Research

What do you get as a result?


Customer journey map

A multilevel table where a base row shows the user’s steps from the moment a need arises to the moment it is satisfied. The main part of the journey at this level is the journey inside the mobile application. Below, in accordance with each of the steps at their levels, the user’s needs, desires, mood, level of criticality of the step, a-ha moments are described as well as the barriers that a person encounters or may face and the solution options. The final bottom layer of the table contains the functional blocks needed in the application to solve the user’s tasks.

Workshop timeline

Day One. The first slot (3 hours)
  • We discuss the general situation with the product and in a relevant market niche, describe and segment the audience, highlight the key segment.
  • We analyze the key segment user behavior and highlight the points where they can first interact with the product.
  • We find out what are the reasons for a person to visit the application and to return there.
Day One. The second slot (3 hours)
  • We record the user’ journey and note how critical each flow point is.
  • We analyze the psycho-emotional state of the user at every step, and identify a-ha moments when the user becomes aware of the product value, and decides to stay its loyal user.
  • We describe possible barriers and difficulties, and define a range of possible solutions (at different levels from UI / UX to positioning).
Processing results
  • We form a table with the results of the first day.
  • Next, the Surf team processes the collected data, fills in the gaps, and prepares a complete table with the user journey map. Usually, we need 3-4 days.
  • Within this period, based on the user journey map, we compile a functionality table. We separate the MVP part and distribute the rest of the features over the next product versions.
  • Some of the generated ideas can be included in the backlog of the product’s strategic development.
Presenting results (2–4 hours)

We present the user journey map: we explain how it works, verify the barriers found and ideas for their elimination, speak about additional barriers and ideas that our team generated while preparing the table. We present the table of functionality, discuss the distribution of features by versions and make the necessary adjustments.

CJM case studies

Want to develop a scalable, reliable, and fault-resistant service?

Surf can do it for you. Drop us a brief and let’s do your project together!

Olga Gromakovskaya

Chief Commercial Officer, Surf

Let's develop your banking app!

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