UX/UI Design
Customer journey mapping at Grapefruit shows how each customer segment moves across your website, app, contact centre, stores and campaigns, where they get stuck and what it costs you. We combine research, analytics and behavioural data into journey maps and segments linked to business metrics, then turn the biggest pain points into a prioritised improvement roadmap.
Clients for this service: Work for INGENIUM European University Alliance, Mattca, ANAF D200 (self-initiated concept)
Interviews, surveys and contextual research with customers and staff.
Customer segments based on needs, behaviour and value.
Touchpoints, emotions, pain points and metrics per segment.
Target experiences with service blueprints where needed.
Prioritised opportunities with owners and KPIs.
1 week
Business goals, existing data and journeys in scope.
You get: Research plan
2-3 weeks
Customer and staff interviews, analytics and behavioural data.
You get: Insights · Segments
1-2 weeks
Current-state journeys and pain points per segment.
You get: Journey maps
1-2 weeks
Target journeys and prioritised roadmap, agreed in a workshop.
You get: Future-state journeys · Roadmap
AI in this service
AI helps us process the voice of the customer at scale: clustering thousands of reviews, support conversations and survey answers into themes that feed the journey maps. Journey maps are also the best way to find where AI belongs, such as an assistant at a high-volume support moment, so we flag AI opportunities on every map.
Proof
INGENIUM European University Alliance · Education & Public Sector
Mattca · Pharma & Healthcare
ANAF D200 (self-initiated concept) · Education & Public Sector
“Grapefruit’s team of specialists quickly understood our needs and objectives, providing us with a communication strategy that incorporated best practices and tools, tailored to our target audience. This contributed significantly to increasing INGENIUM’s visibility both nationally and internationally.”
Align business, IT and legal on what to build first, in one focused session.
Cannot find your question? Ask a senior specialist directly.
Customer journey mapping visualises the steps a customer takes to reach a goal, such as switching energy supplier or opening an account, across every touchpoint. It shows actions, emotions, pain points and moments that matter, so teams improve the experience as a whole instead of channel by channel.
Different customers take different paths. Segmentation groups customers by needs, behaviour and value, so each journey map reflects a real group and improvements can be targeted. A first-time customer and a long-term one rarely need the same experience.
Qualitative research with customers and frontline staff, analytics, CRM and support data, surveys and reviews. We combine what people say with what they do, and we work with anonymised or aggregated data where GDPR requires it.
The first mapping is a project; the maps should then live. We design them as editable tools your teams update as behaviour changes and as improvements ship, usually reviewed every 6 to 12 months.
Each pain point is linked to a metric and an owner, and the roadmap ranks opportunities by impact and effort. Improvements then move into design, development, CRM or content work, and the metrics show whether the journey actually improved.
Delivery Manager · talk to us about customer journey mapping
Tell us what you need and by when. A senior specialist replies with a clear next step, not a sales deck.
We reply within 1 business day, usually the same day. Not ready to talk? Take the free AI assessment.
