A shared picture is where good decisions start.
Research tells you who your customers actually are, and what to build for them. When teams disagree about what to build, it's usually because they're picturing different customers having different experiences.
Artifacts like journey maps, service blueprints, and user flows give everyone - product, engineering, marketing, leadership - a single shared picture of how customers actually move through your product or service.
Below are recent examples I've delivered to teams in SaaS, healthcare, retail, product development and more.
Not sure which kind of map you need?
Here's an overview.
Journey map: when you need to understand the customer's experience step by step, including their emotions and friction points. Best for marketing, CX, and product teams trying to find where they're losing people.
Service blueprint*: when you need to see both sides of the experience: what the customer does, and what your team, systems, and back-of-house need to do to support it. Best for operations, ops + product collaboration, and redesigning complex services.
User flow / sitemap*: when you need to design or redesign the actual product or website structure. Best for product and design teams before wireframing begins.
*Most engagements use two of these together.
Highlight: Service Mapping for a Subscription Experience
Problem solved -
How might we create an ideal buying experience of a cloud-based software for new users?
User Flows and Service Map Examples
Service blueprint for Tommy's Express membership; surfaced three operational gaps between front-of-house and the app
Guest-to-member flow redesign; used by marketing and product to coordinate a launch
Sitemap and primary user flow for a nonprofit rebuild; became the design team's source of truth through dev handoff
Journey Map Examples
Highly visual journey map designed for executive readout; turned a 40-slide research deck into one printable artifact
Lightweight journey map for an app experience; used to align departments on a shared experience
Strategy Mapping Examples
Strategic Planning Map
Software Ecosystem Map
Decision Making Documentation Deck
I design for the intersection of business, customer, and context.
The most useful research output isn't the prettiest map… it's the one your team actually uses six months later to make a decision. That's what I aim for on every engagement.
Have a research project in mind?
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