A customer journey describes the steps someone takes toward a goal. It can include discovering an offer, asking questions, using the service, and getting help. The map is a working hypothesis until checked against actual experiences. Choose one customer type and one goal. For each stage, record the action, question, obstacle, and information needed. Include what happens before purchase and after delivery. A customer’s goal may differ from the business’s preferred sequence. For a repair service, the journey might begin with uncertainty about whether an item can be fixed. Clear diagnosis and collection instructions may matter as much as the repair itself. Avoid inventing feelings as facts; label them as assumptions until customers describe their experience. Practice: Map five stages of a familiar service. Identify one confusing transition and propose a small change that would make the next step clearer.