Customer Journey Map Services

Partner with our research team to create evidence-based customer journey maps. Use our collaborative research approach to get team alignment on major customer journey problems. Identify the biggest opportunities to improve your product and customer experience.

Recent Journey Mapping Projects


In-home interview and observation sessions with Tonal home fitness customers in 4 U.S. cities. Followed by a 2-day persona and journey mapping workshop with product managers and designers. Learn more: How Tonal Turned Customer Journey Mapping into a Team Sport.


Remote journey mapping workshop with HR managers. Mapped the hiring process based on in-depth interviews with job candidates and recruiters. Prioritized process changes to create a more candidate-focused hiring process.


Journey mapping to provide the foundation for a multi-year vision and concrete innovation ideas. In-depth customer interviews followed by a 2-day workshop. Learn more: How 1–800-PACK-RAT Used Journey Maps to Start a Customer Experience Transformation.

March of Dimes

Collaborative journey mapping to improve maternity care for women with low access to healthcare. 1:1 interviews followed by a stakeholder workshop. Learn more: Helping March of Dimes Understand the Journeys of Women with Low Access to Maternity Care.

user journey interview

Travel Leaders

Team research consisting of 3 travel company field visits and 30 customer interviews. 2-day workshop that generated 3 personas and a research-based journey map for each. Drove a unifying 3-year experience vision and a 12-month product roadmap.

PenFed Credit Union

Defined home buyer journey steps and pain points based on 10 in-depth interviews. Guided a project to improve mortgage products and the home buyer customer experience. Learn more: Home Buyer Journey Research for PenFed.

“Working with Marketade has been an amazing experience. I highly recommended them to anyone!”

Hung Ngo

Senior UX Designer, PenFed Credit Union

Our Journey Mapping Process

While we customize every journey mapping project, here’s an overview of our typical process.


We reach quick alignment on your journey mapping goals, product, audiences, and KPIs.


We send you a report that digitizes the final journey maps and captures the supporting research, findings, and next actions.


We facilitate a remote journey mapping workshop with your team.


We conduct a rigorous recruiting and screening process to find representative research participants.


We conduct moderated user interviews, observation sessions, field studies, and/or other user research.

“I thought the interview set-up, organization, and deliverables were all fantastic!”

Jeremy Abrahams

UX Design Lead, Herman Miller

Why a “Team Sport” Approach for Journey Maps?

Seeing is believing

Observing and listening to users has a powerful impact on designers, product managers and other stakeholders. But a few clips in a report doesn’t cut it. Watching in-depth research sessions does.

Alignment is really hard

Watching customers and analyzing data together has a magical power: it builds a shared, objective understanding of customers and their pain points. This saves you a ton down the road by reducing rework, delays and failed launches.

You are the experts

We see it over and over … The journeys, personas, and innovation ideas your team generates beat what consultants produce. But only if you watch users in depth and go through a rigorous, collaborative process.

Data to deadlines in a day

We know how hard it is to turn research into changes that launch. That’s why our workshops don’t end until every top solution has a next step, an owner, and a deadline. Going from messy data to clear next steps in a day or two builds excitement and momentum.

“I loved the interactive nature and really valued the consumers who came in.”

Tim Treger

Director of Learning & Development, Reynolds Consumer Products