Customer Journey Mapping

Delivering exceptional user experiences is impossible without properly done customer journey mapping. Learn more about how your business can benefit from it.

What is
Customer Journey Mapping?

Customer journey mapping is a comprehensive visualisation of the user's experience with a service based on qualitative research or direct feedback. It outlines various touchpoints a user encounters when interacting with your service. It helps to uncover potential areas for improvement and provides a foundation for innovative redesign of your digital products.

Build customer-centric products
with Customer Journey Mapping

Check out what you can gain with customer journey mapping:

Improved efficiency

By understanding customers' steps throughout their journey, you can identify redundant steps, bottlenecks, or gaps in the process. Thanks to that, you can cut redundant costs and operate more efficiently.

Enhanced user experience

By mapping the customer journey, we identify pain points and opportunities for improvement, leading to an enhanced user experience. And a smoother journey equals satisfaction. That’s an easy one.

Informed decision-making

By combining qualitative and quantitative data, journey maps offer holistic insights into customer behaviour. With this straightforward data-driven approach, you can decide where to invest resources for maximum impact and where to let go.

Competitive advantage

With a deep understanding and catering to your customer's needs and pain points, you can offer a unique value proposition that sets your company apart. Far. Like, really. Make your competitors jealous.

Our Approach
to Customer Journey Mapping

At Flying Bisons, we understand that the customer journey is more than just a path; it's an experience filled with unique interactions, thoughts, and emotions. 

We’ve developed our structured approach to customer journey mapping, ensuring that every touchpoint reflects your users' experience with your product or service.

Here's how we do it:

  • Structuring the key journey stages

    Our journey begins by structuring the key stages or phases of the customer journey. We carefully map these stages to mirror the sequence of customer or user interactions with your service. This structured alignment offers a clear, one-to-one reflection of the user's journey, ensuring no detail is overlooked.

  • Description of users’ actions

    We delve into the actions performed by the user or customer at each stage. Understanding these actions is crucial for identifying areas of improvement and innovation in the user's journey. Our team focuses on capturing every step, from the initial engagement to the final interaction.

  • Understanding customers’ thoughts

    We give a voice to your customers' thoughts. By verbalising what the customer might be thinking at each stage, we gain deeper insights into their decision-making process. This understanding helps us tailor services that resonate more profoundly with their needs and expectations.

  • Capturing users’ emotions

    Your user's emotional journey is pivotal. We outline the feelings and emotions experienced at every step, acknowledging that these are as important as the actions themselves. By getting into these emotions, we design experiences that are not only efficient but also emotionally satisfying.

    After detailing these touchpoints, we connect them to create a visual model of the customer experience. This model serves as a guide for enhancing your service, ensuring a journey that is not only seamless but also deeply connected to your customer's needs and emotions.

“The only way to create meaningful value propositions and offers is to test them with your end customers, gather feedback, and iterate. It’s essential to define and understand all your customer segments before creating tailor-made value propositions for them.”

Klaudia Doerffer, Head of Research & Strategy at Flying Bisons.

Klaudia Doerffer


Our UX Research
Methods and Tools

[ Methods & Tools ]

Choosing the right user research methods is crucial to keeping your customers satisfied. We'll help you translate your deep understanding of market demand into products and services your users will love.

Want More?

  • Desk Research

  • Quantitative Research

  • Trends Analysis

  • Personas

  • Ethnographic Field Research

  • Tree Testing

  • Concept Testing

  • Hypothesis Validation

  • UX Audit

  • Competitor Analysis

  • Benchmarking

  • Stakeholder Interviews

  • Focus Groups

  • Market Analysis

  • Product Surveys

What Our
Clients Say

[ Clients ]

PwC logo.
PwC logo.

“We’ll keep them hiring for every project in the future.”

Kornel Kulisiewicz, Business Development Director at PWC.

Kornel Kulisiewicz

Business development director, PWC

Muscat logo.
Muscat logo.

“Our customer acquisition cost went down by about 50%. Our sales skyrocketed.”

David Winter, co-founder of Muscat.

David Winter


Onnibus logo.
Onnibus logo.

“We were surprised how quickly they delivered everything we asked for.”

Bernard Gołko, Chief Digital Officer at Onnibus.

Bernard Golko

Chief Digital officer, onnibus

Where UX Research
Fits in the Process

[ Process ]

UX research is the first and most crucial step of every project. It helps you understand your business, your customers and their needs. And it influences every decision at every subsequent stage of the process.

We take the data we gather in the research phase and turn it into actionable insights. These then form the basis of your strategy, which in turn shapes your design, branding, value proposition and future product development.

UX Research

Understand your customers

Discover your users’ real needs. Understand your true business context. And act on solid data – not gut feelings or assumptions.

Learn more
Digital Strategy

Set the right direction

Turn your research into actionable insights. And define a user experience aligned with your brand, customers, and business goals.

Learn more
Branding & Creative

Win hearts and minds

Build a distinctive, consistent brand that people remember – and that creates positive emotional connections with your products.

Learn more
Copywriting & UX Writing

The right words in the right places

Create stand-out content that elevates the user experience, grows your brand’s authority, and gets you more conversions.

Learn more
Product Design

Shape customer experience

Design user experiences and interfaces that meet people’s needs in beautiful, intuitive and elegantly simple ways.

Learn more
Web & Mobile Development

Make things real

Work with a team that’s got the skills, experience and flexibility to tackle any development challenge.

Learn more
Data Analytics

Power up your business

Uncover game-changing insights. Make data-driven decisions and get ahead of your rivals.

Learn more
Product Management

Connect the dots

Refine your product vision, bring your project to fruition, and generate the business results and value you need.

Learn more
Photo & Video Production

Amaze. Persuade. Inspire.

Add world-class photo & video content to your communication to reap strong benefits and boost your business.

Learn more

When our partners succeed, we succeed

Increase sales by expanding and engaging your user base, and streamlining the customer experience. Working with us is not a cost. It’s an investement.

Schedule a call with our
UX Research Expert

[ work with us ]

Every research challenge is different. That’s why we offer you a free consulting session with one of our in-house experts.

You’ll have the chance to explore which research solutions are the right fit for your project. And we’ll help you get a feel for what it’s like to partner with us.

Sound good?

Klaudia Doerffer


  • eobuwie logo.
  • KFC logo.
  • Bank Pekao logo.
  • AMG logo.
  • Booksy logo.
Send us a message

Prefer e-mail? [email protected]

Send us a message

Prefer e-mail? [email protected]

Thank you!

Your message has been sent successfully.

One last step to join
our newsletter!
Thank you!

We’ve sent you a confirmation email.