CUSTOMER JOURNEY MAP: ORIGINAL SAAS EXAMPLE AND BLANK WORKSHEET
ShowMeYourSaaS — October 26, 2026
Guide: https://showmeyoursaas.com/articles/customer-journey-map/

MAP BRIEF
Actor and relevant role:
Goal and triggering situation:
Product and version:
Scope, starting point, and endpoint:
Map type: observed current state / proposed future state / assumption map
Research sources, date, permitted access, and unresolved questions:
Owner and review trigger:

FOR EACH STAGE
Stage name:
What the person is trying to accomplish:
Action and touchpoint:
Observation and source reference:
Reported thought or feeling, if actually supported by evidence:
Interpretation (keep separate from observation):
Evidence status: observed / reported / inferred / unknown
Obstacle and consequence for the task:
Possible improvement or research question:
Owner, smallest next action, and acceptance evidence:

ORIGINAL FICTIONAL ASSUMPTION MAP — NOT CUSTOMER RESEARCH
Product: BriefBoard, a fictional client-brief app.
Actor: freelance designer preparing a brief for a new client.
Goal: receive enough project information to begin a useful scope discussion.
All experiences below are hypotheses to investigate, not study findings.

1. DISCOVERY
Task: find a better way to request a client brief.
Touchpoint: search result or relevant recommendation.
Question: does the description match the designer's intended job?
Potential owner: founder/content.
Evidence needed: a recent search or selection experience from a suitable person.

2. EVALUATION
Task: check whether the tool fits this project.
Touchpoint: demo, examples, and pricing.
Question: are the limits and the client's required effort clear?
Potential owner: founder/product.
Evidence needed: an observed evaluation and the person's actual questions.

3. FIRST VALUE
Task: receive a usable first response.
Touchpoint: brief setup and client form.
Question: where does the sender or recipient need help?
Potential owner: product/support.
Evidence needed: the whole authorized sender-and-recipient task, not only clicks.

4. REPEAT USE
Task: start the next project with less rework.
Touchpoint: saved briefs and a new request.
Question: which information should be reused or changed?
Potential owner: product.
Evidence needed: an account old enough to have another appropriate project.

5. RENEWAL
Task: decide whether continued access is useful.
Touchpoint: usage history and billing information.
Question: is recurring value visible at the job's natural cadence?
Potential owner: founder/customer success.
Evidence needed: actual renewal decisions and their context.

ORIGINAL EXAMPLE OF SEPARATING CLAIMS
Constructed observation: a participant copies a request into a personal email.
Possible interpretation: the invitation wording is unclear.
Alternative interpretation: the client needs a familiar delivery channel.
Next research question: what made the person choose that channel?
Do not turn an interpretation into a finding without further evidence.

DECISION LOG
Evidence / problem / proposed change / owner / acceptance check / observation
window / result / remaining uncertainty / version and next review.
Retain private source material only where appropriate; use permitted summaries
in a broadly shared planning map.