Customer Journey Mapping Agency

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How Can Mapping Your Customer's Journey Transform Your Strategy and Design?

In the ever-evolving customer experience (CX) landscape, customer journey maps are an indispensable tool for understanding the present and shaping the future. It communicates crucial information in the customer's journey, including customer behaviour patterns, emotional touch points, and critical moments of interaction that are pivotal in driving strategic decisions and design innovation.

Our expertise in customer journey mapping finds its application in a range of strategic and design services — from conducting thorough CX audits that lay the groundwork for strategic development to influencing the nuances of Service Design, UX audits and UX design. It underpins our broader strategic and design projects, ensuring that every initiative is deeply rooted in a profound understanding of your customers' journeys. In this way, customer journey maps become the catalyst for creating more meaningful, engaging, and successful customer experiences, driving your business forward in a customer-centric world.

The Dual Power of Customer Journey Mapping: Driving Business Strategy and Elevating Design Thinking

At Tortoise & Hare, we know a good customer journey map is more than plotting customer interaction points; it's about delving into the heart of the customer's experience, unravelling the intricacies of customer interactions, and harnessing these insights to elevate every facet of your business strategy and design. We create customer journey maps to bridge the gap between strategic planning and design execution, ensuring that every touchpoint aligns with overarching business goals and customer needs. Our unique whole-of-customer approach allows us to provide comprehensive insights that go beyond standard methodologies.

Key Benefits:

  • In-depth Current State Analysis: Through mapping customer journeys, we gain a granular view of the existing customer experience, identifying key touchpoints and areas for improvement.
  • Future State Design: We utilise customer journey maps to envision and plan for a future state that meets and exceeds customer expectations, integrating this vision into strategic and design thinking.
  • Strategic Alignment: Our approach ensures that the insights in your customer journey map align with broader business strategies, informing CX audits and service design.
  • Enhanced UX/UI Design: Customer journey mapping informs UX and UI decisions, leading to intuitive interfaces that deeply resonate with user needs.
  • Holistic Customer Perspective: Our whole-of-customer approach to customer journey mapping provides a more comprehensive understanding of the ideal customer journey, considering all aspects of the customer experience.
  • Innovative Problem Solving: A good customer journey map illuminates underlying challenges and opportunities within the customer experience. By comprehensively understanding current and future states, we uncover innovative solutions to complex problems, leading to more creative and effective customer-centric strategies.

Why Partner with Tortoise & Hare for Customer Journey Mapping

At Tortoise & Hare, we approach customer journey mapping with a broader CX lens, transforming it from an analytical tool to a strategic and design asset. Our unique perspective, deeply rooted in a comprehensive understanding of Customer Experience, enables us to see the bigger picture and deliver exceptional results. This approach is not merely an exercise in isolation but a cornerstone of our integrated service offerings, seamlessly blending with our strategic and design engagements to enhance the overall CX.

We’re experts - Since 2014, we’ve been collaborating with some of Australia’s leading customer-obsessed brands.

We get business - Most of our team have spent time in the shoes of a client. We get it.

We’re with you - We collaborate with you and act as an extension of your business.

A trusted partner to Australia’s leading customer-obsessed brands


A Comprehensive Approach to Mapping Customer Journeys

At Tortoise & Hare, we employ customer journey mapping as a versatile tool to both analyse the current state of customer experiences and design visionary future-state interactions. Our methodology is tailored to reveal deep insights and create impactful strategies that resonate with your customers, ensuring that every step of the customer's journey with your brand is meaningful and aligned with your business objectives and the customers' wants and needs.

Given the broad application of customer journey mapping, our approach is adapted from project to project to best suit your business, your customers, the project objectives, and our broader engagement. However, our process typically follows the below phases.

  1. Discovery and Research: Gathering information about your business, customers, and the market. It often includes collecting data through quantitative research and qualitative research methods, including customer surveys and interviews and analysing existing customer interaction data.
  2. Persona Development: Creating detailed customer personas to represent key segments of your target audience.
  3. Journey Mapping: Plotting out the customer journey map for each customer persona through different stages of a customer's journey, identifying all touchpoints, and understanding the customer's perspective at each stage.
  4. Analysis and Insights: Analysing the journey maps to identify pain points, blind spots, moments of truth, and opportunities for improvement.
  5. Strategy Development: Based on the insights gained, developing strategies to enhance the customer experience at critical touchpoints.
  6. Implementation and Validation: Implement the recommended strategies and continuously validate their effectiveness with ongoing customer feedback.
  7. Continuous Improvement: Regularly updating the journey map based on new data and changing customer behaviours to ensure it remains relevant and practical.

Related Customer Journey Mapping Services

CX Audit

Comprehensively assess your customer experience with our CX Audit. We analyse interactions across all touchpoints, providing actionable insights to uplift your customer journey and enhance brand engagement.

UX Audit

Uncover your digital interfaces' hidden strengths and weaknesses with our UX Audit. We provide in-depth insights and actionable recommendations to enhance usability, leading to increased user satisfaction and alignment with your business goals.

UX Design

Enhance your online footprint with our tailored UX Design solutions. Our approach centres on developing user experiences that are not only aesthetically striking but also exceptionally user-friendly, promoting a smooth and captivating user interaction.

User Research

Deeply understand your customers with our User Research service. We leverage quantitative research and qualitative research methods to identify behaviours, needs, and preferences, enabling you to create digital solutions that resonate deeply with your audience.

User Testing

Get direct feedback from real users with our User Testing service. Observe how they interact with your product, gather valuable feedback, and pinpoint usability improvements for a superior user experience.

Service Design

Transform your end-to-end service experience with our Service Design. We meticulously design every customer interaction and backstage process to create efficient and delightful services.

Ready to get started with our Customer Journey Mapping Agency?

At Tortoise & Hare, we partner with leading brands and companies that value their customers – just like we do – and want to create the best possible experience for them. So, if you share our love for creating exceptional customer experiences, we'd love to chat.


Also known as Customer Experience Mapping or User Experience Mapping, Customer Journey Mapping is a strategic process used to gain a deeper understanding of customers' experiences and interactions with a product or service. It involves creating a visual representation or map of a customer's various touchpoints with a company throughout their entire journey, from awareness to post-purchase advocacy.

Customer journey mapping is a way of understanding your customers' needs, preferences, and pain points. This is incredibly important for business as it means you can identify gaps and opportunities to improve their experience, make decisions based on real insights, and improve customer satisfaction, retention and loyalty.

At Tortoise & Hare, we rarely build Customer Journey Maps in isolation. We're more often building them as part of a broader project or engagement, typically an 'Audits & Research' and 'Product Design and Development' project or engagement. Customer Journey Mapping services often form part of CX Audits, Service Design, Customer Experience Strategy Development, UX Audits, User Research, UX Design and User Testing.

To create a Customer Journey Map, we dive deep into the hearts and minds of your users. We identify touchpoints, explore all communication channels, analyse competitors, draw from qualitative and quantitative data, organise data and map out the customer's journey. We present our findings for validation and then use this feedback to improve the overall User Experience.

A Customer Journey Map tells you about your user's overall experience and interactions. These invaluable insights enable you to meet their expectations better and elevate the entire Customer Experience.

Customer Journey Mapping is a powerful way to enhance customer loyalty and drive sales. It enables senior executives to delve deeply into the customer's experience, identifying specific needs, preferences, and pain points. By leveraging these insights, your organisation can tailor experiences that resonate more personally with customers. Often, brands need a comprehensive understanding of their interactions with customers at every touchpoint; a customer journey map fills this gap, providing an essential framework to develop a robust customer experience strategy. This focused alignment leads to higher satisfaction, key to fostering retention and deepening loyalty.

Our approach to customer journey mapping begins by immersing ourselves in your brand and market to understand every stage of the customer's journey. We start with a discovery phase that dives into the customer's perspective, utilising in-depth interviews with key stakeholders to form a detailed customer journey map. This process helps us craft accurate customer personas and identify critical touchpoints and gaps in the experience. Our team meticulously organises data to reveal insights that inform strategies aimed at unlocking the full potential of your customer journey. The end result is an actionable, end-to-end journey map that drives results and delivers an engaging experience tailored to your organisation's goals.

We draw from various tools and technology, including CRM systems, Google Analytics, heat mapping technology, Voice of Customer (VOC) platforms, and survey tools.

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