Customer journey

The customer journey is quite literally the journey someone takes to become your customer. In most cases, this journey includes a set number of steps, like getting familiar with a product or service, the actual purchase, and next steps after the purchase.

Updated on October 25th, 2022


Working on a customer journey is one of the main overall tasks UX designers work on during a project. There's some overlap with marketing professionals as they also can work on a customer journey.

Customer journey vs user journey

The user journey, on the other hand, is a smaller journey within the customer journey. It mostly involves digital steps within an app or website whereas customer journeys focus on the entire process within and outside of the digital world.

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