Customer

Customer Journey Canvas (DABB variant)

A named persona's journey plotted against touchpoints, a mood line, and stage-by-stage needs.

What it is

Persona sits alongside a horizontal Timeline and Stages spine, with Touch Points listed under each relevant stage, a continuous Mood line plotted beneath to show emotional peaks and troughs, and Customer Needs captured per stage last. Folding the persona directly into the journey, instead of treating it as a separate artefact, is what distinguishes this version.

Reach for it when

• A team debating a customer experience without agreeing on whose experience it is
• A service redesign that needs to see exactly where mood drops, not just where steps happen
• A journey-map exercise that keeps drifting into generic 'the customer' language

Running it

1. Fill in the Persona box first, by name, so the journey has a concrete protagonist rather than an abstract customer.
2. Lay out the Timeline and Stages as the horizontal spine before anything else goes on the sheet.
3. Add Touch Points under each relevant stage, then plot the Mood line across the stages as a continuous rise and fall.
4. Fill in Customer Needs per stage last, once the emotional and touchpoint picture is visible — 30 to 60 minutes with a group of three to five.