Understanding your customer’s experience is essential for creating products that truly meet their needs. Whether you’re building for everyday consumers (B2C) or for businesses (B2B), mapping the customer journey can uncover valuable insights that shape strategy, design, and communication.
As part of my product-focused portfolio, I created two distinct Customer Journey Maps for a fintech app — one tailored to a B2C audience, and the other to a B2B use case. Here’s what I learned.
What Is Customer Journey Mapping?
A Customer Journey Map (CJM) is a visual tool that illustrates the steps a user goes through when interacting with a product or service. It helps teams empathize with users, identify pain points, and uncover opportunities to improve the experience.
B2C Journey Map: Personal Finance Fintech App
Target: Individual users looking to manage personal budgets.
Stages:
- Awareness – Sees an Instagram ad for the app.
- Consideration – Visits website, reads reviews.
- Acquisition – Downloads and signs up for the app.
- Service – Tracks spending, sets financial goals.
- Loyalty – Refers friends, shares feedback.
Insights:
- Emotions play a huge role — users feel anxious about finances and need instant trust.
- Simplicity in onboarding and clear value messaging is key.
- Gamification features (e.g., streaks, savings goals) increase long-term engagement.
Portfolio Note: I visualized this journey in Figma with emotional markers, channel touchpoints, and UX improvement ideas. This map focuses on digital behavior, emotional needs, and mobile-first design.
B2B Journey Map: Fintech SaaS for SMEs
Target: Business owners or CFOs managing company cash flow.
Stages:
- Awareness – Attends webinar, sees LinkedIn ad.
- Consideration – Schedules a demo, checks pricing tiers.
- Evaluation – Involves stakeholders (finance, ops, IT).
- Acquisition – Onboards with a customer success manager.
- Adoption – Trains teams, integrates with ERP systems.
- Retention – Attends quarterly reviews, upgrades plan.
Insights:
- The buying cycle is longer and involves multiple decision-makers.
- Trust is built through demos, case studies, and whitepapers.
- Success depends on onboarding support and integration capabilities.
Portfolio Note: This map showcases a more complex B2B journey with internal triggers (compliance, cost savings), multiple personas, and a post-sale success loop. I highlighted opportunities for upselling, product education, and support automation.
Tools Used:
- Figma (FigJam) for visualizing both journey maps
- Persona templates to define target users in each segment
- Sticky notes and emoji scales for mapping emotions and pain points
Why This Matters
Creating these two maps helped me understand the fundamental differences in buyer psychology, decision-making processes, and engagement strategies between B2C and B2B segments.
As a product professional, being able to translate user journeys into actionable improvements is a crucial skill. It drives better feature prioritization, marketing alignment, and long-term retention.
See the Project:
https://www.figma.com/board/nJRmsaaf1kpW8YexX92rgM/Customer-Journey?node-id=0-1&t=udgYm8HMjQJds6y4-1
You can explore both journey maps in my portfolio. Feedback is welcome!