Experience Map
An experience map is a type of visual synthesis tool that product teams use to map and understand aspects of the customer experience. Experience maps are one of many mapping tools—alongside customer journey maps, story maps, process maps, and others—that teams use in product discovery.
What is the power of mapping?
Visual synthesis is an underdeveloped skill for most teams. But when teams develop it, it quickly becomes a super power. Human brains are exceptionally good at spatial reasoning and tapping into this unlocks some powerful insights.
Maps come in all shapes and sizes: experience maps, customer journey maps, life of the customer maps, story maps, process maps, network maps, and so on.
Why do maps matter?
Drawing helps teams think. It also helps teams align around a shared understanding. It's easier to digest a visual than to comprehend an essay.
Maps force teams to get more specific than language alone allows. Mapping helps teams clarify their communication by making implicit knowledge explicit and visible to everyone on the team.
Experience maps are particularly useful for understanding the customer experience and identifying opportunities to create value.
Learn more:
- Product Discovery Basics: Everything You Need to Know
Related terms:
- Customer Journey Map
- Story Map
- Opportunity Solution Tree
Last Updated: October 25, 2025