Customer�Journey Design
Transforming Strangers�into Advocates
A strategic framework for human-centered growth
WEEK 3 • MASTERCLASS SERIES
GROWTH TEAM • Customer Experience Framework
What is a Customer Journey?
“The total experience —�told by the customer,�not the company.”
It's a Story
The Shift
The Scope
Told from the customer's�perspective, not ours.
Moving from “How do we sell?” to�“How do they experience us?”
It starts before they find us — and�continues long after they buy.
WEEK 3 • CUSTOMER JOURNEY DESIGN
02 / 08
Why Do We Need�Journey Design?
Kill the Guesswork
Find the Leaks
Ensure Consistency
Human-Centered Growth
WHY JOURNEY DESIGN?
Replace assumptions with real�research and user data.
Pinpoint exactly where users get�confused and drop off.
Create seamless transitions from�social media to website to sales.
Turn cold data into emotional�understanding and real solutions.
Core Components of the Map
Personas
Stages
Touchpoints
Emotions &�Pain Points
Every great journey map is built on four foundations
Who we're talking to —�their needs, goals, and�motivations
The phases of the�relationship, from�Awareness to Advocacy
Every interaction —�LinkedIn, email,�meetings, and beyond
Where customers feel�frustrated — and where�they feel excited
WEEK 3 • CUSTOMER JOURNEY DESIGN
ACEF • Customer Experience Framework
The 5 Standard Stages
THE FRAMEWORK
Every customer takes a journey — here's how it unfolds
💡 Each stage requires a different message, tone, and touchpoint strategy.
05 / 08
How to Design
01
02
03
04
The Process
Define the Goal
Research First
Identify Friction
Visualise
Research replaces assumptions. Visuals replace confusion.
Sign-up flow or brand�trust? Clarity before�action.
Interviews, surveys,�analytics. Assumptions�are dangerous.
Surface latent needs —�what they feel but�don't say.
A clear, actionable map�the whole team can�follow.
STEP-BY-STEP PROCESS
Masterclass Success
Mind the Gaps
Emotions Over Features
Living Document
Measure What Matters
Four things the best journey designers never forget
WEEK 3 • PRO TIPS
Friction lives between stages — especially from�Ad to Landing Page. Smooth every handoff.
People forget what you offered. They never�forget how easy — or hard — you made their life.
The journey is never “finished.” Revisit and�update it as your brand and customers evolve.
Track Engaged Visits at Awareness. Track�Conversion at Decision. Right metrics, right stage.
07 / 08
A journey map isn’t just a pretty�diagram — it’s a strategic tool to�optimize satisfaction, loyalty, and�long-term engagement.
FINAL TAKEAWAY
WEEK 3 · Customer Journey Design · ACEF Masterclass Series