Experience Mapping

/ɪkˈspɪr.i.əns ˈmæp.ɪŋ/

A method used to visualize and illustrate an individual’s product/service experience as a customer of an organization.

Experience Mapping is a variant of so-called alignment diagrams. Alignment diagrams are usually  maps, diagrams, or visualizations that illustrate the interaction between people and organizations or between people and their product-service ecosystems. They come in different variants and names, e.g. as a Customer Journey Map, Journey Map(ping),  Mental Model Diagram, Service Blueprint, or related, as a Job Map in Job-to-be-Done theory. Alignment diagrams are used heavily in Design Thinking and Service Design. A great overview of these methods is given in . You can also start with a simple overview by the Nielsen Norman Group here.


Stickdorn, M., Hormess, M., Lawrence, A., & Schneider, J. (2017). This is Service Design Doing: Using Research and Customer Journey Maps to Create Successful Services. O’Reilly UK Ltd.
Polaine, A., Løvlie, L., & Reason, B. (2013). Service Design: From Insight to Implementation (1st edition). Rosenfeld Media.
Kalbach, J. (2016). Mapping Experiences: A Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams (1 edition). O’Reilly Media.